“A Study on the Experiences Design and Experiential Marketing in Leisure Cowranch －The Case of Chulu Cowranch”
碩士 === 國立屏東科技大學 === 熱帶農業暨國際合作研究所 === 93 === Since Land Bank was given the right to operate nationally-owned Chulu Pasture in 1973﹐the milk produced at the pasture has been successfully marketed in the name of“Chulu Milk﹐”and has established its excellent brand image﹒As environmental conditions have...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2005
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| Online Access: | http://ndltd.ncl.edu.tw/handle/00022421438786806304 |
| Summary: | 碩士 === 國立屏東科技大學 === 熱帶農業暨國際合作研究所 === 93 === Since Land Bank was given the right to operate nationally-owned Chulu Pasture in 1973﹐the milk produced at the pasture has been successfully marketed in the name of“Chulu Milk﹐”and has established its excellent brand image﹒As environmental conditions have changed﹐it is necessary for Chulu Pasture to transform itself and gear in the direction of“comprehensive experiential”Ieisure pasture﹒The Purpose of this study was to investigate the attitudes of visitors towards the currently available and newly added experiential programs offered by Chulu Pasture and to employ fivemodules of experiential marketing strategies so as to understand experiential designs and experiential marketing strategies that are suitable to be applied at Chulu Pasture .Based on the findings﹐this study has come up with the following conclusions：
（1）Among the currently available items of experiential activities provided by Chulu Pasture.“meadow landscape﹐cow grazing Iandscape﹐view of natural Iandscape﹐feeding calves﹐tourist Ieisure and recreation zone﹐marking of plants﹐forest shower﹐information and guide service﹐and meadow rolling”are the most welcome by visitors.All these activities should be premised on“protecting natural landscape.”
（2）Among the new experiential activities to be added in the future by Chulu Pasture﹐instruction on DIY dairy products﹐visitors milking cows﹐farm lodgings﹐visitors riding ox-drawn carts﹐hay meeals﹐visitors driving cows﹐roaming on the meadow﹐hay bundlye puzzle﹐and meadow sliding”are the most welcome by visitors﹐and can conform to the principle of“diversification of experiential activities”and can meets the needs for“eat﹐Iodge﹐play﹐and appreciate.”
（3）As to experiential marketing strategies﹐Chulu Pasture should make every effort to incorporate nature and fresh air﹐natural Iandscape﹐tasting fresh milk﹐getting close to and touch of animals and plants﹐and innovative and ever changing items of activities into their experiential activities so as to make people feel joyful﹐excited﹐beautify and satisfied which is aesthetic﹐Moreover﹐through situational experiential and activities participation﹐the visitors will obtain educational and informative Knowledge and learn to grow﹐and their willingness to come and feeling for this place will be elevated.Five experiential marketing strategies of “senses﹐feeling﹐thinking﹐action﹐association”will be employed so as to enhance memory﹐with the purpose to further increase visitors’willingness to come again.
Keyword：comprehensive experiential type﹐experiential activities﹐esperiential ｍarketing strategies
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