A Study of Experiential Marketing on Agriculture Leisure Area-A Case Study of Agriculture Leisure Area in Sun-Moon Lake Toshe Peat Soil Basin

• Main Authors: Yi-Jung Wu, 伍奕融
• Other Authors: Wen Bing Chuang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/55314758161710346497

碩士 === 國立暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 101 === Title of Thesis：A Study of Experiential Marketing on Agriculture Leisure Area-A Case Study of Agriculture Leisure Area in Sun-Moon Lake Toshe Peat Soil Basin Name of Institute：Executive Master of Business Administration Program, College of Management, National Chi Nan University Pages： 83 Graduation Time：September / 2013 Degree Conferred：Master Student Name：Yi-Jung Wu Advisor Name：Wen Bing Chuang Abstract The results showed between "sensory experience" and "action experience" overall satisfaction is not a positive influence, although that Sun Moon Lake Toushe visitors live within the live basin leisure agriculture tourism billboard marking signs are unclear, local traffic status is inconvenience and lack of facilities, the introduction of the content on the website also failed to allow visitors a clear understanding of Sun Moon Lake live basin leisure agriculture Toushe living area information, nor does it affect visitors to experience satisfaction. Although tourists Toushe for Sun Moon Lake Basin Recreation Area live action experience for a high level of acceptance, but in the "living live basin will affect my lifestyle or habit" is relatively low, it display quickly through experience allows visitors to accept natural educational knowledge, attitudes which is need to really change lives more in-depth on educational and timing. "Emotional experience" and "related experience" vs. "travel", "right decision", "revisiting willingness" and "overall satisfaction" have a positive impact. Interaction between people is invisible feelings, so the narrator's commentary is a very important part, because of the overall landscapes in Toushe Sun Moon Lake live Basin Recreation Area can make people feel happy, love, relaxing mood, memorable, and which culture give rise to goodwill so that visitors impressed obsession, give visitors a very warm feeling. And let visitors experience through association with other friends and family like to live in Toushe Sun Moon Lake live Basin Recreation Area to experience the experience, share with friends the importance of nature conservation, to let people and nature associated together, enjoy how to keeping fit for your own health in organic plants , and in the experience of the process it brings more of the association or inspiration, by inspired to meet more like-minded friends, later will willing to recommended more friends and family to live in live basin for explore this eco-experience. The results indicated that the demographic variables and characteristics of variables on tourists' sensory experience, emotional experience, action experience, related experience and other visitors to experience and overall satisfaction has a positive effect. The country has to designate up to 71 agricultural area, thousands more leisure farms and rural home staying open for the public, under in such leisure agriculture flourish, this we have to thinking how not to destroy the natural environment and rural production and living regularly in the rural landscape, industrial, ecological, cultural experiences based on experiential activities to increase the visitors' satisfaction with the educational experience, from the perspective of harmony between people and nature forward far-reaching rural culture, natural landscape, ecological resources and the agricultural industry heritage, and driven by the overall quality of experience of leisure agriculture. Keywords:：Agriculture Leisure Area;Experiential Marketing;satisfaction of tourists