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研究生:李奇樺
研究生(外文):Chi-Hua Li
論文名稱:休閒農業形象整合行銷傳播之研究-以宜蘭縣休閒農業為例
論文名稱(外文):A Study on the Integrated Marketing Communication of Leisure Farming Images-A Case Study of Leisure Farming in I-Lan County
指導教授:陳墀吉陳墀吉引用關係
指導教授(外文):Chr-Ji Chen
學位類別:碩士
校院名稱:世新大學
系所名稱:觀光學研究所(含碩專班)
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:中文
論文頁數:118
中文關鍵詞:整合行銷傳播觀光形象休閒農業
外文關鍵詞:Tourism ImagesIntegrated MarketingLeisure Farming
相關次數:
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休閒農業形象是利用田園景觀、自然生態及環境資源,結合農林漁牧生產、農業經營活動、農村文化及農家生活所構成之三生一體形象。因近幾年來休閒農場數量快速成長,在產品特色不足、經營管理者自身缺乏專業能力,與業者紛紛學習仿效下,造成休閒農場同質性過高,而遊客無從獲得完整的旅遊訊息,所以本研究將藉由休閒農業形象與新型態之整合行銷傳播概念(廣告、公關、直效行銷、事件活動和促銷活動之整合),在農場具有知名度之時,藉由形象宣傳與推廣,建立所屬品牌形象,強化其競爭力,使休閒農業發展能有新的願景。

本研究針對宜蘭縣八個主要休閒農業區,在其範圍內選擇具代表性之休閒農場,按休閒農業區規模大小與遊客數量,決定各區抽樣比例,進一步採封閉式問卷進行遊客隨機抽樣調查,而資料分析方法包含敘述性統計、信度分析、項目分析、因素分析、集群分析、區別分析、單因子變異數分析、卡方檢定等。

研究結果顯示:

1.遊客對於「休閒農業形象重視程度」之看法,以生態形象面較為重視。

2.遊客對於「整合行銷傳播媒體接觸效果」之看法,以電視媒體、事件行銷所帶來的形象認識與旅遊意願效果較佳;反之,直效行銷的效果則較為不佳。

3.不同休閒農業形象重視程度集群之遊客,分為「面面俱到型」、「童年回憶型」、「無關緊要型」、「休閒放鬆型」、「好奇求知型」,對於整合行銷傳播形象認識效果(形象活動宣傳、大眾媒體宣傳、網路電信宣傳、促銷活動宣傳、旅遊業者宣傳)與旅遊意願效果(參考訊息影響、公關形象活動、主要訊息影響、促銷活動吸引、業者推廣吸引)因素構面上具有顯著差異。

4.不同整合行銷傳播形象認識效果集群之遊客,分為「媒體影響型」、「利益導向型」、「新形象著重型」、「漠不關心型」、「傳統認知型」,對於「整合行銷傳播旅遊意願效果」因素構面上具有顯著差異。

5.不同區隔集群遊客在人口統計與旅遊經驗變數上並無顯著差異;但不同區隔集群遊客在消費行為變數上,則具有顯著性差異存在。
Ever since Taiwan has become a member of the World Trade Origination two years ago, traditional food producing agriculture business in I-Lan County has been try to switch its business form into leisure center type of leisure farming business. Leisure farm is a business that that gives all tourists general ideas about traditional ways of lives in farming or fishing towns that are far away from the modern cities. It also allows every tourist to understand food production process that generate daily foods that are around everyone in those farming or fishing town in the most regional environment. Tourists actually participate in lives that farmers and fisherman have for decades through out whole tour in a leisure farm. By the end, every tourist can not only have a great educational trip, but also come to appreciate the power of nature and those hard working farmers and fisherman who provide daily foods to every one who lives in Taiwan.

Due to largely increased leisure farms in passing two years, too much similarity between each single farm on touring programs and styles, and no professional business operating skills on farm owners, tourists have not gotten any quality tour experiences and information from trips to any leisure farm recently. This research report is to focus mainly on ways to improve tourists’ images on leisure farms by integrated marketing communication campaigns. After some market reputation have been built up, a leisure farm can strength its market power, which, in some way, can also transform leisure farm business into a new, improved tourist business.

This research is done by randomly selected close-ended questionnaire on tourists through out series of different traveling seasons that are based on the size of leisure farms and number of visiting tourist at eight major leisure farms in I-Lan County. Ways of analyzing sampling result include reliability analysis, item analysis, descriptive analysis, factor analysis, cluster analysis, discriminate analysis, one-way ANOVA, and chi-square. Those analyses conclude five facts:

1. Tourists tend to pay more attention on environmental images that they experience through out their trips when being asked on leisure farming images.

