| dc.description.abstract | In this case study, the Xinpu Town Jhaomen Recreational Agriculture District is investigated. First, we use questionnaires to find the consumer behavior, satisfaction, loyalty and other basic information of the tourists. Second, we conduct in depth interviews to relevant departments and businesses in this district to understand the elements of the 6P marketing strategies, which include product, price, place, promotion, people, and public relations, as well as strengths, weaknesses, opportunities and threats. Through internal analysis and external analysis, finally, basing on the SWOT analysis, we develop the business strategies for the Jhaomen Recreational Agriculture District.
This study proposes to the government departments the following business strategies for the Jhaomen Recreational Agriculture District. 1. Provide relevant counseling and training for businesses. 2.Obtain funding to expand relevant activities to attract the crowds. 3.Counsel businesses to apply for legal recreational farm licences. 4.Enhance the tour guide and lobbyist service management functions.
Businesses in the Jhaomen Recreational Agriculture District may apply the following strategies. 1.Actively participate in the relevant counseling and training to enhance their operation management capabilities. 2.Make the best use of internal strengths of the recreational agriculture district and external opportunities and avoid internal weaknesses and external threats. 3.Collaborate with colleges to promote extramural internship to cultivate recreational industry professionals. 4.Maintain good quality recreation. Avoid over-exploitation. 5.Improve the package design of agricultural products to enhance the value of the products. 6. Enhance the functions of the district management committee. Communicate with the district members through active interaction and contact. 7.Integrate nearby famous tourist attractions to promote recreational tours. This provides references to the relevant departments and businesses, to improve operation and management methods, and marketing strategies to enhance better service quality to attract tourists and to bring about their motives to visit.
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