Experiential Marketing Strategies to Enhance the Competitive Edge of X Leisure Farm
คำสำคัญ:
Experience Marketing, Competitive Advantage, Leisure Farmบทคัดย่อ
The research objectives were 1) to investigate the key factors that shape the competitive landscape of X Leisure Farm within the leisure industry, 2) to identify the experiential elements and features of X Leisure Farm that appeal to its target audience and contribute to customer satisfaction, and 3) to develop experiential marketing strategies to enhance the competitive edge of X Leisure Farm. This study employed a qualitative approach, with data collected through document analysis, observation, and in-depth interviews. The key informants included 2 farm managers, 6 frontline staff, 14 regular customers and 18 potential customers in the vicinity of X Leisure Farm. Data were analyzed using thematic analysis.
The findings revealed that: 1) X Leisure Farm's market positioning was significantly influenced by its advantageous geographical location, convenient transportation, and abundant natural resources, which shaped the competitive environment and created market opportunities by enhancing tourist accessibility and driving development 2)the farm effectively applied experiential marketing, leveraging its unique natural scenery, interactive activities, reasonable pricing and thoughtful service to build a strong brand image. These elements attracted many tourists, differentiated the farm in a competitive market, and played a key role in customer retention and 3)innovative experiential marketing strategies, including customized services, themed events, and interactive marketing, greatly enhanced the farm's market appeal and customer loyalty, contributing to its competitive advantage. These findings offered actionable insights for improving X Leisure Farm’s marketing strategies and advanced the understanding of experiential marketing in leisure agriculture.
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