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Abstract
After Taiwan has become a formal member of World Trade Organization, the participance has brought serious damages to the labor-intensive domestic agriculture.Facing the predicament that make no advantages for the farmers, worrying that the farmers would no longer be willing to engage in agriculture business, and changing the usage of the farmland to other purposes, the government has actively provided effective programs to help traditional farming able to offer itself a more special leisure industry with characteristics of living, eco-agriculture and product.From a survey of the operation value of leisure farming, we learned that from 2003 to 2005, the total incomes of leisure agriculture are over 20 billions, and among each mode of management, the amount that leisure farming made was far higher than that of the others. As a result, we can see that the statistics shows a indicative significance on this research. Besides, because correct idea of leisure farm business has not been well-established yet, farms are not capable of making use of their individual characteristics and work out good programs to suit their business. Therefore, tourists will not satisfy themselves after visiting. Due to this, in order to figure out the factors causing differences of customers’ satisfaction with the tourism, we should undertake a probe in both aspects of environment and the management modes the operator takes.
Though leisure farming would bring farmers infinite commercial opportunities, the challenges it encounters arise as the benefit comes. For example, it is not easy for business operators and the government to reach common consensus on the law, the ideality, By using an interview outlined the four aspects of the core strategy, strategic resources, customers’ interfaces and internet values, we acquired information about the management ideals that the farm operators would hold in different kinds of leisure farming. Meanwhile, with a questionnaire done by the tourists, we made an analysis on the customers’ physiologic satisfaction, physiologic satisfaction, service satisfaction and their interests to visit again. The research shows that the inheriting result, the transformation problem, the product scope, the difference basis, the market region, the business investment, the observation planning, the core ability, the propaganda promotion and the advanced training all together play an important role in management ideals.And among those ideals, 9 of the 12 are the must for leisure farm business.In addition, in a survey concerning the tourists’ satisfaction, we found that the non-farming experiencing leisure farms rank the first, the non-farming synthetic leisure farms the second, the synthetic leisure farms the third, and the experiencing leisure farms the least strong.According to this result, we can infer that different management ideals do indeed cause different degrees on the satisfaction of the tourists and on their interests to revisit the farms.As a result, we hope that this research would be taken as a specific reference for the future development of leisure framing industry.
Key word：Leisure Farming Industry 、Management Thoughts、Future Development
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