英文摘要 |
There are 13 industries under our culture creativity industry that is one of the promotion policies in Taiwan. In this paper, it will focus on exploring the key factors of competitiveness for the leisure farms under the creative life industries. The research data is divided into two parts. The first part is to collect the opinions of factor priority from 15 experts who come from industry, official and university, and the AHP method is hired to compare their opinions. The second part is to use the questionnaires to survey the leisure farms' tourist. The data will be analyzed by the way of SEM and Ridit method. Finally, both parts of analysis are compared to find out key factors and evaluation indices of competitiveness in the creative life content.The empirical results show that (1) both the experts and tourists pay much attention to the responsibility of the company management in the core-knowledge dimension; (2) the experts consider that the education experiences is the most important factor in the deep experience dimension, yet the tourists emphasize the escapist experience; (3) the experts believe the unique feeling from each farm is a significant factor in the high-quality esthetic sense dimension, but the tourists consider the manufacture design side; (4) the experts deem that the interactive marketing is the most important factor in the service marketing dimension, but the tourists regard for the external marketing. |