| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系 === 94 === This research focuses on studying the leisure agriculture industry in the southern Taiwan area. It accords to the leisure agriculture environment、attribute、facility and tourist profile. Moreover, this research divides into four sections, including farm operation、tourist background、traveling behavior and motivation.
I have been to many southern Taiwan leisure agricultures to do surveys with them. Furthermore, I gather first hand market data and analyze 609 effective survey results to find out the market trend, tourist personal experiences. In order to realize the southern Taiwanese tourist backgrounds and traveling behaviors, these surveys help me to divide the market and point out the market position. I hope that this result could assist current disadvantaged agriculture to transform into diversification and quality tourist industry. There are two main points of research result:
1.Leisure agriculture market division
According to the research, there are five elements attract
most consumers to spend in this particular leisure agriculture,
such as location、fully software and hardware facility、local
traditional culture、ecology education and experiencing. Moreover,
the tourists have three motivations, included farmer life、family
time and release stress, to consume in these agricultures
experiencing. And then, they class into group of economic leisure
and high class travel.
2.Leisure agriculture market position
The economic leisure tourist group is interesting in the
natural environment、local culture and experiencing farmer
lifestyle. They often plan their trip with neighboring tourist
spots. Therefore, this group does not require high resource and
cost to satisfy them.
The high class travel group usually has high income, so they
might prefer higher quality service、accommodation and healing
facility.
Keyword：Leisure Agriculture 、Tourist market、Market Segmentation 、
Market Positioning
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