| Summary: | 碩士 === 臺灣大學 === 農業經濟學研究所 === 98 === Abstract
This study interviews leisure farm operators in Guanyin Township. It is found that the higher education operators have, the higher income have earned, the annual income of up to 9 million; main source of income for the catering and outdoor education; target customers are still mainly; tourists from Taipei County; Tourist information source for the network; financial difficulties as the shortage of liquidity and a lack of marketing planning; industry, aged 41 to 50 years old; academic high school level or above. The results of survey indicate that the profile of tourists is as follows: married women of age 20 to 40 years old, working in services industry, living in Taipei and/or Tauyan countyies with personal annual income of $31,000 to 500,000 and annual household income of 76 to 1 million. by the cross-analysis showed that the farms of the present amount of customer spending 500 yuan less attention to the farm landscape, through the network description of Taipei with friends and relatives to come to the high household income, high education Most married women, thus providing recommendations to the Leisure Farm.
The following suggestions are proposed to operators according to the findings of this study:
1. To enhance natural landscape;
2. To E-commerce;
3. To emphasize experiential activities;
4. To improve service quality;
5. To provide healthy and special meals;
6. To sell organic or non-toxic agricultural products.
Keywords: leisure farm, tourists consumer demand, chi-square tests
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