A Study on Public Sectors’ Applying Integrated Marketing to Leisure Farming－“Ping Tung Have Fun! ”as an Example

• Main Authors: ZENG,RUEI-JYUAN, 曾瑞娟
• Other Authors: 王秋傑
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/4ecr5t

碩士 === 大仁科技大學 === 文化創意產業研究所 === 104 === Pingtung county is an agricultural county. There are rich natural agricultural resources in this county. The amount of leisure farms in Pingtung are up to thirty two. They are ranking No.1 in the south of Taiwan and the third in Taiwan. Leisure farm shows its potential when leisure tourism becoming more popular. Information & Tourism Department of Pingtung County Government applied integrated marketing and strategic alliance for “Ping Tung Have Fun! Leisure Farm” activities in 2015.Through citation analysis, participant observation and in-depth interviewing, this study interviewed organizer of public sector and owners of Natural Garden Restaurant and Jia Xing Ostrich Leisure Farm to explore the event lunching, mileage of integrated marketing and result of owner joining “Ping Tung Have Fun! Leisure Farm”. The results show: (a)To enhance the application of integrated marketing communication can promote the reputation of leisure farms in Pingtung County. (b)It's better to integrate the resources of leisure farms and to operate strategic alliance mode. (c)Leisure farm must focus on marketing and create the value of its brand. The organizer of public sector hope to promote awareness of Pingtung leisure farms by this activity. The owners of two leisure farms actively cooperated and gave recognition of activity. It played an important role in promoting visibility and follow-up business. The public sector has two suggestions for business practice: (a) the owner of leisure farms need to bring forth new ideas and advance the competitive of product and service.(b) the owner of leisure farms need to get the advantages of its resource and create a feature of leisure farm. At length, the owner of leisure farms suggests that the government of Pingtung County should set a consultant team to help them improving business qualities and to manage relative marketing plans and events which can reach a positive synergistic effect on sightseeing promotion between governments and leisure farms.