The reputation of an industry represents an important strategic resource and this has already been highlighted in the past for the horticulture sector. However, the heterogeneity of horticulture makes it difficult for the industry to be perceived by society. An online survey was conducted to identify the most important characteristics of horticulture and to identify the reasons for its good or bad reputation. For this purpose, 102 experts – consultants from the horticultural industry – were asked to describe horticulture and the reputation of the industry. An evaluation of the survey, based on a qualitative content analysis using inductive category formation, indicated that horticulture is primarily associated with its diverse activities and various product groups. In terms of the product groups, the focus is on food products. The reputation of the industry is rated as ‘slightly positive’ on a 7-point Likert scale, with an average of 4.4.

中文翻译：

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园艺的声誉–行业的内部观点

一个行业的声誉代表着重要的战略资源，而园艺行业过去已经强调了这一点。但是，园艺的异质性使得该行业难以为社会所接受。进行了在线调查，以确定园艺的最重要特征，并确定其声誉好坏的原因。为此，邀请了102位专家（园艺行业的顾问）描述了园艺及其行业声誉。基于使用归纳类别形成的定性内容分析对调查进行的评估表明，园艺主要与其多样化的活动和不同的产品类别相关。就产品类别而言，重点是食品。