Factors Influncing Revenue of Agri-Tourism Firms - A Case Study of Yilan、Hualien and Taitung
| Autor: | Li, Huei-Huei, 李惠惠 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Agritourism, developed from leisure agriculture, is a cross industry between agriculture and tourism. For agriculture, agritourism presents a new business model, and for tourism, agriculture is an expansion into new forms of recreation. There were three primary goals for the study: 1. To explore the current status and future development of Taiwan's leisure agriculture and agritourism. 2. To identify and discuss factors that affect agritourism operators' revenue. 3. To offer suggestions for agritourism operations and development. Base on the Yilan, Hualien and Taitung statictics result from the "2016 agri-tourism economic evaluation program". Reducted the reference of forest ecotourism, recreational fishery and rural community tourism. Based on a subset of survey results obtained from the "2016 Agritourism Economic Evaluation Program," a total of 681 questionnaires from three municipalities were used in the data analysis--424 from Yilan, 110 from Hualien and 147 from Taitung. A multiple regression analysis was performed to identify factors which might contribute to agritourism profitability by using total revenue of an agritourism operator as the dependent variable and "activities offered," "participation in recreational agriculture regional organizations," "operational history," "venue size," "number of employees," "marketing strategies" and "activity adjustment frequency" as independent variables. Results of the analysis showed that factors contributing positively to operators' total revenue in Yilan, Hualien and Taitung were "providing catering," "venue size," "number of employees," "marketing through TV commercials," and "marketing through exhibition participations." "Operational history" was found to have a negative impact on agritourism operators' revenue. Further analysis showed a variation of the factors affecting total revenue for operators from each municipality. For Yilan, the positive factors were "providing catering," "number of employees," "marketing through TV commercials" and "activity adjustment frequency," while "operational history" and "marketing through radio commercials" showed a negative impact. For Hualien, the positive factors were "providing catering," "number of employees" and "marketing through exhibition participations." For Taitung, the positive factors were "number of employees," "marketing through newspaper advertisements," "marketing using company websites" and "activity adjustment frequency," while "operational history" showed a negative impact. Based on the findings, we concluded that "number of employees" had the most significant positive effect on total revenue. Increasing the number of employees translated to increased revenue and economic benefits for agritourism operators in the three-municipal region. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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