| Abstract: | Leisure farm is a business that that gives all tourists general ideas about traditional ways of lives in farming or fishing towns that are far away from the modern cities. It also allows every tourist to understand food production process that generate daily foods that are around everyone in those farming or fishing town in the most regional environment.
This research report is to focus mainly on ways to improve tourists? images on leisure farms by integrated marketing communication campaigns.?After some market reputation have been built up, a leisure farm can strength its market power, which, in some way, can also transform leisure farm business into a new, improved tourist business.
This research is done by randomly selected close-ended questionnaire on tourists through out different tourists in Che-Chung village. Ways of analyzing sampling result include reliability analysis, descriptive analysis, factor analysis, cluster analysis, discriminate analysis, , and one-way ANOVA .Those analyses conclude four facts:
1. Tourists tend to pay more attention on farmer active that they experience through out their trips when being asked on leisure farming images.
2. On integrated marketing communication campaign effects, tourists tend to gather more information on leisure farming from TV advertisement and Public Relation campaigns.?Direct marketing campaigns do not work too well, on the other hand.
3. There are roughly four different types of tourists,?want to experience?,?just want to kill time?,?trying to relax and have a good time?and?professional tourists?, which are classified by their feeling on the importance of leisure farm traveling.
4. Integrated marketing communication campaigns make two major effects on tourists? image recognizing and willingness of joining the tour. Those four groups each have significant differences on tourists? image recognizing and willingness of joining the tour.?The effects of tourists? image recognizing include mass media advertisement, promotion by tourist business, and social image promoting activities.
5. There are significant differences on demographic tourist count for different clusters of tourists. |
