氣候因子對遊客參訪行為之研究-以2013年雲林農業博覽會為例

Abstract

有關2013雲林農業博覽會園區自102年12月25日開幕到103年3月6日活動結束共72天的活動展期；吸引了近92萬人次的參觀規模，在旅運交通不便與建設資源不足的農業大縣-雲林縣能有此佳績，除了展現大型農業主題博覽會具有吸引人潮參訪之票房與誘因之外，更為臺灣農業教育、農村休閒、農產行銷提供成功的結合會展主題活動行銷模式。 本本研究藉由每日參觀入園人潮與售票情形之統計，以及中央氣象局提供之每日氣溫與降雨的天候資訊，搭配遊客農博活動訊息來源與遊客居住地之問卷調查，來分析氣候因素對於遊客參觀人數的影響，以及農博參訪旅客來自何地 (較吸引何處的民眾參訪、在地民眾參訪的比例)，以及接收活動資訊來源等。預期研究成果將可以作為未來大型農業博覽會活動辦理時，可以藉由氣候預測來做為營運應變之參考；並從遊客居住地的資訊來得知地緣關係與分佈狀況，以及得知活動的訊息來源來做為未來活動辦理時最有效的媒體行銷規劃依據。 關鍵詞:雲林農業博覽會、會展產業、營運管理、 節慶活動、入園人數、氣候因素

The Agriculture Expo event was hosted from December 25 of 2013 to March 6 of 2014 in Yunlin county of Taiwan. This event is important to enhance agriculture of Yunlin county since this county has limited resources of public support. In total, the duration of the event is 72 days, which attracts 920 thosand visitors. This study aims to evaluate the impacts of the weather conditions on visitors’ behavior using the Agriculture Expo event in Yunlin as an example. The primary data were drawn from the observed number of visitors in this event and a questionarrie survey of visitors. Detailed information of participated activities, perception, and demographic characteristics of visitors was collected in the random survey. Moreover, this study collected weather conditions data drawn from the Weather Bureau of Taiwan. Our finding can be useful for the agricultural authority in Yunlin county to design a more attractive events in the coming future. Keywords：Agriculture Expo; Event activity, Management operation, Weather conditions.