Exploring Sustainable Leisure Farm with Intelligent of Things (IoT) Technology Solution for Aging

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.

1. Introduction

Background and Problem Statement

Traditional agricultural business models have rendered farmers’ livelihoods increasingly challenging [1]. Agricultural tourism, the integration of agriculture and tourism, provides farmers with new income streams while offering visitors diverse experiences [2]. This niche tourism sector is rapidly growing in many countries, such as Australia, Canada, the United States, and the Philippines. Agricultural tourism presents opportunities for farmers to diversify their operations by offering unique, locally themed leisure and recreational activities, thereby enhancing their survival and income prospects [1,3]. Through diversified business investments, agritourism farms can offer a variety of activities to cater to visitor preferences [4]. Since Taiwan’s accession to the World Trade Organization (WTO), many farms have transformed into leisure farms that offer destination tourism and activities [2]. However, most leisure farms are family owned and lack professional management, leading to market homogenization and challenges in distinguishing themselves from competitors [5,6,7]. This situation also poses issues for leisure farms in terms of innovation, branding, and sustainable operations.

The elderly population represents an increasingly significant demographic across all markets [8]. By 2050, the global population aged 60 and over is expected to reach approximately 2.1 billion [9]. This underscores the crucial role and mainstream presence of seniors in driving the tourism industry, given their disposable income, flexible time, and demand for health-oriented leisure activities [10]. Taiwan is projected to become a super-aged society by 2026, with people aged 65 and above accounting for 20% of the total population [9]. This demographic shift presents enormous market opportunities for leisure farms as more seniors seek healthy lifestyles in rural natural environments [11].

The increasing application of emerging modern technological solutions plays a crucial role in enhancing innovative business models in agricultural tourism and leisure farms [3]. Additionally, the use of Internet of Things (IoT) technology enables these farms to build services based on the value derived from data generation, aggregation, and analysis [12]. This addresses past marketing difficulties for leisure farms in adapting to advanced technological applications in the market [13]. IoT refers to a system composed of interconnected devices, sensors, and actuators that collect, process, and share data, often leveraging artificial intelligence (AI), machine learning (ML), and advanced analytics to enable smarter decision-making and automation. This advanced form of IoT extends beyond simple data collection and communication, offering more sophisticated functionalities and insights. Analyzing data insights assists managers rapidly in strategic decision-making and streamlining daily operations [12].

Leisure farms face challenges in attracting visitors, primarily with more visitors on weekends and fewer visitors on weekdays. Targeting elderly individuals who typically have more free time on weekdays could be a strategic initiative to increase weekday visits. The satisfaction of seniors is expected to be influenced by their connection to the surrounding environment of leisure farms, diverse natural activities, and authentic travel experiences [3,14]. Therefore, leisure farms play a crucial role in creating environments that meet the preferences, needs, and safety requirements of elderly visitors.

The role and value of smart technology in this context are significant, given its mature industry applications and growing importance. In recent years, there has been an increasing demand for innovative technologies that enable independent living for seniors, which has spurred growth in elder care services. IoT technology has emerged as a powerful tool for enhancing the remote monitoring of elderly individuals [15]. Concerns about a safer environment influence the travel intentions of seniors [4]. These advanced technologies can assist seniors in participating in outdoor activities without compromising their safety. Solutions utilizing IoT can help address environmental issues by monitoring individuals while promoting their engagement in leisure activities [4]. Moreover, the application of smart technology enhances the quality of retirement life for seniors [16,17], aiming to improve their quality of life through optimized social engagement opportunities, health conditions, and personal safety [4].

The elderly market represents an important and growing demographic with unique needs and preferences. As the population ages, leisure farms catering to this demographic not only ensure their own sustainability but also promote the well-being of seniors by offering enjoyable and meaningful leisure experiences. Research focused on leisure farms targeting the elderly market reveals that innovative technologies like IoT can provide new perspectives on business operations. These technologies can address the aforementioned challenges and explore how data-driven business models can help maintain business continuity and gain a competitive advantage in the market, ultimately achieving sustainable development for the enterprise.