2. On integrated marketing communication campaign effects, tourists tend to gather more information on leisure farming from TV advertisement and event marketing campaigns. Direct marketing campaigns do not work too well, on the other hand.

3. There are roughly five different types of tourists, “want to know all information”, “childhood memories”, “just want to kill time”, “trying to relax and have a good time”, and “to seek knowledge”, which are classified by their feeling on the importance of leisure farm traveling. Integrated marketing communication campaigns make two major effects on tourists’ image recognizing and willingness of joining the tour. Those five groups each have significant differences on tourists’ image recognizing and willingness of joining the tour. The effects of tourists’ image recognizing include tourist image exhibition campaigns, mass media advertisement, internet advertisement, and promotion by tourist business. The effects of tourists’ willingness of joining the tour include available consulting information effects, social image promoting activities, major information effects, attractions from promotions and mass media advertisement campaigns run by tourist business.

4. Tourists can also be classified into five groups base on their views on image recognizing effects of integrated marketing communication campaigns. Those five groups are “know it from media”, “want to gain something”, “like new images”, “unconcerned”, and “traditional ideas” which have significant differences on tourists’ decision making to tours.

5. There is no major difference on demographic tourist count and tourist experiences for different clusters of tourists; however, there are significant differences on consumer behavior in different tourist clusters.
目 次

第1章 緒論........ .....................................1

1.1 研究動機.......................................... 1

1.2 研究目的.......................................... 3

1.3 研究範圍與對象.................................... 4

1.4 研究流程.......................................... 5

第2章 文獻回顧........................................ 6

2.1 宜蘭休閒農業發展現況分析.......................... 6

2.2 觀光形象.......................................... 12

2.3 休閒農業形象...................................... 17

2.4 整合行銷傳播...................................... 22

2.5 訊息傳播、觀光形象與旅遊意願之關係................ 40

第3章 研究設計........................................ 45

3.1 研究架構.......................................... 45

3.2 研究變項定義與操作型定義.......................... 46

3.3 研究假設.......................................... 47

3.4 問卷設計.......................................... 49

3.5 抽樣方法.......................................... 52

3.6 分析方法.......................................... 53

第4章 研究分析與結果.................................. 55

4.1 信度分析與項目分析................................ 55

4.2 受訪遊客基本屬性資料之分析........................ 60

4.3 受訪遊客對休閒農形象重視程度之分析................ 64

4.4 受訪遊客對接觸整合行銷傳播效果之分析.............. 66

4.5 休閒農業形象重視程度與整合行銷傳播效果之因素分析.. 68

4.6 休閒農業形象遊客之重視程度集群分析與差異性分析.... 76

4.7 整合行銷傳播遊客之形象認識效果集群分析與差異性分析 87

第5章 結論與建議...................................... 96

5.1 結論.............................................. 96

5.2 建議...............................................105

參考文獻.............................................. 108

附錄:問卷............................................ 114
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4. 居民之地方依附感、觀光衝擊知覺、發展休閒農業態度、以及創業精神對休閒農業參與意願之影響-以宜蘭縣冬山鄉為例
5. 區位對休閒農業遊憩價值及重遊意願影響之研究-以花蓮縣東豐休閒農業區為例
6. 休閒農業區規劃方法研究-以屏東縣高樹鄉新豐休閒農業區為例
7. 北台灣休閒農場市場區隔與市場定位分析
8. 台灣傳統農業轉型休閒農業發展策略之研究-以雲林縣口湖鄉金湖休閒農業區為例
9. 休閒農業區景觀環境與遊客滿意度之研究-以枕頭山休閒農業區為例
10. 設置休閒農業區對發展地區休閒農場之研究—以枕頭山休閒農業區為例
11. 以體驗行銷觀點探討休閒農業區之遊客滿意度-以日月潭頭社活盆地休閒農業區為例
12. 遊客對休閒農業區旅遊套票重視因素之研究~以台中縣軟埤坑休閒農業區為例
13. 休閒農業區遊客體驗滿意度分析-以初鹿休閒農業區團體一日套裝遊程為例
14. 地方傳統農業轉型為休閒農業關鍵成功因素之研究─以新社區為例
15. 行銷組合策略在休閒農場經營上之應用-以頭城休閒農場為例