Components of Image and its Factors in Tokyo Disney Land

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  • NOMURA Yuka
    Graduate School of Education and Human Sciences, Yokohama National University
  • YOSHIDA Keiichiro
    Faculty of Education and Human Sciences, Yokohama National University

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  • 東京ディズニーランドのイメージ構成要素とその形成要因
  • トウキョウ ディズニーランド ノ イメージ コウセイ ヨウソ ト ソノ ケイセイ ヨウイン

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The purpose of this study is to describe the image of Tokyo Disney Land and to clarify its variation for distance to Tokyo Disney Land. In order to extract the dimension of Tokyo Disney Land image, the evaluation data derived from the SD questionnaire was subjected to the factor analysis. The results of factor analysis showed that the place image of Tokyo Disney Land was mainly consisted of “Psychological factor” and “Viewable factor”. Psychological factor means the emotion such as to go to Tokyo Disney Land. Viewable factor expressed the objective side of Tokyo Disney Land. As the results of spearman rank correlation coefficient, psychological factor was related to distance to Tokyo Disney Land because of Caligula effect. Whereas the visiting experiences to Tokyo Disney Land affected the correspondence between viewable factor and distance.

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