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The Study of Visitors Behaviors in the Themeparks : Using Janfusun Fancyworld, Leofoo, Formosan Aboriginal Culture Village as Examples.

Department and Graduate Institute of Leisure, Recreation, and Tourism Management Chaoyang University of Technology Thesis for the Degree of Master The Study of Visitors Behaviors in the Theme parks : Using Janfusun Fancyworld, Leofoo, Formosan Aboriginal Culture Village as Examples. (Wen-Pin, Su) (Feng-En, Lo) (Hui-Fen,Wang) 30,July 2002

S221995682 hfwang@mail.cyut.edu.tw

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; 15 ; 1995 1993 1995 1995 8

2001 Robertson Regula1994Manning1986Shelby 1988 Stankey McCool1984 1998 (2000) 9

/ Cardozo(1965) Oliver(1980) (disconfirmation of expectations Model) cognitive) (affect) cognitive) Westbrook(1980) Churchill Surprenant(1982) Bultena Klessig (1969) Kotler(1991) (Spreng,1992) Westbrook(1980) Oliver(1981) Woodruff(1983) 10

(1995) Mill(1977) Dorfman(1979) Hunt(1977) Oliver(1981) (disconfirmation) (affect) Engel 1993 1999 11

(1996) Goodman(1989) Woodside Daly(1989) 1930 Sessoms(19821994) 12

1970 (Driver) (Toucher) Driver Driver Brown(1978,1980) (1981) (1986) (1986) 1988 13

1 2 3 4 1989 (1991) 14

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SAS (6.12 ) (Frequency Analysis) (Percentage Tables Analysis) (Logistic Regression Analysis) 21

() 1 17 2 Analysis) (Percentage Tables Analysis) (Logistic Regression Analysis) () logy=b 1 +a 1 x 1 +a 2 x 2 ( 17 ) ( ) STEPWIRE (p56) ( V64 V126 ) 5-4 5-6 ( ) =INTERCPT+ (1.43) +(1.05) 22

(1993) (1995) (1986) (1988) 90 30 60 p51~56 () () () 23

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(Frequency Analysis) (Percentage Tables Analysis) (4-1-1) 48% 52% 38.9% 61.1% 27.5% 72.5% ( ) () () 25

87.8% 12.2% 89.8% 10.2% 88.6% 11.4% (18 19~30 30 ) 19~30 (63.7%) 19~30 (68.7%) 19~30 (68.0%) 19~30 19~30 (270,000 270,000~400,000 400,000~675,000 675,000 ) 270,000 17.3%24% 270,000 30% ( 34.6% 30.0% 33.3%) ( ) 19~30 ~30 18 30 26

( ) 59.3% 91.3% 86.7% (20~30 ) 83.3% 78.7% 76.7% 19~30 42.77% 32% 55.7% 34.9% 79.3% 27

( 4%) Sessoms(19611963) ( ) ( 44.0%) (41.3%) 49.0%) (33.3%) 51.3%) (27.3%) ( ) (67.0%) (77.7%) (70.0%) 44.7% 28

48.0% 40.0% 45.3% 32.7% 84.0% 45.3% 40.0% 85.3% 47.3% 32.0% 79.3% 4-2-1 98.0% 98.0% 98.7% 29

30 4-2-1 97.3% 97.3% 97.3% 98 97 4-2-2 (68.7%) (66%) (65.3%) (65.3%)UFO(64%) (62.7%) (73.3%) (55.3%) (51.3%) (37.3%) (37.3%) (36.7%) (76.7%) (69.3%) G5(55.3%) (43.3%) (40.7%) (39.3%)

31 4-2-2.1 4-2-2.2 4-2-2.3 4-2-3 (60.7%) (52.0%) (46.7%) (46.0%) (46.0%)UFO(44.0%) (57.3%) (48.7%) (35.3%) (34.7%) (31.3%) (31.3%) (52.7%) G5(49.3%) (43.3%) (40.0%) (36.0%)3D (35.3%) ( ) ( 19~30 ) ( 4-2-3.1 4-2-3.2 4-2-3.3) (4-3-1) 650 890

