台湾菇类休闲观光农场的发展概况

台湾由于民众所得及消费能力提高,交通工具普及化,使得农业生产转型为休闲农业及体验型农业成为时势所趋。文中所及四个菇类农场过去均以生产为主,为配合地区观光产业发展而转型,整合地区不同的观光资源,创造具有休闲观光特色及经营模式的菇类农场;由于群聚效应及策略联盟（异类结盟）,而成为地区发展休闲农业之成功关键所在。这些农场也能善用现有观光组织及网络之运作机制,研发及创新产品以促进休闲观光产业营销,而消费者面前营销为通路最短且获利最高,并能创造更高的经营效益。农业转型为休闲化及多元化发展（休闲观光、体验农业及养生菇类产业活动）是必然的趋势,也是菇类农场的另一个生机所在。

The Development of Recreation and Tourism Mushroom Farm

The paper described the background of developing recreation and tourism mushroom farm in Taiwan. the increase of income and consumption of people, popularity and convenience of traffic vehicle, enhanced the transformation of recreation and tourism mushroom farm become a trend. Four recreation and tourism mushroom farms mentioned in this paper emphasized on their production before, But they change their mind and direction of management under the government policy, and try to organize the different resources in the areas in order to recreate new characteristics and model of mushroom farm. the effect of gathering and strategic unification with other enterprises were the critical point for developing recreation mushroom farm. Those farms also integrated the local organization and internet to strengthen the operation system, to invocate the new products and improve the efficiency of marketing channel. Marketing before the consumers is the best and shortest channel to obtain high economic profit for the mushroom farm. For mushroom farm, transformation recreation and multiple products（recreation and tourism） for mushroom farm is not only a tendency, but also establish re-vitality of mushroom farm in the future。