全球受COVID-19新冠肺炎疫情影響，除了直接影響全球人口健康之外，更造成全球經濟動盪，其中根據BBC報導旅遊相關產業更是首當其衝。在臺灣，政府為活絡並振興農產業及農漁村旅遊，提出「農業旅遊產業振興計畫」，希望藉由移轉性支付政策解決因農遊景點遊客數減少及營收降低所造成的困境，並且運用電子資訊平台發送農業旅遊電子票券來推動獎勵農業旅遊之相關措施。
從相關研究報告發現，多數民眾的旅遊資訊來源以「網路網絡與社群媒體」為主，且網路使用習慣也沒有受到疫情影響。為了能夠快速振興經濟，必須在短時間內讓多數民眾接受農業旅遊電子票券且願意至農會、酒莊、茶莊、森林遊樂區及休閒農場等場域消費。
本研究成果在於，藉由導入設計思考精神並且運用5A顧客體驗路徑模式與IDEA內容行銷成功框架之方法，同時透過強化過去系統化的社群文案撰寫原則，設計及發展出一套社群行銷方法論。並經由實際的專案執行，解決「農業旅遊產業振興計畫」需在「有限的時間內完成發放500萬張電子票券及獲得超過8成以上的電子票券使用率」之問題。

The world is influenced by COVID-19 which affects not only human health but also global economic impact. According to BBC report, the tourism-related industry is the first to bear the brunt. In order to revitalize the agricultural industry and rural tour, Taiwan government proposed the “Agricultural Tourism Industry Revitalization Plan” to solve the dilemma caused by decrease of tourists and income through the transfer payment policy. And using the electronic information platform to send Agriculture Tour Vouchers for promotions of relevant measures. The relevant studies showed that most of people learn travel information mainly from the internet and social media. And their usage habit have not been affected by the epidemic. To revitalize the economy in short periods of time, the Agriculture Tour Vouchers must be accepted by most of people and be used in agricultural-related places. This study uses 5A’s customer path and IDEA marketing by introducing design thinking. At the same time, strengthening the systematic social copywriting principles to design and develop the methodology of social marketing. By executing these strategies within a project, it expects to solve the issue.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
圖目錄 vi
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與範圍 2
第二章 現況分析及文獻探討 4
第一節 農業旅遊電子票券功能簡介 4
第二節 設計思考及行銷理論 8
第三節 社群經營及顧客體驗 12
第三章 研究方法 19
第一節 設計科學研究法 19
第二節 研究流程與步驟 21
第四章 設計與發展解決方案 24
第一節 強化社群文案設計原則 24
第二節 5A顧客體驗路徑規劃要點 26
第五章 展示與評估解決方案 34
第一節 農遊券應用5A顧客體驗路徑模式之各階段要點 34
第二節 研究結果展示與評估 36
第六章 討論與結論 59
第一節 研究成果 59
第二節 研究貢獻 60
第三節 研究限制與未來研究建議 62
第七章 參考文獻 64

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