The Effect of Experiential Agriculture Activities on the Tourism Image of Foreign Tourists to Dai-Dai Recreational Agriculture Area in Taiwan

[[abstract]]ABSTRACT The purpose of this research was to empirically test the effect of experiential agriculture activities on the pre- and after tourism image of foreign tourists who travel in Dai- Dai recreational agriculture area. This research took a group of foreign tourists as research object including the teachers and students from French International School of Hong Kong (FIS). The total number of valid samples obtained for assessment was 34. The tools used for data analysis were quantitative methods including descriptive statistics analysis, reliability analysis, regression analysis, one-way analysis of variance, paired- and independent sample- t test, in accompany with qualitative methods including open ended questions, and in- depth interview with volunteer employed photography (VEP) method. The findings are summarized as follows: 1. The pre- visit image was not high since foreign tourists couldn’t get more information about destination before their visiting. 2. The effect of experiential agriculture activities of foreign tourists was positive. Most experience providers (Expros) were satisfied to tourists except for “ the website information (Website and electronic media)”. 3. The positive after- visit image of foreign tourists’ mind to Dai- Dai recreational agriculture region were tranquil and peaceful, natural environment, wonderful agrarian products, wonderful landscape, experiential agriculture activities, friendly people. While the negative image were not easy to access in, not so entertained to young people, and the language barrier. 4. The effect of experiential agriculture activities had positive significant influence on the after- visit tourism image. 5. The pre- and after- tourism image had significant variation, but the experiential agriculture activities just partial affected the tourism image variation since tourists’ experiences in the activities were not as strong as in the festival or mega event of previous research