休閒農場農業體驗活動與行銷策略之調查

Study on Agricultural Experience Activities and Marketing Strategies of Leisure Farms

蘇寄萍(Jih-Pyng Su)

《桃園區農業改良場研究彙報》 58期 (2005/12) Pp. 77-93

https://doi.org/10.29567/ZHWHGX.200512.0006

摘要

本研究調查新竹縣峨眉鄉1家、芎林鄉3家、新埔鎮5家、關西鎮6家等15家休閒農場體驗活動及行銷策略。調查結果：農業體驗活動之設計創意來源，有36.4%來自經營者本身之靈感與遊客對農業體驗互動程度為首要考慮的；宣傳方式，以運用網路、報章雜誌、口碑、或配合學校、農會、相關產業協會等方式者有60.0%；遊客來源，機關團體占29.4%最多；體驗活動，以「食」為主體搭配DIY者有9家，結合套裝行程者僅3家。休閒農場業者自認活動設計所遭遇最大的困難為人員的培訓與不足、來客時間不好掌控、季節性的農產品加工期短、不能精確掌握遊客需求、無適合之DIY場所及餐廳等。遊客基本資料調查結果，年齡層以31～50歲者最多占80.3%，教育程度大專者占多數為49.0%，職業以服務業較多占23.0%，來自北部地區桃園、新竹方面的占多數有54.0%。對農場資訊之取得，來自報章雜誌者占32.7%，透過親友介紹者27.3%；來意以體驗自然生態為遊玩農場主要動機者占34.3%，其次為欣賞田園景觀者15.6%；同遊對象以家人親戚為多占58.3%。若農場提供農產品宅配服務，遊客則有意願訂購者占81.0%；遊客第一次到休閒農場者占58.3%，有重遊意願者高達97.3%。部分遊客對休閒農場感覺不滿意的項目，包括餐廳設施與服務、停車場所不足、路標、指標不清楚，其次是公共廁所衛生等；遊客最感滿意的是休閒農場營業人員的服務態度達97.3%，這正是休閒農場在帶領體驗活動的重要關鍵也是成功的第一步。

關鍵字

農業體驗活動 ； 行銷策略

並列摘要

This survey was conducted on fifteen leisure farms located in Hsinchu county including: one in Erh-mei township, three in Cyonglin township, five in Hsin-pu township, and six in Kuan-si township. Results of the survey revealed: 36.4% of the design and creation of the agricultural experience activities originate from the farm operators' ideas and considerations for interactions with tourists in these agricultural experience activities. It was found that nine farms (approximately 60% of the surveyed population) utilize the Internet, newspaper, magazines, word-of-mouth and cooperative arrangements with educational institutions, the farmers' association and associations of related industries to advertise their business. Groups constitute the most essential source of the farms' tourists, making up to 29.4% of the visiting population. Nine farms use ”food” as the theme of their experience activities, coupled with DIY exercises, while three farms offer packaged tours. Operators of the leisure farms are of the opinion that the most difficult obstacles to overcome in designing the activities include the shortage and lack of training of their staff, uncertainty of the visitors' visiting time, limited time allowed for the processing of seasonal agricultural products, inability to fully grasp customer needs and the lack of suitable DIY venues and restaurants.The survey on the profile of customers revealed: visitors in the ”31-50 age group” make up the largest population, which is approximately 80.3% of the total number of visitors. Amongst which 49% are college graduates and 23% have a career in the services sector. The majority of the visitors come from Northern Taiwan (Taoyuan, Hsinchu), making up 54% of the surveyed population; 32.7% of the visitors learn about the features of the farms from newspapers and magazines, while 27.3% of the visits were referred by relatives and friends; 34.3% of the visitors' main motive to visit the farms is to experience the natural ecology, while the second most popular motive is to appreciate the landscaped gardens, making up 15.6% of the survey result. The majority of the visitors travel in groups with family members or relatives, making up 58.3% of the surveyed population. Where the delivery service is available, 81% of the visitors were found willing to purchase the agricultural products. The majority of the visitors were found to visit the farms for the first time, making up 58.3% of the population. An extremely high percentage of the visitors, 97.3% of the survey population, expressed their willingness to revisit the farms. A small percentage of the visitors were unsatisfied with the services including: restaurant facilities and services, the lack of parking space, the inadequacy of road signs and directions to the farm and the cleanliness of public restrooms. The majority of the visitors, 97.3% of the surveyed population, were satisfied with the service attitude of the sales staff and this is indeed the most crucial consideration and the first successful step for leisure farms in hosting the experience activities.

並列關鍵字

agricultural experience activities ； marketing strategies