| Summary: | 碩士 === 康寧大學 === 企業管理研究所 === 104 === In recent years, there are many leisure farms built in Taiwan, some of the farm managers couldn’t use the nature condition of the farm and the agriculture resources to develop activities and characteristic which are full of wildness; others are after imitations and end with similar farms which are unable to highlight the feature of an individual farm. In an overall construction of a tour system, the visitors are the most important link, and activities with practical experiences are the key factor to the successful sales for the farm resorts; if the manager of a farm could adequately adjust the business guidelines to satisfy the demand of tourists and make them think of revisiting, the final target to run an everlasting business will then be achieved.
Therefore, this study takes the Greening Ranch in Chiayi County of Taiwan as an example to explore the correlation between the sales strategy of the travel motivation, experiential marketing, visitors´ satisfaction, and revisit intention at leisure farms.
During the time period from January to March in the year 2016, a convenience sampling method was conducted for the questionnaire survey; there were 475 copies of formal questionnaires issued and 408 effective copies were retrieved; also adopted was the statistic software package SPSS 21.0 edition to analyze the samples by way of Factor Analysis, Reliability Analysis, Descriptive Statistic Analysis, Independent-Samples t Test, One Way Analysis of Variance, Scheffe’s Method, Pearson Product-Moment Correlation, and the Structural Equation Modeling. It’s found from the study result that the variant of background of the leisure ranch tourists is partially of obvious difference in the travel motivation, experiential marketing, and the visitors´ satisfaction. It is obviously correlated for the tourists with the travel motivation, experiential marketing, visitors´ satisfaction, and the revisit intention at leisure farm. The travel motivation for the leisure farm visitors is affected evidently in the experiential marketing. The experiential marketing has clear influence on the visitors´ satisfaction and the revisit intention. Also the visitors´ satisfaction has obvious influence on the revisit intention. Finally from the summary of this study, a
suggestion would be made for the future administration of the business industry.
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