Study On Amusement Theme Park Tourist Satisfaction

Customer perceived value is a very important concept in the enterprise management and have already caught the attention of the academia and business community. Its study about perceived value have widely used in many fields include the field of tourism. Tourism scholars,mainly taking heritage tourism,tourism city,festival tourism,wetland park,ancient villages,golf as research object, discussed the role of the perceived value in tourism and its influence on the tourists’ behavior, but the study for amusement theme park which is with plenty of experiential tourism projects is relatively scarce. Now, theme park enterprise have faced with a series of challenges during the management process,such as lack of theme features and cultural connotation, high ticket price, high commodity prices in scenic spot, low revisiting rate and so on. It is urgent to make some research about the perceived value of amusement theme park tourists to improve theme park’s operating situation and at the same time make up for research gap about the study of the amusement theme park tourists’ perceived value.On the basis of predecessors’ research, this study develop the initial questionnaires of amusement theme park tourists’ perceived value through literature review analysis and semi-structured interview. The study, taking tourists in amusement theme park as surveying object, make exploratory factor analysis, confirmatory factor analysis and regression analysis of the data to be collected by using SPSS and Amos software. After the study, it finally form the final scale of amusement theme park tourist perceived value, identify the multi-dimension of amusement theme park tourists’ perceived value and analysis the influence of different perceive value dimensions on tourist satisfaction.Through empirical analysis, this study mainly draw the following conclusions. First, this study have developed the amusement theme park tourist perceived value scale, build the perceived value dimension. Namely the amusement theme park tourist perceived value is mainly composed of emotional value, social value, perceived price, service value, project experience value and safety perceived value. Second, this study identifies the special dimension of amusement theme park tourist perceived value. It shows that project experience value and safety perceived value are the unique dimension of the amusement theme park tourist perceived value.Third, during the six dimensions of tourist perceived value, emotional value, service value,project experience value and safety perceived value have significant positive correlation withtourist satisfaction, and the dimension of price perceived has significant negative correlation with tourist satisfaction, but social value has no significant correlation with tourist satisfaction. Forth,the six dimension of tourist perceived value exists different influence on tourist satisfaction.Emotional value, service value, project experience value and safety perceived value have significant positive influence on tourist satisfaction,and the dimension of price perceived has significant negative impact on tourist satisfaction, but social value do not have significant influence on tourist satisfaction. Finally, the study also suggests that the influence degree of four dimensions of tourist perceived value which have significant influence on tourist satisfaction from big to small are project experience value, service value, safety perceived value, emotional value and price perceived.