Cultural & Creative Industry (CCI) is a highly knowledge-based and productive industry. And the cultural tourist industry also been treated as the most potential industry in 21st century. Kaohsiung city, Kaohsiung county, and Ping Tung county are located in the most southern part of Taiwan. In the past, the local governments didn¡¦t focus on cultural travel. Since 2004, these three local government established ¡§Regional development committee¡¨ to open mutual dialogue between administrations. This committee is not only coordinating the relationships of governments, but also to run for more resources to develop industry captivity. Therefore, this research will take the region of Kaohsiung city, Kaohsiung County, and pin Tong County as research target. In vertical dimension, the research will focus on global trends, cultural touristy theory, cultural property theory, and overseas case study. In horizontal dimension, the research will combine the country¡¦s development policy, city vision, and regional resources. With cross analysis, the research will find out the benefits in politic, economic, and culture. Also, the research use methodologies such as document reading, case analysis, SWOT analysis, in-depth interview, and field study. This research will try to discuss following contents: 1.to clarify the trend and content of cultural touristy in international point of view through document reading. 2.to review the nation¡¦s development policy and southern city visions. The research will find the combination of targets. 3.to trigger the standards of economic benefit, and tell the develop advantage of this area from the development of cultural & creative industry and overseas successful case. 4.to use unique regional culture to create southern cultural travel image in eco-tourism as the last theme.

Master of Science / Department of Agricultural Economics / Hikaru H. Peterson / Aleksan Shanoyan / Nurseries and garden centers face challenges to stay economically viable, particularly in rural areas. Their efforts to advertise horticultural products through traditional methods seem insufficient to increase their sales. Marketing through new media is receiving more attention by businesses across various industries. In order to assess whether this growing interest in new-media is applicable to the green house industry, it is important to determine their impact on business performance and the factors driving its adoption. Few studies report the impact of social media on nurseries and garden centers performance. The literature on technology adoption shows that network and learning effects play a critical role in agricultural technology adoption (Bandiera and Rasul, 2006; Baerenklau, 2005), while perceived ease of use and perceived usefulness have been identified as the major factors of adoption of information technology (Davis, 1989; Lorenzo-Romero et al., 2014). This study builds on the known factors of agricultural and information technology adoption to determine the key variables affecting the extent of use of new-media marketing in the green industry. Using a survey, data were collected from 161 nurseries and garden centers across the United States. Results indicate that the network effect had a robustly, positive effect on the extent of use of new-media marketing in the green industry. The estimated network effect was statistically significant in the models using frequency of online marketing use, frequency of social media use and hours of social media use as the respective dependent variables measuring the use of new media. Other statistically significant factors include the percentage of retail sales, the perceived usefulness, and the city population. The study also found that new-media marketing, measured by the number of hours spent on social media, had a positive impact on sales for nurseries and garden centers making more than $200,000 a year. By providing evidence of new-media marketing effectiveness, these results contradict the belief that sales do not increase immediately after a social media campaign, suggesting a low return on investment. Besides this evidence, the magnitude of the network effect and the differences in critical factors driving adoption across firm size are key information to tailor training programs and make informed policy decisions to support marketing efforts.

The environmental horticulture industry, also known as the “Green Industry”, is the second most important sector in the United States’ agricultural economy in terms of economic output and one of the fastest growing segments of agriculture; however, it has experienced a steady slowdown in growth in the past years. Floriculture and nursery crops average annual growth rate decreased from 13.64% in the 1970s to approximately 2.87% in the 2000s, and the industry is currently considered to be facing a mature market. The Texas A&M Agricultural Program, in an attempt to help Texas’ green industry producers compete effectively in an evolving marketplace, developed the Texas Superstar TM and Earth-Kind TM programs. Both of these programs intend to raise awareness among consumers of Texas-grown plant material while promoting environmental responsibility, and to increase producers’ profitability by providing them with products that can be sold at a price premium. In spite of the considerable investments on research and marketing that have been done in order to assure the release of every new plant, no research has investigated the effectiveness of these branding efforts in terms of consumer’s behavior. This research seeks to evaluate brand awareness and willingness-to-pay on the part of lawn and garden consumers. The discrete choice models used were the logit and probit model on brand awareness and the tobit model on the conditional willingness-to-pay. Results from this study conclude that consumers’ awareness of Texas Superstar TM and Earth-Kind TM in the Texas area is low, but the satisfaction level among aware consumers is high. The presence of awareness was found to increase willingness-to-pay for Texas Superstar TM and Earth-Kind TM by about 10%. Furthermore, profiles of the consumers’ behavioral and demographic characteristics that are more likely to influence brand awareness and willingness-to-pay were identified.

