Sustainable Development of an Organic Agriculture Village to Explore the Influential Effect of Brand Equity from the Perspective of Landscape Resources

Ching-Cheng Shen, Yen-Rung Chang and Liu Der-Jen
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Ching-Cheng Shen: Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung 812, Taiwan
Yen-Rung Chang: Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung 812, Taiwan
Liu Der-Jen: Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung 812, Taiwan

Sustainability, 2020, vol. 12, issue 18, 1-13

Abstract: Luoshan Organic Agriculture Village was the first organic agriculture village in Taiwan, and it focuses on organic farming and cultivation. The village is developed through community empowerment and the utilization of existing tourism resources. In this study, tourists to the village were selected to participate in a survey. The findings indicated that country landscape resources scored the highest, followed by experience of organic farming and natural landscape resources. The results revealed that this travel destination enjoys high brand equity, with the factor of environmental sustainability scoring the highest, followed by the uniqueness of organic farming and the image of healthy tourism. This study suggested that landscape resources were positively correlated with brand equity; moreover, access to environmental information had a significant effect on the relationship between landscape resources and brand equity. Subsequently, the top three factors affecting landscape resources were identified—natural landscape resources, experience of organic farming, and experience of farm stays. In addition, the two factors influencing brand equity of quality and unique resources were derived. This study’s results can help related organizations effectively establish landscape resources, thereby extending their brand equity and building the sustainable development competitiveness of tourist destinations.

Keywords: landscape; brand equity; organic agriculture (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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