테마파크 방문객 세분화에 관한 탐색적 접근 : 코로나19 팬데믹 기간의 에버랜드 방문객을 중심으로

초록

This study explored the subjective characteristics of theme park visitors from the perspective of segmentation. To this end, the Q methodology was adopted to examine and structured interpretation cognitive data and in-depth opinions on their experience and consumption processes in the theme park for 33 Everland visitors (P sample) during the COVID-19 pandemic through PC QUANL. It is found that there are four main types of visitors. The first is “consumption context perception type(N=8)”. This type of visitors pay more attention to details and have a sharper perception of servicescape elements. The second is “social relations-oriented type(N=10)”. This type of visitors will pay more attention to forming good ties with their companions. The third is “play experience preference type(N=7)”. This type of visitors have a clear purpose and motivation for play. The fourth is “emotional experience preference type(N=5)”. This type of visitors will be more interested in enjoying the fairytale atmosphere of the theme park. In addition, on the cognitive level, it proved to some extent the diversity of the visitor group and the leading role of certain factors such as servicescape, theme atmosphere, and attractions. Based on this, specific measures such as “testing visitor propensity”, “development of service robots”, and “strengthening story structure” were combined to suggest implications for the development of the theme park industry and the development of new service models in the post-COVID-19 era from various perspectives. Today, as global quarantine policies are gradually liberalized and demand for theme parks rebounds significantly, this study has academic and practical significance in breaking away from the quantitative paradigm commonly used in existing studies and approaching the subjective characteristics of theme park visitors through qualitative channels.

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