休閒農業是傳統產業轉型的一種新興休閒產業,此一產業的興起是將農業資源導入休閒事業的經營。休閒農場除了要有大面積的土地、人力及資金配合外,還需要一套可依循的經營方法和方向,此即為經營成功的關鍵因素。事實上,休閒農業經營者期望透過關鍵因素的獲得,讓休閒農場在營運管理上能享有獨特的經營策略與競爭優勢。本研究則針對三好米休閒農場經營之關鍵成功因素進行探討,期能藉由休閒農場關鍵成功因素之研究,作為休閒農場經營者之參考與建議。 本研究從軟體面、政府配合面、資源面、服務管理面及硬體面等五項構面,探討三好米休閒農場關鍵經營策略。研究採用問卷作為之調查工具,主要是以休閒農業業主(或主管)為調查對象。在問卷內容方面則包括休閒農業業主(或主管)對經營關鍵成功因素的重要程度與休閒農業個案之經營關鍵成功因素的優勢狀況(即滿意度)、基本資料及半開放性問項。研究結果得知,在三好米休閒農場經營關鍵成功因素中,所得到的結果,其關鍵成功因素有「活動安排」、「合法經營」、「地理與區位」、「體驗資源」、「生產資源」、「服務品質」、「聲譽因素」、「土地」、「休閒設施」、「自然景觀與氣氛」等。本研究指出原本從事農業生產的農場,成功轉變為具有經濟效益的休閒農業,在這個競爭激烈的休閒產業環境下得以生存,是農業永續經營發展的重要課題。
The Agri-Leisure is a kind of transform from the traditional agriculture in Taiwan. The leisure farm needs to have a certain scale of land and human resources. Despite all of the operators have to find their own way to run their farm, the researchers expect all the operators can have their own management methods for their business and attain competitive advantage. This study attempted to examine the key success factors of leisure farms and provide them as references for both academic and business areas. The study site was selected from San-Hao Rice leisure farm. An in-depth interview and constructed questionnaires were used to collect relevant information. The results of this study reveal that the key success factors of San-Hao Rice leisure farm can conclude five factors, including software, government cooperation, resources, service management, and hardware. Results of this research shed light on the very definition of agri-leisure, from a consumer’s experiential perspective. At last, the study conducts a synthetic discussion based on the above results and serves as reference for the managers of leisure farms.