1

LIN’S FAMILY OLD HOUSE

UNIVERSITY SOCIAL RESPONSIBILITY PROJECT

Indonesia Group - International College of Travel and Tourism 4

❖ Jessica Helena Tan
❖ Mikhael Rudy
❖ Chien Yu Hsuan (Fania)
❖ Hsu Wei Lun (Jason)
❖ Luk Ching (Nina)
❖ Lam Tran Nha Tinh (Jacqueline)
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TABLE OF CONTENT

TABLE OF CONTENT 2

EXECUTIVE SUMMARY 4

SITUATION ANALYSIS 5

I. Background Information 5

Taiwan Fruit Harvest Season 9

Taiwan's north belongs to the subtropical climatic zone, while the south belongs to the tropical climate
zone. Summers are hot and humid, with typhoons and thunderstorms, while winters are mild. Because
Taiwan is a subtropical island nation that produces fruit throughout the year. According to the Council
of Agriculture, in four seasons, papayas, guavas, and pineapples are available. The greatest time to
harvest Taiwanese fruits, particularly loquats, plums, and watermelons, as well as mangos, is from
spring through summer. Many fruits, such as grapefruits, citrus, tomatoes, and strawberries, do well in
the autumn and winter. In Lin's Leisure Farm, you can see lotus flowers, sunflowers and ginger lilies
for viewing during the flowering season from June to October. 9

Strawberry harvest season is from December through March of the following year. As soon as the
ground can be handled in the spring, plant strawberries. This normally occurs in March or April,
allowing the plants to establish themselves before the arrival of the hot weather. If the earth is damp, it
is impossible to plant strawberries. Strawberries picked in December and January have the best shelf
life. Strawberries that are bigger than usual might be found around February. March is the ideal month
for selecting the loveliest ones. It may select strawberries at the lowest price at the conclusion of the
strawberry harvest season, around April. 9

II. SWOT Analysis 10

III. Competitor Analysis and the External Environment 14

CONSUMER ANALYSIS 21

I. Demographic 21

II. Psychographic 22

MARKETING STRATEGY AND PROGRAM RECOMMENDATIONS 39

I. Vision 39

II. Mission 39

III. Strategy (4Ps; Product, Price, Place, Promotion) 39

IV. Marketing Channel Recommendations 45

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FINANCIAL PLANS 58

I. Budget (Estimation) 58

II. Financial Projection 58

CONCLUSION 59

REFERENCES 60
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EXECUTIVE SUMMARY

Indonesian Muslims as a niche target market because of the growing opportunity of international
tourists in Taiwan and Muslim as the majority of Indonesians. Nowadays, Islam is a growing
religion in Taiwan, and it represents about 0.3% of population in the island. There are 60,000
Taiwanese Muslims, but there are also more than 250,000 foreign Muslims working in Taiwan
from Indonesia, Malaysia, Thailand, and the Philippines, as well as other nationalities from more
than 30 countries.

Since the target is Indonesian visitors, the focus is the demographic of Muslim Indonesians who
live in Taiwan. The purpose of this project is to market Lin’s Ancient House Leisure Farm to
Indonesian Muslims in and outside of Taiwan. Therefore, it will help to promote the agricultural
tourism as a Muslim Friendly tourism worldwide. The project will provide information about the
destination, the target market, how to market the destination, and budgeting plans.
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SITUATION ANALYSIS

I. Background Information

The goal of this paper is to: (1) better understand the development of leisure farms in
Taiwan; (2) describe leisure farm visitors in terms of their demographic and
socioeconomic characteristics, as well as their knowledge of leisure farms; and (3)
identify the most important factors in leisure farm products and services. The outcomes
clearly define the characteristics of leisure farm tourists and indicate the agricultural
tourism and leisure farming business.

Leisure Farm Business in Taiwan

Agriculture's prominence in Taiwan is dwindling in comparison to other industries.

Based on the ResearchGate Journal of Travel & Tourism Marketing, after Taiwan joined
the World Trade Organization (WTO) in 2002, the agricultural decreasing situation
worsened. The tourist population is increasing as Taiwan's national income rises and the
five-day workweek is adopted. Beginning in 1989, Taiwan's Council of Agriculture chose
31 rural locations in which to build leisure farms with the goal of encouraging
agricultural tourism and assisting in the long-term sustainability of agriculture. This will
be accomplished by using their natural beauty, raising environmental awareness, and
understanding their environmental resources.

Agricultural tourism could have the potential to generate revenue, increase job
opportunities and encourage retail growth (Development of Leisure Farms in Taiwan, and
Perceptions of Visitors Thereto, 2003). For the generated income: According to data from
the Census of Agriculture, farm agritourism revenue more than increased between 2002
and 2017. Inflation-adjusted agritourism revenue increased from $704 million in 2012 to
about $950 million in 2017. Agriculture tourism helps Taiwan farm managers in
increasing income from farm tours or educational activities, such as travelers and
customers participating in farm tours or picking fruits and vegetables. In the leisure farm,
it usually includes cultural entertainment, catering, vacation, catering, shopping, and so
 6

on. Therefore, these are enhancing the leisure farm tourism industry's development space
and increasing the number of jobs available to local citizens.

Lin's Leisure Farm (林家休閒農場) Background

Guanyin is home to Lin's Leisure Farm. The property's surroundings are beautiful, and it
has a nearly a century-long history. On the farm, you may relax and enjoy the peace and
quietness. To represent Taiwan's rural customs and culture, the farmhouse combines the
Lin’s qualities with the leisure industry. The garden has a lotus field with an area of about
7 square meters, a rest area, a melon shed and an ancient house, mainly for lotus
appreciation and sales of related products. There is also a sales department, selling lotus
seed ice cream, lotus tea, sunflower ice cream, lotus seed cakes, stone lotus jelly and
lotus seed jelly. Lin's Leisure Farm is in the process of converting from commercial to
leisure farming. As a result, the government gladly funds the construction of recreational
agricultural facilities.
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Lin's Ancient House(林家古厝) Background

The Lin Family Mansion, a private Hakka style courtyard house, has a history of more
than 120 years and is well-preserved. Currently, the forest is leased to the Bagungha
Local Cultural Development Association, and through this association the leisure sector
is integrated with Taiwan’s rural customs and local culture. The association also named
the project "Stroll West River" to promote Hakka culture. Lin's Ancient House is open to
the public. In addition to allowing visitors to experience the rural life of the past, it also
provides activities such as ancient weddings, DIY, and one-year-old capture. Visitors can
choose from various activities or packages to get a unique experience.

