The effects of marketing strategy of travel products on Taiwan tourists’ behavior
Keywords:
Agritourism, Strategic Management, Post-Pandemic Recovery, Taiwan TourismAbstract
This study explores the strategic management of agritourism destinations in Taiwan, focusing on the challenges and opportunities emerging from the COVID-19 pandemic. Agritourism, which integrates agricultural activities with tourism, has become a vital driver of rural economic recovery and sustainable development. This research seeks to understand the growth of agritourism in Taiwan, identify key obstacles the industry faces, and propose strategic measures for effective governance and revitalization in the post-pandemic era. Using qualitative research methods, including in-depth interviews with agritourism operators and administrators, the study examines factors contributing to agritourism enterprises' success and long-term sustainability. It highlights the sector’s potential in supporting small-scale farmers and rural communities, emphasizing the importance of strategic planning, innovative marketing, and holistic management approaches. Additionally, the research investigates the impact of COVID-19 on agritourism, outlining adaptive strategies such as enhanced health and safety measures, sustainable practices, and community engagement. The study also analyzes shifting visitor preferences toward domestic and nature-based tourism experiences, positioning agritourism as a viable response to changing market demands. By providing practical insights for policymakers, agritourism entrepreneurs, and rural developers, this research contributes to tourism management and rural development. Ultimately, it underscores agritourism’s role as a resilient and eco-friendly tourism model capable of adapting to market trends while fostering economic recovery and long-term rural revitalization in Taiwan.
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