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

OALibJ > Vol.5 No.8, August 2018

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

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DOI: 10.4236/oalib.1104827 525 Downloads 1,561 Views Citations

Author(s)

Yung-Lun Liu¹, Li-Ming Ho², Fangyi Liu^3*

Affiliation(s)

¹Department of Tourism, Chienkuo Technology University, Changhua.
²Department of Marine Leisure Management, National Kaohsiung University of Science and Technology, Kaohsiung.
³Department of Information Management, National Taiwan University, Taipei City.

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.

KEYWORDS

Leisure Farm, Brand Management, Core Competence, Assessment Indicators, Delphi Method, Fuzzy AHP

Share and Cite:

Liu, Y. , Ho, L. and Liu, F. (2018) The Brand Management Evaluation Indicators Model of Agri-Tourism Farms: A Core Competence Perspective. Open Access Library Journal, 5, 1-9. doi: 10.4236/oalib.1104827.

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