以ICDT模型探討國內休閒農場網站內容分析

Apply the ICDT Model to Content Analysis of Leisure Farms Websites in Taiwan

洪雪菊(Hsueh-Chu Hung)

指導教授 ： 彭克仲

國立屏東科技大學/管理學院/農企業管理系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00203

摘要

農業是孕育文化的搖籃，更是人類賴以生存的事業，資源最為自然且充裕，是提供國人生活體驗最適當的產業，也是國人發展休閒農場的利基。休閒農場是經營提供國人對農業與農村休閒、遊憩、體驗為目的之服務業，利用網路行銷能快速地將農場的產品與服務呈現給消費者。藉由網站內容分析可了解休閒農場網站類型和經營項目，以及探討網站建構商業模式的基礎性工作。不但能提供農場業者建構完整的網站內容，更能作為網路行銷溝通決策的制定。因此，網站內容分析之相關研究更顯重要。
本研究利用搜尋引擎-Google鍵入台灣休閒農業發展協會、休閒農資
訊科技運用情形等關鍵字，於2008年5月至6月總共收集有效樣本106家的休閒農場網站為研究樣本，並依以資源之利用或保育導向作為區隔將休閒農場劃分為：農業體驗型、生態體驗型、渡假農莊型以及農村旅遊型等四個類型，並就該四個類型休閒農場網站內容呈現的服務項目和商業模式，以內容分析法並透過ICDT模型，歸納各類型休閒農場網站內容及資訊科技運用的項目，並分析各類型休閒農場網站間網站內容與資訊科技運用的差異。

關鍵字

休閒農場 ； 網站內容 ； 內容分析 ； ICDT模型

並列摘要

Agricultural is the cradle of civilization; an industry that human survival depends on. With the most natural and abundant resources, it offers the most suitable industry for us to experience life, and also provides a niche to develop leisure farms. The operation of leisure farms belongs to service industry that aims to provide rural leisure, recreation and experience. Internet marketing allows instant presentation of agricultural products and services for consumers. which also become the crucial elements that determine certain marketing strategies as successful or failures. The analysis of website content provided understanding of the types and operational categories of leisure farms, and laid the groundwork for further discussion of business models based on website construction. It provides leisure farm operators a complete website content construction, which can also be used in the communicative decision-making process for setting up internet marketing. Therefore, the related research on analysis of website content is more important.

This research relies on searching results listed on Google under the key words “Taiwan Leisure Farming Development Association, leisure farm” and more. The 106 websites of leisure farms were gathered between May and June in 2008 as effective research samples. According to its resource usage or preference for environmental preservation, the leisure farms can be divided into four types: agricultural experience, ecological experience, farmhouse resorts and rural tourism. Based on services categories and business models presented on these four types of websites for leisure farms, through content analysis and ICDT models. This research further concludes how various information technologies were applied in each type of website for leisure farms, and analyzes the differences between content and applied information technologies of the website for various types of leisure farms.

並列關鍵字

leisure farm ； website content ； content analysis ； ICDT model

參考文獻

方威尊，1997，休閒農業經營關鍵成功因素之研究-核心資源觀點，碩士

論文，國立台灣大學農業推廣學研究所。

司徒達賢，1995，策略管理，台北：源流出版。

林豐瑞，2004，休閒農業整合行銷傳播之研究，博士論文，國立台灣大學農業推廣學研究所。

陳憲明，1991，休閒農業區的鄉土特色及其應用，休閒農業經營管理手冊，台北:行政院農業委員會與台灣省農會編印。