테마파크 대기동선에서의 효율적인 마케팅 방안에 관한 연구

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

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.