一日農夫之體驗行銷研究

The Study of Fun Farming Tourism in Experiential Marketing

許如玲(Ju-Ling Hsu)

指導教授 ： 張德儀

國立高雄餐旅大學/觀光學院/旅遊管理研究所在職專班/碩士(2014年)

https://doi.org/10.6825/NKUHT.2014.00049

摘要

全世界低碳環保救地球的趨勢中，綠色旅遊是未來旅遊發展的趨勢，歐洲、日本等先進國家為求發展綠色旅遊，必首推農村體驗旅遊，以體驗行銷為媒介有效傳達綠色概念，達到永續發展目標。
本研究探討一日農夫之體驗行銷，著重瞭解體驗行銷概念中的五個指標，包含感官、情感、思考、行動、關聯。實證研究對象為參與高雄市一日農夫旅遊活動遊客，並以立意抽樣方式進行問卷調查，共計取得372份有效問卷。
針對遊客對於一日農夫體驗行銷的體驗前重視程度與體驗後滿意程度進行分析，應用重要表現程度分析法（importance-performance analysis, IPA）瞭解重視度與滿意度間的關係。
研究結果發現遊客參加一日農夫體驗式旅遊活動，對於體驗行銷的滿意度普遍表現出滿意；遊客特性與旅遊特性對體驗行銷滿意度有顯著差異。應用IPA分析結果對農村社區提出三項建議，首先改善旅遊環境的乾淨舒適度，第二是建議農村社區結盟，整合觀光資源，更具特色及豐富性，最後要能傾聽、瞭解並滿足遊客的休閒需求。因此，透過本研究可得知農村社區可以透過體驗行銷的概念，成功發展綠色旅遊的農業價值。

關鍵字

體驗行銷 ； 綠色旅遊 ； IPA重要-表現程度分析法

並列摘要

The Earth for protected was driving to the low carbon environmental over the world. A prospective green tourism was the trend development of tourism. The green tourism was developed in Europe, and Japan, even other advanced countries,which the experiential rural tourism was most important. To achieve sustainable development objective, experiential marketing was mediated to convey the concept of green tourism effectively. This article explored experiential marketing of Fun Farming Tourism. It focused on the exploration of five indicators concept in experiential marketing , which including sense, feeling, thinking, action, and relation. Empirical data was collected from tourists of participation Fun Farming Tourism in Kaohsiung, and adopted the purposive sampling. The final number of responses was 372 questionnaires. The analyzed for tourists of Fun Farming Tourism in experiential marketing were the degree of importance before experiential action and the satisfaction after participation. The Importance-Performance Analysis was employed to check the relationship for two constructs between importance and satisfaction.
The results indicated that tourists participate the day farmer of experiential tourism activities, experiential marketing for satisfaction was satisfactory generally. The characteristic of tourists and trait of travel were significant differences in the satisfaction of experiential marketing.The three study proposals for rural communities. First, to improve the tourism environment was more clean and comfortable. Second, to recommend rural community which the integration of tourism resources becomed the alliances, and prospective more exceptional and richness. Finally, the tourists of leisure needs was observed, comprehend ,and contented. Therefore, rural communities was able to take learning through the concept of experiential marketing, which the agricultural value developed in green tourism successfully.

並列關鍵字

experiential marketing ； green tourism ； important - performance analysis

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