休閒農場特徵與競爭定位之研究－以宜蘭地區為例

The Research of Market Characteristic and Position for Leisure Farms: The Case of Ilan Area

林豐政(Feng-Jenq Lin) ； 陳凱俐(Kai-Lih Chen) ； 林明志(Ming-Zhi Lin)

《農業經營管理年刊》 10期 (2004/12) Pp. 39-69

https://doi.org/10.29975/CJAM.200412.0002

摘要

本文應用市場區隔與定位理論，以整個宜蘭地區的休閒農場為例，探討不同型態之休閒農場間的市場特徵與競爭定位。根據調查資料的實證結果，得到以下的具體結論：(1)宜蘭休閒農場之30個重視屬性，可萃取成「安全便利」、「自然生態」、「旅遊體驗」、「經齊服務」、「諮詢導覽」和「設施設備」等六個構面因素。根據這些因素，可將遊客區分成「安全與導覽」（以男性，而年齡層以30至39歲為主）、「體驗與設施」（以男性，而年齡層以20至29歲為主）和「生態與經濟」（以女性，而年齡層以20至29歲為主）三個區隔市場。(2)在構面因素之滿意度分析方面，「自然生態」的平均滿意度最高，而「設施設備」最低。而六個構面因素在三個區隔市場間的平均滿意度，除「旅遊體驗」外，其餘皆不完全相同。(3)在區隔市場的休閒類型傾向方面，「生態與經濟」屬高度現代設施與設備傾向且又高度生態與自然體驗傾向的族群，「安全與導覽」屬高度現代設施與設備傾向但為非高度生態與自然體驗傾向的族群，「體驗與設施」市場則屬非高度現代設施與設備傾向但為高度生態與自然體驗傾向的族群。(4)不同的休閒農場類型在個別四項農業資源應用方向上的評價並不完全相同。以整體分數而官，以特用作物和一般作物類型的評價最高。(5)在休閒農場類型競爭定位方面，蜂蜜類與漁業類宜朝生態體驗方向發展，蜜餞類和水果類宜朝農業體驗方向發展，而民宿類則可朝渡假農場或農村旅遊方向發展。

關鍵字

休閒農業 ； 市場區隔 ； 競爭定位 ； 農業資源應用

並列摘要

In this paper, the market characteristic and competitive position of the leisure farms under the segmentation and position theorem were conducted with the information collected from all leisure farms in Ilan area. From the empirical case study, there were five important findings as follows:
1. Six structural factors, safety and convenience, natural ecology, tourist experience, economic services, consulting guidance, and facilities, were extracted from the thirty focused attributes of the leisure farms. The tourists were classified into three segmentations according to these six factors. They were safety and guidance type (male with age 30-39 in majority), experience and facility type (male with age 20-29 in majority), and ecology and economic type (female with age 20-29).
2. The factor with the highest satisfaction score was ”natural ecology” factor and the lowest was ”facility” factor. Besides the ”tourist experience” factor, the average satisfactions of structural factors were not the same in the three segmentations.
3. In the preference of leisure agriculture, we can find that the market of ecology and economic was highly inclined to sophisticated equipment and ecology experience, the market of safety and guidance was highly inclined to sophisticated equipment but law in ecology experience, the market of experience and facility was highly inclined to ecology experience but law in sophisticated equipment.
4. There were not the same evaluations among the different types of leisure farms in four directions of the agricultural resource application.
5. In the analysis of competitive position, sites of honey and of fishery may focus on the development of ecology experience, sites of conserve and of fruits may focus on the development of agriculture experience, and sites of pension may focus on vacation farm or rural village.

並列關鍵字

leisure farms ； market segmentation ； competitive position ； agricultural resource application

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