本项目小组选取重庆主城区的6大主题公园为研究样本,运用问卷调查、实地访谈和网络调查的方法对有主题公园游玩经历的游客进行调查,通过对收集到的一手数据资料辅以查阅文献得到的二手资料的整理进行描述性分析,调查组发现重庆主城区主题公园的游客呈现出以下特征:(1)游客以18~25岁的学生群体为主,受教育水平较高,对旅游产品的文化内涵有较高要求,闲暇时间集中在寒暑假和周六、周末;(2)受交通因素影响,客源地域分布集中在主城9区内;(3)游客了解主题公园的途径主要受亲戚朋友推荐,口碑效应凸显;(4)公园票价符合大众消费水平,游客期待的票制是一票制。基于实地调查得到的游客特征,未来重庆主城区主题公园在产品开发和市场营销方面应采取以下对策:(1)注重主题公园文化内涵的提升;(2)开通直达主题公园的旅游专线;(3)培育良好形象,拓展口碑效应;(4)创新经营项目,提高产品吸引力;(5)注重营销,丰富营销方式。 The project team selected six major theme parks in Chongqing’s main urban area as research samples, conducted surveys on tourists who had experience of theme parks through questionnaires, field interviews and online surveys. After reviewing the collected data The surveyed team found that the tourists in the main theme parks in Chongqing showed the following characteristics: (1) The tourists were mainly from 18 to 25 year-old student groups with high level of education, and the tourism products (2) Due to traffic factors, the geographical distribution of tourists is concentrated in 9 districts of the main city; (3) The main routes for tourists to know the theme parks are mainly Recommended by relatives and friends, the word-of-mouth effect highlights; (4) The fare of the park is in line with the general consumer level, and the ticket system the tourists expect is a one-vote system. Based on the characteristics of tourists surveyed in the field survey, the following major measures should be taken in product development and marketing in the main theme park of Chongqing in the future: (1) Focusing on the theme park’s cultural connotation; (2) ) Cultivate a good image, to expand the word of mouth effect; (4) innovative management projects to enhance product attractiveness; (5) focus on marketing, marketing rich.