Evaluation aspects

A(Activities)

S(Settings)

E(Experiences)

B(Benefits)

S

(Strengths)

SA (Strengths of Activities)

ü Rich experience programs

ü Unique products

ü Good reputation

SS (Strengths of Settings)

ü Stay away from downtown

ü The ranch is well maintained

ü Educational significant

SE (Strengths of Experiences)

ü Integration of entertainment and education

ü Multiple psychological satisfaction

SB (Strengths of Benefits)

For tourists:

ü Increase knowledge

ü Good memories

ü Intimate relationship

For the ranch:

ü Economic benefits

W

(Weaknesses)

WA (Weaknesses of Activities)

ü Large changes in market demand

ü Activities do not match the needs of tourists

ü There are overlaps and restrictions on the time of activites

WS (Weaknesses of Settings)

ü Limited capacity for pasture

ü More rural space is needed

WE (Weaknesses of Experiences)

ü Lack of vivid and effective commentary, the interpretation effect needs to be improved

ü Some older visitors think that some items are only suitable for children

WB (Weaknesses of Benefits)

ü The developers gain the benefit but the interests of local residents cannot be guaranteed

ü There are not enough activities for adults to benefit every visitor.

O

(Opportunities)

OA (Opportunities of Activities)

ü Solid brand foundation

ü Increasing demand for travel

ü The popularity of Taiwan tourism

OS (Opportunities of Settings)

ü A real and vivid rural environment

ü Leisure agriculture receives extensive attention

ü People are eager for the recreational environment of village

OE (Opportunities of Experiences)

ü Show more country life

ü Take different experiences methods

ü Experience different farming activities

OB (Opportunities of Benefits)

ü Local residents benefit

ü Visitors also gain

T (Threats)

TA (Threats of Activities)

ü Lack of activity guidance

ü The advertising range of the ranch is not wide enough

TS (Threats of Settings)

ü Whether the infrastructure and reception facilities can match the needs of tourists

TE (Threats of Experiences)

ü Traditional farming culture and old games are weakening and are easily forgotten

ü Tourists experience is uncontrollable

TB (Threats of Benefits)

ü Insufficient allocation of benefits

ü Competition with other similar companies

ü Excessive expectations may lead to a decline in tourism harvest.