| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 93 === After Taiwan joins the World Trade Organization (WTO), transaction activities become more frequent between Taiwan and Mainland China. Nevertheless, the high homogeneity of agricultural products between Taiwan and Mainland China and the lower cost of products from Mainland China have threaten the development of Taiwan’s agriculture, and in turn have made agricultural problems becoming more obvious and perceptible. Therefore, from knowledge-based economy aspect, the organization of farmers needs to be enhanced not only for continuously pursuing the development of agriculture, but also to satisfy consumer’s demand of agricultural products. In addition, since the government advocates two days off, citizens have changed their life style and have more involved leisure activities. In response to citizen’s demand for recreation activities, leisure agriculture has become a policy which is promoted by the government and will be a new industry in the future which combines agricultural production, peasant live, and rural ecology.
In marketing, facing the dynamic trends of leisure and travel activities, leisure agriculture’s managers must identify different segments according to different target markets, benefits and additional values of customers in order to precisely understand the markets; then in turn provide customers a comfortable and leisure space of tourism. This research was conducted by using the field survey approach to investigate the consumer’s cognition and preference of impressions of leisure agriculture in the great area of Tainan and Songboling. Statistical analysis was employed and the results of this study can be provided to relevant leisure farmers to improve their management capabilities and create more business opportunity. In addition, based on the agricultural knowledge-based economy, regional leisure agriculture can join the characteristics of local area and different travel routes to build the core value of business which can distribute and utilize resources reasonably and effectively, then in turn increases peasant's income. The development of leisure agriculture can bring in economical benefits of local business and also apply agricultural knowledge-based economy completely on leisure agriculture.
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