Abstract
This study presents a quantitative analysis of visitor satisfaction and its relationship with tourism attributes in the Fantawild Adventure Theme Park in Taiwan, China. The study applies a fuzzy method and importance-performance analysis (IPA) to determine the range of impact of various attributes on visitor satisfaction. The weight and logical value of satisfaction were determined by using triangular fuzzy variables. Analysis of 389 visitor surveys identified a complex relationship between satisfaction and the following attributes: recreation experience, park service and management, park environment, guidance information, amusement consumption, and park facilities. Recreation experience is the most significant factor in visitor satisfaction, whereas the attribute of park facilities is the least significant. The fuzzy IPA method is a very useful diagnostic tool for theme park managers, who can use it to identify current problems regarding visitor experiences and then assign priorities to improvement measures for such experiences.
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