創意生活產業下宜蘭地區休閒農場競爭力之研究

文化創意產業是政府推動的政策之一，含13項次產業；本文著重其中之創意生活產業，探討此產業下休閒農場的競爭力。研究中分兩部份：一為蒐集產官學的專家意見，應用層級分析進行因素比較；一為蒐集遊客的調查資料，應用結構方程模型推估重視的因素，並以Ridit分析細項指標的重視順序；最後，彙整並確認農場運用創意生活內容的關鍵競爭力因素與指標。研究顯示：在核心知識上，產官學與遊客均重視事業經營合理性。在深度體驗上，產官學認為教育體驗最重要，遊客則重視跳脫現實的體驗。在高質美感上，產官學認為至休閒農場獲得之獨特價值感受較重要，遊客則重視產品與包裝的美感設計。在服務行銷上，產官學認為互動行銷較重要，而遊客認為外部行銷才是。

關鍵字

創意生活產業；休閒農場；層級分析法；結構方程模式； Ridit分析

並列摘要

There are 13 industries under our culture creativity industry that is one of the promotion policies in Taiwan. In this paper, it will focus on exploring the key factors of competitiveness for the leisure farms under the creative life industries. The research data is divided into two parts. The first part is to collect the opinions of factor priority from 15 experts who come from industry, official and university, and the AHP method is hired to compare their opinions. The second part is to use the questionnaires to survey the leisure farms' tourist. The data will be analyzed by the way of SEM and Ridit method. Finally, both parts of analysis are compared to find out key factors and evaluation indices of competitiveness in the creative life content.The empirical results show that (1) both the experts and tourists pay much attention to the responsibility of the company management in the core-knowledge dimension; (2) the experts consider that the education experiences is the most important factor in the deep experience dimension, yet the tourists emphasize the escapist experience; (3) the experts believe the unique feeling from each farm is a significant factor in the high-quality esthetic sense dimension, but the tourists consider the manufacture design side; (4) the experts deem that the interactive marketing is the most important factor in the service marketing dimension, but the tourists regard for the external marketing.