碩士 / 國立屏東科技大學 / 農企業管理系 / 92 / The amounts of Leisure Agricultural Parks are much more than balance in Taiwan. Each park has its specific resources, innovations, experience activities and demands of visitors. Leisure Agricultural Parks should stride forward to the stage of experiential marketing. In order to manifest characteristics, improve business performances; grasp the changing of consuming patterns and demands. Therefore, this study is to distinguish the patterns of Leisure Agricultural Parks by experience activities and to analyze the differences during the using of experiential marketing and experiential marketing intermediary. To look forward to bring the innovations into full play and upgrade the business performances.
This study is to adopt questionnaire survey and document reviewing to gathers data. The statistic methods include descriptive statistics, chi-square, t test, hierarchical cluster analysis, principle component analysis and so on. Therefore, study presents the conclusion and suggestion below.
Conclusion：
1.The counselor has high educational background, abundant
experience and has capability to execute the parks’
affairs.
2.The Parks lack of financial accounting system, so
cannot evaluate performances exactly.
3.The parks integrate the demands of ecosystem; emotion
and recreation can increase visitors’ satisfaction.
4.The Parks have market separation and main visitors can
improve the performances of marketing.
5.The Parks lack of mutual movement with visitors, and
underused the buildings, facilities.
6.Most of the Parks lack of corporate identification
systems and product designing, packing. Therefore, the
parks cannot set up the image obviously.
7.The parks improve product and service continually can
promote marketing performances.
8.The patterns of polysynthetic experience leisure and eco- leisure are marching to the development of multi-
experience, in order to match the demands of visitors.
9.The Parks emphasis on the experience activities
participation of visitor and strengthen the experience
feelings by situation.
10.The Parks does not to be good at relative experiential
marketing strategy.
11.The different patterns of Parks are using different
marketing intermediary to enhance the experiential
marketing used.
12.The Parks adopt polysynthetic experiential marketing
strategy combination to allure visitors.
Suggestion：
1.The parks must to set up financial accounting system.
2.Using marketing intermediary well can strengthen
marketing performance.
（1）The parks strengthen mutual movement with visitors can
increase the satisfaction of visitors.
（2）The Parks need to strengthen buildings and facilities
using well.
（3）The Parks need to set up the corporate identification
system.
（4）The Parks need to enhance product designing and
packing.
（5）The Parks need to improve product and service
continually.
3.The Parks adopt five experiential marketing strategies
can increase visitors’ experience.
（1）Sense：Increasing the mutual movement with visitors
and set up the Parks’ names, signs and brands.
（2）Feel：Using cordially attitude can strengthen
recreational experience.
（3）Think：Using integrated websites and active electronic
Medias can produce lots of interests and surprises.
（4）Act：Supplying natural and accord life style can rich
the visitors’ experience and knowledge.
（5）Relate：Using social separation and identification,
relatives, social influence, social role, cultural
value and so on, to strengthen the mutual movement
with visitors.
Keywords：Leisure Agricultural Park
Experience activity
Experiential marketing strategy
Experiential Marketing intermediary
| Identifer | oai:union.ndltd.org:TW/092NPUST688006 |
| Date | January 2004 |
| Creators | Ming-Feng Wu, 吳明峰 |
| Contributors | Chao-Lin Tuan, 段兆麟 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 120 |
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