Mengyi Lin1, Fuyuan Li2,* and Zhe Ji3
1The Graduate Institute of Design Science, Tatung University, Taipei 104, Taiwan;
2Department of Industrial Design, Tatung University; Taipei 104, Taiwan
3 School of Design Art, Xiamen University of Technology, Xiamen City, 361024, China;
Leisure agricultural tourism has become a new way for people in modern society to alleviate the pressure in daily life in holidays. Meanwhile, the investment in the construction of leisure farms is increasing rapidly. In terms of farm management, a differentiated management strategy can make projects on the development and construction of leisure farms stand out, and thus brings huge benefits and value. The Leisure Farm Customer Journey Map (CJM) is an effective strategic management tool for farm operators to understand the satisfaction degree of tourists. In this study, through many visits to leisure farms in Taiwan, 20 representative leisure farms are selected as research samples for case study, of which the analysis of touch points is conducted in order to find out visitors’ preference. In addition, through questionnaires, we try to find out which factors are the core motivations for tourists to visit leisure farms. This study hopes to help leisure farm operators understand the importance of the planning and design of these touch points for tourists’ experience through combining touch points in service design with tourists’ core motivations, and aims at optimizing the resource allocation of leisure farms and promoting the sustainable operation of leisure farms.
leisure farm; Customer Journey Map; leisure motivations; service design; touch points
Mengyi Lin, Fuyuan Li and Zhe Ji. A Study on the Plan and Design of Leisure Farms’ Tourist Touch Points. Academic Journal of Humanities & Social Sciences (2020) Vol. 3, Issue 4: 65-77. https://doi.org/10.25236/AJHSS.2020.030410.
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