台灣主題式休閒農業體驗行銷之案例研究

Experience Marketing on Leisure Tourism in Taiwanese Farm

10.6565/JGME.2014.10(1).5

梁立衡(Lea-Hurn Liang)

休閒觀光 ； 套裝旅遊計 ； 畫體驗行銷 ； 區別分析 ； 集群分析 ； Leisure Tourism ； Package Travel Plan ； Experience Marketing ； Discriminate Analysis ； Cluster Analysis

全球管理與經濟

10卷1期（2014 / 06 / 01）

76 - 104

繁體中文

本文利用感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗為主要構面項目，以體驗感受為主要觀點的設計法，結合了體驗行銷理論，以2011年在台灣新社地區一年一度的新社花海節，為主要問卷調查範圍，採取田野式實地調查現場隨機抽樣法。探討不同客群與市場區隔（Market Segmentation）情形，以及區別的效果是否良好；2.探討體驗行銷內容可萃取出何種特質的構面。調查結果發現，1.本文採用的各項研究模式中，搭配集群分析的效果皆頗為良好，不同集群可以驗證出更多差異要素。2.集群分析結果，本文利用區別分析法確實區別出兩種類別遊客的具體特質，其結果上以遊憩體驗構面的係數最具有區別能力，而區別之預測正確率高達95.4%。

The booming of leisure tourism in Taiwan began since the implementation of two-day weekends. To satisfy such leisure requirements, people would use assorted channels to obtain information to arrange their trips. Therefore, ways that tourism information is used for planning leisure tours or activities to satisfy personal recreational needs as well as to learn new knowledge have caught great attention. The promotion of local eco-tourism by the Tourism Bureau of Taiwan had helped the agricultural sector shift to a more leisure-oriented one in which unique humanities, cultures and leisure tourism are the new focus while practicing the original farming activities. Package travel plan comprises two key elements. For leisure agriculture, it is important to pay attention to marketing strategy research results for increasing business opportunities. Extending the study of Schmitt (1999), the investigators here applied those concepts on domestic leisure agriculture and tourism to explore new information and structure for relevant industries as well as researchers to help them promoting ongoing leisure agriculture development and improve domestic tourism atmosphere.