| Abstract: | 休閒農業（Agricultural Recreation）顧名思義為農業和休閒遊憩結合的產業，也是傳統農業轉型的方向之一，利用農村和農產本身的資源加上當地特色的環境優勢，以農業生活為主但同時提供休閒與遊憩的功能，發展出相關的生態活動及相容於生態環境的農業多元經營方式。台灣加入WTO後，讓傳統農業面臨前所未有的衝擊，在大環境整體經濟和產業結構劇烈轉變下，台灣政府積極對農業結構做出改變，傳統農業力求轉型，跳脫原本以生產導向為主的經營方式，和旅遊、觀光異業結合，發展出具有當地特色的休閒農業，突破傳統農業發展的瓶頸框架，並有效提高農業產值及農民收益。因此，本研究以南投縣國姓鄉梅子農場為例，用個案的方式分析農場現況和未來經營策略規劃，並以深度訪談、SWOT分析、STP分析，客觀評估農場的優勢、劣勢、未來發展機會與可能面臨的外在威脅，綜合以上資料分析結果，提出農場發展成休閒農業的經營策略，並實際作為未來農場轉型為休閒農場永續經營管理之參考。
Agricultural Recreation, as the name suggests, is an industry combined with agriculture and leisure. It’s a way of traditional agriculture transformation. Using resource of village and agricultural commodities, with its regional feature, Agricultural Recreation is based on agriculture and provided leisure, recreation as well. It developed multiple agriculture business of relevant ecological activities and environment friendly.Entering World Trade Organization makes an unprecedented impact to agriculture industry of Taiwan. Under the drastic changing of whole economic and industrial structure, Taiwan government changes agriculture structure aggressively. Agriculture industry jumps out of traditional business practice of product orientate, it forms a cross-industry alliance with travel, tourism. And become recreational agriculture full of local feature, which break through obstacle of traditional agriculture development, improve agriculture industry’s output and farmers’ income effectively.Hence, this study is focus on plum orchard at Guoxing township, Nantou county. Analyzing current situation of farm and planning new management strategies from individual case. Through in-depth interviews, SWOT analysis, STP analysis, to objectively evaluate advantage, weakness, opportunities and threaten of farm. Conclude above analysis, this study proposes management strategies of Agricultural Recreation development, and being a reference for traditional farm transform to recreational farm’s management. |
