偶像劇對休閒農場長期遊憩吸引力之研究-以飛牛牧場及大溪花海農場為例

A Research on the Long Term Recreational Attractions of Idol Drama on Leisure Farm-A Case Study on Flying Cow Ranch and Ta Shee Blooming Oasis

侯欣瑜(Xin-Yu Hou)

指導教授 ： 黃文琪

國立屏東科技大學/管理學院/農企業管理系所/碩士(2011年)

https://doi.org/10.6346/NPUST.2011.00104

摘要

隨著休閒農場的大量增設，休閒農場業者採取多元化行銷模式企圖吸引遊客前往遊憩，由農政單位所架設的網站上也有許多偶像劇到休閒農場拍攝的資訊；透過觀眾對偶像劇的喜愛達到吸引觀眾前往走訪效果，然而此作法是否具有長期遊憩吸引力，值得加以探討。本研究以飛牛牧場與大溪花海農場為研究案例，研究偶像劇是否能長期吸引觀眾前往劇中農場遊憩。
本研究以偶像劇的粉絲團為對象進行問卷調查並進而對資料進行統計分析，得到結論如下：一、受訪者對休閒農場遊憩吸引力以唯美場景、農場自然景觀評價高。二、長期而言，在休閒農場拍攝偶像劇對收視者具遊憩吸引力。三、人口特性會影響偶像劇收視特性與休閒農場遊憩吸引力。四、偶像劇的收視特性會影響休閒農場的遊憩吸引力

關鍵字

偶像劇 ； 偶像劇收視特性 ； 遊憩吸引力 ； 長期遊憩吸引力

並列摘要

As the number of leisure farms grows, they are adopting diversified marketing model and attempt to attract tourists. There are many leisure farms allow the idol drama to take footages on the farm. Such information are even available from the official website of the agricultural authority. Idol dramas attract many viewers, and hopefully they could be attracted to visit the leisure farms. Whether this kind of activities meant a long-term recreational attraction, is worthy to be explored. This research screened popular idol dramas that were ended the broadcasting for at last more than 3 years and finds the Flying Cow Ranch and Ta Shee Blooming Oasis as the targeted leisure farms.
The research designed and conducted survey on fans group of the idol drama, then statistical analysis were done on the collected data. The results were as following: 1. Respondents reported that they were attracted by the beautiful scene on the leisure farm and place high values to the farm’s landscape. 2. Attractiveness of the idol drama has a positive impact even in the long term on leisure farms. 3. Different demographic variables affected the viewers’ watching habits and the recreational attractiveness of the leisure farms. 4. The watching habit of the idol drama could affect attractiveness of the leisure farm.

並列關鍵字

idol drama ； TV watching habits ； long term recreational attractions

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