[[alternative]]A STUDY OF THEME PARK IMAGE BASED ON TOURIST'S PERSPECTIVES--CASES OF THREE THEME PARK IN TAIWAN

[[abstract]] 目前我國主題樂園數量已逾46家，台灣民眾國內旅遊總人次突破1.07億旅次。國內休閒與觀光產業呈現蓬勃發展之景象，造就了國內各大主題樂園的興起。主題樂園意象乃主題樂園經營之潛力所在，若經營者能塑造出符合園區之主題訴求並獲得遊客之認同，則更能吸引遊客前來遊玩。本研究利用兩階段研究，交叉檢視曾到過國內三大主題樂園遊玩的遊客體驗，探討主題樂園之旅遊意象。 結果發現，台灣的三大主題樂園目前都已形成各自的經營特色，但還存在不少的問題。如主題樂園主題意象不突出、建築同質性較多、分佈鬆散；園區內遊樂設施多以刺激性為主。然而，國內主題樂園除了傳統的節目表演外，還利用自身的地理、環境特點，開發各種不同的主題活動，且透過各種聲光技術營造出與眾不同的效果，這些則大受遊客的歡迎。[[abstract]] At present, the number of theme parks exceeded 46, the total number of people in Taiwan domestic tourism trip exceeded 107 million. Theme park image is the potential for business, if the operator is able to create an image to meet the demands of visitors, the more visitors will come to visit. The study was conducted through two stages and triangulation research method, to study the visitors who have the three major theme park experience, and explore the image of theme park. The results showed that three major of Taiwan's theme parks have their own operating characteristics, but there are still many gaps. Such as the theme image do not prominent, the buildings are homogeneous and loosely, also many recreation facilities are irritating. But in addition to tradition performances, domestic theme parks also use its own geography environmental characteristics, to develop activities in a variety of topics, and through a variety of sound and light technologies effects to create a unique play, which are welcomed by tourist