“Cognition Pleasure Satisfaction” Measurement Model Of Theme Park Tourism

As a symbol of tourism experience,the vigorous development of the theme park,while meeting the tourists' leisure and entertainment,brings pleasure to the tourists.However,the theme park,this kind of industry which breakthrough resources leading mode,gets rid of the limits of time and space,loses its uniqueness at the same time.Contradiction between the rapid development and the short life cycle of the theme park appears.Therefore,pleasant of the theme park provides the possibility to solve the contradiction.The study of the reasonable and effective tourist pleasant degree is helpful for providing guidances and countermeasures of theme parks' sustainable development,making it established in tourists' needs and carrying out targeted reform and innovation.Thus it could improve the quality of tourist tours and enhance their attractiveness.Using Arnold's emotion cognitive theory,this paper studies the entire process of the tourists who travel in the theme park,constructing the reasonable ”cognition pleasure satisfaction” evaluation model.Using the method of data statistics and structural equation model,theoretical model and research hypothesis have been tested.Using independent samples T test and ANOVA,this paper tests different groups of attributes whether it has the different influence on the degree of pleasure.The main conclusions of this paper are as follows:(1)The pleasure of theme parks is defined by literature review and tourist evaluation.The pleasure of the theme park refers to the complex emotional activity of tourists in the tourist experience of the theme park.There are the positive emotion and the negative emotion in the course of tourist experience of the theme park.(2)The influencing factors of the theme park tourism cognition,pleasure degree and satisfaction are complex.And they are influenced by the demographic attributes of tourists.The results of model verification show that functional experience and theme value have significant positive effects on pleasure,and environmental atmosphere has no significant influence on pleasure.Satisfaction has a significant positive impact on satisfaction.(3)The target group in different residence has a significant impact on the positive pleasure.The target group of different professions has a significant impact on the positive pleasure.But for negative pleasure,the differences between tourists are rather small.Therefore,tourists' dissatisfaction with theme park's problems is more consistent.(4)Based on the tourists' perspective,this paper summarizes the development experience and deficiency of the theme park,and draws the conclusions: theme value is the key to the theme park,the performing service becomes the soft competitiveness of the theme park,functional infrastructure provides a solid foundation for theme parks,quantity is closely related to the perceived quality of the theme park tourists,and a clear market positioning is the key to the theme park marketing.