主題遊樂園所提供給顧客的服務包含許多不同屬性的價值，品牌權益的組成因素，應有別於以往的實體產品品牌權益衡量方式。本研究以主題遊樂園為研究對象，探討品牌權益的構成要素，進而構建品牌權益模式。本研究採問卷調查法，針對前往六福村、劍湖山世界、九族文化村、月眉育樂世界、小人國的遊客進行訪查，共取得有效樣本393份。資料分析主要採用描述性統計、信度分析、相關分析、多元迴歸分析等統計方法。 研究結果顯示：1.就各構面對品牌權益的影響來說，知名度、忠誠度、服務品質、遊樂品質、獨特性五構面對於主題遊樂園品牌權益有顯著的影響。2.對品牌權益的建立而言，服務人員品質比遊樂設施品質的相對重要性高。主題樂園的獨特性(園區規劃、主題特色、交通區位)則影響最多。3.各主題遊樂園的品牌權益構成要素不同。知名度、忠誠度、組織聯想、品牌個性、服務人員品質、景觀與環境品質、遊樂設施品質及獨特性八大構面對品牌權益各構面(整體評價、整體滿意度、搜尋資訊成本、信心、品牌延伸與溢酬效果)的影響程度亦不同。 Theme parks provide consumers different attribute values. Whether the brand equity determinants of theme park would be different product brand equity, for those theme parks that provide different entertainment experience and services at the same time. The research objects are the consumers of five theme parks in Taiwan. The purpose is to explore the essences of theme park brand equity. The results indicate that 1.“Awareness”,“Royalty”,“Service Quality”, “Entertainment-Equipments Quality”, “Unique” five determinants have significant impact on building brand equity 2. “Service Quality” is more important than “Entertainment-Equipments Quality” for building brand equity 3. Each theme park has its brand equity essences. “Awareness”, “Royalty”, “Organizational Association”, “Brand Characters”, “Service Quality”, “Environment Quality”, “Entertainment-Equipments Quality” and “Unique” have different influence level to brand equity components.
