近年來台灣農村隨著環境的變遷,農村產業型態亦隨之改變,為了讓農村的勞動力得以找到出路,台灣農業積極由一級產業、二級產業擴展到三級產業。利用既有農村資源,結合農村文化、生活、生態等意涵,將創意元素導入將可增加農村產業的競爭優勢。在消費的過程中,如何使消費者獲得更多精神上的愉悅體驗,亦是未來國內農村產業轉型成功與否的關鍵。 本研究擬以體驗行銷理論中策略模組之應用,並以西拉雅國家風景區做為研究個案,藉由遊客之觀點探討農村創意產業特性因子為何?進而規劃符合的遊客需求體驗活動項目,並透過了解遊客的不同體驗型式與其對於農村創意產業特性之相關性,進而建立規劃之參考。 本研究藉由文獻回顧、問卷收集、統計資料處理分析之方式,獲致結論如下: 1.現有體驗活動項目中,以自然及產業資源為主題的項目較受青睞。 2.遊客較期待提供知識性、教育性及美學的體驗活動項目。 3.區內現有體驗活動項目:「關子嶺溫泉、水澐溫泉及龜丹溫泉」、「產業文化(芒果、咖啡、菱角)節慶」,遊客認為重要性較高,值得經營者保留及改良。 4.區內可新增體驗活動:「螢火蟲季」、「梅花、咖啡結實纍纍等欣賞」,遊客認為重要性較高,經營者可以優先考慮增設。 5.西拉雅國家風景區能掌握區內自然景觀及農業資源特性及方向,並擅長運用感官、情感、思考與行動體驗行銷策略,營造多元化、多面向的體驗環境來行銷,較不擅長關聯行銷策略的運用。
In recent years, rural industrial style has been changing by its environment and transformed from primary sector, secondary sector to tertiary sector in Taiwan, not only utilize the original rural resources but also combine its concept of culture, life and ecology. Because we have to add a lot of innovation elements into rural production to rise strengthen of competition. How to get more delighted experience for consumers during the consumption is also a critical factor of production restructuring in the future. The study discusses the application of strategy module in experiential marketing, and use Siraya National Scenic Area to be the population to find some special factors of rural creative production by tourists’ points. Besides, go through all different kinds of experiential model and creative production to establish planning consultation. The study through by literature review, questionnaire collection and statistical data analysis to obtain some results as follow: 1.In present experiential activities, the favorite themes are nature and production resources. 2.Tourists expect to get experiential activities which include knowledge, education and aesthetic. 3.There are two most important experiential activities that need to keep which are “Guan Zih Ling hot spring, Shuei Yun hot spting and Guei Dan hot spring” and “production culture (mango, coffee and water caltrop) festival”. 4.There are two new experiential activities that can considerate to built priority which are “firefly festival” and “enjoy for plum blossom and coffee nuts. 5.Siraya National Scenic Area can control its special property of natural landscape and agricultural resources, and good to perform sense, emotion, thinking and action experiential marketing strategies to create diversification and multi-direction experiential environment, but not to be skilled in correlation marketing strategies.