| Summary: | 碩士 === 萬能科技大學 === 經營管理研究所在職專班 === 106 === Liberalization of agricultural products trade, which affects the material interests to farmers, was one of the trade negotiation issues when Taiwan officially joined the World Trade Organization (WTO) in 2002. After Taiwan became the 144th member of the WTO, agricultural trade liberalization has a significant impact on the models of agricultural production and marketing. The changes of our natural environment, government policies and consuming habits, cause the transition of agricultural industry in Taiwan. Besides, the agricultural industry development in Taiwan becomes more diversified for the changing environment. Most agricultural production and marketing models are currently regional and small-scale ones. Because of the changes in social structure and trade liberalization, the government plan to improve the qualities of life for farmers via rural reconstruction. The ways of production and marketing has changed to improve the quality and additional value of agricultural products. In addition, changing the ways of production and marketing can increase the income of farmers and create a sustainable agricultural development path in rural areas.
The aim of this study is to discuss the strategies of leisure agricultural development by examining the relevant literature. Besides, discussion on the demand of markets, the strategies of leisure agricultural development, and how to maintain sustainable rural development are also the points in the study. This study is to analyze the development of leisure pastures and the process of community development in Lanpu Village, Guanyin District by using a qualitative-based interview method. The SWOT analysis is also used in the thesis to provide guidelines on future plans. Finally, this study provide some new research directions for leisure agricultural industry development, such as vacant space revitalization, media marketing integration, strategic alliances, professional trainings, market segmentation (such as provide different tours for people in different needs), activity planning integrates local culture events and festivals, transportation network and mass transit system, and the extension education of food from farm to the table.
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