2005台灣國際蘭展及機場蘭花展示效益之探討

The Efficiency Evaluation of Orchid Demonstration in the Tainan Airport and Taiwan International Orchid Show 2005

黃惠琳(H. L. Huang)

《臺南區農業改良場研究彙報》 47期 (2006/06) Pp. 55-64

https://doi.org/10.29558/XLZY.200606.0006

摘要

為配合「2005年台灣國際蘭展」活動的宣導，本場於2005年初在台南機場佈置蘭花展示空間，期提高「2005年台灣國際蘭展」知名度，並在台南機場進行現場訪查。調查結果顯示受訪者對花卉佈置之美化效果“非常滿意”及“滿意”的人數佔85.2％，此展示空間能引起62.2％的人駐足欣賞，37.6％的受訪者願意支付200∼300元來購買蘭花。31歲以上族群及管理人員較有意願購買蘭花；管理人員、公司職員及自行經商者願意支付較高的蘭花價格；年齡愈長，每株蘭花可接受之價格範圍似乎也越高。本場亦在2005年於蘭展現場進行訪查，結果顯示受訪者得知蘭展訊息的來源以“電視”最多佔38.4％。對蘭展之整體佈置的滿意度“非常滿意”及“滿意”的人數佔81％。最喜歡展示場得票率分別是蘭蕙館（中大型展場）49.9％、千蘭競艷館（小型及單株展場）38.3％、蘭姿風華館（展售會場）11.8％，以大型花卉佈置展場最有看頭，也最受親睞。參觀蘭展後能引起67.1％的人的蘭花購買慾望，最能接受之每株價格為100∼200元（50.6％）。交叉分析結果顯示，參觀蘭展後較能引起軍公教、自行經商及自由業者購買蘭花之慾望；軍公教及自行經商者購買蘭花商品的金額相較於其他族群偏向兩極化；個人月收入對參觀蘭展後購買蘭花商品的金額則無太大影響。

關鍵字

蘭花 ； 蘭展

並列摘要

In order to promote the ”Taiwan International Orchid Show 2005”, the Tainan District Agricultural Research and Extension Station helped to set up orchid decoration in Tainan Airport in the spring, 2005. A survey for this decoration showed that 85.2% of the people were ”very satisfied” or ”satisfied”, 62.2% were willing to stop and browse the decoration, 37.6% were willing to pay NT$200 ~ 300 for an orchid plant. Aged more than 31 and managerial profession were more likely to buy orchid, while managerial profession, company employee and business men were willing to pay higher price. The older the age, the higher the price was willing to pay. The other survey was hold in the exit gate of ”Taiwan International Orchid Show 2005”. The result showed that the most accessible information source of orchid show was television (38.4%). 81% of the people were ”very satisfied” or ”satisfied” by the show. The votes for favorite demo building were ”Large & Medium Landscape Display” 49.9%, ”Small Landscape Display & Awarded Orchid Exhibition Area” 38.3% and ”Sales Booths Area” 11.8%. 67.1% had incentive to buy orchid after visited. The most acceptable price for an orchid plant was NT$100 ~ 200 (50.6%). Government employee, business men and self-employee were most likely to purchase orchid after visit. Personal income had no correlation with the amount of money spend on orchid after visit.

並列關鍵字

Orchid ； Orchid show