| 摘要: | 由於遊客對品牌定位知覺會影響旅遊意願，本研究以休閒農場實際體驗與產品重視程度定位的認知考量因素為基礎，選定嘉義縣10家休閒農場的遊客作為研究對象，藉由多元尺度法所描繪出的知覺圖，分析嘉義地區之休閒農場在遊客心目中定位知覺。 經由實證分析顯示，在實際體驗定位知覺圖將競爭群體分為三個競爭群體，分別為綠盈牧場、竹耕生態教育農園、金桔農莊、獨角仙農場、豐山休閒農場之「高度行動關聯體驗群」；松田岡創意生活農莊、嘉義農場、童年渡假村、葫蘆莊教育農園之「低度行動關聯體驗群」；巃頭休閒農場則於知覺圖中獨立於其他競爭群。 透過ANOVA分析，得知主要競爭因素為農場行動及關聯體驗方面；次要競爭因素為農場思考體驗方面。在休閒農場產品屬性定位知覺圖將競爭群體分為四個競爭群體，分別為獨角仙農場、豐山休閒農場、金桔農莊、松田岡創意生活農莊、竹耕生態教育農園之「高度餐飲設施群」；童年渡假村與嘉義農場等二家為則形成「中度餐飲設施群」；葫蘆莊教育農園、巃頭休閒農場等二家為「低度餐飲設施群」；綠盈牧場於知覺圖中獨立於其他競爭群。 透過ANOVA分析，得知主要競爭因素為休閒農場餐飲及設施方面；次要競爭因素為交通、服務、活動及資源方面。
Because the tourists' willing of traveling are affected by the awareness of brand positioning, this research focused on the tourists' touring experiences and the scale of branding that they value to the leisure farms. The tourists of 10 leisure farms in Chiayi county were chosen to conduct the research. By the awareness chart that was generated by the method of Multi-Dimensional Scaling, this research analyze the tourists' awareness of brand positioning to the leisure farms in Chiayi area. The result shows that the awareness chart of experience positioning groups the market of leisure farms into 3 following competing groups：Group 1.(Highly Action Related Experiencing Group)：Liuh-Ying Farm, Bamboo-Farming Educational Farm, Golded-Tangerine Farm, Rhinoceros Beetle Farm, and Feng-Sung Farm.Group 2.(Lowly Action Related Experiencing Group)：Sung-Tyan-Gum Creative Live Farm, Chia-Yi Farm, Childhood Recreational Village, and Calabash Educational Farm.Group 3.(Independent from the previous 2 groups)：Dragon-Head Farm. Through the analysis of ANOVA, the research found that the main competing factors of leisure farms are the actions that they take and the experiences that the tourists have; the subordinate competing factors are the thinking experiences of the farms. The awareness chart of product-property positioning groups the market of leisure farms into 4 following competing groups：Group 1.(Highly Dining Equipments Group)：Rhinoceros Beetle Farm, Feng-Sung Farm, Golded-Tangerine Farm, Sung-Tyan-Gum Creative Live Farm, and Bamboo-Farming Educational Farm.Group 2.(Medium Dining Equipments Group)：Childhood Recreational Village, and Chia-Yi Farm.Group 3.(Lowly Dining Equipments Group)：Calabash Educational Farm, and Dragon-Head Farm.Group 4 (Independent from the previous 3 groups)：Liuh-Ying Farm. Through the analysis of ANOVA, the research found that the main competing factors of leisure farms are the dining equipments and facilities of the leisure farms; the subordinate competing factors are the transportation, services, activities, and resources of the leisure Keywords：Leisure Farm, Market Positioning, Multidimensional Scaling |
