Abstract: The private theme parks are gradually surpassing
public-owned scenic areas after many years of development and have
become a mainstream choice for domestic tourists. Previous studies
show that visitors from different backgrounds differ in consumer
behavior and satisfaction factors. An understanding of visitor
satisfaction is therefore of extreme importance to operators of
privately-owned theme parks. Importance-Performance Analysis (IPA)
is used to measure consumer's potential satisfaction with services and
has become a widely used management tool for strength and weakness
analysis for brands, products, services and point of sales. As IPA has
so far not been used to evaluate the visitor satisfaction with
privately-owned theme parks, in this study the IPA method is used to
analyze visitor satisfaction with Janfusun Fancyworld (one of the most
popular private theme parks in Taiwan) and to rank visitor focus and
satisfaction on/in theme park facilities and services. Results of the
analysis provide private theme park operators with an understanding
of user or consumer demands as well as an assessment of the quality of
services currently offered.