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.
Cite this paper
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, e4827. doi: http://dx.doi.org/10.4236/oalib.1104827.
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