Study On Theme Park Customer Satisfaction And Behavior Ntention Based On The Marketing Combinatiorial

With rapid development of economy and improvement of people's living level, tourism has become one of the main consumption choices in holidays. As one kind of very important modern tourist resoures, theme parks have existed for more than 20 years in our country, In the process of development, there are both successful experiences and lessons of failure. Rearches on theme parks also cause the attention of many scholars. Planning and design principle, zone selection, behaviors of tourists and life cycle ect. have been researched, however, few people focus on marketing strategy for theme park.The study first gives literature review on marketing mix theory, finally takes 7P marketing mix strategy which centers on "Concern on Service"as the basis, adjusts other existing marketing mix strateges for service industries and thus proposes theoritic assumptions between marketing mix of theme parks and customer satisfaction and willingnes of behaviors. Through questionnair survey, use SPSS statistical software to make related analysis and variance analysis on data, verify relativity between marketing mix and customer satisfaction and behavioral willingness, and verfy extent of influence of variable of population statistics on them. Finally, use structural equation software LISREL to verify and modify research models, and confirm relation between five dimensions of marketing mix strategy for theme park and customer satisfaction and behavioral willingness, so as to provide the view of marketing decision to operators of theme parks in our country. At the end of the article, suggestions are given for implementation of marketing mix strategies for theme parks in our country from seven aspects of marketing mix. It is expected to provide one kind of theoretic basis for researches in future and provide a certian reference idea for decision makers of theme parks in our country during specific operations.