體驗型休閒農場經營模式之研究－以文山休閒農場為例

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Title:	體驗型休閒農場經營模式之研究－以文山休閒農場為例 A Study on Business Model for the Experiential Leisure Farms－A Case Study of Wenshan Farm
Authors:	王威智 WANG, WEI-ZHI
Contributors:	休閒與遊憩管理學系碩士在職專班
Keywords:	休閒農場;活動體驗;生態導覽;經營模式 Leisure Farm;Activity Experience;Ecological Tour;Business Model
Date:	2021-08-12
Issue Date:	2022-10-31 07:12:33 (UTC+0)
Publisher:	亞洲大學
Abstract:	隨著國民所得的提升、周休二日的實行、都市人對於休閒遊憩與自然環境的旅遊需求，在WTO的衝擊下以及農民所得偏低、農民人口老化下，結合觀光旅遊、當地農村文化、遊憩體驗活動、自然景觀的休閒農場如雨後春筍般出現，在台灣又以體驗型休閒農場為多數，轉型為休閒農場的商家又以從事傳統農市生產的農民居多，且又多數不清楚休閒農場的經營模式，農民在經營上常產生問題與困難。因此，本研究以中部有名的文山休閒農場作為訪談對象，並對其資深經理進行個人訪談，從HAMEL經營模式的角度去探索文山休閒農場成功的經營模式，了解農場的核心策略、策略性資源、顧客介面、價值網路，並進一步分析體驗型休閒農場適合的方法與策略，以讓體驗型休閒農場經營能更加完善，在創造利潤的同時也能夠達到永續經營。本研究發現文山休閒農場堅定本身的事業使命外，也清楚市場範圍以及該提供什麼產品服務，並善用農場資源及在地文化，發展生態導覽與體驗活動，讓農場與其他同業產生差異性、創造競爭力；農場職員都有多方參與教育訓練、研習、觀摩交流，建立良好基礎，且也利用多方管道進行合作行銷；藉由生態導覽與體驗活動與顧客產生良好的互動關係，並且會採納遊客意見供未來活動方案使用；農場本身也與許多農企業、農友互相配合結盟，不論是同業結盟或是異業結盟，都讓文山休閒農場更加完美。綜合所獲得的資料並加以分析整理，提出適合的經營模式，作為轉型為體驗型休閒農場經營模式之參考。 With the increase in national income, the implementation of the two-day weekly holiday, urban people’s demand for leisure, recreation and tourism in the natural environment, under the impact of WTO, the low income of farmers and the aging population of farmers, combined with tourism, local rural culture, Leisure farms with recreational experience activities and natural landscapes have sprung up like bamboo shoots after the rain. In Taiwan, most of them are experiential recreational farms. The merchants that have transformed into recreational farms are mostly farmers engaged in traditional agricultural production, and most of them are not aware of recreational farms. In the business model, farmers often have problems and difficulties in their operations. Therefore, this research takes the well-known Wenshan Leisure Farm in central China as the interview object and conducts individual interviews with its senior managers to explore the successful business model of Wenshan Leisure Farm from the perspective of the HAMEL business model, and understand the farm’s core strategies, strategic resources, Customer interface, value network, and further analysis of suitable methods and strategies for experiential leisure farms, so that the management of experiential leisure farms can be more perfect, and sustainable operation can be achieved while creating profits. This study found that Wenshan Leisure Farm is committed to its own business mission, and it also knows the scope of the market and what products and services it should provide. It also makes good use of farm resources and local culture to develop ecological guided tours and experience activities to make the farm different from other industries. , Create competitiveness; from the owners to the employees, there are many parties involved in education, training, study, observation and exchange, to establish a good foundation, and also use multi-channel channels for cooperative marketing; through ecological guided tours and experience activities Have a good interactive relationship with customers, and will adopt the opinions of tourists for future activity plans; the farm itself also cooperates with many agricultural enterprises and farmers to form alliances, whether it is an alliance with the same industry or an alliance with different industries, it makes Wenshan Leisure Farm more perfect . Synthesize the obtained data and analyze and sort them out, and propose a suitable business model as a reference for the transformation to an experience-based leisure farm business model.
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