Case studies on co-branding and farm tourism: Best match between farm image and experience activities

Austin Rong Da Liang, Yong You Nie*, Dun Ji Chen, Po Ju Chen

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

5 引文 斯高帕斯(Scopus)

摘要

Tourists' need for experience activities on farms has increased over the past decade; thus, this study adopted a co-branding perspective to examine the best match between farm image and experience activities, and examined whether farm marketers can design farm experience activities based on different source. A total of 706 samples were collected. The results indicate: (1) When a farm's promotional image and the perceptions of tourists visiting that farm are the same, a higher optimal match rate between farm imagery and farm experience activities is achieved, which results in more positive tourist responses. (2) When tourists and farm operators both identify a farm's image as the same, it results in the farm's image being identified as a particular kind of farm, whether by farm operators or tourists, resulting in an optimal match rate between farm imagery and experience activities, with both resulting in a positive tourist response. This study contributes further insights into the farm marketing strategy based on these research findings.

原文英語
頁(從 - 到)107-118
頁數12
期刊Journal of Hospitality and Tourism Management
42
DOIs
出版狀態已發佈 - 2020 三月

ASJC Scopus subject areas

  • 旅遊、休閒和酒店管理

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