地方農業轉型觀光農場體驗行銷策略之研究 —以三星鄉「蔥滿樂趣」農場DIY體驗活動為例

• Main Authors: Ching-Yi Liu, 劉靜怡
• Other Authors: 蔣安國
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/j8xrq3

碩士 === 佛光大學 === 傳播學系 === 103 === Experience Marketing” Strategy in Tourist Farm transforming from Provincial Agriculture: A Case Study of DIY Experience from Green Onion Farm in Sanshing Township. In 2004, Hsuehshan Tunnel has shortened the traffic time from Taipei to Yilan, and lots of visitors have followed with it in order to expand the travel requirements in Yilan County. The consumption patterns have been transferred from sightseeing of nature to cultural experience activities. Sanxing Township in Yilan County, an agriculture place, is with 21000 residents but more than 3500 residents are 65 years old and higher. With lowest resident proportion but higher aged residents in this county, how to take advantage of Sanxing green onion and help the agriculture transfer to tourist industry is the purpose in this study. Furthermore, to navigate the elements of experiential marketing will be the result. The research takes the DIY (Do it by yourself) experience activity of a green onion farm in Sanxing Township as an case study, and discuss the models of experiential marketing: sense, feel, think, act, and relate in this case. The method is questionnaire survey with the 400 participants from the consumers, and SPSS is the software for analyzing. The results are below: 1.The differences of different sex tourists in the experiential marketing strategy modules are significant. 2.The differences of different age tourists in the experiential marketing strategy modules are significant. 3.The differences of different job tourists in the experiential marketing strategy modules are significant. 4.The differences of different education level tourists in the experiential marketing strategy modules are significant. 5.The differences of different place tourists in the experiential marketing strategy modules are significant. In the future, the suggestions are practical for related business and the tourist farm.