| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系 === 94 === In recent years, people are in the trend of pursuing healthy life、leisure tourism and experience. Following this trend, leisure farms are founded numerously, and this kind of farms with herb resources have the unique feature and potential of expansion. With the coming era of experiential economy, derivative products、comfortable environment and service can create forgettable experiential value. So, if leisure farms can understand the needs of herb experience of tourists, attract people by marketing strategies, and use their unique feature, then they can satisfy the tourists’ divers experiential feelings. This study used qualifying methods to aim at leisure farms with herb resources、do research、study the herb experiential activities and marketing strategies. We have the conclusions and recommendations as follows：
1.Onclusions
(1)Tourists with highly educated and stable income are willing to participate the herb experiential activities.
(2)Tourists who do not stay for a long time in the farms, but they put much attention on the public praise.
(3)Tourists mainly care about the healthy experience, and they are not so interested in educational describing experience.
(4)Concerning about the media of experience, tourists would like to have services of expositor and products’ sale; The most impressive feature of space arrangement is 「Herb Landscape Garden」.
(5)In the module of experience, farms are good at the experience of 「Sense and Nature Experience」,but tourists were not impressed at 「Thinking and Curiousness Experience」.
(6)According to the levels of tourists’ affinities of herb experimental activities, we can divide those tourists into 「Herb loving」、「Uninhibited」and 「Healthy and Interesting」groups.
(7)According to the analysis of experiential matrix of 「Herb loving」、「Uninhibited」and 「Healthy and Interesting」groups, we can design different experiential marketing strategies.
2.Recommendations
(1)Advisements for tourists
(A)With the improving of the understanding of herb’s features can help the tourists’ knowing of the experience.
(B)Finding out the unique feature of herb can enrich the tourism’s experience.
(2)Advisements for the leisure farm’s owner
(A)More herb-education-explanation’s activities can let the tourists experience deeper.
(B)Using the marketing media can make the herb experiential marketing more effective.
(C)Good marketing strategies can make tourists’ herb experience stronger.
(D)Understanding the tourists’ character and needs and using the farm’s herb resources can attract different kind of tourists.
(3)Advisements to government
(A)Giving assistance to the herb organization’s running、making it stronger and advertising the herb’s features.
(B)Encouraging the owners of the leisure farms to take the cultural business of herb’s originality seriously.
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