Strawberry Field Farm(草菓農場) Background

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Strawberry Farm is a privately owned company that has leased land from Lin's Leisure
Farm. One of the activities that Strawberry Field Farm offers is strawberry picking.
Strawberry Field Farm grows strawberries without pesticides and fertilizers in the
greenhouse, and they are all grown as progeny plants instead of seeds. Because of the
high quality of strawberries, in addition to providing tourists with the best strawberry
picking experience, strawberries are also sold to high-end dessert shops at a higher price
(about 1.6 times the market price). In addition to eating strawberries in season, travelers
may use it as a jumping off point for learning more about local culture and characteristics
while sampling the peak of seasonal taste on the shortest route between farm and table.
Every year, Strawberry Field Farm examines traceable agricultural products and uses
standard global services to verify strawberry quality. The number of people that could
participate was previously limited to 50 in the morning and 50 in the afternoon. However,
because of COVID-19, the system was reformed, with a capacity of 10 to 15 persons per
hour projected.
 9

Taiwan Fruit Harvest Season

Taiwan's north belongs to the subtropical climatic zone, while the south belongs to the
tropical climate zone. Summers are hot and humid, with typhoons and thunderstorms,
while winters are mild. Because Taiwan is a subtropical island nation that produces fruit
throughout the year. According to the Council of Agriculture, in four seasons, papayas,
guavas, and pineapples are available. The greatest time to harvest Taiwanese fruits,
particularly loquats, plums, and watermelons, as well as mangos, is from spring through
summer. Many fruits, such as grapefruits, citrus, tomatoes, and strawberries, do well in
the autumn and winter. In Lin's Leisure Farm, you can see lotus flowers, sunflowers and
ginger lilies for viewing during the flowering season from June to October.

Strawberry harvest season is from December through March of the following year. As
soon as the ground can be handled in the spring, plant strawberries. This normally occurs
in March or April, allowing the plants to establish themselves before the arrival of the hot
weather. If the earth is damp, it is impossible to plant strawberries. Strawberries picked in
December and January have the best shelf life. Strawberries that are bigger than usual
might be found around February. March is the ideal month for selecting the loveliest
ones. It may select strawberries at the lowest price at the conclusion of the strawberry
harvest season, around April.
 10

II. SWOT Analysis

❖ Strengths
➢ Facilities are really suitable for all ages, the owner or manager really keeps the
place well maintained and clean, especially the old building. It can attract the
travelers who love taiwan culture and history.

Lin's Leisure Farm provides the kids with friendly facilities. Kids friendly
facilities include several electric tricycles, swings and so on. Lin's Leisure
Farm,Lin's Ancient House and Strawberry Field Farm all have a social media
page. Lin's Leisure Farm, Strawberry Field Farm have their official website and
Lin's Ancient House has the Instagram public account. Their social media page
can attract more travelers to come there and provide the detailed information for
people who interned for the farm. The information includes the history and
background, address, transportation, tour package, prices of different facilities and
so on.

But, the biggest strength is the cultural heritage and DIY activities they provide to
the visitors, these two could be the biggest reason why someone visits the place.
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❖ Weaknesses
➢ The biggest weakness is the lack of access to transportation. The location of the
farm is pretty secluded from the nearest urban town, which is Zhongli and it takes
around 20 minutes drive from there to the farm, moreover the parking lot is small.
Also the lack of public transportation for visitors to use, visitors really have to
rely on taxis, uber, or private transportation. Secondly there is a lack of
information you can get from the website, the website only provides information
about the restaurant, but no information about the ancient house, the respective
parties should have a conversation about it. Third, it is not a friendly tourist
destination, lack of English information and also transportation is the biggest
factor that supports these.

It is a less branding advertisement. Although Lin's Leisure Farm,Lin's Ancient

House and Strawberry Field Farm have social media pages, it is not enough to
reach the foreign people in Taiwan, since their social media page is not famous
and just has local people know and will visit that place. The people from other
countries may not know this place because there is less advertisement about the
place. And also, the website of the farm does not provide an English translation.
Foreign people would find it difficult to find information about the farm itself.

(Even if there is a bus stop, it still takes 17 minutes to get to Lin's Leisure Farm.)

❖ Opportunities
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➢ A huge opportunity to market to the Indonesian Muslim students who are living in
Taiwan right now, and also using brochure spread at the place where Muslim
Communities like to stay such as Mosque, Indonesian influencers service in
Taiwan, and the use of social media marketing could boost the brand visibility.
Last, because of its lack of exposure, this place could be the ‘hidden gem’ for
visitors to come.

The Lin's Leisure Farm can expand partnership programs

with other nearby farms, such as Taoyuan Best Farm( 一級棒
農場), Kang Jhuang Lotus Garden(康莊蓮園), Ching Lin Farm(青
林農場) and so on to profit together. Taoyuan Best Farm can
pick eggs, peanuts and fruits, feed chickens, sheep, and
pigs, and let everyone understand the environment and
ecology. The Kang Jhuang Lotus Garden is a part of the
Lotus Experience Activities,learning about the ecology of
bees and the process of collecting nectar and providing
accommodation. According to the Ching Lin Farm, the
nationwide first dry flower theme farm, it has
strawflower, butterfly ginger, lavender, purple verbena
and all kinds of herbal plants. These farms provide
different types of things so that travelers can visit and
experience different activities. For instance, these farms
may recommend each other to the visitors. Or produce the
tour package between 4 farms because some farms can
produce accommodation and some farms can pick various
fruit, feed animals. Thus, these farms can increase the
number of consumers.
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❖ Threats
➢ Because strawberries and lotus flowers don’t fruit or bloom all year long, and also
the uncertain climate of Taiwan, in short it is seasonal, customers have to come at
a certain time if they wish to enjoy strawberry picking or flowers sightseeing. Last
but not least, the already existing competitors of other farms are a huge threat,
many of them provide more facilities such as lodging, and buffet food, that Lin’s
farm doesn't have.