Water-recycling technologies have been developed to reduce water consumption and surface runoff in horticultural operations. However, WRT may increase risk of disease from water-borne pathogens such as Pythium and Phytophthora. More information is needed about producers' management practices and attitudes regarding irrigation runoff containment and recycling. A mail survey was administered in February 2013 to horticultural nursery growers in Virginia, Maryland, and Pennsylvania. Collected were respondents' demographic characteristics plus irrigation and disease management practices. The survey incorporated a choice experiment quantifying willingness to adopt water recycling given hypothetical disease outbreak, water shortage probabilities, and percentage cost increases via a conditional logit model. Two hundred and sixty respondents provide valuable insight into horticultural production in the Mid-Atlantic region. We were unable to calculate the implicit price of water or disease for adoption because the sample of 91 respondents for the choice experiment yielded a flat distribution of operations ranging in $100 to $7 million in nursery cost. However, findings did support the hypothesis that producers will be more likely to adopt selected WRT when cost decreases, probability of disease decreases. Only 33% chose to adopt. Cost is the biggest factor as the majority of producers are not equipped to handle water recycling or capture and would go out of business due to the expense. Disease is also significant factor inhibiting growers from adopting. Until mandatory environmental regulations in place to force producers to contain runoff, or until incentivized cost sharing programs are implemented, wide spread adoption of water recycling technologies is unlikely to occur. / Master of Science

An analysis of the green industry of Virginia was completed in the year 2002 using a mail survey sent to industry participants. The survey was conducted by the Virginia Agricultural Statistics Service (VASS). This data was used to run an economic impact analysis of the industry using IMPLAN Professional software. Additionally, the software was used to determine the approximate affects of drought and water restrictions on the green industry. VASS received a total of 1,146 surveys for a response rate of approximately 27%. Of these responses, 42 surveys indicated that they plan to have future green industry sales but were not presently involved in the business. Another 525 responses claimed to be no longer actively involved in the industry. Therefore, the actual response rate was much closer to 15%. This necessitated the use of numerous alternative data sources to create a more complete model representation of the green industry as a whole. Two separate model scenarios were created, the first using purely survey response data, the second including data from additional sources and factoring out for possible double-counting errors. Direct employment generated from the industry was predicted to be between 29 and 36 thousand jobs, depending on which model scenario is consulted. The total economic impacts predicted from the different models are $2.03 billion and $2.41 billion, respectively. The analysis of the affects of drought and water restrictions predicted a decrease in overall impacts by 33% and 23%, respectively. / Master of Science

Master of Science / Department of Communications and Agricultural Education / Lauri M. Baker / Garden centers are facing increasing market pressure from big-box retail stores that offer similar products at more competitive prices but lack a quality produce and exceptional service. In order to differentiate themselves from big-box stores, garden centers must build relationships with their customers which can increase marketing reach. Marketing ability and reach is limiting the expansion of Kansas garden centers which spend the majority of their advertising dollars on traditional media. However, social media can be an effective method for not only understanding consumers but also developing profitable relationships with customers. The purpose of this qualitative study was to explore the perceptions and experiences of stakeholders of metro and non-metro garden centers as they use new media to market their business. Findings indicate garden center stakeholders prefer to use traditional media channels to market to their customers, lack a clear strategy and objectives related to new-media marketing, and are not effectively implementing relationship marketing principles.

Water is a symbol of life. It affects all organisms on earth and its importance is emphasised in times of drought. The human population growth places more demands on our natural resources. As pressures on the available water increases, more measures are required to utilise water sustainably. South Africa is classified as a water stressed country with less than 1700 cubic meters of water available per person per year. Rand Water supplies water to approximately 11 million people in Gauteng. During times of drought, restrictions imposed are aimed mainly at the broader Green Industry. This research investigated international strategies, existing restrictions in Gauteng, and undertook a survey within the Green Industry to determine the most appropriate response. This research proposes a new water supply shortage response plan for Rand Water in Gauteng with a total of four levels of restrictions implemented at different stages of water stress in the system. / Environmental Sciences / M. Sc. (Environmental Management)

Water is a symbol of life. It affects all organisms on earth and its importance is emphasised in times of drought. The human population growth places more demands on our natural resources. As pressures on the available water increases, more measures are required to utilise water sustainably. South Africa is classified as a water stressed country with less than 1700 cubic meters of water available per person per year. Rand Water supplies water to approximately 11 million people in Gauteng. During times of drought, restrictions imposed are aimed mainly at the broader Green Industry. This research investigated international strategies, existing restrictions in Gauteng, and undertook a survey within the Green Industry to determine the most appropriate response. This research proposes a new water supply shortage response plan for Rand Water in Gauteng with a total of four levels of restrictions implemented at different stages of water stress in the system. / Environmental Sciences / M. Sc. (Environmental Management)