Journal of Food, Agriculture and Environment

Agriculture reform in Taiwan from a leisure farm visitors’ perspective

Author(s):

Ming Liu ¹*, Yung-Lin Wu ²

Recieved Date: 2014-02-24, Accepted Date: 2014-04-16

Abstract:

Lifestyle of Health and Sustainability (LOHAS) is a new rising wave of the 21^st century. People are presently facing challenges of limited global resources and critical environmental changes that drive them into the pursuit of an environmental sustainable and healthy way of living. The agricultural context in Taiwan has undergone several structural changes during the past decades. With the developing of the IT and manufacturing industries, the traditional agriculture sector is losing competency. Agritourism is increasingly being adopted and is expected to bring economic as well as non-economic benefits to farmers, visitors and communities. The aims for the present study were twofold: First, is to gain an in-depth understanding of leisure farm visitors’ LOHAS tendency, leisure experience and leisure satisfaction. Second, is to investigate which LOHAS dimensions influence respondents leisure experiences the most. A total of 420 valid surveys were collected from I-Lan Toucheng leisure farm by convenient sampling. Data were analysed with SPSS12.0. The dominant profile of leisure farm visitors is male, 36-45 years and above, university education, non-managerial or junior manager job ranking, and with medium income levels. Visitors expressed their willingness to pay more if it was for the cause of the environment. In the LOHAS sub-segment analysis, economic sustainability influence visitors’ leisure experiences the most. Visitors were highly concerned that the business is not only making profit, the operation is making the most of the resources. Findings can provide valuable information for industry leaders and policy makers alike, to formulate optimum marketing-mix for the promotion of leisure farms.

Keywords:

Agritourism, farm reform, farm tourism, leisure experience, leisure farm, LOHAS, satisfaction

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Journal: Journal of Food, Agriculture and Environment
Year: 2014
Volume: 12
Issue: 2
Category: Agriculture
Pages: 423-426

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