➢ Tourism has been harmed as a result of the COVID-19 epidemic. Taiwan was on
Level 3 epidemic alert from May 19 to July 23, 2021. The Central Epidemic
Command Center (CECC) has implemented severe border control measures,
preventing all foreigners without a permanent residence permit from entering
Taiwan for the time being. Leisure and entertainment venues that have been
ordered to close must not continue operations. Therefore, Lin's Leisure Farm and
Strawberry Farm can not open to the public during level 3 epidemic alert.
Moreover, the number of visitors, including the local and foreign travelers to the
farm has significantly decreased for the Lin's Ancient House.
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III. Competitor Analysis and the External Environment

Comparison chart

4P Lin’s leisure farm Toucheng leisure farm Shangrila leisure farm

Product 1. BBQ set 1. One Day Tour 1. Guided eco-
2. DIY Sessions Fun at the Farm tours at
3. Zhuazhou 2. Classic 2 Days 1 Shangrila
4. Traditional Night Enriching 2. Painted spinning
wedding Farm Tour top
ceremony 3. Muslim Friendly 3. Nature Painted
Restaurant T-shirt
4. Painted
environmental
protection bag
Price 1. BBQ set: 1. One Day Tour 1. Guided eco-
NTD3000 Fun at the Farm: tours at
2. DIY Sessions: Free: Shangrila:
NTD80~600 NTD600~900 NTD2000
3. Zhuazhou: 2. Classic 2 Days 1 2. Painted spinning
NTD1800 Night Enriching top: NTD280
4. Traditional Farm Tour: 3. Nature Painted
wedding Free: NTD2500 T-shirt:
ceremony: 3. Muslim Friendly NTD280
NTD100 Restaurant: 4. Painted
NTD700~1200 environmental
protection bag:
NTD280
Place Guanyin, Taoyuan City, Toucheng, Yilan county Dongshan, Yilan
Taiwan Taiwan County, Taiwan
Promotion ● Public ads ● Facebook ● Instagram tags
● Facebook fanpage ● Facebook
fanpage ● Youtube fanpage
advertisement
● Provide
PROMO code

Lin's Ancient House Leisure Farm (Guanyin, Taoyuan city, Taiwan)

● BBQ set (NTD3000)
Including:
3kg sweet potato, 10 chicken legs, 10 eggs, 10 corns, a Taiwan snapper, radish soup, a bottle of
tea, a bottle of soda, sweet potato dumpling DIY, 10 pairs of bowl and chopsticks, a glove.
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DIY
● Pounding mochi (NTD600)
● Hakka sweet dumpling (NTD120)
● Ceramic painting (NTD150)
● Gourd painting (NTD150)
● Wooden cicada (NTD80)
● Wooden dragonfly (NTD80)
● Lotus planting (NTD80)
● Zhuazhou (NTD1800)
Including:
An USB video file, a certificate, apples, red eggs a cup of lotus tea
Zhuazhou is a Chinese tradition performed at a child's first birthday party, when the youngster
reaches the age of one year according to the Chinese calendar. Various objects are placed in front
of the toddler by his parents. Objects that represent job choices or personality qualities are
frequently placed by parents. The future of the child is predicted based on the youngster's choice.
● Traditional wedding ceremony (NTD100)
Traditional Chinese marriage is a ceremonial ceremony that incorporates not only a union
between spouses, but also a union between the two families of a man and a woman, which is
sometimes pre-arranged between families.
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Toucheng leisure farm (Toucheng, Yilan County, Taiwan)

1/ One Day Tour Fun at the Farm
Itinerary
10:00 – 11:00 DIY farm products
11:00 - 12:00 Enriching farm tour
12:00 – 13:00 Lanyang style buffet lunch
13:30 – 15:00 T- Shirt printing
【PRICE】
● Children under 2 years old: free.
● Children between 3-5 years old: $600 each.
● Children between 6-10 years old: $960 each.
● Children above 10 years old: $1200 each.
● Cost covers 3 million in public liability insurance.
● Traditional local snack stalls offer a variety of delicious local food: such as mung bean,
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taro rice-noodle soup, sweet glutinous rice ball, sweet tapioca ball (with QQ texture),
Tann-ah noodle soup, Shaved ice….etc.
Traditional local snack stalls open 09:00-17:30 daily.

2/ Classic 2 Days 1 Night Enriching Farm Tour

Room description : This service is only for Guests with Accommodation.

2 double beds for 4, with toilet, cable TV, mini refrigerator and air conditioner
Day 1
15:00 -17:30 Mud oven baking or experience traditional kilning
17:30 -19:00 Dinner (local delicacy or BBQ DIY) & traditional snack
19:30 - 21:00 Sky Lantern DIY
21:00 - 22:00 Sip tea with relatives or friends. Chinese Tea Serviceis provided.
Day 2
07:30 - 08:30 Healthy farm style breakfast
08:30 - 10:00 Enriching farm tour
10:00 -10:30 Check out time
10:30 -12:00 DIY farm products
12:00 – 13:00 Lanyang style buffet lunch
13:30 - 15:00 T-shirt or bag printing
● 2 Days 1 night package includes: 1 night accommodation, 3 meals, and above mentioned
activities.
● Package tour charges per person not per room, therefore any room must be occupied fully
as it should be, in the case of not occupying fully, $1,000 per missing person will be
charged. During Chinese New year holiday, $1650 per missing person will be charged.
● Children under 2 years old:free, a baby cot is available with $300 per night, reserved in
advance is required.
● Children between 3-5 years old is $1,600, 6-10 years is $2,200, and those above 10 years
old are charged as an adult.
● Seniors over 70 years old or holding valid disabled ID are entitled a discount price of
$2,500 / person.
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● During Chinese New year holiday, an additional 10% will be charged on top of all prices.
● Price covers 3 million in public liability insurance.
Traditional local snack stall open 09:00-17:30 daily, it offers a variety of delicious local food:
such as mung bean, taro rice-noodle soup, sweet glutinous rice ball, sweet tapioca ball (with QQ
texture), Tann-ah noodle soup, Shaved ice….etc.
3/ Muslim Friendly Restaurant

