Abstract
Luoshan Organic Agriculture Village was the first organic agriculture village in Taiwan, and it focuses on organic farming and cultivation. The village is developed through community empowerment and the utilization of existing tourism resources. In this study, tourists to the village were selected to participate in a survey. The findings indicated that country landscape resources scored the highest, followed by experience of organic farming and natural landscape resources. The results revealed that this travel destination enjoys high brand equity, with the factor of environmental sustainability scoring the highest, followed by the uniqueness of organic farming and the image of healthy tourism. This study suggested that landscape resources were positively correlated with brand equity; moreover, access to environmental information had a significant effect on the relationship between landscape resources and brand equity. Subsequently, the top three factors affecting landscape resources were identified—natural landscape resources, experience of organic farming, and experience of farm stays. In addition, the two factors influencing brand equity of quality and unique resources were derived. This study’s results can help related organizations effectively establish landscape resources, thereby extending their brand equity and building the sustainable development competitiveness of tourist destinations.
Highlights
In recent times, rapid developments in technology have led to a prosperous society
Organic agritourism has become a critical market to be developed. This empirical study investigated tourists in Luoshan Organic Agriculture Village and revealed that landscape resources were positively correlated with brand equity
This study enables further understanding of the importance of brand equity dimensions and landscape resources, which can be referenced for the future brand equity development of organic agriculture villages
Summary
Rapid developments in technology have led to a prosperous society. technology has had a negative effect on the environment through endangering natural ecosystems. The International Federation of Organic Agriculture Movements proposed four principles, namely: health, ecology, fairness, and care [5] These principles indicate that health is integral to living systems. Landscape resources can be divided into entity and nonentity resources, natural landscapes and cultural landscapes [7], tangible landscapes and intangible landscapes, and resources with inherent meaning and resources with symbolic meanings These divisions reflect the interaction between people and the environment, which is a dynamic system that changes with time and continues to develop [8,9]. Organic agritourism has become a critical market to be developed This empirical study investigated tourists in Luoshan Organic Agriculture Village and revealed that landscape resources were positively correlated with brand equity. This study enables further understanding of the importance of brand equity dimensions and landscape resources, which can be referenced for the future brand equity development of organic agriculture villages
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