While research on leisure agriculture, smart technology, and the elderly market is extensive, there is a noticeable lack of focus specifically on leisure farms as entities implementing IoT solutions and adjusting their business models to cater to the elderly market. This study aims to explore the potential benefits and challenges that these enterprises may encounter when adopting IoT solutions to attract and retain the elderly market segment. Additionally, it seeks to understand the various factors that may influence their decision-making processes during the adoption of IoT solutions. This information holds value for other leisure farms interested in developing the elderly market, as well as for technology providers and policymakers advocating for IoT technology adoption within the industry. Given the insufficiently explored relationships between IoT technology solutions, leisure farms, and elderly individuals to construct theoretical frameworks, this study employs grounded theory [18]. This qualitative approach is commonly used to develop new theories through comprehensive conceptual and relational analyses of research phenomena [1,19]. By condensing extensive data into succinct propositions of substantive concepts and relationships through a data analysis process, this study aims to develop a new theoretical framework [20]. Therefore, this research investigates the beneficial factors of employing IoT technology solutions in leisure farms to create innovative business models tailored for the elderly market.

2. Literature Review

2.1. Senior Tourist Behavior

Over the last century, the proportion of senior people has steadily increased in developed countries. Consequently, there has been increasing academic attention in the field of tourism marketing to seniors’ tourist behavior. This changing trend seems to be influenced by several demographic and socioeconomic factors, including the growing size of the senior population, an increase in life expectancy, early retirement, improved health, growing prosperity, and a more active lifestyle [9]. Several cut-off ages have been used to define older persons in tourism and leisure studies, ranging from 50 to 65 years of age [9]. When discussing seniors’ changing tourist patterns, it is important to consider global changes in society as well since period effects can be significant [9].

Older seniors (i.e., over age 61) are more concerned about their health and physical limits and are less active compared to younger seniors (55 to 60). Younger seniors are more active, while older seniors’ perceived travel barriers and their attitudes toward leisure travel impact their choice of destination and activities [16]. Retired individuals tend to seek out places with attractive landscapes and events, easy access to shops, and easy mobility [21]. Older seniors prefer to travel with their companions. In contrast, seniors who are employed, travel for work purposes and have higher incomes are more likely to travel alone.

2.2. Entrepreneurial Opportunities for Leisure Farms

The theory of entrepreneurial opportunities [22] notes that intelligent IoT technology solutions can be utilized to develop an innovative business model by co-creating value with customers. For example, the value of real-time response management in a safe environment with a surveillance system can sustain leisure farms with big competitive advantages for the senior market [4,12,23]. Within the context of entrepreneurial opportunities theory, the development process begins by identifying profitable opportunities in a market [24,25]. This involves sensing or perceiving market needs and unemployed resources that can fit together to achieve the goals of leisure farms [22]. These goals may include the profitability of farm operations, social interactions with customers, educating the public about agriculture, keeping families together, and pursuing a personal retired rural lifestyle [1]. Identifying entrepreneurial opportunities requires an assessment of these goals.

The content of diverse, unique, and different leisure farm activities is key to satisfying seniors with a quality of life and rural lifestyle. This articulates the value of a supply chain that integrates local partnership collaboration and the rural natural environment and landscape for achieving richer experiential tourism [3,14]. This addresses the important resource utilization perspective in which the content of experiential activities is linked to the performance of leisure farms [3,22,26]. While the intelligent IoT technology solutions act as facilitators to attract seniors to come and enjoy their stay in the rural natural environment without concerns about their safety [4,12]. By incorporating intelligent IoT technology solutions, seniors may co-create the value of quality life with stress relief in the rural natural environment [3,27].

