台灣休閒農場市場區隔之研究

Abstract

回歸自然的體驗式休閒活動已成為現今主流的休閒方式，其中休閒農場就是一個重要的遊憩場所。台灣休閒農場已發展多年，正逐步走向成熟與完善，一個優質的休閒農場若要永續經營，就應瞭解遊客市場組成，而休閒農場也是農業的多元化發展結果，Frochot(2005)認為對於多元化的行業，對遊客進行市場區隔是必要的。 本研究目的在於探討休閒農場遊客市場之組成，並建立市場區隔，進而發展一套行銷策略，研究對象選取截至2016年12月底通過農委會「服務品質認證」的37家休閒農場，以社經背景與環境屬性重視程度作為市場區隔的基礎，輔以遊憩動機，分析三者的關係及各區隔市場的差異性，採用網路問卷的調查方式進行樣本收集，共計回收466份有效問卷，結果如下： 社經背景區隔方面，直接根據問卷問項進行區隔，結果顯示除「居住地區區隔市場」外，「性別區隔市場」、「年齡區隔市場」、「職業區隔市場」、「月可支配所得區隔市場」、「家庭生命週期區隔市場」及「教育程度區隔市場」在「環境屬性重視程度」及「遊憩動機」等變項上均有顯著差異。 環境屬性區隔方面，使用因素分析與集群分析的統計方法，將遊客分為「重視體驗的旅遊者」、「重視便利的旅遊者」、「重視遊憩學習的旅遊者」及「重視特色服務的旅遊者」四個區隔市場，各區隔在「性別」、「年齡」、「職業」、「月可支配所得」、「家庭生命週期」、「教育程度」及「遊憩動機」等變項上均有顯著差異。 最後依據所區分之遊客區隔市場，探討休閒農場經營管理者如何針對不同的市場提出行銷策略。

Now, experiential leisure activities have become the mainstream relaxation way. Among all the recreational places, leisure farms play an important role in peoples’ extra-curricular life. Farm tourism, which is a result of the diverse development of the agriculture, has been developed for many years in Taiwan and becomes improved gradually. It is essential to know the tourist market composition in order to achieve sustainable management of a high-quality leisure farm. It is believed by Frochot (2005) that market segmentation of tourists is indispensable for diversified industries. The aim of this research is to investigate the tourist market composition of farm tourism and set up market segmentation, and then develop a market strategy. The market segmentation is based on socioeconomic status and the importance of setting attributes, coupled with tourist motivation. We investigate 37 farms which are all passed ‘Service quality certification’ of Council of Agriculture by December 2016, analyzing the relationship between socioeconomic status, setting attributes reproducibility and tourist motivation as well as the differences between each segmental market. The questionnaire is used to collect data about farms. 466 effective questionnaires were collected and the results are as follows: For social background segmentation, we directly make the segmentation based on the question of the questionnaire. The results show that except for lace of residence segments, there exist significant differences for the importance of setting attributes and tourist motivation. For the part of setting attributes segmentation, we adopt the statistic approaches of factor analysis and cluster analysis. The tourists were divided into four segments. In each segment, significant differences can be seen in gender, age, occupation, disposable income, life cycle, educational level and tourist motivation. At last, discussing what marketing strategy should the managers of the leisure farms adopt when facing to different markets based on tourist market segmentation.