農特產品在地行銷是現今非常流行之趨勢,舉凡農民透過產地直銷、超市、量販店、觀光景點業者來做販售,甚至於擺攤自售,皆可稱為「在地行銷」,而在此銷售模式中,較具相關性者即為農民、旅行業者及遊客,其彼此之間互相影響;旅行業者透過其拉客方式來協助農特產品之販售,並藉此獲得利潤,但卻從未有學者針對此方面去探討其間之影響性,因此本研究乃以探討旅行業者究竟對農特產品在地行銷是否有助益為主要探討依據,並經深入訪談、因素分析、單因子變異數分析及相關性分析來完成。 本研究主要透過相關文獻及深入訪談來歸納出旅行業者在此模式中之影響因子,即「遊程安排」、「解說能力」及「媒介工具」,並以農特產品銷售中心之遊客為主要問卷調查對象,客觀地萃取出其顯著影響因素,再據此與遊客之「購買行為」做相關性分析,確認其間之相關程度,所得研究發現如下: 1、經因素分析萃取後,「遊程安排」共萃取出「景點的安排」、「景點的參觀方式」及「遊客的需求」等因素構面;「解說能力」共萃取出「溝通能力及景點的了解」及「產品的了解」等因素構面;「媒介工具」則萃取出「產品介紹」、「產品體驗」及「產品印象」等因素構面。 2、在受訪遊客的購買行為中,68.6%的遊客皆會購買農特產品;一般之消費程度約在1000元以下,佔約34.3%;另外有70%的受訪者皆認為其在購買農特產品時會受旅行業者之影響。 3、旅行業者之「遊程安排」、「解說能力」及「媒介工具」與遊客之「購買行為」皆具有顯著相關性存在,這說明了就遊客之角度認為,旅行業者在景點的介紹、安排上;或是對於景點之解說能力、與遊客之溝通能力;或是使用相關媒介工具來提升遊客對於產品之印象,皆會使得遊客在購買農特產品之意願、數量偏向願意及較多的情形。 4、經深入訪談發現,不論是農民或是旅行業者本身皆認為,旅行業者在農特產品在地行銷過程中,有一定之影響程度;因此不論是在實證或是訪談結果皆肯定本研究之研究目的。
The very popular trend is an agricultural specialty product to direct sell in producing area now, peasants sell through directness of producing area, the supermarket, shop, scenic spot make selling, selling by oneself, can all be called “local-marketing”. In this selling model, it is peasant, travel agent that the persons who relatively have dependence are and visitors, it influences each other each other; Travel agent helps the selling of the agricultural specialty product to sell through the way that they gather visitors, obtain profit by this, but there is not a scholar that has understood their influence to this respect, so the main purpose of this research is to understand that travel agent helps the agricultural specialty product to sell in producing area direct marketing, and analysis through the expert's visit, Factor analysis, the One-Way ANOVA makes a variation and counts the analysis and dependence to analysis that studies. The following of result of study: 1.After the factor analysis, “the arrangement of the journey” extracts out “the arrangement of the scenic spot”, “the visit way of the scenic spot” and “visitors' demand”, “ability to explain” extracts out “ability to communicate and understanding to the scenic spot”, “understanding of the products”, “the tool of media” extracts out “product introduction”, “the products are experienced” and “the impression of the products”. 2.In the consumer behavior of visitors of accepting the visit, 68.6% of the visitors will all buy the agricultural local product, general under about 1000 dollars of degree of consumption, accounts for about 34.3%, have to accept visitor think its will the influence of the travel agent while buying the agricultural specialty product all 70% in addition. 3.Travel agent all exists showing correlation among “the arrangement of the journey”, “the ability to explain”, “the tool of media” and “consumer behavior”. 4.Find after the expert's visit, no matter peasants or the travel agent to think itself, travel agent is during the process of selling in the producing area in the agricultural specialty product, there is its certain influence degree, so no matter all affirm the research purpose of this research in the real example or the interview result.