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題名 | 體驗休閒活動之重要性--以休閒農場新契機之探討=The Application of Experience Activities: New Opportunities for the Leisure Farms |
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作者 | 葉佳聖; 盧彥丞; 林苑暉; 劉廣亮; Yeh, Chia-sheng; Lu, Yen-cheng; Lin, Yuan-hui; Liu, Kuang-liang; |
期刊 | 華醫學報 |
出版日期 | 20170600 |
卷期 | 46 2017.06[民106.06] |
頁次 | 頁108-118 |
分類號 | 992.62 |
語文 | chi |
關鍵詞 | 休閒農場; 體驗活動; 體驗因子; Leisure farm; Experience activity; Experience factor; |
中文摘要 | 由於台灣地形多變,休閒農場蓬勃發展後出現市區及郊區型態之農場,其中如何吸引消費者則為每家農場面臨的問題。休閒活動目的不外乎從中得到身心靈的滿足,消費者追求的不再是產品的價值,而是它所帶來的體驗的價值。休閒農場應從傳統行銷方式進入塑造感官體驗的行銷,以發揮更不同的想像和創意,提升農場之經營績效。因此本研究首先分析農場體驗因子的重要性,結果消費者對於感官體驗之重視度顯著大於情感和行動體驗(p<0.05),顯示消費者對農場的自然生態環境與風景優美較為重視,此點對於市區型態無法提供美好的感官體驗的農場則應提供其他特色以彌補,感官、情感、行動等體驗因子之相關性為顯著之中度正相關,顯示雖然較重視感官體驗,但體驗後的滿意還是與情感及行動有關,而行動體驗是較易進行的方式。因此進一步將休閒農場之體驗活動加以分類,包含北中南東共十二間農場,收集體驗活動共73種,並依其特性分成創作性、生活性、運動趣味性三種體驗活動。由結果得知消費者認為運動趣味性體驗例如:自行車、攀岩、漆彈等之重要性顯著(p<0.05)高於創作性及生活性體驗活動,或許與現在民眾生活型態較忙碌,平時缺乏運動因此希望在休閒之餘還能夠鍛鍊身體、強健體魄。此外在消費者之基本屬性上指出交通資訊與停車設施為消費者光臨農場的優先考量;最後建議休閒農場經營者從最初的農場地點評估就必須確實,消費者期望體驗到優美的風景與豐富的自然生態,並多設計運動趣味方面之體驗,讓消費者在放鬆的同時也能兼顧身心健康。 |
英文摘要 | Because of varied terrain in Taiwan, many leisure farms flourish in urban areas. As the competition increased, how to attract consumers become the problems faced by each farm. The reason why people pursue leisure activities is nothing more than gain the satisfaction of body and mind. People now seek not only tangible value of the product, but also the experience value during consumption. Because of the reason above, leisure farms begin to shift their traditional marketing strategy to be more experience-oriented. To increase the income of the farms, they integrate more imagination and creativity into their activities to attractive consumers. This study first analyzed the importance of farm experience factor, and discovered that consumers are more concern about sensory experience than either emotion or action experience (p<0.05). In other words, the natural ecosystems and scenic in the farm are important to them because these cannot be seen in the urban area. The experience factors such as sense, emotion, and action are significantly positive correlated. Though consumers are concern about sensory experience, the consumer satisfaction after experience is associated with emotion or action experience. The action experience is an easier way to perform. This study collected 73 experience activities of leisure farms from 12 leisure forms in Taiwan and categorized them into creativity, life, and sport-fun three domains. Consumers value sport-fun experiences, such as biking, rock climbing, paintball, etc. significantly (p <0.05) higher than the creativity and life experience. The reason might be that people are busy and lack of exercise, so they wish to have physical exercises during leisure experiences. In addition, this study also found that consumers have priority concern about traffic information and parking facilities of leisure farms. The location is still the key issue to a success of leisure farms operation. Consumers expect to experience the beautiful scenery and rich natural ecology in the farm. Managers should design more sport-fun related experience activities to increase the satisfaction of consumers. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。