近幾年來，由於觀光遊樂市場的蓬勃發展和國人對於休閒遊憩的重視，具有主題性的大型遊樂園，已成為目前國內休閒旅遊的趨勢。在消費者意識逐漸抬頭的情形下，使得主題遊樂園業在服務品質的經營上備受考驗。遊客對服務品質評價和遊客整體滿意度實為影響遊樂園業生存競爭的重要指標。 在休閒產業中，業者將迎接國內外競爭環境的轉變，如何留住舊顧客並吸引新顧客便顯得非常重要。而經營績效之分析可以幫助業者找出自己的優缺點，以作為改善的依據，藉以提升自己的競爭力。 本研究目的：（1）了解遊客對於義大遊樂世界的事前期望與事後滿意度。（2）以事前期望與事後滿意度做義大遊樂世界經營績效之分析。（3）提出優先改善之項目，建議做為未來改進方案。 經由研究結果與討論，建議義大遊樂世界優先改善的項目如下：1.公廁設置地點與清潔度；2.餐飲設施安全品質；3.購物設施安全品質；4.逃生設施與動線﹔5.餐飲服務態度﹔6.餐飲環境舒適性﹔7.園區票價合理性。 In recent years, due to the vigorous development of the sightseeing and amusement market and the importance of the Chinese people for leisure recreation, the large-scale amusement park with the theme has become the trend of domestic leisure tourism. Under the circumstance of rising consumer awareness, the theme amusement park industry has been tested in the service quality management. Tourists' evaluation of service quality and overall satisfaction of tourists are important indicators that affect the survival competition of the amusement park industry. In the leisure industry, operators will embrace the transformation of the domestic and international competitive environment. How to retain old customers and attract new customers is very important. The analysis of business performance can help the industry to find out their strengths and weaknesses as a basis for improvement, in order to enhance their competitiveness. The purpose of this study: (1) Understand the pre-existing expectations and after-sales satisfaction of tourists for the Yida Amusement World.(2) Analysis of the operating performance of the Amusement World in terms of ex ante expectations and after-sales satisfaction.(3) Proposing projects with priority improvement, and recommending them as future improvement plans. Based on the research results and discussions, it is suggested that the projects that the Yida Amusement World will improve first are as follows: 1. Public toilet setting location and cleanliness 2. Food and beverage safety quality 3. Shopping facility safety quality 4. Escape facilities and moving lines 5. Catering service attitude 6. Dining environment comfort 7. Reasonable fare in the park.
