부산대학교 도서관

This study focuses on the theme park industry, which constitutes an improtant pillar of China’s tourism industry. Theme park experiences have become one of the most popular tourist activities for Chinese people. However, the high cost of admission and low revisit rate have become a constraint to the growth of the theme park market. The purpose of this study is to examine the impact of experience economy factors on satisfaction, excitement, and social media word-of-mouth in theme parks, which are leisure centers that concentrate on things to do, see, and eat. Data were collected from tourists who visited three theme parks in Fujian Province, China. The results of the analysis showed that the experience economy factors of Chinese theme parks were categorized into entertainment, education, escapism, and aesthetic. Second, entertainment, educational, and aesthetic experiences were found to have a significant impact on satisfaction, while escapism experience had no significant impact. Third, escapism and aesthetic experiences had a significant effect on delight, while entertainment and educational experiences had no significant effect. Fourth, satisfaction had a significant positive effect on delight. Fifth, both satisfaction and delight had a significant effect on SNS word-of-mouth. Based on these findings, we propose activation measures to improve the revisit rate of theme parks.