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Variations in visitors' motivations to visit theme parks: An example from Taiwan (China) (Различия в мотивации посетителей про посещении тематических парков на примере Тайваня).

Опубликовано на портале: 25-12-2003
Подтип: PhD
Тематические разделы: Менеджмент, Маркетинг

Visitors' motivations to visit theme parks vary on at least three axes. In this study, variations in visitors' motivations that are caused by their individual differences, ageing, and increasing experience with theme park visitation are respectively called divergent variation, ageing variation, and experiential variation. Based on the assumption that visitors' motivations to visit theme parks are collectively represented by their motivations for each of the theme park attributes, this study attempted to analyze the three forms of motivational variations and to segment a theme park market based on each of the variations respectively. A research sample consisting of 778 individuals was obtained from visitors to the top four theme parks in Taiwan by stratified sampling. A response rate of more than eighty percent was achieved. By examining differences between data provided by respondents to the 1st and the 2nd contacts, no significant effect of nonresponse was found. This study extracted five structural elements—Principal Benefits, Entertainment and Hospitality, Themes, Thrill rides and Unique Facilities—that generally constitute the primary body of a theme park. Subsequently, a conceptual product model of theme parks was developed. The product model can be used to illustrate the similarity and distinction between theme parks and amusement parks. Pearce's Leisure Ladder Model for theme park settings was employed as the analytical framework to examine ageing and experiential variations in respondents' motivations. Limited support for ageing variation was found and its changing pattern was also recognized in this study. On the other hand, no significant evidence was found to support the experiential variations in respondents' motivations. However, the results suggested that the Breadth of Experience may be better than the Depth of Experience as a discriminating scale to measure experiential variation in respondents' motivations. Five divergent-based segments (i.e., pleasure-seekers, enthusiasts, rationalists, adventurers, and passive visitors), three age-based segments (i.e., youths, young adults, and adults), and three experiential-based segments (i.e., focused visitors, selective explorers, and variety seekers) were effectively divided from the respondents respectively. Members in each of the segments can be distinctively identified from others on their demographics, patronage behavior, media usage, and interested theme park attributes.