A Study on Leisure Business Model of the Farmers’ Associations in Taiwan

• Main Authors: Chun-Nan Lin, 林俊男
• Other Authors: Chao-Lin Tuan
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/86872757235113963125

博士 === 國立屏東科技大學 === 熱帶農業暨國際合作系 === 103 === Farmers’ Associations (FAs) have diversified features in relation to the leisure business. This study reviews and compiles the relevant literature and secondary materials which act as a theoretical basis to construct and illustrate the leisure business models adopted by FAs, explores the current operational features and important factors of different components for the leisure business of FAs in Taiwan through distributing questionnaires, and verifies the leisure business models of FAs. The results show that the operational model of FAs leisure business primarily takes the form of the specialty agricultural souvenir industry, operational entities mostly employ “sole proprietorship by FAs”, the operational motives of “marketing local specialty agricultural products” account for higher proportions, the majority of FAs operating leisure businesses are micro enterprises and FAs take a positive attitude towards operating as leisure businesses in the future. Second, the component, “the ambition of the secretary-general toward leisure business operations” is regarded as relevant and “marketing” and “talent” are deemed the most important operational keys by respondents. Moreover, in terms of benefit outputs, “social responsibilities” are deemed more important than “operational benefits”, which characterize FAs as public legal persons and is utterly different from the operational strategies and thought behind general private enterprises. As for the structure verification of the leisure business model of FAs, the leisure business model of FAs in Taiwan, as constructed in this study, is based on empirical analysis; a positive impact is exerted by external and internal environmental influences, as well as from external and internal environmental influences and resources investment, value creation and delivery and benefit output. Moreover, benefit output generates a feedback mechanism which controls internal environmental influences in relation to operations. The critical components that affect the leisure business model of FAs are the leisure industry environment and the leisure business features of the external environment; core operation strategies and business mission for the internal environment; intangible assets for resources investment; the core process for value creation and delivery; and social responsibilities for benefit output. Moreover, different operational features generate different business models, particularly for FAs that operate in the leisure business. Finally, in terms of the verification of leisure business models by FAs, 80% of leisure business models adopted by business entities are uncertain business types that are unclear in terms of their positioning and loose in structure. This in turn is related to the fact that the majority of FAs are only just beginning to operate as leisure businesses and so the business models that they adopt are not entirely established. If more resources could be invested in order to elevate overall operational performance and a successful business model was established, this could be an enormous help and would create more competitive advantage among FAs in terms of leisure business operation.