休閒農業消費者網路功能需求與網路行銷因素分析

休閒農業透過網路行銷而使得休閒農業經營逐步邁向現代化、自由化與國際化。本研究針對國內休閒農場之網路行銷現況、遊客網路認知需求找出農場之競爭策略因素。其間共蒐集農場遊客問卷232份，分析結果發現遊客在網路使用行為上仍不算踴躍，對網路行銷之需求以「資訊提供」、「諮詢服務」與「教育功能」較為重視。另本研究針對農場行銷需求找出六項重要競爭策略因素，其中「資訊完整性」為最重要因素之一，其他因素包括「農場特色化」、「品質一致化」及「宣傳電子化」及「形成策略聯盟」均屬於休閒農場行銷競爭之重要因素。另將消費者利用集群分析分為三個族群，分別命名為「學生族群」、「電腦技術上班族群」、「有閒之青壯年族群」，發現不同消費族群在因素視程度方面有差異存在，故本研究根據不同族群找出各集群所重視之行銷因素，以作為休閒農業經營者未來擬定策略並加強競爭優勢之參考指標。

關鍵字

休閒農場；網路行銷；行銷需求；競爭因素

並列摘要

Through the E-marketing makes the situation of recreation agriculture management to modernize, liberalize, internationalize gradually. This research counters the condition of E-marketing in leisure farm, cognitions and demands of consumer, competitive factors of leisure farm in Taiwan. During the period of research, there were 232 questionnaires of farm tourists collected. The results reveal tourism behavior of tourists who are not so enthusiastical. The most important demands of tourists are “information supply”, “consultancy service” and “educational function”. There are six competitive factors to be found in the marketing of farm, one of the factors to be named “information integrity” is the most important factor, the others named such as “farm characteristicize”, “quality identicalize”, “propaganda electricalize”, “policy alliance formed” etc. All of tourists can be divided into three parts by the cluster analysis which is named “students group”, “computer-skilled worker group” and “unoccupied adults group”. It is different from each group between the degree of factor value judgement. According to the pioroty of the factor value each group cares about, this research draw up suitable competitive factors, it will be the reference index of leisure farm manager to enforce the marketing strategies in leisure farm.