| Abstract: | 各國對振興鄉村的地方創生政策日益重視，鄉村旅遊是其重要策略途徑。而農民市集又常常在鄉村旅遊中扮演重要角色，但經營成效不一，如何永續營運成為一大課題。研究者多年參與阿罩霧自然農市集的運作，持續關心市集的永續發展，並思考如何使其具有更多元面向的角色意義。本研究主要目的有三：探索阿罩霧自然農市集的創新行動、促進阿罩霧自然農市集的永續營運以及增補農學市集永續營運理論。研究阿罩霧自然農市集的發展條件與限制、創新行動策略及永續營運模式。本研究採行動研究法，以阿罩霧自然農市集做為實際行動個案，進行目標的設定、策略的研擬、方案的執行與績效指標評估。研究發現，阿罩霧自然農市集在霧峰有良好的基礎條件，但也存在著市場侷限等困境。為求開展市集之永續經營力並朝向更多元的目標價值發展，本研究擬定四項創新行動策略並實際執行。從訪談內容分析，受訪者認為，市集的策略行動在關係質量、知名度、認同感、獲利性等方面有獲得初步的執行成效；但依然存在-理念共識不足、整合創意不夠與營業利益開拓之潛在問題困境，有待克服。對此，本研究進一步提出包含市場性-營利、文化性-教育與娛樂性-歡樂等，市集特性之農學市集永續營運模式，作為後續阿罩霧自然農市集營運之參考。
Countries are paying more and more attention to the local creation policy of revitalizing the countryside, and rural tourism is an important strategic approach. Agricultural markets often play an important role in rural tourism, but with different operating results, how to operate sustainably has become a major issue. The researchers have been involved in the operation of the Ataabu Natural Farmer’s Market for many years, continue to care about the sustainable development of the market, and think about how to make it have more diverse roles. There are three main purposes of this research: to explore the innovative actions of theAtaabu natural farmer’s market, to promote the sustainable operation of the Ataabunatural farmer’s market, and to supplement the sustainable operation theory of the agricultural market. The main research question: What are the conditions and constraints for the development of the Ataabu Natural Farmer’s Market? Organizational development? Innovative action strategy? Sustainable operation model’sThe study found thatAtaabu Natural Farmer’s Market has good basic conditions in Wufeng, but there are also difficulties such as unknown brands. After analyzing and grasping the characteristics of the early and recent organizational development of the market, in order to develop the sustainable operation of the market and develop towards a more diversified target value, this study formulates four innovative action strategies and implements them in practice. From the analysis of the interview content, the interviewees believed that the strategic actions of the market have achieved preliminary results in terms of relationship quality, popularity, recognition, profitability, etc.; however, there are still "lack of concept consensus" and "lack of integrated creativity" Potential problems and dilemmas related to "exploitation of business interests" need to be overcome. In this regard, this study further proposes a sustainable operation model of the agricultural market that includes market (profit), cultural (education), and entertainment (joy) market characteristics, as a reference for the subsequent operation of the natural agricultural market in Ataabu. |
