本研究主要目的在建立休閒農業區發展潛力評估指標及評估方式。經由文獻回顧與參酌本國休閒農業特性研擬訂定資源吸引力、市場發展潛力、顧客價值創造與整合發展能力等四項評估構面以及19項次評估準則，並以層級分析法（Analytic Hierarchy Process, AHP）求出各準則之權重。研究結果發現，在主準則部份以「資源吸引力」最受專家學者重視，其次為「整合發展能力」、「顧客價值創造」與「市場發展潛力」。在次準則部份，「資源吸引力」主準則內應以「遊憩安全性」為重；「整合發展能力」以「共識凝聚力」佔相對權重值最高；「顧客價值創造」則以提供顧客「產品的體驗性」、「服務設施的便利性」及「合理的價格」等三評估因素應予高度重視；最後在「市場發展潛力」方面，受訪者表示擁有寬廣的「目標市場範圍」及方便的交通「可及性」為發展成功休閒農業不可或缺之重要評估因素。另成果除提供相關單位在發展休閒農業區之評估參考基礎外，其所建立之發展潛力評估模式架構，亦可供後續相關研究之參考。 The main purpose of the research is to establish a evaluation model for leisure agriculture region. According to the historical literature review and the characteristics of Taiwan leisure agriculture , the research would discuss the four different angles, they are natural resources attractions , potentiality of market development, creating the customer value and integrating. The finding of the study are: in master criterion of professional and scholar are attach importance for “natural resources attractions”, the next is “integrating”、”creating the customer value” and “potentiality of market development”.In the second criterion “natural resources attractions”to attach most importance to “recreation safety”, in the “integrating” relative weight is “common consensus to condense”highest, “creating the customer value”is contain”experience for the product”,”convenient to service facilities”,”reasonable price”,final in the”potentiality of market development”the interviewers consider owner widespread”target market scope” and convenient traffic “accessibility”is importance factor to the success development of leisure agriculture.the evaluation criteria of development agriculture area for the authorities and gives consultation for the following.
