The purpose of this study was to establish assessment criteria for Taiwan's agricultural leisure brand management. We employed the Delphi method to achieve a consensus of experts' evaluative opinions, and then applied the fuzzy analytic hierarchy process (AHP) to assess the pairwise comparison provided by experts. A consistency test was subsequently performed to establish assessment criteria for agricultural leisure brand management. The relative weights of the agricultural leisure brand management assessment indicators were determined using the statistical software Power Choice. The results of this study were as follows: 1) We developed three primary indicators and eight secondary indicators and established the agricultural leisure brand management assessment model; 2) the primary indicators for the assessment model of agricultural leisure brand management were, in order of importance, brand loyalty, brand awareness, and brand reputation. The findings of this study can be used by agricultural leisure brands as a reference for constructing a competitive management strategy regarding brand management.

This study examines the influence of word of mouth (WOM) on eight tourism products by applying economic elasticity theory to understand the relationship between behavioral outcomes and target elements to these behavioral outcomes (customer consumption). The elasticity model of economics was developed to conceptualize WOM elasticity ( ) and measure WOM effects on various products. The results ofWOM elasticity values show a significant difference between physical and service product categories. In addition, all effective respondents in this research are highly sensitive to WOM relating to specific products. This shows that WOM is not only a key variable of tourism products but also validates that WOM communications are meaningful for tourism customers. The authors contributes to tourism service and WOM marketing effects compared by validating empirical research in eight different product categories and providing empirical support with prior services marketing literature. Theoretical and practical implications and future research issues are discussed.x WOM E

This paper uses quantile regression to investigate the travel mode and the shopping expenditures of over 7000 Chinese and Japanese tourists interviewed as part of the 2012-2013 Annual Survey Report on Visitor Expenditures and Trends in Taiwan. Results show that most Chinese tourists prefer to travel in group package tours, whereas most Japanese tourists prefer to travel independently. Both Chinese and Japanese tourists traveling in package tours purchase considerably more than individual travelers. Chinese visitors with high disposable income who travel in group tours had the highest shopping expenditures. Travelers over 40, those with college education or with higher income, and females had higher shopping expenditures than tourists in other demographics. Consequently, promotional marketing campaigns focusing on these travel segments could lead to significant increases in consumption and thus benefit Taiwan's tourism industry and economy.