This study was conducted to examine the effect relationship among flow

experience (arousal, control, focused attention, playfulness, time distortion)

about visitation of theme park, and then to verify characteristics of groups,

departmentalized by flow experience.

The results of this study elicited some implications. First, according to

analysis results about the effect relationship of flow experience, 「arousal」

and 「focused attention」 had positive(+) influence on 「playfulness」. On

the contrary, 「control」 seemed to have negative(-) influence on

「playfulness」. Also, 「playfulness」 seemed to have positive(+) effect on

「time distortion」. 「playfulness」 was explained 69.9% by primary

antecedents(arousal, control, focused attention), 「time distortion」 was

explained 36.2% by flow correlates variable(playfulness). Second,

departmentalizing results of groups, based on the flow experience, showed

that cluster 1(high flow experience group) seemed to have more proportion

in women of 20s, and about visitation with friends, as well as to have longer

staying time in theme park, than cluster 2(low flow experience group).

Meanwhile, a common feature of both groups is to use internet for

information about theme park.