Abstract ▼ AI-Helper

This study intends to provide rural areas with information allowing them to develop the experience program aimed at activating the farm stay. For the purpose, different markets were segmented based on the benefits sought by farm stay participants, and characteristics and activities relevant to each ...

This study intends to provide rural areas with information allowing them to develop the experience program aimed at activating the farm stay. For the purpose, different markets were segmented based on the benefits sought by farm stay participants, and characteristics and activities relevant to each segment were proposed. The results identify that three segments can be distinguished which display different activity preferences. Cluster 1, the Social/Rurals mainly visit rural areas to experience farm produce cultivation and local foodstuffs with family, relatives, or friends. For this group, it is suggested to integrate appropriately their activity preferences such as experiences with rice farming, vegetable or herb gleaning, and conventional farm appliances. Cluster 2, the Gazers are mainly motivated to observe scenic beauty to escape from the stressful urban life. For this group, experiences with rice straw handicraft, a variety of craft work, and observation of rurality are suggested to be included since this segment have a higher preference for such experiences. Cluster 3, The Social/Relaxers mainly seek relaxation during the farm stay. For this group, fruit picking should be included and cooking, roasting, or fishing may be considered an addition to the experience program.

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