Map:
 19

Shangrila Leisure Farm (Dongshan, Yilan County, Taiwan)

● Guided eco-tours at Shangrila (NTD2,000)
Shangri Leisure Farm is one of the most abundant nature classrooms. It contains all kinds of
creatures, including macaques, tree frogs, fireflies, butterflies (papilio) and all kinds of plants.
All ages are suitable to come here to learn what belongs to nature. Precious knowledge.
● Painted spinning top (NTD280)
Spinning top is a game used by women in the palace to fight for fun during their leisure time. It
is also known as "Thousand Thousands". It was introduced to the people during the Qing
Dynasty and became more and more popular. Shangri-La Farm especially gave the spiny culture
a more interesting artistic flavor, and taught tourists how to make spinning tops. Painted into a
beautiful work of art.
● Nature Painted T-shirt (NTD280)
Using the veins of various leaves with different patterns, and matching with special dyes, you
can make a unique T-shirt in the world. Not only is it not afraid of embarrassment, but also full
of absolute personal style.
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● Painted environmental protection bag (NTD280)

Using the veins of various leaves with different patterns and matching with special dyes, you can
make a unique eco-friendly bag in the world, full of personal style, and at the forefront of the
trend.
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CONSUMER ANALYSIS

The target consumer is a niche market, Muslim Indonesians, which are people of minority in
Taiwan. Islam is a growing religion, and it represents about 0.3% of population in the island.
There are 60000 Taiwanese Muslims, but there are also more than 250,000 foreign Muslims
working in Taiwan from Indonesia, Malaysia, Thailand, and the Philippines, as well as other
nationalities from more than 30 countries. Since the target is Indonesian visitors, the focus is the
demographic and psychographic of Muslim Indonesians who live in Taiwan.

I. Demographic
● Age

○ 18-25

● Sex

○ Male and Female

● Occupation

○ Students (Main Target)

○ Workers (Second Target)

● Education

○ High School
○ Undergraduate
○ Graduate

● Nationality

○ Indonesia

● Religion

○ Islam

II. Psychographic
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THE FRAMEWORK OF 4 MAJOR RULES

The recent rise of interest in the field of Islamic Marketing has been quite unprecedented.
Several journals and articles have sprung up that attempt to comprehend marketing ideas based
on the framework of the principles of Islam and within the context of the Muslim populace
(Jafari, 2012). Islamic Marketing has gained prominence in the past few years because of the
altering demographic population with the Muslims, the increased purchasing power of the
community and the re-markable accomplishments of Muslim entrepreneurs (Sandikci, 2011).
Multicultural segments like the community of Muslims can help a brand manager with his/her
challenge to ascertain new consumer markets. Further, with regards to other multicultural
groups, Muslims are inclined to become extremely loyal to the brand and wouldn’t hesitate to
advertise the brand’s values through positive word-of-mouth (Mabe, 2011).

A common theme addressed across the Islamic Marketing articles is that of the distinct approach
a company should conduct its marketing transactions in an Islamic environment. A framework of
four major rules could serve as a guide for the proper execution of marketing and, in general,
conducting business transactions with the Muslims (Arham, 2010). They are:

1. Spiritualistic: According to this rule, businesses should guide themselves in

conduct and practice by the principles of Islam when targeting the Muslim
community.
2. Ethical: While catering to Muslims, companies should consider Ethics to be of
essential value. Thus, corrupt business practices such as cheating and lying should
be clearly shunned.
3. Realistic: It should be noted that improvisation is allowed in business till the
practice is in line with the Islamic laws in content. For example, if products are
expensive, companies can choose to sell them in credit rather than cash.
Consequently, companies have room to maneuver and express creativity within
this marketing framework.
4. Humanistic: According to this rule, companies should show concern towards the
environment and society while selling products to the Muslims. This would
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increase the reputation of the respective company among the society. On the other
hand, these firms could gain loyal consumers and respect.

THE FIVE PILLARS

The five pillars – the declaration of faith (shahada), prayer (salah), almsgiving (zakat), fasting
(sawm) and pilgrimage (hajj) – constitute the basic norms of Islamic practice. They are accepted
by Muslims globally irrespective of ethnic, regional, or sectarian differences.

Upholding the pillars is considered obligatory for all sincere followers of the Prophet
Muhammad, male and female, Sunni and Shi ‘a, but that doesn’t mean that all those who identify
as Muslims keep them consistently. As in all religions, circumstances vary, and some people are
more committed than others. Such things as age, stage of life, work, family responsibilities,
health and wealth all make a difference.

