A Study on Visitors' Recreation Preferences and Experiential Marketing Strategy of Rural Festival Activies—A Case of 2015 Wheat Festival in Daya District,Taichung City

• Main Authors: Chu, Hui-Lin, 朱慧玲
• Other Authors: Tuan, Chao-Lin
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/kn43fp

碩士 === 國立屏東科技大學 === 農企業管理系所 === 103 === This study aims to analyze the relationahip between visitors' recreation preferences and experiential marketing srategy of rural festival activies. A questionnaire survey was carried out to collect data from 492 visitors participated in 2015 Wheat Festival in Daya District, Taichung City. Using SPSS 23.0, several analyses, including reliability, description, independent t-test, one-way ANOVA, correlation and regression, were employed. The results showed most of the tourists’ demographic characteristics did not have significant differences in recreation preferences, but have significant differences in experiential marketing strategy. In addition, visitors’ recreation preferences of rural festival acivies were found to have postitive correlation with experiential marketing strategy. Based on the findings, the conclusions are as follows: 1. most of the visitors’ demographic variables of rural festivals activities would not affect visitors’ recreation preferences; 2. Wheat Festival acitivities may adjust expetiential marketing strategy according to the demographic characteristics of visitors; 3. visitors’ recreation preferences would affect their appreciation of marketing strategies of rural festivals. Finally, this study provided some recommendations to the organizers of Wheat Festival in Daya District, Taichung City: 1. integrate primary, secondary, and tertiary industry sectors as well as interactive performances of craftsmen with special skills into experience activity design to increase the activities based on agricultural sresources and human resources; 2. create acitivities for visitors to understand the culture of the wheat industry in Daya and to participate in physical exercise experiences to promote thinking maketing and action marketing; 3. enhance visitors' recreation preferences to improve the experiential marketing strategy.