休閒農業在台灣發展已逾20年，逐漸成為國人休閒旅遊的新選擇。在休閒農業蓬勃發展的同時，無形之中也造成休閒旅遊產品間的競爭。本研究從旅遊市場的供需關係出發，分析休閒農業經營者間之定位與資源基礎，進而找出其產品意象及個別吸引力；並以競合賽局之觀念，提出休閒農業間的競合發展策略。研究的操作分兩大部分，首先採深入訪談的調查方式，蒐集業主經營策略及發展模式，配合產業條件的資源基礎，研擬出融合競合賽局的18項經營策略，並採用這些競合策略來發展第二部分的遊客調查問卷。問卷操作地點選定為飛牛牧場及通霄的體驗型農場，採隨機抽樣的方式，對入園遊客進行問卷的調查，共得到519份有效問卷。問卷結果發現，受訪遊客對於休閒農業目前經營型態的認同度均持正面且肯定的態度；至於融入競合理念的經營策略，除了對取捨交易有比較明顯的排斥外，其他諸如節慶活動、加成交易、套裝行程等，都有高度的認同度。研究區域內的休閒農場間在住宿、產品、行銷及遊憩體驗方面均有競合關係之存在，建議各農場日後應該發展屬於自己的核心資源，創造自我旅遊意象，並結合周遭各類型休閒遊憩據點，共同推動區域性的旅遊市場。Agricultural tourism has been developed over twenty years and becomes a popular choice in Taiwan. The development also causes the competition within different tourism industries. Therefore, this study tries to find out the marketing position and core resources of the agricultural tourism. Based on co-opetition concept, this study also developed the strategies for the future development. From the in-depth interviews, this research develops 18 co-opetition strategies. Secondly, this study explores product images, attractions, and possibilities of co-opetition for both tourism industries through visitors' survey. This research obtains 519 valid questionnaires in flying-cow ranch and small-scale leisure farms in Tong-Xiao. This results show that most of the visitors agree the way how leisure farms operate the business. The visitors also highly agree that different type of leisure farms should cooperate together; especially in festivals, selling, and packaged tours. This research finds out that a co-opetition relationship does exist in accommodations, products, marketing, experiences. Finally, this research suggests leisure farms should identify their own core-resources and develop their unique image; moreover, they also need to connect themselves with other nearby recreation resources to form a new local recreational market.