● Shadah

The fundamental statement of faith and commitment made by Muslims: “There is no God but
God (Allah), and Muhammad is His Messenger.” It distinguishes Muslims from those of other
faiths. (Knott, 2016)

● Salah

The ritual prayer of Islam through which all Muslims conform to the will of Allah. Prayer is
performed in the direction of Mecca five times a day. Friday is set aside as the day for
congregational prayer (Jum’a). (Knott, 2016)

● Zakat

Obligatory donation of a portion of a Muslim’s surplus wealth. Islamic charities encourage

donors to use their services to relieve suffering and to help refugees, victims of environmental
disasters. (Knott, 2016)
 24

● Sawm

Muslims are expected to fast during Ramadan – the ninth month in the Islamic calendar. During
daylight hours (which vary depending on the time of year in which Ramadan falls), they abstain
from food and drink, sexual activity, and smoking, breaking the fast with a meal after sunset.
Those who are elderly, ill, pregnant, or breast-feeding are exempt, and children are not required
to participate. (Knott, 2016)

● Hajj

The pilgrimage to Mecca, is a duty that every Muslim should perform during their lifetime. All
pilgrims should be in good physical and spiritual health before they make the journey. (Knott,
2016)

PROBABLE SEGMENTS OF TARGET MARKET

A marketer also knows that people aren’t alike in their purchasing behaviors. Different
communities vary in their choices and differ in their wants. Based on the survey of the Islamic
religious principles, one of the ways to segment the Muslim population is to look at the depth of
religious acceptance within the community. This model can also be conceived based on phases
of ‘acculturation’. ‘Acculturation’ (Emslie, Bent, & Seaman, 2007) is the process of learning
cultural behaviors that are dissimilar from the traits that the person originally imbibed.

Survey Research

The methodology we use to know our consumers’ characters is by conducting a survey, since
using survey is one of the easiest and fastest and also cost-effective method to do research, we
 25

also share the survey by using LINE message. In the end we gathered 26 participants who all of
them are Indonesian Muslim students in Taiwan, and majority of them are currently living
around Taoyuan City, which is near to Lin Family’s Old House and Farm.

Are you a Muslim student in Taiwan?

 Yes
 No

What is your age?

 26

Gender?

Where do you live?

Which university you attend right now?

 27

In which district?

Linkou

In which month you usually

travel in Taiwan?

January
February
March
April
May
June
July
August
September
October
November
December
 28

How often you travel in

Taiwan in a year?

0: Never

5: Often

How do you travel?

Alone or with friends?

 Alone
 With Significant others
 With friends (3-6 people)
 With friends (>6 people)
 29

3 reasons why you travel? (Choose 3)

1. Relaxation
2. Curiosity
3. Bonding opportunity
4. Explore new culture
5. To open your mind
6. Make new memories

Relaxation, curiosity, and explore new culture are top 3 reasons why they travel. This is
unsurprising because Taiwanese/ Chinese culture are still foreign for them, and since they’re
living in Taiwan currently they want to know more about it.

How much is your budget when travelling out of town?

 30

How important is distance when

you travel?

1: Not important

5: Important

What kind of transportation you

usually use when travelling?

 Bus
 Train
 MRT
 Taxi/ Uber
 Private car

The majority of participants usually travel using bus, on the other hand those who live around
Taipei use MRT and train as means of transportation when travelling.
 31

Are you willing to rent a private

transportation when travelling?

 Yes
 No
 Maybe

Assuming if they have opportunity to rent a private transportation (motorcycle, car), they’d
rather use rented private transportation rather than using public transportation.

How much transportation budget you willing to spend when travelling out
of town?

The majority of participants paid 500-700NTD for transportation when they’re travelling.
 32

Satisfaction and consideration. (Halal Certificate)

1: Not important

5: Important

Satisfaction and consideration. (Prayer room)

1: Not important

5: Important

Unsurprisingly, since our participants are Muslims, halal food and prayer room are the important
for them.
 33

Satisfaction and consideration. (Cleanliness)

1: Not important

5: Important

Satisfaction and consideration. (Distance)

1: Not important

5: Important
 34

Satisfaction and consideration. (Price)

1: Not important

5: Important

Satisfaction and consideration. (Variety

of activities)

1: Not important

5: Important
 35

1: Not interested

5: Interested

How do you find information

about a certain travel destination?

1. Government Website
2. Travel Agency Website
3. Blogs
4. Travel sites (trip advisor, Traveloka, etc)
5. Youtube
6. Instagram
7. Facebook
8. Mouth-to-mouth
9. Past experience
10. Random strolling

The majority of participants are using social media apps (Instagram, facebook) to find informatin
about the destination they are willing to visit, so building social media marketing presence and
branding should be the focus to reach the consumers.
 36

Have you ever heard “Lin

Family’s Old House”?

 Yes
 No
 Maybe

Are you interested to visit

“Lin Family’s Old House”?

 Yes
 No
 Maybe

The survey have photos and informations about Lin Family’s Old House, and the good news is
that participants are interested to visit the farm.
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Which activity is the most interesting to participate in “Lin

Family’s Old House”?

 DIY Mask painting

 Traditional costume photoshoot
 Making traditional Taiwan snack
 Taking photo on lotus
 Strawberry picking
 History strolling

The most popular activity that they’re willing to participate is making traditional snack, the
second is being photoshoot with traditional Taiwanese attire, this conclude that the majority of
participants are interested in Taiwan culture and willing to know more about it, this goes along
with the reasons why travel, the majority of respondents said that they visit most of places
because of curiosity and want to explore and learn culture.
 38

What kind of souvenirs you would like to bring back home?

 Inanimate objects (Key chain, fridge magnet, DIY)

 Consumption (food, drinks)
 Photo only
 No need to bring souvenirs

Inanimate objects like keychains and fridge magnet are the most popular souvenirs they’re
willing to buy, the farm should provide DIY activities of making inanimate objects.

How much you are willing to pay to visit Lin Family’s Old House?
(Food, DIY activities, photoshoot)
 39

Have you got any comments or ideas to

provide?

In summary of this data, many of them commenting that halal food should be the priority for
them when visiting, and there should be more information about the place or destination, since
they said that there is a lack of information about the farm on internet and social media. One
comment that worthy of mentioning is that one participant suggests the farm should collaborate
or work together with the school to have Indonesian Muslim students gathered there for having
introduction about Taiwanese culture.

