上海大学生迪士尼重游意愿影响因素实证研究

An Empirical Study on the Influencing Factors of Shanghai University Students’ Willingness to Revisit Disneyland

摘要: 本研究以游客初游主题公园的体验对重游意愿的影响为切入点，在已有游客体验、满意度和重游意愿等相关研究的基础上对迪士尼重游意愿进行进一步的深入探究。通过对有过上海迪士尼乐园游玩体验的上海市大学生进行问卷调查，研究上海市大学生上海迪士尼乐园游玩体验的构成因子，以及上海迪士尼乐园游玩体验对上海市大学生满意度和重游意愿的影响。本文在探索性因子分析的基础上进行结构方程分析，并得出以下结论：游客情感体验显著正向影响游客满意度，进一步游客满意度显著正向影响游客重游意愿。并基于结论，为国内主题公园的发展提出了建议。

Abstract: This study takes the impact of tourists’ first visit to theme parks on their willingness to revisit as the starting point, and further explores Disney’s willingness to revisit based on existing research on visitor experience, satisfaction, and willingness to revisit. By conducting a questionnaire survey on Shanghai college students who have experienced Shanghai Disneyland, this study aims to investigate the constituent factors of Shanghai Disneyland experience among college students in Shanghai, as well as the impact of Shanghai Disneyland experience on their satisfaction and willingness to revisit. On the basis of exploratory factor analysis, this article conducts structural equation analysis and draws the following conclusion: tourist emotional experience significantly positively affects tourist satisfaction, and further, tourist satisfaction significantly positively affects tourist willingness to revisit. Based on the conclusion, suggestions were proposed for the development of domestic theme parks.