Graduate Research Papers

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Open Access Graduate Research Paper

Abstract

The purpose of this study was to examine success factors of agritourism diversification in Taiwan and provide agritourism development strategies to be used to improve success of the agritourism industry in the future. The objectives of this study were to identify success factors, challenges, and motivations of agritourism businesses in Taiwan.

Due to the agricultural depression, agritourism diversification has become a popular option for farmers to increase income and keep rural landscapes. Taiwanese agritourism plays a significant role in Taiwanese agricultural industry. Since Taiwan joined the World Trade Organization (WTO) in 2002, the Taiwanese agriculture has faced more challenges. Also, after the five-day workweek was implemented in 2001, the demand of leisure services has increased. However, Taiwanese agritourism developments challenged by several factors such as outdated government policy and lack of appropriate government strategy. In order to establish a successful agritourism business, understanding the state of agritourism business and success factors of agritourism is important.

This study is different from existing studies examining success factors of agritourism in Taiwan in that it expanded the study area to all regions of the country. The data for this study was collected using mail and web-based questionnaire. The subjects of this study were selected from "the best" and "superior" leisure farms designated in 2005 by the Taiwan Leisure Agriculture Association. A total of 130 leisure farms were selected.

The study results showed the top five most important success factors of agritourism in Taiwan were: quality of hospitality, qualified employees, strategic planning, understanding and satisfying visitors' needs, and strategic marketing. The top five primary challenges faced by agritourism in Taiwan were: policy limitation, ineffective marketing, lack of funding, financial problems, and lack of government support. The top five motivations for engaging in agritourism business were: better use of farm/ranch resources, meeting a need in the recreation/vacation market, education of the customers about farming, fluctuations in income for farm traditional agricultural farming, and creating additional income.

Year of Submission

2008

Degree Name

Master of Arts

Department

School of Health, Physical Education, and Leisure Services

First Advisor

Oksana Grybovych

Comments

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Date Original

2008

Object Description

1 PDF (vii, 71 pages)

Language

en

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