A Case Study of the Business Strategies of Hakka Agricultural Recreation Industry─Using Colden Village in Miaoli as an Example

• Main Authors: Lin, Jui- Ying, 林瑞英
• Other Authors: Chen, Ting- Ming
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/57vg5x

碩士 === 國立中央大學 === 客家社會文化研究所 === 105 === This case study aims at exploring the development of the recreational agricultural industry in Golden Village. Before 2004, Golden Village used to be a very popular choice of visitors, not only for its beautiful scenery and wide variety of agricultural products, but also it being located just by the National Highway No. 1 and Provincial Highway 6, the main route for visitors also going to other famous tourist attractions like Tai’an and Dahu. However, unfortunately, after the opening of Provincial Highway 72 in 2005, the number of visitors dropped significantly as they can go from Houlong straight to Wenshui without passing by Golden Village. To ease of the stress from a shrunk tourism market, transformations of local industries became the top priority for Golden Village. In 2009, Golden Village was designated as a recreational agricultural area by the Council of Agricultural. It turned into a “vacation destination” from a “passing by travel destination”. Three research strategies were utilized in this case study: literature analysis, interviews, and participation and observations. The author acted as an insider and participant of Miaoli recreation farm activities to conduct a field study and direct observation to collect data. The focus of the research lies on the examination of the development of an agricultural friendly environment through organic farming, traceability certification and agricultural products health management. Additionally, through in-depth interviews with stakeholders from private sectors, public sectors and other third parties, it is hoped that this case study could provide the government with an example of Hakka agricultural recreation area and bring a positive impact to the progression of other domestic agricultural recreation areas.