A Study on the Rural Creative Industries and It’s Experiential Marketing Strategy—Use Siraya National Scenic Area as an Example

• Main Authors: Lin-Yu Chao, 趙凌瑜
• Other Authors: Chao-Lin Tuan
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/84728024513549330633

碩士 === 國立屏東科技大學 === 農企業管理系所 === 97 === In recent years, rural industrial style has been changing by its environment and transformed from primary sector, secondary sector to tertiary sector in Taiwan, not only utilize the original rural resources but also combine its concept of culture, life and ecology. Because we have to add a lot of innovation elements into rural production to rise strengthen of competition. How to get more delighted experience for consumers during the consumption is also a critical factor of production restructuring in the future. The study discusses the application of strategy module in experiential marketing, and use Siraya National Scenic Area to be the population to find some special factors of rural creative production by tourists’ points. Besides, go through all different kinds of experiential model and creative production to establish planning consultation. The study through by literature review, questionnaire collection and statistical data analysis to obtain some results as follow: 1.In present experiential activities, the favorite themes are nature and production resources. 2.Tourists expect to get experiential activities which include knowledge, education and aesthetic. 3.There are two most important experiential activities that need to keep which are “Guan Zih Ling hot spring, Shuei Yun hot spting and Guei Dan hot spring” and “production culture (mango, coffee and water caltrop) festival”. 4.There are two new experiential activities that can considerate to built priority which are “firefly festival” and “enjoy for plum blossom and coffee nuts. 5.Siraya National Scenic Area can control its special property of natural landscape and agricultural resources, and good to perform sense, emotion, thinking and action experiential marketing strategies to create diversification and multi-direction experiential environment, but not to be skilled in correlation marketing strategies.