Summary

According to the survey we conducted, we gained data from 26 participants which all of them
are Muslim students in Taiwan who the majority are living at Taoyuan City. The most important
thing and they consider is halal food, albeit we know that Taiwan is not a Muslim majority and
pork or lard are frequently used in Taiwanese cuisine. One thing that really need is improving
social media presence is to reach the Indonesian Muslim market, Indonesia has one of the biggest
social media users in the world with approximately 181 million users in 2020. Data provided by
National Immigration stated that there are around 233,000 Indonesians living in Taiwan,
Indonesian diaspora is one of the biggest in Taiwan, there is a huge opportunity of market to
build and improve. Moreover since Lin Family’s Old House and Farm already have the most
important asset, which is the old house, and majority of participants said that one of the biggest
reason they travel is to explore new culture.
40
 41

MARKETING STRATEGY AND PROGRAM

RECOMMENDATIONS
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nostrud exerci tation ullamcorper.

I. Vision
To become one of the top 10 Taiwan destinations in Indonesia by creating a worldwide
identity for agricultural tourism centres in Taiwan by 2025.

II. Mission
1. To establish ourselves as one of the best solutions and strategy providers for all
agricultural tourism centres in Taiwan with planning, innovating ideas, and strategies.
2. To achieve recognition as one of Muslim Friendly destinations in Taiwan
3. Spreading the benefits of agricultural tourism to a wider segment of the population with
the support, assistance, and cooperation from both the private and public sector.
4. Ensuring the safe, convenient, enjoyable vacation activities of Muslim visitors at
agricultural tourist destinations in Taiwan.

III. Strategy (4Ps; Product, Price, Place, Promotion)

 42

PRODUCT

● Tour Packages

By creating some tour packages, these will help to market the farm and reach the
potential target market. Tour packages are able to show clearer images to the target
market about a specific destination. The tour packages also explain some activities
included as the product for the price offered. Based on the survey, it has shown that
Muslim Indonesians prefer to have a fully prepared tour packages as seen to be more
valuable products when it comes to compare the product with the price. The farm itself is
classified as a foreign place to Muslim Indonesians in Taiwan. Therefore, tour packages
are one of the best ways to persuade them to visit the farm.

There are 2 tour packages that might be best to promote the farm and suitable to attract
Muslim Indonesians.

Tour Package 1

The first tour package is used to attract Muslim customers who like to take pictures and
interested in strawberries. The tour is 1 Day All Inclusive and can be held during the winter
season. This is a very good season to have strawberry picking activities and to witness the
beautiful view of flower gardens surrounding the area. The tour package costs 1000NT per
person. Sales promotion is available where customers can bring 1 friend and they can get a 5%
discount.

According to this poster picture, the customers will be picked up at Taoyuan Train Station by a
Private Tour Bus provided by the farm (detailed explanation on the budget section of this paper).
Then, the customers will get HALAL prepared lunch for each person from the farm restaurant.
Activities included in the package are firstly, the DIY Mask Painting at Lin Ancient House. The
customers also can bring home the mask they have painted as a souvenir from the farm.
Secondly, the photo taking activities at the Floating Lotus Garden during the free time. Floating
Lotus is one of the most attractive products that can be offered from the farm. Thirdly, the Pick
Up Strawberry activity. During this activity, the customers are able to pick the strawberries by
themselves and purchase it. The price will be based on how many grams they have taken for each
 43

person. For example, the price of strawberries per gram is 10NT. If one person takes 50 grams, it
means he/she should purchase and pay 500NT to the farm. Lastly, the Traditional Taiwan
Costume Photoshoot. Based on experience during travelling to Korea, one of the most interesting
activities was to take photos with traditional clothing of Korea. In fact, this farm has one of the
most products needed to support this idea, which is the traditional clothing. Therefore, this
Traditional Taiwan Costume Photoshoot activity is able to not just promote the farm but also to
promote the culture of Taiwan.

Tour Package 2

The second tour package is used to attract Muslim customers who like to have lots of fun
cooking activities. This tour can be considered as a Cooking Class Tour in Taiwan. The tour is
also 1 Day All Inclusive and can be held during the summer season in which is a season good to
see flowers (like: lotus, ginger lilies and sunflowers and so on). According to the survey, it is
 44

clear to say that most Muslim Students in Taiwan are interested to join some cooking activities
during their travel. These activities can replace some products that are unavailable during this
summer period such as strawberries and flowers. Thus, cooking activities are the best choice of
reaching Muslim customers’ attentions. The tour package costs 1200NT per person. It is 200NT
more expensive than the first tour package because food ingredients as an extra cost are added to
the price. Sales promotion is available where customers can bring 1 friend and they can get a 5%
discount.

As seen on the poster picture, customers will be picked up by Private Tour Bus provided by the
farm from the Taoyuan Train Station (detailed explanation on the budget section of this paper).
Then, the customers will get HALAL prepared lunch for each person from the farm restaurant.
Activities included in the package are firstly, some Special Cooking Class will be taught. The
reason for naming it “Special” is because the traditional recipes and the traditional cooking
process are based on the history of the Lin Family. It is different from the normal cooking class.
The activities will be conducted in half a day. The rest of the day will have the next activity
which is Strawberry Farming. During this activity, customers can learn how to farm the
strawberries correctly and learn some knowledge about the good quality of strawberries.

PRICE

Tour Package 1

The price for each person is 1000NT.

Price included: Private Tour Bus, Halal Prepared Lunch, DIY Mask Painting + Souvenirs,
Floating Lotus, Pick Up Strawberries by Yourself

Prices excluded: Purchase the Strawberries, Traditional Taiwan Costume Photoshoot

Extra charges:

● Purchase the Strawberries: 10NT / Grams

● Traditional Taiwan Costume Photoshoot: 150NT / Person

Tour Package 2
 45

The price for each person is 1200 NT

Price included: Private Tour Bus, Halal Prepared Lunch, Special Cooking Class, Food
Ingredients, Strawberry Farm Ticket.

Price excluded: Traditional Taiwan Costume Photoshoot

Extra charges:

● Traditional Taiwan Costume Photoshoot: 150NT / Person

PLACE

From Taoyuan Station

From Zhongli Station

 46

PROMOTION

There are currently 2 best promotions to advertise the product of the farm. There are:

● Bring 1 Friend, Get 5% Discount

For this promotion, it is used to attract Muslim Indonesian students in Taiwan to afford
this travel. “Bring 1 Friend” promotion also can be useful to get more customers to come
to the farm. The more people come to the farm, the more word of mouth spread to
Muslim community in Taiwan.

