休閒農業區景點烙印的決定因素

The Determinants of Place Branding for Leisure Agricultural Park

顏財發(Tsai-Fa Yen)

《休閒事業研究》 14卷1期 (2016/03) Pp. 25-37

https://doi.org/10.6746/LIR.201603_14(1).0002

摘要

面對新興觀光景點竄起，旅遊目的地多元化且競爭白熱化之全球觀光趨勢，台灣的休閒農業究竟要如何因應全球觀光趨勢，成為有趣的研究課題。本研究之目的即為透過文獻探討與訪談，找出休閒農業區景點烙印的關鍵因素，提供業者與後續研究參考。研究發現，休閒農業區景點烙印的關鍵因素為有紀念性的建築景觀、體驗活動、行銷活動與景點信譽，建議有意加強景點烙印之業者從這個方向著手改進，後續研究者可探討這些措施對遊客吸引力與重遊意願之影響。

關鍵字

休閒農業區 ； 景點烙印 ； 景點行銷 ； 景點印象

並列摘要

The globalization trend of tourism comes from new tourist sites raised, the diversity of destinations, and the much more competitiveness of them. How to reflect the trend for Taiwanese leisure agriculture has become an interesting issue. The objective of this study is to clarify the determinants of place branding for leisure agricultural park and offering some suggestions for further researchers through literature review and depth interview. The findings show that the determinants of place branding for leisure agricultural park contain monumental buildings and landscape, experience activities, marketing activities, and reputations. Managers of the parks can improve their place image by this way. Further researchers can explore the impacts of these factors on attractiveness and revisit intentions of tourists.

並列關鍵字

leisure agricultural park ； place branding ； place marketing ； place image