Abstract
Amid the increasingly severe challenges faced by traditional agricultural development, it has become necessary for farms to undergo operational transformations. In considering the direction of this transformation, the growing proportion of older adults in the population and the maturation of modern smart technologies applied to industries must be taken into account. By integrating intelligent Internet of Things (IoT) solutions to aid business operations, leisure farms are expected to provide significant benefits to both operators and visitors. Taiwan, which has long been a leader in precision agriculture, serves as a benchmark in Asia for the successful transformation of traditional farms into leisure farms, becoming a model for neighboring countries. This study investigates the transformative potential of intelligent IoT technology solutions on leisure farms, highlighting their capacity to attract senior citizens and create sustainable business models in competitive, homogeneous markets. The primary objective of this research is to uncover the advantageous factors associated with the adoption of intelligent IoT technology solutions in leisure farms. Employing a grounded theory approach, this research conducted face-to-face semi-structured interviews with 40 leisure farm operators to gain insights into the innovative and sustainable value propositions of leisure farms. This study identifies six key advantageous factors and six constraint factors. This research provides forward-looking insights into the application of intelligent IoT technology solutions in leisure farms, emphasizing strategic directions for operators. The integration of these solutions presents a unique opportunity for leisure farms to meet the demands of elderly individuals seeking safe, natural environments without compromising their interests. By offering tailored leisure activities and entertainment, these solutions enhance the quality of life of seniors and promote rural lifestyles, positioning leisure farms as innovative and competitive players in the market. The insights provided in this study can also inform government policymakers and serve as a foundation for future researchers to extend related studies from a customer perspective.
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