| Summary: | 碩士 === 國立嘉義大學 === 企業管理學系 === 107 === This study aims to explore the motivations and difficulties for managing leisure farms. We conduct semi-structured interviews with leisure farm operators, and then we use content analysis to conduct the coding for qualitative data analysis. We use theoretical sampling based on the analysis results in order to determine whom to be included in the next sample. This process is continued until no more new phenomenon emerges. According to the analysis of this study, the motivations of running a leisure farm can be categorized as either economic-oriented or social-oriented. The operational difficulties usually come from government regulation and internal management challenges. We induce the economic-oriented operators are less likely to adapt to the outside restrictions compared to the social-oriented operators. We suggest that leisure farm operators learn to embrace more social-oriented factors, so that the perceived operational difficulties will be less daunting for them. We also have three suggestions for the government: (1)the government officials should listen to the voices of the operators, and modify outdated regulations as soon as possible, (2)the government should give more consultancy and guidance to leisure farm operators, and (3)there should have a clearer division regarding their rights and obligations of leisure agriculture regulations among the governance authorities.
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