주제공원의 방문자만족 : 선행요인과 결과 = Visitor satisfaction of theme park : antecedents and consequence

다국어 초록 (Multilingual Abstract)

The main goal of a service-oriented theme park is to increase the visitor satisfaction rate, thus maintaining the current visitors and fostering their revisit, which leads to increased market share and company profit. In order to achieve this goal, the corporation uses controllable strategic measures through improving service quality and value which is the antecedent factor for visitor satisfaction. Therefore, to vitalize theme parks, sustainable service quality and value improvement should be carried out. In addition, ongoing discussions should be present, regarding to the problem analysis of antecedent factors between theme park visitors and visitor satisfaction, based on a marketing approach. Research of theme park service quality and values should be progressed through analyzing visitor satisfaction and intention, perceived important in customer-oriented management. In addition, relationship between service quality, value, visitor satisfaction and intention for revisits should be verified, in order to provide practical guidelines to managers, service workers and marketing officials.
To achieve the research purpose, positive analysis was progressed on theme park service quality, value, visitor satisfaction and revisiting intention based on documentation research and setting up a hypothesis. The positive analysis was carried on using SPSS WIN 14.0 to analyze the reliance and validity level of measuring tools (e.g. surveys). In addition, we have analyzed the structural relationship between three dimensions of service quality, service value and revisiting intention, which are the antecedent factors of visitor satisfaction, through the LISREL 8.3 program.
This paper views that the visitor satisfaction rate is determined through the service quality and value provided by theme park. Thus, the analysis was preceded through Brady & Cronin's (2001) three dimension of service quality theory, determining the service quality dimension which has the greatest impact and relationship to visitor satisfaction.Among the three service quality dimensions including interaction, outcome and physical quality, the analysis has shown that the physical quality was not statistically account of visitor satisfaction. In addition, it has been found that the physical quality factors (e.g. appropriateness of information, purity and user proximity) demonstrated low influence towards visitor satisfaction comparing to interaction and outcome quality. In specific, it has been found that the theme park visitor satisfaction is differently affected by service quality dimensions: outcome quality > interaction quality > physical quality. When we look according to the service industrial perspective, outcome quality including entertainment facilities was posed important than interaction and physical quality provided by service staffs. In addition, excluding service quality, it has shown tangible and intangible values including the cost, effort and time of visitors, influences the visitor satisfaction rate, indicating it is an important element among antecedent variables.
To heighten the satisfaction rate and revisiting intention of visitors, it is considered that enhancing the outcome quality of core service function (e.g. entertainment facilities) is important. In addition, it is important to increase visitor satisfaction through diversifying, experiencing and modernizing entertainment facilities installed by their unique purpose, and increasing the quality of food and beverages as well as diversifying menus.
The interaction quality has a relatively less influence to visitor satisfaction comparing to the outcome quality. However, it is important to increase visitor satisfaction through reinforcing staff service education training and putting on practical efforts to increase service value. Thus, to provide a service exceeding the sacrificing value of visitors, visitor satisfaction should be heightened in a tangible and intangible perspective, initiating development of various price packages, setting appropriate user price, diversifying food and beverage and heightening value verse cost

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 문제의 제기 및 연구의 필요성 = 1
• 제2절 연구의 목적 = 4
• 제3절 연구의 방법 및 구성 = 6
• 제2장 이론적 배경 = 7
• 제1절 주제공원에 관한 이론적 고찰 = 7
• 1. 주제공원의 개념 = 7
• 2. 주제공원의 특성 = 11
• 3. 주제공원의 선택속성에 관한 연구 = 16
• 제2절 국내외 주제공원의 현황 = 18
• 1. 국내 주제공원의 현황 = 18
• 2. 해외 주제공원의 현황 = 20
• 제3절 주제공원의 방문자만족 = 23
• 1. 방문자만족의 개념 = 23
• 2. 방문자만족의 측정 = 29
• 3. 주제공원의 만족속성에 관한 연구 = 31
• 4. 방문자만족의 선행요인 = 37
• 5. 방문자만족의 결과요인 = 38
• 제4절 방문자만족의 선행요인 = 40
• 1. 서비스품질 = 40
• 2. 서비스가치 = 60
• 제5절 방문자만족의 결과 = 66
• 1. 재방문의도 = 66
• 제3장 연구모형과 가설의 설정 = 71
• 제1절 연구모형의 설정 = 71
• 제2절 가설의 설정 = 73
• 1. 서비스품질과 방문자만족 간의 관계 = 73
• 2. 서비스가치와 방문자만족 간의 관계 = 78
• 3. 방문자만족과 재방문의도 간의 관계 = 79
• 제4장 연구방법 = 81
• 제1절 이론변수의 조작적 정의 = 81
• 제2절 변수의 측정 = 82
• 제3절 자료수집 및 분석방법 = 85
• 1. 자료의 수집 = 85
• 2. 분석방법 = 85
• 제5장 실증분석 결과 및 논의 = 87
• 제1절 표본의 일반적 특성 = 87
• 제2절 측정도구의 신뢰성 및 타당성 분석 = 88
• 1. 신뢰성 분석 = 88
• 2. 타당성 분석 = 89
• 제3절 가설의 검증 = 96
• 1. 연구모형의 구조방정식 모형 분석 = 96
• 2. 경로계수의 상대적 효과분석 = 99
• 제4절 분석결과에 대한 논의 = 99
• 1. 서비스품질과 방문자만족 간의 관계 = 99
• 2. 서비스가치와 방문자만족 간의 관계 = 101
• 3. 방문자족과 재방문의도 간의 관계 = 102
• 제6장 결론 = 103
• 제1절 연구결과의 요약 = 103
• 제2절 연구결과의 시사점 = 105
• 제3절 연구의 한계 및 미래의 연구방향 = 107
• 참고문헌 = 110
• 설문지 = 126
• ABSTRACT = 129

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