休閒農場營運模式創新之研究

本研究為主要探討休閒農場營運模式創新之研究，並且說明休閒農場之發展歷程及營運困難點，並探討休閒農場未來經營策略重點及如何應用商業經營模式於休閒農場營運模式創新。本研究採取質化研究，經由休閒農場營運發展與類型與商業營運模式之文獻回顧及深度訪談來分析，以作為本研究論述之參考依據。根據本研究深入訪談與休閒農場營運商業模式分析，獲得重要研究結論為應用策略聯盟、顧客關係管理及相關多角化策略等來建構休閒農場未來經營方向並分析營運模式，以創造有效的營運模式及永續經營之競爭優勢。本研究建議朝向銀髮族養生休閒農場之營運模式，營造一個歡樂、休閒養生、有活力的養生休閒場所，進而吸引更多銀髮族消費者，提供銀髮族一個養生休閒活動場所。亦建議政府擬定完整地休閒農場發展政策來提供經營者一條龍之申請程序，減少休閒農場設立之成本與時間，以強化休閒農場之營運成效。

關鍵字

休閒農場；營運模式；營運策略

並列摘要

This study mainly explores the research on the business model innovation of leisure farms and explains the development history of leisure farms and their operational difficulties. In addition, we discuss the focus for the future business strategy and how to apply it to leisure farm business model innovation. This research adopts qualitative research and was analyzed using literature review and in-depth interviews. According to the in-depth interviews in this research and the analysis of the business model of leisure farm operation, important research conclusions are obtained: 1.Use strategic alliances, customer relationship management and related diversification strat-egies to construct the future business direction of leisure farms. 2.Analyze the business model to create an effective operation and a sustainable competitive advantage. This study recommends that the operation model of a leisure farm for elderly should be to create a joyful, relaxing and energetic environment to attract more elderly consumers. It is also recommended that the government should develop a comprehensive recreation and re-laxation plan and development policy that will reduce the cost and time of setting up leisure farms and strengthen their operational effectiveness.