연구논문 : 테마파크 이용객의 만족도에 관한 연구

The purpose of this study is to find out the satisfaction degree of theme park visitors in the rapidly changing environment. To achieve the purpose of this study, documentary study related to theme park is done and empirical analysis on the satisfaction degree of theme park visitors. The result of analysis is as below. First, according to the analysis on visitors reaction to each situation when they visit theme park, environment & facility factor and service factor have most significant effect on the annual visit frequency, environment & facility factor, experience factor, price factor, staff factor, and promotion factor have most significant effect on the to the companion. Second, as a result of the difference analysis according to the general characteristics, environment & facility factor, experience factor, staff factor have the most significant effect on the satisfaction when they visit theme park. Third, as a result of the regression analysis on the satisfaction of the theme park chosen by visitors, experience factor and service factor have the most significant effect. Above result shows following suggestions. First, entrance fee and the price of facilities have an effect on the visit frequency. So proper price marketing strategy is absolutely needed. Second, many people receive the information about theme park by word of the mouth related to visit motive. So marketing strategy by word of the mouth to lead the visitors satisfaction is required. Third, the number of the visitors who buy the free admission tickets are much more than those who buy other tickets. So the efforts to make people buy other tickets is urgently needed. Fourth, experience factor have a lot of effect on the satisfaction degree of theme park visitors. So various events to make visitors participate in should be tried. This study has some limitations because the study object are only for Seoul and Kyonggi area, so it is little difficult to estimate overall satisfaction degree of theme park visitors. Steady and systematic study which can cover those disadvantages is ultimately needed.