台灣主題式休閒農業體驗行銷結構方程模式之應用——不同集群遊客之實證

An Application of Structural Equation Model on the Thematic Leisure Farm Experience Marketing in Taiwan: An Empirical Study of Cluster Tourist Analysis

本文結合體驗行銷理論，以體驗感受為主要觀點的設計法，利用感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗為主要構面項目，以2011 年在台灣新社地區，一年一度的新社花海節，為主要問卷調查對象，採取田野式實地調查現場隨機抽樣法。結果發現，應用結構方程模式的實證，花卉愛好者的集群在花卉吸引力影響滿意度、花卉吸引力影響遊憩體驗的關聯性較高，而使命取向群在遊憩體驗影響滿意度、滿意度影響忠誠度的程度較另一群明顯，但總體來說，所有係數皆呈現顯著情形，同時因為兩個群體明顯的個別差異，分別將此命名為花卉愛好者與使命取向群。

The paper focused on experience marketing theory and the judgment of all the sense, emotion, thinking, behavior and relevance as thematic scopes. We used the questionnaire survey for the Taichung city flower festival as a respondent. All samples are 417 in visiting Taichung city flower festival in 2011. The paper used the SEM method and created two groups, the first one is so called flower-lovers, and the second group is mission-oriented. The results show that a significant level between the two cluster tourists. It makes a sense for the flower festival marketing and promotions. So it was a value of marketing implications for the government and management policy. The promotion of local eco-tourism by the Tourism Bureau of Taiwan had helped the agricultural sector shift to a more leisure-oriented one in which unique humanities, cultures and leisure tourism are the new focus while practicing the original farming activities. Package travel plan comprises two key elements. For leisure agriculture, it is important to pay attention to marketing strategy research results for increasing business opportunities. Extending the study of Schmitt (1999), the investigators here applied those concepts on domestic leisure agriculture and tourism to explore new information and structure for relevant industries as well as researchers to help them promoting ongoing leisure agriculture development and improve domestic tourism atmosphere.