摘要
自 1989 年中国深圳“锦绣中华”第一个主题乐园开业以来，各地也纷纷利用当地
特有的资源创建各具特色的主题乐园，此外国外主题乐园也纷纷加入旅游服务业，抢
占旅游市场，2016 年迪士尼乐园在上海开业。旅游业不仅推动了经济效益的增长，而
且产生了更高价值的社会效益，增加了政府收入，提供了就业机会，满足了人们日益
增长的物质文化需求。然而据统计，不少主题乐园出现亏损状态，高投入后的增值期
限短，成为主题乐园大开发浪潮后的严峻问题之一。究其原因在于规划不合理、市场
推广不力、管理经验薄弱导致客流量少，如果主题乐园要实现经济效益就必须保持稳
定的客流量，一般情况下在主题乐园开业初期，游客量较多，但过了保鲜期，就可能
出现持续下坡，人流量少。因此如何保持游客流量是主题乐园经营管理者面临的重要
的问题，掌握游客的需求能够提高游客对游乐园的满意度，从而提高重游意愿。研究
主题公园的游客重游意愿非常有必要

常州市作为历史悠久的文化古城，在政府的引领下将传统地理资源和历史文化、
高科技有机结合，使得主题公园的文化主题呈现多样化的发展趋势，目前常州市主题
乐园有春秋淹城乐园、中华恐龙园、环球动漫嬉戏谷，多样化的主题乐园成为常州市
新颖的创意文化产业，不仅推动了常州市经济的发展和文化的传播，更成为一座城市
的品牌，同时让游客增长知识，了解了更多的传统文化，做到文化与生活相结合。本
文选择以常州历史文脉和民俗风情为主题的淹城春秋乐园为研究对象，因此本文选择
常州市主题公园为研究对象，对游客重游意愿进行实证分析，通过问卷调查从主题乐
园的主题氛围、服务设施、主题项目和服务质量四方面构建了测评游客重游意愿的影
响模型。首先对常州淹城春秋乐园重游游客的基本特征进行了统计分析，发现游客在
年龄、教育情况、收入和职业上具有一定的特征体现。然后，从主体氛围、服务设施、
主题项目与服务质量对主题乐园的认可度进行了描述性统计分析，研究发现乐园的主
题项目认可度最高，其次是主题氛围，然后是服务设施，而服务质量的认可度最低，
因此淹城春秋乐园在服务质量与服务设施上面具有很大的改善空间。最后，以主题项
目、主题氛围、服务质量、服务设施与游客特征为影响因素进行回归分析，研究发现
服务设施、服务质量、主题氛围与主题项目都会对重游意愿产生影响，且影响力度依
次增强；而游客特征方面主体现在年龄和月收入会对重游意愿产生影响作用，性别、II
受教育程度与职业则不会对重游意愿产生影响作用。根据研究结论提出了提升主题乐
园重游意愿的建议：合理安排主题项目、加强营造主题氛围、改善乐园服务质量、改
进乐园服务设施

关键词：游客；主题乐园；重游意愿III
ABSTRACT
Since 1989 China Shenzhen Splendid China the first theme park opened, the country
also have specific to the use of local resources to create a distinctive theme park, in addition
to the foreign theme park have also joined the tourism service industry, to seize the tourism
market, Disney park opened in Shanghai in 2016. Tourism not only promotes the growth of
economic benefits, but also produces a higher value of social benefits, increasing government
revenue, providing employment opportunities to meet the growing material and cultural needs
of the people. However, according to statistics, a lot of theme parks in the state of loss, after a
short period of high value-added investment, the theme park has become one of the serious
problems after the wave of development. The reason lies in the unreasonable planning,
marketing and management experience poor weak due to less traffic, if the theme park to
achieve economic benefits must maintain the stability of the passenger flow, general theme
park opened in the early visitors more, but the preservation period, there may be continuous
downhill, less flow. So how to maintain the flow of tourists is the most important problem
facing the theme park management, grasp the needs of tourists can improve the satisfaction of
tourists to the amusement park, so as to improve the willingness to revisit. It is necessary to
study the theme park tourists revisit intention. Changzhou city as a cultural city with a
long history, in the government under the guidance of the traditional geographical and
historical and cultural resources, high-tech organic combination, making the theme park
cultural theme presents diversified development trends, the current Changzhou City Theme
Park Spring City Park, the dinosaur park, joyland, diversification of the theme park to become
Changzhou city novel creative cultural industry, not only to promote the spread of Changzhou
City, the development of economy and culture, more become a city brand, also let visitors
know more knowledge, traditional culture, culture and life combine to do. The Changzhou
historical culture and folk customs as the theme of the flooded city of Spring Park as theIV
research object, this paper selected the theme park in Changzhou city as the research object, to
analyze the tourists revisit model through the questionnaire survey from the theme park theme
atmosphere, service four aspects, the theme of the project application and service quality
evaluation is constructed tourists revisit intention. First, the basic characteristics of
Changzhou City Spring Park tourists revisit was analyzed, found that visitors have embodied
the characteristics in age, education, income and occupation. Then, the descriptive statistical
analysis from the main theme atmosphere, quality project and service facilities, the theme
park acceptance of the study found that the theme of Paradise project approval is the highest,
followed by the theme atmosphere, and then the service facilities and service quality
acceptance of the lowest, so the flooded city of spring park has greatly improved in space the
quality of service and service facilities. Finally, the theme of project, theme atmosphere,
service quality, service facilities and tourist characteristics as the influencing factors of the
regression analysis, the study found that the quality of service, service facilities, theme
atmosphere and theme of the project will have an impact on the willingness to return, and the
impact strength are enhanced; and the main characteristics of tourists now will affect the age
and income effect on the willingness to revisit, gender, level of education and occupation had
no effect on the willingness to revisit. According to the research conclusion puts forward to
promote the theme park revisit the advice: reasonable arrangements for the project, to
strengthen the theme theme to create atmosphere, improve service quality, improve the park
park service facilities.
Key Words: Tourists; Theme Park; Willingness to RevisitV
目录
摘要.I
ABSTRACT..........III
1导论..........1
1.1 选题背景...1
1.2 研究意义...2
1.2.1理论意义....2
1.2.2实践意义....2
1.3 研究的内容与研究方法...3
1.3.1研究内容....3
1.3.2研究方法....3
1.4 研究的创新之处...4
2文献综述..5
2.1 主题乐园基本概念及研究现状...5
2.2 重游意愿的内涵及研究现状..
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