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Journal of Vacation Marketing
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Rural tourism revitalization of the leisure farm industry by implementing an e-commerce strategy

Leo Huang

National Kaohsiung Hospitality College Travel Management Department, No. 1, Sung-Ho Rd., Hsiao-Kang, Kaohsiung 812, Taiwan, Tel: 886 7 8060505 x2400; Fax: 886 7 8067489; leo{at}mail.nkhc.edu.tw

This article investigates recent trends in the burgeoning leisure farm industry throughout Taiwan's rural regions. These leisure farms have developed quite fast and have increasingly thrived following government deregulation and encouragement. The leisure farm businesses have proven remarkably resilient, while the fallout from Taiwan's recent economic recession will no doubt produce new opportunities and challenges in rural economic development. The study herein uses both qualitative interviews and quantitative analyses. The study uses Linear Structural Relations (LISREL) for analyzing the Structural Equation Model (SEM) that is developed and tested, which measures the causal relationships among resource, competitive, and performance advantages by implementing e-commerce for the leisure farm industry. Finally, the research proposes an optimal e-commerce strategic model for the leisure farm industry and management implications of this study are presented.

Key Words: rural tourism • electronic commerce • leisure farm

Journal of Vacation Marketing, Vol. 12, No. 3, 232-245 (2006)
DOI: 10.1177/1356766706064620
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