The number of tourists is important to the scenic resort, and hence the willingness of revisiting will be crucial for the management. In this study, it focuses on the influential factors of customer satisfaction of the amusement park such as the quality of facilities, the attitude to the customers and the price, etc. Furthermore, it will discuss the relationship between the demographic characteristics and the satisfaction of visitors. The theme amusement park “Mala Bay of Yamay Discovery World” was used as the case of this study.
This study uses descriptive analysis, the Chi-square test, Cross Analysis and ANOVA test with 6,851 valid questionnaires as collected by random sampling and obtains the following major empirical findings：
The majority of the tourists are aged 25-44, working woman, the first time to be there, for company with 4-8 people, entering the park about AM10-12 or 4-5 PM, residing at Taipei, Tao Yuan or Taichung, spending about 2 hours on transport, working with monthly salary between N.T$20,000-70,000 and going to visit here again more then 50﹪of the sample intending to visit Mala Bay again.
The major findings for the daytime visitors are as follows： based on the interactive analysis between demographic characteristics and customers satisfaction, the groups of customers showing a higher degree of willingness in revisiting include first time visitors aged between 22 and 24, working fellow countrymen with monthly salaries ranging from N.T.20,000 to N.T. 40,000, residing in Taipei metropolitan Area with the traveling size with 4 up to 8 persons, entering the park primarily during the time period AM10 to noon. No significant differences have been found between male and female visitors.
The major findings for the nighttime visitors are as follows： Again, based on the interactive analysis between demographic characteristics and customers satisfaction, it is founded that the willingness to revisit primarily is induced by a reduction in ticket price and is enhanced by the nicer consumption surroundings, e.g., a relatively lower temperature. As for visitors who decide not to pay a revisit, the overall consumption surrounding is of least concern.
General speaking, the customs have shown highest degree of satisfaction on the attitude of the attendant and satisfaction on the price of commodities in the park.
