本研究主要目的在探討主題遊樂園附屬旅館顧客其認知價值、服務品質、滿意度與忠誠度間之關係，先以SWOT分析劍湖山王子大飯店之優劣勢及未來發展利基，以作為擬定劍湖山王子大飯店發展策略之參考；再以劍湖山王子大飯店之消費者為研究對象，進行問卷調查訪談。從問卷調查結果共獲得561份有效問卷，以SPSS 8.0版套裝軟體進行分析，採用敘述性統計分析、因素分析及信度分析等方法來分析遊客特性、認知價值、服務品質、滿意度及忠誠度等構面間之現況。此外，本研究應用線性結構模式來建構認知價值、滿意度與忠誠度關係模式，利用LISREL 8.52版套裝軟體進行分析。實證分析結果發現：1.劍湖山王子大飯店顧客實際體驗低於顧客期望水準。2.主題遊樂園與劍湖山王子大飯店兩項設施關係密切，並能產生綜效。3.在服務品質方面，經由因素分析淬取出顧客信賴、顧客服務、專業能力及完善設施等四個構面。4.顧客認知價值對滿意度及忠誠度有顯著影響。5.顧客期望水準對滿意度及忠誠度有正向影響，但影響不顯著。6.顧客實際體驗對滿意度及忠誠度有顯著的正向影響。7. 顧客滿意度對忠誠度有顯著的正向影響。 The objective of this study is to find out the relation between the perceived value, service quality, satisfaction and loyalty of the customers lodging in the hotel attached to the theme park. SWOT analysis will be used to analyze the advantage and disadvantage inherent to the Janfusun Prince Hotel and the niche for future development. The result will serve as the reference for the strategic development of the hotel. The consumers of the hotel will serve as the target of this study in the questionnaire survey. The survey yielded 561 valid respondents and the results have been analyzed by SPSS 8.0. Descriptive statistics, factor analysis and level of confidence were used to analyze the characteristics, perceived value, service quality, satisfaction and loyalty of the tourists. In addition, this study adopted the linear structure model to construct the relation model of perceived value, degree of satisfaction and loyalty. LISREL 8.52 was used for the analysis. The empirical study indicated that: 1. the actual experience of the customers with Sword Lake Hill Prince Hotel is below expectation; 2. The theme park and Janfusun Prince Hotel are closely associated and could yield synergy; 3. Service quality, customer trust, customer service, professional standing and facilities were mapped out through factor analysis; 4. Customer perceived that value significantly influenced the degree of satisfaction and loyalty; 5. Customer expectation positively affects the degree of satisfaction and loyalty insignificantly; 6. Actual customer experience positively influenced the degree of satisfaction and loyalty; 7. Customer satisfaction positively affected loyalty.
