主題樂園的體驗行銷與品牌形象對消費者重遊意願之影響──以義大遊樂世界主題活動為例

The Influence of Experience Marketing and Brand Image on Consumers’ Revisit Intention: A Case Study of E-DA THEME PARK

國內主題遊樂園競爭激烈，每逢寒暑假的出遊旺季，各大遊樂園業者無不卯足全力，爭取最大來客數。由於維繫顧客重遊率對於主題樂園的經營至關重要，因此，本研究以義大遊樂世界暑期活動為研究範圍，探討體驗行銷、品牌形象與重遊意願之間是否存在著顯著差異。研究方法採用便利抽樣方式，以問卷調查法進行資料收集，共計發出450份，回收418份有效問卷；並以主成分分析、獨立樣本T 檢定、單因子變異數分析、迴歸分析等方法進行問卷分析。研究結果顯示：經由主成分分析發現，對主題樂園的消費者而言，體驗行銷僅出現感官、情感、行動三個構面，而缺乏思考、關聯兩構面，其原因主要與主題樂園的產業特性有關。對消費者而言，主題樂園的活動體驗不易產生思考與關聯的聯結。在體驗行銷、品牌形象與重遊意願三者的關係上，體驗行銷與重遊意願之間有顯著正相關，而品牌形象對體驗行銷和重遊意願則無顯著相關。若進一步分析則發現，體驗行銷對重遊意願有顯著的影響，但對品牌形象不具顯著影響；而品牌形象對重遊意願亦無顯著影響。此結果顯示：就消費者而言，目前義大遊樂世界尚未形成具體的品牌形象，以至於無法藉由品牌形象的建立，讓消費者的重遊意願提高。因此建議義大遊樂世界除了持續推動體驗行銷外，應該加強品牌形象的塑造，以提高遊客的重遊意願。

There are intense competitions in the domestic theme parks; on peak seasons such as summer and winter holidays, theme parks operators do their best to increase the number of visitors. Since it is crucial for them to maintain customer revisit rates, this study therefore uses summer activities held by E-DA Theme Park as the research scope to explore whether there are significant differences among experiential marketing, brand image, and revisit intention. The convenience samplings in questionnaire surveys are applied as research methodology for data collection. 450 questionnaires were released and 418 valid questionnaires were retrieved. Principal component analysis, independent sample T-test, one-way ANOVA, and regression analysis are used to analyze the questionnaires. Research results show: principal component analysis revealed that for consumers of theme parks, experiential marketing only has the three dimensions of sense, emotion, and action, lacking the two dimensions of thinking and association; this is primarily because of the related industrial characteristics. For consumers, their activity experiences bring no thinking and association correlations. In the relations among experiential marketing, brand image, and revisit intention, there is a significant positive correlation between experiential marketing and revisit intention; however, no significant correlation between experiential marketing and revisit intention on brand image. Further analysis presents that experiential marketing has a significant influence on revisit intention, but not on brand image. Brand image also has no significant influence on revisit intention. This conclusion results: for consumers, E-DA Theme Park has not yet formed a concrete brand image, so it has not been able to elevate the revisit intentions of consumers by establishing its brand image. Thus, it is suggested that other than continuing to promote experiential marketing, E-DA Theme Park should enhance the formation of its brand image for elevating the revisit intentions of tourists.