開放式創新推動者在轉型旅遊業中的管理角色：以農業旅遊為例

Managerial Roles of Open Innovation Promoters in the Transformation of Tourism Industry: Evidence from Agritourism

This research applied the theory of ''open innovation'' to explore the different managerial roles and functions of stakeholders within Taiwan's agritourism industry during the industrial innovation process. Grounded theory was employed, and 18 participants were interviewed. The findings revealed that the managerial roles of open innovation promoters in Taiwan's agritourism industry can be divided into four categories, namely pathfinder, builder, counselor, and integrator. It provides empirical pathways to support the open innovation tourism development. The findings of this study have managerial implications for farm owners, agritourism area managers, and the government and can be referenced to promote the transformation and innovation of agritourism and thus the sustainable development of tourism, agriculture, and local communities. Specifically, the stakeholders in the industrial transformation process can identify their roles and perform their appropriate functions. Furthermore, assessing the state of open innovation and identifying the correct stakeholder groups to promote innovation is crucial.