620 799 690 30.7% 69.3% 24.7% 75.3% 17.3% 82.7% (4-3-1) 600 500 400 300 500 35.6% 300 45.17% 500 35.8% 300 1 2 ( 2,400 ) 240 ( 10 ) 300 32

33 (4-3-1) 63.3% 68.0% 50.7% 50% (4-3-1) 75.80% 51.60% 49.50% 48.40% 47.40% 40.00% 37.90% 32.60% 89.20% 71.60% 49.00% 42.20% 40.20% 32.40% 32.40% 32.40% 85.50% 59.20% 46.10% 46.10% 44.70% 36.80% 35.50% 32.90% 75.8% 4-3-1.1 4-3-1.2 4-3-1.3

34 (4-3-1) 78.20% 52.70% 58.20% 32.70% 20.00% 41.80% 29.10% 89.60% 66.70% 62.50% 43.80% 33.30% 31.30% 25.00% 83.80% 56.80% 48.60% 47.30% 36.50% 35.10% 29.70% 78.2% Goodman(1989) 4-3-1.4 4-3-1.5 4-3-1.6 (4-3-2) 71.33% 78% 68%

( 68% ) (4-3-2) ( 78.5% ) : ( 50.0% ) (4-3-3) 4-3-3.1 4-3-3.2 4-3-3.3 (4-3-4) 63.5% 40.5% 33.8% 35

4-4-1 67.3% (58.0% ) 4-4-1 (50.7% ) 4-4-2 60.7% (40.3% ) 4-4-2 88.7% 86.0% 74.0% 36

4-4-2 76.0% 74.0% 64.4% ( ) 37

-1 5-6) -30 ),000 ( 5-1 5-3 ) -4 ) 4 ( 5-5 ) () 2.22 ( -3 5-5 ) 4.18 ( 5-6 ) 2.9( 5-6 ) ( 790 690 650 38

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1. 2. 3. 18 19~30 30 78(52%) 72(48%) 130(87.8%) 17(11.5%) 91(61.1%) 58(38.9%) 132(89.8%) 14(9.5%) 57 108(72.5%) 41(27.5%) 132(88.6%) 17(11.4%) 10.7% 10.7% 00% 44(29.3%) 95(63.3%) 4. 52(34.6%) 34(22.7%) 34(22.7%) 30(20.0%) 5. 58(38.7%) 89(59.3%) 3(2.0%) 30(20.0%) 103(68.7%) 28(18.7%) 102(68.0%) 117.3%1711.3%2013.3% 45(30.0%) 36(24.0%) 33(22.0%) 36(24.0%) 9(6.0%) 137(91.3%) 4(2.7%) 6. 35(23.3.%) 48(32.0%) 29(19.3%) 38(25.3%) 45(30.0%) 35(23.3%) 32(21.3%) 38(25.3%) 7. 8. 0(0%) 125(83.3%) 25(16.7%) 48(32%) 64(42.7%) 35(23.3%) 3(2.0%) 1(0.6%) 118(78.7%) 31(20.7%) 11(7.4%) 83(55.7%) 52(34.9%) 3(2.0%) 50(33.3%) 33(22.0%) 26(17.3%) 41(27.3%) 10(6.7%) 130(86.7%) 10(6.6%) 43(28.7%) 43(28.7%) 31(20.6%) 33(22.0%) 4(2.67%) 115(76.7%) 31(20.7%) 18(12.0%) 119(79.3%) 8(5.3%) 5(3.3%) 13.34 0.003** 1.38 0.74 7.48 0.89 3.59 0.47 77.5 0.005** 4.02 0.77 6.45 0.96 79.5 0.002**

