Exploring the Market Segments of Farm Tourism in Taiwan

This research aims to investigate travelers' perceptions of farm tourism and uses a popular leisure farm in Taiwan as a site for the case study. A series of on-site surveys with structured questionnaires was deployed in a popular farm tourism destination in Taiwan, yielding 358 useful samples. This study shows that attractive scenery, tasteful local cuisine, unique local life, and countryside views are considered the top farm tourism images. Further, a cluster analysis of destination images identifies four market segments, including (a) cultural explorer, (b) specialty enthusiast (c) natural seeker, and (d) family devotee. This study finds that there is a significant difference in frequencies of domestic travel and the average expenditure of accommodation, per night, among the four groups of tourists. Relevant implications and suggestions for future studies are rendered in the conclusion.