台灣休閒農業事業模式創新之研究

休閒時代來臨，休閒從個人行為轉變為社會集體層次的現象，許多重要農業政策由傳統生產性農業轉型休閒性農業為方向。在全國休閒農業金額推估研究中發現，以往各產業各司其職，就能替產業帶來相當大的獲利與競爭力。但創新活動會帶來新一波的買氣。甚至更進一步吸取新客源轉換成老主顧，使產品及服務延長壽命（江志民、賴碩亮、謝鑫能，2006）。所以，休閒農業也要思考創新活動。而Kim & Mauborgne(2005)指出，藍海策略為一種可開創無人競爭的市場，利用創新來開創新市場，讓其餘對手無法與你競爭。同時也是一種品牌塑造，在品牌塑造的同時也正在創新。為一整套的策略，需兼顧到顧客、企業本身及人員三方面，才能達到真正的藍海策略。本研究藉由次級資料分析、文獻回顧、質性訪談及問卷調查等研究分析方法，分析結果得到休閒農業區中擁有不同資源的食、宿、行、遊、購、娛、育等旅遊產品組合，並發展出休閒農業創新事業類型之概念，以休閒農業區的可及性及旅遊產品接待能力做比較，結果發現休閒農業區可針對其所在區的可及遠近，規劃及發展適合之旅遊產品服務。另外，依研究結果建議休閒農業區可做農村資源的水平及垂直整合，有效提供區內旅遊產品，作為整體創新事業價值提升。並提升休閒農業區旅遊產品接待能力，發展適合休閒農業區之新農村模式。而亦根據藍海策略的四個行動架構，以旅遊產品組合與周邊資源條件觀點，提出休閒農業區之旅遊產品提升、降低、消去及創造等策略之創新模式。

關鍵字

休閒農業；藍海策略；產業群聚；旅遊吸引力；區位優勢

並列摘要

Leisure era, there are many important agricultural policy to change the traditional production agricultural and into leisure industry. The purpose of the study is to understand the current situation of business model in leisure agricultural area. In accordance with the research motivation and objectives, questionnaire was design and to sent to the member of the leisure agricultural area, the managements of Leisure Farming and tourists/consumer in leisure agricultural area. The empirical data was analyzed using the SPSS/SAS statistical software package. Results of the analysis is the areas have different resources in the travel product mix, such as food, B&B, transportation, package, shopping, shows, experiences. Leisure agricultural area can distance for the location, development for the travel products and services. Conclusions drawn from the study included the implications for resources in leisure agricultural can horizontal integration and vertical integration. Effectively provide travel products inside the area as the whole innovation business value promotes. Moreover, this study tries to find the innovation type of business model of leisure agricultural area and to understand the innovation strategy.