Innovative Business Model of Leisure Farm - Customer Experience-Oriented Service Design
The agricultural economy is sliding into the depths of recession in Taiwan. This result led the aging farming population community and idle land. As the rate of urbanization has increased rapidly, urbanites harboring pastoral dreams want to escape from manmade environments and desire a life with pastoral experience and new social relationships. Many leisure farms have failed to leverage their advantages and face the challenge of improving competitiveness. As such, the mission of the Lucky Time Leisure Farm, located in Daxi District, Taoyuan, is to stimulate agricultural renaissance. Lucky Time Leisure Farm experiences the same weaknesses as other leisure farms—in that they could not continue to attract tourists. Hence, they must be market pioneers, offer elegant services, create enterprise value, and utilize uncultivated land. The purpose of this project is to propose a business model innovation via service design and experimental marketing. Based on the core value of human-centered and value cocreation, the business model proposed by this project, “Urban Farmer,” resulted in a win-win situation for Daxi communities, tourists, and the Lucky Time Leisure Farm. The results of this project are threefold: (a) building an online community via a service design approach, (b) upgrading the business model of a leisure farm, and (c) revitalizing local communities. By achieving these goals, we can revitalize villages, innovate lifestyles, and fulfill urbanites’ desires. The business model and research methods proposed by this project can be used to create additional economic benefits in other communities.