休閒農場之體驗經濟、休閒教育與行銷管理分析

Experiential Economy, Leisure Education, and Marketing Management of Leisure Farms in Taiwan

張宏政(Hung-Cheng Chang)

《休閒產業管理學刊》 6卷1期 (2013/03) Pp. 71-102

https://doi.org/10.6213/JLRIM.2013.6(1)4

摘要

農業產業文化為休閒農業之核心資源，藉此衍生休閒農場多元的體驗活動。參與的遊客感覺雖然感到新奇，卻不易區別不同休閒農場彼此間的差異。然而，從休閒農業的特色來看，休閒農場是提供休閒教育的適當場域。此外，由於行銷具有訊息分享、溝通互動之意義，休閒農場行銷管理對休閒農場的經營、休閒農業以及休閒教育的發展皆具重要意義。對上述臺灣休閒農業發展之議題，本文將從體驗經濟、休閒教育以及體驗行銷等概念進行探索性之研究。基於上述研究構想，立意選擇9處休閒農業區內之休閒農場個案，分析資料來源包括與16位業者之深度訪談、田野觀察、次級資料等內容，且採遊客便利性抽樣取得624份之有效問卷。資料分析證實休閒農場之產品與活動契合體驗經濟四項產品之意義，且顯著影響遊客後續參與休閒農場體驗之休閒能力，包括：瞭解親近、方案規劃、自主參與以及分享發現。本研究亦從休閒農場之體驗特色，建構休閒農場之行銷主題。

關鍵字

休閒農場 ； 體驗經濟 ； 休閒教育 ； 體驗行銷

並列摘要

Agricultural culture is the core for developing leisure agriculture, and it contributes to the varied and meaningful experiential activities. However, tourists can hardly tell the distinction and characteristics of different farms while they are attracted by this type of leisure activities. Regarding that marketing includes giving information and communicating, marketing management is crucial for leisure farms. Since leisure farms play an important role for leisure agriculture and they are suitable ”classrooms” for leisure education, this study is going to conduct an exploring research considering the concepts of experiential economy, leisure education, and experiential marketing.There are nine leisure farms are chosen for case study. Besides field study and interviews with 16 relevant people (including farm managers, local guides, and presidents of leisure tourism associations), 624 tourists' questionnaires which were done with simple sampling are received and applied. According to the finding of this study, the activities in leisure farms are able to serve tourists the four products of experiential economy and these activities are influential for building the leisure ability of tourists. These the leisure ability includes (1) appreciating and being aware of themselves in leisure, (2) acquiring the skill and making use of leisure resources, (3) being self-determined and making choice, and (4) interacting and sharing the leisure experience. The findings of this study also suggest that leisure farms should build their theme for marketing based on the experiential characteristics they could serve.

並列關鍵字

leisure farms ； experiential economy ； leisure education ； experiential marketing

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