58 9. 62(41.3%) 15(10.0%) 66(44.0%) 7(4.7%) 72(49.0%) 15(10.2%) 49(33.3%) 11(7.5%) 77(51.3%) 28(18.7%) 41(27.3%) 4(2.7%) 17.0 0.006** 10. 15(10.1%) 100(67.0%) 26(17.5%) 8(5.4%) 6(4.05%) 115(77.7%) 26(17.6%) 1(0.7%) 9(6.12%) 103(70.1%) 32(21.8%) 3(2.04%) 12.7* 0.03* 11. 35(23.3%) 26(17.3%) 22(14.7%) 67(44.7%) 30(20.0%) 28(18.7%) 20(13.3%) 72(48.0%) 35(23.3%) 35(23.3%) 20(13.1%) 60(40.0%) 3.23 0.2 12. 68(45.3%) 49(32.7%) 19(12.7%) 14(9.3%) 68(45.3%) 60(40.0%) 17(11.3%) 5(3.3%) 71(47.3%) 48(32.0%) 23(15.3%) 8(5.3%) 7.4 0.05

59

60

61

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67 4-3-1 P 1. 46 104 30.7% 69.3% 37 113 24.7% 75.3% 26 124 17.3 82.7 16.77 0.002** 2. 600 500 400 300 2 39 37 26 1.9% 37.5% 35.6% 24.0% 4 1 2 3 7 36 19 51 6.3% 32.1% 7.0% 45.17% 4 2 3 1 8 44 32 40 6.5% 35.8% 26.0% 32.26% 4 1 3 2 13.79 0.03* 3. 295 63.3% 102 48 68.0% 32% 76 74 50.7% 10.11 0.006** 0.006** 4. 31 45 46 72 36 38 49 47 32.6% 47.4% 48.4% 75.8% 37.9% 40.0% 51.6% 49.5% 8 5 4 1 7 6 2 3 33 43 41 91 33 33 50 73 32.4% 42.2% 40.2% 89.2% 32.4% 32.4% 49.0% 71.6% 6 4 5 1 6 6 3 2 27 34 35 65 28 25 35 45 35.5% 44.7% 46.1% 85.5% 36.8% 32.9% 46.1% 59.2% 7 5 3 1 6 8 3 2 0.23 0.54 1.42 6.75 0.74 1.50 0.52 0.10 0. 89 0. 76 0. 49 0. 03* 0. 69 0. 47 0. 77 0.06 5. 43 32 23 29 18 11 16 78.2% 1 2 4 3 5 7 6 43 89.6% 1 2 3 4 5 7 6 62 83.8% 1 3 4 2 6 7 5 2.44 3.97

4-3-1.1-1 2 3 4 5 6 7 8 9 10(10.6%) 1(1.1%) 0(0%) 3(3.2%) 4(4.3%) 3(3.2%) 4(4.3%) 5(5.3%) 0(0%) 13(13.8%) 10(10.6%) 5(5.3%) 2(2.1%) 2(2.1%) 4(4.3%) 4(4.3%) 4(4.3%) 0(0%) 6(6.4%) 9(9.6%) 9(9.6%) 7(7.4%) 6(6.4%) 5(5.3%) 3(3.2%) 0(0%) 0(0%) 37(39.4%) 14(14.9%) 11(11.7%) 3(3.2%) 2(2.1%) 3(3.2%) 1(1.1%) 0(0%) 0(0%) 2(2.1%) 8(8.5%) 8(8.5%) 9(9.6%) 3(3.2%) 1(1.1%) 3(3.2%) 1(1.1%) 0(0%) 5 (5.3%) 1(1.1%) 5(5.3%) 13(13.8%) 6(6.4%) 7(7.4%) 0(0%) 0(0%) 0(0%) 13(13.8%) 12(12.8%) 7(7.4%) 5(5.3%) 2(2.1%) 4(4.3%) 4(4.3%) 1(1.1%) 0(0%) 7(7.4%) 15(16.0%) 10(10.6%) 1(1.1%) 7(7.4%) 1(1.1%) 0(0%) 5(5.3%) 0(0%) 4-3-1.2-1 2 3 4 5 6 7 8 9 9(8.8%) 3(2.9%) 2 (2.0%) 0(0%) 1(1.0%) 5(4.9%) 6(5.9%) 7(6.9%) 0(0%) 14(13.7%) 7(6.9%) 3(2.9%) 3(2.9%) 2(2.0%) 2(2.0%) 9(8.8%) 3(2.9%) 0(0%) 6(5.9%) 7(6.9%) 1110.8%) 4(3.9%) 5(4.9%) 8(7.8%) 0(0%) 0(0%) 0(0%) 51(50.0%) 23(22.5%) 9(8.8%) 5(4.9%) 3(2.9%) 0(0%) 0(0%) 0 (0%) 0(0%) 0(0%) 7(6.9%) 10(9.8%) 9(8.8%) 2(2.0%) 4(3.9%) 0(0%) 1(1.0%) 0(0%) 1(1.0%) 2(2.0%) 6(5.9%) 8(7.8%) 14(13.7%) 1(1.0%) 0(0%) 1(1.0%) 0(0%) 2(2.0%) 16(15.7%) 15(14.7%) 8(7.8%) 2(2.0%) 2(2.0%) 2(2.0%) 3(2.9%) 0(0%) 19(18.6%) 28(27.5%) 11(10.8%) 7(6.9%) 2(2.0%) 3(2.9%) 3(2.9%) 0(0%) 0(0%) 68