● Follow the farm's all social media + like one picture of the farm + share one picture of
you at the farm in your social media, you can get 100 NT voucher

This promotion is so useful not only to attract Muslim Indonesians in Taiwan, but also to
all Muslims outside Taiwan. The pictures shared can be one way to advertise the farm
using the customers’ point of view. The voucher given can only be used on this farm.
Therefore, when the customers want to use the voucher, they have to visit the farm again
and be able to bring more friends to come along with them.
 47

IV. Marketing Channel Recommendations

1. Poster/Brochure:
a. Advantages of marketing by posters and brochures:
All of the content in a brochure is intended to promote the firm, its products, or its
services. Brochures are useful for a variety of reasons, including networking - it may be
handed out after speaking with possible clients or consumers - which are inexpensive to
distribute, and can particularly target the appropriate market. Brochures are sometimes
disregarded in favor of more 'trendy' marketing strategies, yet it is nonetheless efficient at
getting the word out about our products and services. Using posters/ brochures has great
advantages when many people are using it to gather information, make decisions, and
buy services and products. Tourists use brochures to plan their holiday experiences such
as where to visit, finding out opening and closing times, and ticket prices of popular
places to visit. This is a great way to increase the effectiveness of a marketing campaign.

b. Cost: Due to the budget of the project, customizing a standard template for an 8-
1/2x11 folding brochure is free on the free online poster maker site and using the printing
technique- offset printing ( print high quality brochures in bulk for a small price) costs
550 NTD for total printing.
 48

c. Places for posters/brochures:

Public Noticeboards: An outside board, a community board at a library or supermarket,
or bulletin boards in the Muslim community area are excellent ways to disseminate
information about local activities and advertise them. This can target those who reside
nearby and will notice this board while out and about.

Grab Attention With The Bus Stops: There is a sizable target group that uses public
transportation on a daily basis, ranging from commuters to students. Our posters are 30"
x 40" in size, which is the standard size for bus stop advertising.

Other Local Businesses: Request that other small local businesses in the neighborhood
display our posters. This might be posted on a staff bulletin board or near where their
consumers will be. Display it in the Cafés, gyms, and salons and make a trade with small
 49

local companies - if they have any posters or fliers they want to distribute, we could assist
them out by taking some of them to our workplace.

2. Social Media
a. Advantages of marketing by Social Media:
The influence of social media on tourism may be observed in how individuals study
before taking a vacation. People now are invited to share their trip tales. As a result,
social media has altered people's decision-making processes. People place their faith in a
tourism organization based on what others have said about it.

b. How to marketing:
- Creating engaging content is the most crucial step to attract more customers. Since the
tourism industry is significantly connected with visual experience, visual material is the
most engaging way to catch attention. We create free social media ads with PROMO
Websites.

- Create appealing destination videos to the Muslim Tourists and put it on Faceboook
pages and travel groups, Instagram ads and travel profile and Youtube Channel related to
Muslim travels.

c. Social Media Platforms:

 50

- Facebook is a social network that connects people with their immediate surroundings
— friends, family, coworkers, or just those who have similar interests. Through adverts
and custom-developed Facebook applications, travel businesses may identify prospective
Muslim travelers, connect directly with users, engage with advocates, and build branded
experiences. Facebook will also be used by destinations as a consumer market research
tool, gathering user feedback, measuring content engagement, and crowdsourcing ideas
before bringing them to market.

In this Travel together in Taiwan Group, all the posts and relevant travel news is English-
based which members in the group can share their experiences about the trip also with the
costs. We can share our tour package posters/ brochures and the destination videos in this
Facebook group.
 51

Requesting “When in Taiwan” admin to post the posters/ brochures of the tour package
and also share the audiovisual materials on the page. While Muslim travelers searching
for the hashtag “travel in taiwan”, all the information has been shared will be well display
or when the Muslim Tourist search for this websites on Google.
- Instagram is one of the most effective social media networks due to its emphasis on
visual content. Instagram, in particular, allows young people to share the most important
moments from their journeys with a large audience. This is a more effective technique of
attracting new travelers than traditional marketing, and it encourages individuals to share
their real-life experiences online. It is an excellent platform for tourist firms to interact
with clients. According to Muslimmadnetwork.com, Instagram has over 1.2 billion active
users, making it an essential aspect of internet marketing. It has become a hub for
marketing to a wide range of consumers, including the Muslim consumer sector. So,
using Instagram will help to attract individuals, particularly millennials, who are a very
active Instagram user base by using travel hashtags to increase the popularity of the
posts.
Through Instagram, Muslim Travelers will be targeted depending on their interests. Users
 52

can be targeted depending on their trip purpose and activity. Travelers might be targeted
based on their location and make a look-alike crowd.Our audiovisual materials and
advertisement will be popup on Instagram Popular site/Recommended for you. Also,
requesting “Travelyam” admin to post the posters/ brochures of the tour package and also
share the audiovisual materials in the Instagram page with the information in Chinese and
English. While Muslim travelers searching for the relavant travel hashtag
“travelintaiwan” “traveltw”, “muslỉmfriendly”, “muslimtraveltaiwan”, “discoverytaiwan”
and all the information has been shared will be shown.
 53

3. Tourism Bureau, Taiwan.

 54

According to MasterCard-Crescent Rating's 2021 Global Muslim Travel Index, Taiwan ranks
second among non-OIC (Organization of Islamic Cooperation) nations in terms of offering a
Muslim-friendly travel environment. Travelers will find Muslim prayer rooms available in
several transportation hubs and scenic sites, including Taiwan's international airports, Taipei
Main Station, Kaohsiung Station, Hualien Station, Taiwan High Speed Rail's Taichung Station,
and 13 National Scenic and National Highway Service Areas. Muslim travellers visiting Taiwan
will also find a wide range of eateries and other services to meet their dietary and religious
requirements. Taiwan will continue to work hard to provide a welcoming travel environment for
our Muslim friends. So, the cooperation with Taiwan Government Travel website plays the most
significant role and has a great impact in marketing our products and services due to the news
that showed Taiwan is A Muslim Friendly country. Contact for applying for promotion and
advertisements with our posters/brochures about 2 tour packages that we are offered with links
added on their websites. The information can be widespread for all the Muslim travelers in all
over Taiwan also for those who want to visit Taiwan in the future.

