自我國全面實施週休二日且加入WTO後,政府部門開始積極推動休閒農業與鄉村旅遊,協助農村轉型,期望未來能以休閒農業區及鄉村旅遊的形式,將所有鄉村地區營造成更適合大眾休閒遊憩的空間。然而是否所有地區皆適合發展鄉村旅遊?公部門一再投入大量經費,是否皆有達到既定效益?影響鄉村旅遊的關鍵成功因素為何?答案皆未知。有鑑於此,研究者有感於唯有把握產業的成功因素,才能建立產業的持久競爭優勢,乃引發本研究之動機與興趣。 經由整理前人的文獻,影響鄉村旅遊地發展之關鍵因素可從資源環境、旅遊環境、組織參與、經營管理等四種面向分析得知。本研究採用立意取樣,以台中地區的霧峰鄉休閒農漁園區、大甲鎮匠師的故鄉休閒農漁園區、外埔鄉休閒農漁園區、石岡鄉休閒農漁園區為研究對象。以田野調查的方式配合量化問卷,經深度訪談當地業務負責人、推助者及居民,經比較歸納得出鄉村旅遊地的若干關鍵成功因素。這些因素包括『當地生活特色』、『公共及服務設施』、『推助者』、『居民參與及認同感』、『發展願景』、『行銷方式』、『公部門參與支持』和『完善旅遊套裝』等。
After Taiwan implemented two days weekend and joined World Trade Organization, the government started to promote the rural tourism and leisure farming projects for creating better leisure conditions in rural area. Nevertheless, does every rural place suit to develop tourism? Do public great investments on the program have reach and the expected beneficial results? There is no certain evident. This problem inspires the author to do the present study. The author stared to review key successful factors (KSFs)for rural tourism in related literature, then choose Wu-Fong, Da-Jia, Wai-Pu, and Shi-Gang in Tai-Chung area as sampled places. The study procedures begin with sampling survey then interview local citizens and farm managers. The important KSFs include local living characteristics, public service facilities, project promoters, inhabitants’ participation and supports, marketing and tourism package.