| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 89 === Farm tourism became more and more popular in Taiwan. During the development process, several issues came up. Especially how to satisfy leisure travel demands and how to establish effective marketing strategies are critical for leisure farm managers. The main focus of this study is to analyze the leisure farm market and marketing practices. At first product benefit sought attributes are used for conducting market segments and perception map analysis. Then, the appropriateness of segmentation and specific travel needs of each segment are discussed. Finally, this study analyze the segment composition, market position, and competitive situation for five market leisure farm in northern Taiwan by applying the results of segmentation and perception map analysis
The research found that the leisure farm market North Taiwan can divide into four segments, “refined service segment”, “artificial landscape segment”, “activity-facility segment” and “natural segment”. Most respondents belong to “refined service segment”, aged between 21~40, graduated from university/graduated school or junior colleges or senior high schools, working in commercial/service sectors or as students, earned income NT＄20001~40000, came with family members, stayed in the farm for 2 days or 2~4 hours, drove private car or by buses to farms, and came with 1~10 persons. Visitors in the “artificial landscape segment” are aged between 21~30 or 41~50, graduated from university/graduated school or senior high schools, working in commercial/service sectors or as students, living in Taipei city or Taipei county, earned income under NT＄20000, came with family members, stayed in the farm for 2 days or 1 day, drove private car to farms and came with 1~10 persons. Most respondents belong to the “activity-facility segment” aged between 31~40, graduated from senior high schools, worked in commercial/service sectors or as students, earned income NT＄20001~60000, came with family members, stayed in the farm for 2 days , drove private cars and came with 1~10 persons. Most visitors in the “natural segment” are aged between 21~40, graduated from university/graduated school or senior high schools, worked in commercial/service sectors or as students, earned income between NT＄20001~60000, traveled with family members or friends, stayed in the farm for 2 days, drove private cars farms and companied with 1~10 persons.
Four segments are significant different in terms of age, travel with children or not, education level and occupation. As comparing for five leisure farms, their segment compositions are quite similar. This result indicates that these five leisure farms did not practice differentiate marketing strategies or did not practice it well, as facing various demands in the market. This might leads to high competition within leisure farm businesses.
To examine the positions for five leisure farms, the perception map analysis is used; and three positioning axes, “artificial-facility/ refined service axis”, “agriculture experience axis” and “countryside experience and convenience travel axis” are conducted. The result showed four segments have different positions. As for five leisure farms, their positions are not various that much. The positions for “Ya-Sen leisure farm” and “Fly-Cow leisure farm” are very close, they are high in “artificial-facility/ refined service performance”, high in “agriculture experience performance” and low in “countryside experience and convenience travel performance”. ”Tao-Cheng leisure farm” and “Xiang-Ge-Li-La leisure farm” have similar positions, they are middle in “ artificial-facility/ refined service performance”, middle in “ agriculture experience performance” and middle in “countryside experience and convenience travel performance”. ”Bei-Guan leisure farm ” is very different from the others. It is low in “artificial-facility/ refined service performance”, middle in “agriculture experience performance” and middle in “countryside experience and convenience travel performance”.
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