4. Indonesian Influencers and Youtubers

 55

a. IG is the first choice for the top 100 influencers in Indonesia, and YT is catching up
Instagram is the most popular of the three social media platforms among Indonesia's top 100
internet celebrities. Instagram is used by all internet celebrities, and the average number of
followers much exceeds that of Facebook and YouTube. Despite the fact that a smaller
percentage of Indonesia's top 100 internet celebrities use YouTube than Instagram, the average
number of followers is still above one million.
b. Indonesia's top 100 influencers take design creation as the biggest case, and they have
accumulated social energy in different fields
The types of the top 100 influencers in Indonesia are concentrated in design creation, games and
video games, and automobile and motorcycle types. Among them, the design creation category is
 56

the largest, and the community has a greater influence. Most of the top 100 influencers span
multiple fields, and the communities of Internet celebrities with millions of popularity are mostly
not a single type.
c. Indonesian influencers visit experience, word of mouth promotes friendly tourism for
Taiwanese Muslims
AsiaKOL has partnered with Indonesian celebrities to promote Taiwan’s "Muslim-friendly"
restaurants and accommodations, ensuring that Muslims at home and abroad are aware of
Taiwan's Muslim-friendly environment and may travel with confidence in the country.
AsiaKOL combinedthe actual visit experience of Indonesian Muslim influencers with social
advertising so not only Muslims in Taiwan but also foreign Muslims can experience Taiwan's
kindness, contribute to Taiwan's tourism development, and raise the naming of Muslim tourists.
In addition to assisting in cross-border product promotion, AsiaKOL may also support tourism
development by collaborating with cross-border Internet superstars. Because Indonesia is home
to roughly 90% of the world's Muslims, local Muslim Internet superstars are urged to try
Muslim-friendly food and restaurants, promoting Taiwan's tourism and drawing visitors. The
Muslim community in Taiwan, as well as Muslim tourists from other countries, visit Taiwan to
raise Taiwan's profile among Muslims.

5. Travel Agency and DMO

 57

a. About Lion Travel

Lion Group owns and operates 90 service centers around the world and staffs over 2400
employees globally. Lion Group is the largest DMC (Destination Management Company) in
Taiwan and has been listed as an emerging stock on Taiwan Stock Market. And a total of 103
physical service locations in America, Oceania, Asia, and Europe around the world, including 17
overseas locations.

b. Tour planning
 58

Passengers from abroad can provide the number of passengers of Lion Travel Agency, the
number of travel days, the places they want to go and the preference of travel places, and Lion
Travel Agency can plan a suitable itinerary for the passengers based on the information
provided.

6. Taiwan Leisure Farms Development Association website

a. About TLFDA
The Taiwan Leisure Farms Developing Association (TLFDA) was established as a non-profit
organization in 1998 under the Civil Association Act by the owners of leisure farms in order to
assist in the conversion of agriculture into leisure farms in line with the goal of LOHAS
development, while also serving as a link between academia, government, and industry in order
to promote the development of leisure agriculture in Taiwan. Furthermore, in addition to
advancing agricultural economics, the TLFDA is responsible for social education and
 59

environmental conservation, as well as ensuring the stability and viability of farming villages in
order to foster stronger social issues.

b. Muslim Friendy Travel

The Tourism Bureau of Taiwan develops a Muslim-friendly atmosphere, participates in
international travel fairs, conducts international media exposure, and collaborates with foreign
tourism units, with an estimated 180,000 Muslims visiting Taiwan in 2014, up 12.5 percent from
2013.
In 2018, the Tourism Bureau of Taiwan hosted the recognition of the Muslim Restaurant
Certificate in accordance with the Chinese Muslim Association, and organized counseling
programs and stringent audit standards as part of the recognition process for the development of
the Muslim restaurant environment.
 60

FINANCIAL PLANS

I. Budget (Estimation)
● Professional photographer: 2000 NTD
● Influencer endorsement
● Poster/ brochure print

II. Financial Projection

Financial Estimation in the future.

 61

CONCLUSION
Taiwan is ranked #2 as the most Muslim friendly country to visit according to MasterCard-Crescent
Rating's 2021 Global Muslim Travel Index. The growing population of Muslims and Indonesian
immigrants could bring a huge opportunity in the future, although the market is a niche market, Lin’s
Ancient House Leisure Farm could use this opportunity to expand their market.
 62

REFERENCES
http://lin-jia.com/pc.html#wrapper2

https://farmertimex.com.tw/

https://www.researchgate.net/publication/
254379100_Development_of_Leisure_Farms_in_Taiwan_and_Perceptions_of_Visitors_Thereto

https://www.instagram.com/slowlyinguanyin/

https://crestresearch.ac.uk/comment/islam-five-pillars/

https://www.researchgate.net/publication/
282121906_Demystifying_the_Islamic_Consumer_Segments
https://www.muslimadnetwork.com/2021/05/27/advertise-to-muslims-on-instagram/
https://eng.taiwan.net.tw
https://eng.taiwan.net.tw/m1.aspx?sNo=0042049

https://www.youtube.com/watch?v=tt054cTZNeE

https://www.asiakol.com/article/226

https://www.taiwanfarm.org.tw/zh-EN/Front

https://www.twincn.com/item.aspx?no=03419401

https://www.liontravel.com/category/zh-tw/index

 DIY Mask painting

 Traditional costume photoshoot
 Making traditional Taiwan snack
 Taking photo on lotus
 Strawberry picking
 History strolling