4-3-1.3-1 2 3 4 5 6 7 8 9 8(10.8%) 1(1.4%) 1(1.4%) 5(6.8%) 1(1.4%) 3(4.1%) 3(4.1%) 2(2.7%) 1(1.4%) 9(12.2%) 4(5.4%) 5(6.8%) 3(4.1%) 1(1.4%) 0(0%) 4(5.4%) 6(8.1%) 0(0%) 5(6.8%) 8(10.8%) 6(8.1%) 6(8.1%) 2(2.7%) 3(4.1%) 2(2.7%) 1(1.4%) 0(0%) 40(54.1%) 15(20.3%) 7(9.5%) 1(1.4%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 2(2.7%) 6(8.5%) 6(8.5%) 5(6.8%) 2(2.7%) 3(4.1%) 0(0%) 2(2.7%) 0(0%) 0(0%) 3(4.1%) 3(4.1%) 6(8.1%) 8(10.8%) 3(4.1%) 0(0%) 0(0%) 0(0%) 4(5.4%) 8(10.8%) 8(10.8%) 3(4.1%) 4(5.4%) 1(1.4%) 5(6.8%) 0(0%) 0(0%) 5(6.8%) 20(27.0%) 10(13.5%) 0(0%) 3(4.1%) 4(1.4%) 0(0%) 1(1.4%) 0(0%) 4-3-1.4 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 69

4-3-1.5 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 4-3-1.6 0(0%) 0(0%) 0(0%) 0 (0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 70

4-3-2 ( ) 10771.33%11778%10268% 4728.66 3322% 4832% P 3.89 0.143 56 (54.9) 61 (52.1) 51 (50.0) 0.49 0.78 77 (75.5) 107 (91.5) 86 (84.3) 10.39 0.006** 39 (38.2) 69 (59.0) 46 (45.1) 9.88 0.007** 39 (38.2) 39 (33.3) 40 (39.2) 0.95 0.622 4-3-3 71

4-3-3.1 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 0(0%) 4-3-3.2 (0%) 0(0%) 0(0%) 72

4-3-3.3 0(0%) 0(0%) (0%) 4-3-4 73

52 34.9% 3 45 30% 3 46 30.7% 3 0.97 0.62 29 19.5% 4 28 18.7% 4 41 27.3% 4 4.03 0.133 75 50.7% 1 69 46.0% 3 71 47.3 2 0.69 0.71 ( 31 20.9% 6 30 20.0% 6 36 24.0% 6 0.77 0.68 63 42.6% 3 69 46.0% 3 58 38.7% 4 1.65 0.44 61 41.2% 4 75 50.0% 2 64 42.7% 3 2.68 0.262 75 50.7% 1 77 51.3% 1 88 58.7% 1 2.37 0.31 51 34.5% 5 55 36.7% 5 37 24.7% 5 5.63 0.06 74

4-4-2 75

76

77

78

79

80

81

(Analysis of Likelihood Estimates) P Pr Chi-Square (Analysis of Likelihood Estimates) P Pr Chi-Square (Analysis of Likelihood Estimates) P Pr Chi-Square 82