Research On Visitor's Behavior And Market Segmentation Of Recreational Agriculture In Taiwan

In recent years, the recreational agriculture of Taiwan has developed vigorously. However, the characteristic of their products is insufficient, and the managers lack professional ability. Imitating each other to follow the herd instinct causes high homogeneity, and the distinguishing features of a specific farm are unable to show. This almost becomes a great defect of recreational agriculture. So, if the managers can take visitors' behavior into account and subdivide the characteristic and difference of the consumers, they will know the market direction better, so as to meet the visitors' demand and create a win-win situation of managing profit.This research carries on the arrangement of relevant scientific or technical literature at first, in order to probe into the theme about recreational agriculture. Visitors' behavior and market segmentation are investigated in depth, in the cause of putting the direction of the research in order. In the part of positive research, the methods of questionnaire investigation and case study are used, at the same time, the decision-making process of consumers of E-K-B mode is applied to analyze the visitors' behavior of recreational agriculture in Taiwan and the characteristics which influence visitors' choice to choose traveling places. This may act as the basis for recreational agriculture managers' decision on market segmentation, attracting visitors or improving facilities in business environment of the farm. However, the focal point of this research lies in probing into visitors' different tourist motive in recreational farms of Taiwan, and selecting, evaluating and subdividing the characteristics and difference of tourist motive, information searching behavior and selecting or evaluating behavior of recreational farm visitors.Consequently, by way of understanding such relevant consuming decision-making behaviors as how consumers' tourist motive and the way visitors collect relevant traveling data affect their choice of traveling places, visitors are subdivided into different groups. This may act as the basis provided to recreational agriculture managers for attracting visitors, improving facilities in recreational farms and enhancing service quality. I hope this innovative conclusion can provide the emerging market of the same language and the same race with a splendid consultation on developing recreational agriculture in the mainland.