The Brand Management Evaluation Indicators Model of Agri-Tourism Farms: A Core Competence Perspective

Abstract

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.

Construction of Evaluation Indexes for the Integrated Development of Leisure Agriculture Management: The Application of Delphi Technology

“…The operating capacity refers to the organization's production, marketing, human resources, research and development, the overall operation of finance. The description of the leisure agriculture management structure is roughly based on the resource base [1], key processes [3], and business performance [4] as the main descriptions. It can be seen that the improvement of leisure agriculture business performance, the source result of the impact of leisure agricultural resource grasp, and the organizational operation process.…”

“…Aiming at the criteria for the evaluation of leisure agriculture operations, [1] explores the aspects that should be emphasized in the development of leisure agriculture, with "organizational operation" having the most significant impact, fol- [12]. In the early stage of construction, it is appropriate to use the literature method and the Delphi method to gather consensus.…”

“…Human resources have been planned and designed to give play to agricultural and rural recreational functions. Enhance Chinese people's experience in agriculture and rural areas, improve recreational quality and increase farmers' income, and promote rural development [1] and agriculture in Taiwan Business offers another way of development.…”

Constructing a Creative Agricultural Complex Base on the Law for Development of the Cultural and Creative Industries in Taiwan

“…Hung et al DOI: 10.4236/oalib.1105287 6Open Access Library Journal na's leisure agriculture has formed many leisure agricultural brands with local characteristics and certain cultural influences[19]. Many related raw materials come from agricultural products, which promote the development of local leisure agriculture[20].First of all, the planning of the creative agriculture complex and the agricul-tural tourism complex, from the perspective of planning content, emphasizes the development of modern agricultural industry, is based on the joint construction of agricultural science and technology and agricultural, industrial chain, promotes the integration and development of the first, second and third generations; It is one of the main ways to focus on the development of ecological civilization; it is to promote the income of farmers in suburban areas and contiguous rural areas, and it is the primary way to strengthen the collective economy. Form urban and rural planning, integration and linkage development, for example, in the planning and design of urban and rural-urban and rural planning and design-the hospital emphasizes the rational construction of the agricultural industry development system, highlights the agricultural multi-functional innovation operation path, promotes the development of the internal production industry cluster, promotes rural characteristics The town's overall planning.…”