摘 要
劇場理論要素是指演員、觀眾、場景、以及表演等四要素，常被用於服務接觸的管理。因此，本研究採用劇場理論的觀點，將日本團體旅遊中的服務接觸解構成劇場理論的四個要素：演員、觀眾、場景、以及表演。除了檢驗參加日本團體旅遊消費者的特性在劇場理論要素的差異，並探討服務接觸對應的劇場理論要素和參團滿意度對再購意願的影響。本研究採用問卷的方式蒐集資料，以參加日本團體旅遊且18歲以上的消費者為研究對象，共收集399份有效問卷。單因子變異數分析的結果顯示，跟團前往日本旅遊的地區會影響消費者對場景（前往九州、東京、大阪和北海道的團客顯著高於名古屋的團客）與演員（前往東京的團客顯著高於北海道和名古屋的團客）要素的評估。此外，消費者的教育程度也會影響消費者對演員與觀眾要素的評估，高中與大學/專科學歷的消費者顯著高於碩士以上學歷的消費者。多元迴歸分析的結果顯示消費者的年齡、表演要素、以及滿意度能顯著地正向影響再購意願。本研究根據結果與進行討論並提出建議。
關鍵詞：團體旅遊、再購意願、劇場理論
Abstract
The elements of theater theory are actors, audience, setting, and performance, which have been frequently used to manage service encounters. Hence, based on the theater theory, this study aimed to deconstruct the service encounters of Japan group tour into 4 elements of the theater theory (i.e., actors, audience, setting, and performance), test the differences between the consumers’ characteristics on the elements of theater theory, and examine the impacts of the elements of theater theory (in service encounters) and tour satisfaction on repurchase intention. Questionnaire was employed to collect data. A sample of 399 Japan group tourists above 18 years old participated in this study. The results of one-way analysis of variance indicated that the region of Japan group tour demonstrated differences on their evaluation on setting and actors. The group tourists in Kyushu, Tokyo, Osaka, and Hokkaido valued higher the element of setting compared to those in Nagoya;"
Keywords: Tour Group, Repurchase Intentions, Theatre Theory