테마파크 서비스품질과 서비스가치가 방문자만족과 행동의도에 미치는 영향 = The Study on the Effect of Service Quality and Service Value of Theme Park on Customer Satisfaction and Behavior Intentions.

다국어 초록 (Multilingual Abstract)

The main objective of theme park is to increase market share and company's profit by keeping existing visitors and promoting revisits through increasing visitors' satisfaction. This study aims to comprehend the influence that service quality and service value in theme park give to visitor's satisfaction, to identify influence of visitor's satisfaction on willingness of revisit and recommendation, and to give useful suggestion to theme park's effective development and management. For the above, this report reviewed the preceding studies, researched theoretical background, and verified it by setting hypothesis and measurements for problem solving
Sampling was made in the convenience sampling method from visitors to major theme parks located in Seoul and Kyunggi province and survey was conducted for 1 month, from Apr. 5, 2008 to May 4, 2008, and, total 269 valid samples were verified.
The results of the verification are as follows: First, hypothesis 1 that service quality of theme park have positive influence on visitor's satisfaction was accepted. Second, hypothesis 2 that service value of theme park have positive influence on visitor's satisfaction was accepted. Third, hypothesis 3 that visitor's satisfaction have positive influence on willingness to revisit was accepted. Forth, hypothesis 4 that visitor's satisfaction have positive influence on willingness to recommend was accepted.
The result of this study presents that theme park should provide visitors with high quality and values of service, and visitor's satisfaction have positive influence on willingness for revisit and recommendation.

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