休閒農場體驗品牌定位之研究

A Study of Brand Position with Experience on Leisure Farm

沈進成(Ching-Cheng Shen) ； 蔡瑞明(Jui-Ming Tsai) ； 曾慈慧(Tzu-Hui Tseng)

《生物與休閒事業研究》 6卷1期 (2008/06) Pp. 63-79

https://doi.org/10.30133/BLIR.200806.0005

摘要

隨著休閒農業旅遊需求的蓬勃發展，休閒農場數量大幅增加市場競爭激烈，如何凸顯其品牌特色、厚植競爭力，是休閒農場競爭的關鍵所在。由於農業體驗是農業旅遊的核心價值，會影響旅遊意願及滿意度，本研究乃以休閒農場體驗定位為研究主題，選定嘉義地區10家休閒農場的遊客作為研究對象，應用多元尺度法進行休閒農場定位分析，以瞭解其競爭狀況，同時也進一步分析主要及次要的競爭因素，提供休閒農場體驗定位之參考。本研究獲致以下結果：1.遊客體驗以情感體驗為最高，其次依序為感官體驗、關聯體驗、思考體驗及行動體驗。2.嘉義縣休閒農場遊客體驗定位主要可分為「高度體驗群」及「低度體驗群」兩個競爭群。3.高度體驗群之休閒農場體驗均高於低度體驗群。屬於高度體驗群的農場較有特色，人為設施較少；而低度體驗群較偏向大眾旅遊，人工設施較多，較無特色。4.競爭群間主要競爭因素構面為感官體驗、行動體驗與關聯體驗。5.小型有特色的農業體驗農場，更能為顧客帶來深度的農業體驗。研究結果將提供休閒農場市場定位及經營管理之參考。

關鍵字

體驗 ； 休閒農場 ； 多元尺度法

並列摘要

The demand from leisure farm tourism has been getting popular, and causes the higher competition of the leisure farm market from the rapid increasing numbers of these farms. Therefore, how to outstand the character of the brand and develop self-competence was the key point of leisure farm competition. Leisure experience is the core value of the agri-tourism and it also influences the travel willingness and satisfaction. This study tried to use tourists' experience orientation on leisure farm to be research topic. First of all, we selected the tourists from 10 leisure farms in Chia-Yi County then used MDS to do the oriental analysis of these farms to understand their competition situation and define which was the major and minor competing factor to provide to be reference of leisure farm orientation. Several results were found in this study: 1. The feel experience was the highest on tourists' experience, and next were the sense experience, relate experience, think experience and act experience. 2. The tourists' experience orientation could be divided into ”high experience group” and ”low experience group”. 3. Tourists' experience of ”high experience group” was higher than ”low experience group”. The leisure farms belong to ”high experience group” had more distinguishing characteristics and less artificial facilities; however, belong to ”low experience group” provided mass tourism with more artificial facilities and without distinguishing characteristics. 4. The main competition factor loading among these leisure farms was sense experience, act experience and relate experience. 5. Small and characteristic agricultural experience farm could bring tourists deeper agricultural experience. This study will be the reference of market orientation and administration management of leisure farms.

並列關鍵字

Experience ； Leisure farm ； MDS-Multidimensional Scaling