The assessment of the development of leisure agriculture policy in Dahu Township in Miaoli County-The View of Policy Stakeholders

• Main Authors: Yu-Ting Jhuang, 莊喻婷
• Other Authors: Chih-chang Ko
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/63518934733878545820

碩士 === 中華大學 === 行政管理學系碩士班 === 99 === In recent years, with the increasing of national income and leisure consumption, local governments measure their own resources and characteristics, have committed to the development of the tourism industry within the region, hoping to revitalize the area, promote local economic development. As Taiwan joined the World Trade Organization (WTO), agricultural industry face the shock in Miaoli County, there are many affect the livelihood of rural population, and culture and tourism will be the direction of the transformation of traditional agriculture. This case study choose the research subjects as Miaoli Tahu, and the traditional leisure agriculture development as the direction of research, thus the selection of Miaoli Strawberry Park Great Lakes as a case study. The purpose of this study is in order to view the policy of the planning and implementation, and found conclusions by the different views of stakeholders. Finally, give some suggestion for Miaoli County agricultural policy. The following conclusions: First, the main question: the lack of relevant laws and too restrictive. Second, two minor issues: (A) lack of integration of local resources. (B) it’s not integrity of the government support mechanism. (C) the overall marketing problem. (D) tourism services insufficiency. Third, the functional problems: (A) lack of financial resources. (B) the insufficient coordination between government departments. Based on the conclusions, it related to the following suggestions: First, suggestions for the main issues: (A) deregulation of decree by the government. (B) the establishment of superior adverse "local governance model." (C) the development of "experience leisure agriculture." Second, suggestions for the minor issues: (A) establish the "customer-oriented" leisure agriculture. (B) enhance the tourism services function. (C) set up the image of leisure agriculture by activities. (D) some marketing suggestions: 1, "Integrated Marketing Communication" is used. 2, innovative the strategies of marketing communication. 3, to maximize the effectiveness by the cooperation of industry, government, and learn. 4, to develop relevant marketing for the free exercise of mainland tourists. 5, increasing media exposure. 6, to strengthen the communication channels of the "cross-industry alliance". Third, suggestions for the functional issues: (A) the co-ordinations among the stakeholders of policy. (B) increase the budget on leisure agriculture policy year by year.