臺灣博碩士論文加值系統

休閒農業為行政院農業委員會之主要政策之一，亦為近幾年國民旅遊的主流市場，然而由於台灣國民旅遊市場已屆飽和，同時休閒農業產業業者劇增，在僧多粥少的情況下，休閒農業面臨產業發展及產業提昇的瓶頸，開拓國際市場遂為休閒農業發展瓶頸解套之必要途徑。而目前針對休閒農業國際市場產品定位及行銷策略之相關研究尚付之闕如，因此在相關單位積極開發國外遊客的同時，若果能針對該市場進行一系列之研究，則對休閒農業產業無疑是一大助益也是極為重要之參考依據。本研究旨在藉由東南亞華人對台灣休閒農業旅遊意象之調查，發掘及分析休閒農業旅遊在東南亞遊客心目中的意象概況，並結合心理意象及人口統計變數進行遊客群落分析，提供台灣休閒農業進軍國際市場之產品定位及行銷策略方向之參考。
首先運用標準意象測量工具（Standardized Image Measurement Tool）設計出台灣休閒農業國外行銷之旅遊意象問卷，其次以新加坡國際旅遊展（NATAS）及馬來西亞吉隆坡國際旅遊展（MATTA）為施測採樣地點，再以旅遊意象統計變數分析受訪者對台灣休閒農業旅遊之意象與遊客市場區隔，進而探討台灣休閒農業國際行銷之未來發展與行銷規劃。
研究結果顯示，星馬地區遊客對台灣休閒農業旅遊明顯的可分析出六組不同的意象構面，概依其特性命名為「台灣氣候意象」、「鄉野休閒意象」、「農業景觀意象」、「農村生活意象」、「特產餐飲意象」、「藝術文化意象」等，同時經由群落分析，將受訪遊客概分為「知性體驗群落」、「探索農業群落」、「休閒採購群落」、「避暑渡假群落」、「感性旅人群落」等五個不同屬性之群落，依據交叉分析結果發掘出各群落間不同之喜好與習性。顯然的，國外遊客對台灣休閒農業之旅遊意象有其特有的觀點及集中性，而不同特性的遊客對台灣休閒農業旅遊的意象也有著明顯的差異，同時新加坡與馬來西亞兩地遊客對台灣休閒農業旅遊意象也有其差異性。
本研究結果將可提供主管機關或執行單位依據不同意象或群落來擬定國外行銷計劃之參考，而國內有志於開發國際市場之休閒農業產業業者及旅行業者亦可據此做為市場定位、行銷方向之參考。所分析出之旅遊意象及群落組成因素，亦可作為未來有志研究台灣休閒農業國際行銷之基礎構面參考。

Leisure farming industry, one of the main governmental policies of the Council of Agriculture, Executive Yuan, and a mainstream travel market popular by Taiwan nationals in recent years, has reached a stage of saturation in both industrial development and upgrade as supply outweighed demand due to a sharp raise of recreational farming operations. The opening of international market has become a must, an inevitable course of action to breakthrough the bottleneck. Presently, as neither product positioning nor related researches such as marketing strategies for the global market are available, hence while pertinent bodies actively strive to encourage foreign visitors it would be exceptionally beneficial to the industry itself if a series of market-specific studies were conducted, implicating helpful and valuable data as an outcome. This research is purposed to discover and analyze the overall willingness or image ethnic Chinese in the Southeast Asia region has for Taiwan’s leisure farming industry through a research survey, and for the findings to be coupled with tourist segmentations analyzed through psychographics and demographics, so thus identifying a profile base for the Taiwan leisure farming industry on positioning and marketing strategies when foraying into the international market.
First, Standardized Image Measurement Tool was used to design a travel willingness questionnaire on Taiwan leisure farming industry for foreign marketing purposes. Second, National Association of Travel Agents Singapore (NATAS) and Malaysian Association of Tour and Travel Agents (MATTA) were selected as sampling locations. Third, travel willingness factor analysis was applied to analyze respondent impressions and tourist segmentations in respect to Taiwan’s leisure farming industry, before exploring the future development and marketing plans for international marketing of this particular industry in Taiwan.
Survey findings revealed six distinctive and different imagery categories from tourists of the Singapore and Malaysia region on Taiwan’s leisure farming industry, and named by their unique attributes as “Taiwan’s Weather Image”, “Resort Leisure Image”, “Agro-scenic Image”, “Country Living Image”, “Indigenous Food & Beverage Image”, and “Art and Culture Image”. Moreover, tourist-respondents were segmented into five different segmentations – “Comprehensible Experience”, “Agro-Exploration”, “Recreational Purchase”, “Summer Get-A-Away & Holiday”, and “Intelligible Traveler”, with respective preferences and habits identified via cross-analyses. It was clear that foreign tourists have their individual perspectives and concentrations, and that tourists with dissimilar characteristics have noticeable different impressions for Taiwan’s leisure farming industry. Differentiation also existed between Singapore and Malaysia tourists on travel willingness as well.
The findings of this research could provide authorities or execution organs a reference base to formulate international marketing plans in accordance to the different images or segmentations, while presenting local operators and travel industry keen on developing leisure farming businesses on the international market a foundation for product positioning and marketing. The analytical insights derived may also be used as fundamentals for those aspired to study the international marketing of Taiwan’s leisure farming industry as well.

中文摘要
目 錄
表目錄
圖目錄
第壹章 緒論………………………………………………………………………… 1
第一節 研究動機與目的………………………………………………………… 1
第二節 研究範圍與流程…………………………………………………………13
第三節 研究問題與名詞釋義……………………………………………………17
第貳章 文獻回顧……………………………………………………………………19
第一節 台灣休閒農業之發展……………………………………………………19
第二節 台灣休閒農業之國際行銷………………………………………………29
第三節 旅遊意象…………………………………………………………………43
第四節 市場定位及市場區隔……………………………………………………45
第參章 研究設計……………………………………………………………………48
第一節 研究對象與地點的選擇…………………………………………………48
第二節 研究架構與假設…………………………………………………………49
第三節 問卷設計與變項衡量……………………………………………………50
第四節 資料處理與分析方法……………………………………………………54
第肆章 實證與分析結果……………………………………………………………56
第一節 信度與效度分析…………………………………………………………56
第二節 遊客基本屬性分析………………………………………………………57
第三節 旅遊意象問項分析………………………………………………………58
第四節 旅遊意象之因素分析……………………………………………………59
第五節 東南亞地區遊客之市場區隔分析………………………………………64
第六節 各群落市場之遊客特性分析……………………………………………66
第七節 研究分析結果與研究假設之驗證………………………………………71
第伍章 結論與建議…………………………………………………………………73
第一節 旅遊意象之行銷建議……………………………………………………73
第二節 各群落市場之行銷建議…………………………………………………74
第三節 未來研究及綜合建議……………………………………………………77
參考文獻…………………………………………………………………………… 81
附錄一 中文問卷……………………………………………………………………87
附錄二 英文問卷……………………………………………………………………89

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網站部份
55 大紀元網站http://www.epochtimes.com/b5/3/5/7/n309120.htm
56 行政院農業委員會網站 http://www.coa.gov.tw/index_intro.php
57 交通部觀光局網站http://www.taiwan.net.tw/lan/cht/index/index.asp
58 馬來西亞觀光局官方網站http://www.promotemalaysia.com.tw/
59 國際貿易局經貿資訊網站http://www.trade.gov.tw/
60 維基百科網站http://zh.wikipedia.org/