테마파크 대기동선에서의 효율적인 마케팅 방안에 관한 연구

• 영문명: The Effective Marketing Project on the Waiting Line Traffic in a Theme Park: A Focus on the Effect of Waiting Time Announcement and Promotion Activities
• 발행기관: 한국관광학회
• 저자명: 金龍一 吳錫 李亨龍
• 간행물 정보: 『관광학연구』제34권 제2호, 331~348쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.04.30

영문 초록

This study compared differences of perceived waiting time, negative affect, acceptability, service satisfaction, intention to leave, and switching intention among the four different kinds of experimental groups which were located in four different hypothetical conditions of a theme park waiting line. A questionnaire was distributed to 160 people, 40 people for each experimental group, and 145 questionnaires were finally used for data analysis. Results showed that there were statistically significant differences among the four kinds of waiting situation in term terms of all the variables such as perceived waiting time, negative affect, acceptability, service satisfaction, intention to leave, and switching intention. Based on the results, several points were made from the point of effective marketing project on a waiting line traffic in a theme park.

목차

I. 서론

II. 이론적 배경

III. 연구조사 설계

IV. 실증분석 결과

V. 결론 및 시사점

참고문헌

키워드

주제공원 대기시간 부정적 감정 수용가능성 서비스 만족 이탈성향 전환의도 Theme park Waiting time Negative affect Acceptability Service satisfaction Intention to leave Switching intention