合法休閒農場經營模式之研究

The Study of Licensed Leisure Farms' Business Model

陳斐琳(Fanny CHEN Fei Ling)

指導教授 ： 李晶

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所在職碩士班/碩士(2006年)

摘要

休閒農業發展至今，農委會於2004年普查發現，國內經營休閒農業有關營業場所共有1102家，然而截至2005年7月只有34家取得合法的休閒農場執照。本研究目的在於了解合法休閒農場的經營型態，採用F.L. Fry、C.R. Stoner 與R.E. Hattwick的邁向成功企業模式，分析休閒農場之經營模式，探討不同型態合法休閒農場經營模式的差異。本研究以半開放式的訪談大綱，針對8家合法休閒農場主或經營者進行深度訪談，將訪談內容整理、歸類、分析。本研究有兩項結論：1.將農場經營型態歸納為兩種類型：一類是生產利用型，其農場以精緻農業生產經營為主，同時提供遊客實際的農業生產銷售經營相關體驗活動；另一類是綜合利用型，以投資開發農地本身具有的農業資源，規劃成為具有主題性的休閒農場。2.兩者之間的差異為：生產利用型農場，以配合政府的休閒農業政策，經營農業生產與提供體驗教育為願景，農場設施偏重農業經營體驗規劃，以農場經營之生產資源做為農業經營體驗、自然景觀、生態維護、生態教育之用。綜合利用型農場，以持續投資農地運用差異化策略，設計具有主題性的休閒農場，來維持農場的競爭性。本研究根據兩種農場型態提出建議1.生產利用型農場，在滿足遊客對精緻農產品需求的同時，搭配合作策略，結合農場所在地之鄉鎮內的其他農業經營、觀光業者包裝出多種的套裝行程，滿足不同遊客需求，促進農場、地方鄉鎮上的異業夥伴和遊客三贏；嚐試規劃創新的體驗，利用導覽解說傳遞農業經營價值，讓遊客從體驗中學習，對農場主的願景產生信任感、認同感；家族成員需養成終身學習態度，使農場持續擁有競爭力。2.綜合利用型農場，未來在規劃前應先了解農場的自然資源，從保育自然資源和利用資源特性的原則規劃，避免過度投資，以滿足遊客喜愛到大自然環境中，從事休閒遊憩體驗的需求；加強設計具有創意的體驗活動取代設施；活動指導員帶領體驗活動時，宜導入有趣、新奇、巧妙的互動元素，使遊客能夠經由體驗活動中，詮釋自然環境的永續價值，進而增加重遊率；運用新的環境保育開發技術，規劃在投資的環境與設施中，使農場的營運成本以及維護費用得以掌控甚至降低。

關鍵字

休閒農業政策 ； 經營模式

並列摘要

The activities in leisure farms are becoming increasingly important in Taiwan domestic travel. However, through July 2005, only 34 out of over 1100 relevant leisure farms obtained legal license. The purpose of this study was to analysis the business model of licensed leisure farms. This study based on the business model which developed by Fry, Stoner, and Hattwick（2004）.Key elements of the business model include: 1.Vision and Mission, 2.Indicators of success, 3.Assessing the environment and its impact, 4.Providing excellence in products and services,
and 5.Evaluating results and making changes. This study collected data from document analysis, non-participated observation and in-depth interviews with 8 licensed leisure farm owners that conducted from August 2005 to October 2006. The two major findings were listed as following: 1.This study divided leisure farm into 2 types:（1）Working farm: In working farms, the farmers grow and sold agricultural products. They also provided activities for visitors to learn some knowledge about agriculture.（2）Recreational farm: In recreational farms, the owners invested and developed farmland for providing recreational activities. They were not necessarily grow or sold agricultural products in their farms. They provided activities by new recreational facilities.
2. There are two business models in leisure farms:（1）The working farms tried to innovate value from their farms’ resource to provide high quality agriculture products and good services in the competitive environment.（2）The recreational farms tended to invest the farmland became a theme recreational farm with creative facilities and new activities in rural area. From the results, there are two suggestions:1.The suggestion to working farm: The study suggests to cooperate
with local tourism attractions and/or with other interesting farms for packaging 1 or 2 days tour; create new agricultural activities which can provide visitors added value experience in appreciating the beauty, ecology & sustainable of agricultural; also the family members need to have lifetime learning attitude for upgrading related know how to keep the farm always compatible in the market.2.The suggestion to recreational farm: The study suggests to access the potential attractions which already exist in the farm, rather than investing on new facilities,
follow by developing the farm with new technology in protection of natural resources for controlling the maintained expenses and operation cost; to create appropriate activities and consider fun, entertaining element into the activities to provide added value for visitors and increase the repeated rate.

並列關鍵字

Leisure Agriculture Policy ； Business Model

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