Research on Application of Brand building of Chiang Ma Yuan Recreational Farm Area

Abstract

In modern society, people face expedited information communication, fast-paced life, and high-pressure work. People are eager for the natural environment of relaxation. The government in Taiwan has paid special attention to the development of leisure agriculture. Events that incorporate farm landscape and agriculture have been held, and rural living has been promoted. Through public engagement and experience, it is expected that agriculture can be promoted into a leisure industry with unique recreational features, in order to bring in additional incomes for the farmers, drive the regional economic development, elevate the living standards of the farmers, promote employment, protect and develop rural culture, and realize ecological conservation.

This paper explores the factors for brand building in leisure agricultural area, and treats Chiang Ma Yuan Recreational Farm Area in Dahu Township, Miaoli County, as the target. Literature review was first conducted to develop the semi-open questionnaire. Then modified Delphi method was adopted for expert interviews, in order to collect expert consensus, and identify the constructs and elements for the brands in hierarchal analysis.

 The results were used to analyze the constructs and elements of brand building in Chiang Ma Yuan Farm Area, and suggest its future development direction.