Experience Design as Innovative Factor for Hakka Leisure Agriculture in Guansi

• Main Authors: Fan, Shu-Chin, 范淑琴
• Other Authors: Lin, Chong-Wey
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/55336153022121661475

碩士 === 國立交通大學 === 客家文化學院客家社會與文化學程 === 101 === The study, starting from the three specialty industries, mesona chinensis, fruit and tea, analyzes the design process of leisure agriculture in Guansi region and its presentation in environmental experience, activity experience and product experience. Three cases involved in this study are the Guansi Mesona Chinensis Museum Ecological Farm（關西仙草博物館生態農場） and the Guansi Mesona Chinensis Factory（關西仙草加工廠） representing the mesona chinensis case, the Jinyong DIY Tomato Farm（關西金勇DIY番茄農場） and the Gaoping Tomato Farm （關西高平番茄農場）standing for the fruit case and the Jintai Sightseeing Tea Factory （錦泰觀光茶廠）and the Formosa Black Tea Co., Ltd（臺灣紅茶公司） on behalf of the tea case respectively. The study finds out that a good environmental experience design not only means a neat environment and convenient parking, but also environmental planning that goes with the theme, for it can create an outstanding image. As for product experience, unique products and package can attract tourists and give them a different kind of product experience. When it comes to activity experience, leisure agricultural proprietors of the fruit industry have relatively multiple designs of DIY activity experience. Leisure agricultural proprietors in Guansi region can integrate Hakka elements in experience designs of environmental experience, product experience and activity experience. Discussion about the case interview indicates that there’s a tendency among young people to start new business in leisure agriculture, especially those fruit proprietors in Guansi region. The reason is that the entry cost of fruit planting and orchard management is comparatively low and young people can have a promising prospect as long as they are willing to challenge traditional business pattern and perceive things in consumers’ position.