摘要
我国主题公园开发建设始于 20 世纪 90 年代。近五年来，集旅游要素与休闲
体验为一体的主题公园迎来一轮新的建设高潮。然而，大部分主题公园没有走出
亏损的尴尬境地。体验经济时代，游客愈来愈重视旅游过程中获得的体验价值，
对于主题公园来说，提高游客的体验价值是保证其可持续发展的关键。在零售服
务领域，作为影响顾客体验的重要因素，互动相关的研究越来越受到学者们的关
注。在旅游领域中，尤其是注重游客体验价值的娱乐型主题公园，有关游客间互
动的相关研究还较少

本研究以游客间互动、游客体验价值及其游后行为意向作为研究内容，经过
以下几个步骤得出研究结论。首先，总结前人研究成果，梳理相关概念及理论；
在此基础上，提出本研究的理论模型。然后，基于娱乐型主题公园参与性强、互
动频率高等特征确定影响游客互动、体验价值及游后行为意向三个变量的具体维
度，提出相关假设。第三，根据模型设计调查问卷，选择上海迪斯尼、杭州烂苹
果乐园和安吉Hello Kitty主题乐园三家典型的娱乐型主题公园进行实地调研获取
数据。第四、运用 SPSS、AMOS 等数据分析工具，对回收数据统计分析，进一步
验证了研究假设

本研究结论如下：（1）游客间互动由基本礼仪、建议与帮助和社交互动三个
维度构成，体验价值由功能性体验价值、情感性体验价值、认知性体验价值和社浙江工业大学硕士论文 娱乐型主题公园游客互动、体验价值及游后行为意向之间的关系研究
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会性体验价值四个维度构成。（2）基本礼仪对游后行为意向不构成直接影响，但
会通过体验价值（功能性体验价值、情感性体验价值和社会性体验价值）产生间
接影响；建议与帮助对游后行为意向有显著正向影响，同时通过情感性体验价值
维度产生间接影响；社交互动会显著正向影响游后行为意向，并通过体验价值四
个维度产生间接影响。（3）互动的三个维度对游后行为意向的影响程度不同，直
接互动（社交互动）比间接互动（基本礼仪）对游后行为意向的影响更大

针对娱乐型主题公园面临的游客体验不佳，重游率较低的困境，结合以上研
究结论，本文提出如下建议：构建多层次服务场景，营造良好服务氛围，促进游
客间的直接互动与交流；打造智慧服务平台，通过平台为游客提供线上互动新途
径，借助线上渠道树立主题公园品牌形象、改善游客个人形象；精细化管理，构
建综合性服务体系，增加游客体验价值，提高游客重游意愿

关键词：主题公园，游客互动，体验价值，游后行为意向
论文类型：应用基础研究浙江工业大学硕士论文 娱乐型主题公园游客互动、体验价值及游后行为意向之间的关系研究
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STUDY ON THE RELATIONSHIP AMONG TOURIST-TO-TOURIST
INTERACTION, EXPERIENCE VALUE AND BEHAVIORAL
INTENTION IN ENTERTAINMENT THEME PARK TOURISM
ABSTRACT
The development of Chinese Theme park began in the 1990s. In the past five years, the theme
park, which combines the elements of tourism and leisure experience, has ushered in a new upsurge
of construction. However, most of the theme park is not out of the embarrassing situation of loss. In
the era of experience economy, tourists pay more and more attention to the value of experience
gained in the process of tourism. For the theme park, improving tourist experience value is the key to
ensure its sustainable development. In the field of retail services, as an important factor that affects
customer experience, interactive research has been paid more and more attention. In the field of
tourism, especially the theme park with more interaction, there is less research on the interaction
between tourists.
This study is based on the study of the interaction between tourists, tourist experience value and
their behavioral intention. The conclusions of this study are obtained through the following steps.
First of all, summarizing the previous research results, sorting out the relevant concepts and theories;
Based on this, putting forward the theoretical model of this study. Then, the article puts forward the
hypothesis. The hypothesis are based on the characteristics of the entertainment theme park, such as
the strong participation and the high frequency of interaction, and the specific dimensions of the
three variables, which are the interaction of tourist-to-tourist, the experience value and the behavior
intention after the tour. Third, according to the model design questionnaire, select three typical
amusement theme park for field investigation to obtain data, such as Shanghai Disneyland,
Hangzhou rotten apple paradise and Anji Hello Kitty theme park. Fourth, use it the SPSS and AMOS
as an analytical tool to analyze the collected questionnaire data. The analysis results are used to
verify the research hypothesis.
The conclusions of this study are as follows: (1) the interaction between the tourists includes
three dimensions: the basic etiquette, advice and help and social interaction. The value of experience
consists of four dimensions: Functional value of experience, emotional experience value, cognitive
value of experience and social value of experience.(2) The basic etiquette has no direct influence on
the behavior intention, however, it has a mediating effect between the experience value (functional浙江工业大学硕士论文 娱乐型主题公园游客互动、体验价值及游后行为意向之间的关系研究
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experience value, emotional experience value and social experience value) and behavioral intention.
Advice and help have significant positive effects on behavioral intention, indirect effect through
emotional experience value dimension at the same time.Social interactions will be significantly
positive influence on behavioral intention, and have a mediating effect between the experience value
(functional experience value, emotional experience value, cognitive value of experience and social
experience value) and behavioral intention. (3) The three dimensions of interaction have different
effects on behavioral intention. The direct interaction (social interaction) has a greater impact on the
behavioral intention than the indirect interaction (basic etiquette).
Based on the above conclusions, this paper puts forward the following suggestions: build a
multi-level service scenario, create a good atmosphere of service, enhance direct interaction and
communication between the tourists. Building intelligence service platform, through the platform
offer a new way of online interaction. Setting the brand image of theme park with the help of the
online channel, improve the tourist image. Fine management, build a comprehensive service system,
increase the tourists experience value, increase tourist revisit intention.
KEY WORDS: Theme park, Tourist-to-tourist interaction, Experience value, Behavioral intention
TYPE OF DISSERTATION / THESIS: Application Fundamentals浙江工业大学硕士论文 娱乐型主题公园游客互动、体验价值及游后行为意向之间的关系研究
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目录
1 绪论.1
1.1 研究背景 ... 1
1.2 研究目和意义........ 2
1.2.1 研究目的...... 2
1.2.2 研究意义..... 3
1.3 研究思路与框架.... 4
1.4 研究方法 ... 5
1.5 可能创新点 6
2 文献综述 .....7
2.1 主题公园相关研究7
2.1.1 主题公园概念及分类 .......... 7
2.1.2 主题公园发展的影响研究... 9
2.1.3 主题公园游客行为研究..... 11
2.2 游客间互动 ...........
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