The last step of entrepreneurial opportunities is developed in an investment assessment that translates a source of competitive advantages into superior financial performance by a feasibility analysis. The feasibility analysis may include aims of return on investment, preferences of risk, financial resources, individual responsibilities, and personal goals [22]. When a business comes to an assessment of its investment, the relative cash flow comes first, followed by relative profitability [28]. The income improvement based on intelligent IoT technology solutions determines the development of opportunities, as this ensures the operation of leisure farms and the continuity of their rural lifestyle [1]. The intelligent IoT technology solutions used for leisure farms could thus be identified as entrepreneurial opportunities that help attract different markets of seniors; however, the cost of the investment always determines the execution of that project investment [22].

2.3. Investigating Intelligent Internet of Things (IoT) Technology Solutions for Leisure Farms

Utilizing intelligent IoT technology solutions is vital for the development of a service backbone structure [29,30,31,32]. Businesses could be more sustainable by integrating smart technologies that address the functions of connection and intelligence [31,33]. In the agritourism context, the connection refers to the destination infrastructure leisure farms can provide for their target customers in relation to accessibility and facilitation of their working farms and peripheral areas. These smart services could include Internet or Wi-Fi access, on-site surveillance systems, convenient public or private transportation, or signs of direction. Facilitating safer environments on working farms and their peripheral areas is important to satisfy the safety concerns of a group of senior citizens [34]. By employing intelligent IoT technology solutions, real-time monitoring of the leisure farm environment can be offered and secured using multi-sensor devices, RFID, and GPS technology [34]. Such innovative initiatives can promote the concept of active aging, which refers to the participation and inclusion of seniors in the community [4,34].

Intelligence, in this context, refers to what and how leisure farms can enable seniors to customize their own personal tours. The needs of each personalized tour can be advised on-site according to the condition of one’s health, preferences, or weather conditions on the day of visiting. Intelligence can function based on big data technology of clustering algorithm management in predicting a suitable tour for each individual [33,35]. Customization of services can be promoted to attract seniors who are unique and independent in enjoying leisure activities with the quality of their retired life and rural lifestyle [30,34].

Shared information is a key factor that facilitates the co-creation of service value with artificial intelligence (AI) technology [29]. AI technology refers to an advanced big data technology that can develop or transform services from its data deep learning process [36,37]. Analytic data are collected, and preferences are stored in a database for the purpose of smart service development. This improves service strategies by precisely predicting new services that are associated with the provision of a multidimensional experience mode [34]. For example, a two-hour light mountain track program may attract outdoor-oriented seniors, whereas a sweet potato harvesting experience program may attract seniors with family members for a get-together family time. Customized new service offerings can actively lead customers to change the way they behave [29,37]. Particularly, this can strategically distribute seniors coming on weekdays by promoting a variety of popular activities and recreations with special offers. Consequently, the burden of crowds on weekends could be reduced.

The development of intelligent IoT technology solutions is a new innovative business model that can create smart destinations, enabling seniors’ full autonomy of smart choice and protecting them in their travel activities [17,33]. This can assist seniors in maintaining their safety, a feeling of comfort, and health consciousness during their leisure activities, especially now that there are many IT devices associated with the protection of seniors available in the market [38,39]. One such example is the MyGuardian care device, a personal medical fall alert detection device for seniors. The functions of this device protect not only the physical body but also the psychological side of one’s mental condition, thus encouraging seniors to engage in more activities, especially outdoor activities. The resultant increase in social interaction and entertainment opportunities can delay the aging process in seniors [40].

A home telehealth system is another example that can remotely monitor the vital signs of a senior’s physical condition, which is crucial in the case of an emergency. More importantly, these intelligent IoT technology solutions can make seniors more independent and give them the confidence to engage in leisure activities with family members and friends [41,42]. This demonstrates that seniors’ psychological satisfaction and quality of life can be improved as the negative effects of social isolation and loneliness are reduced [17,42]. Therefore, by integrating intelligent IoT technology solutions into leisure farms, leisure farms are expected to innovate business models that can differentiate themselves from their competitors by offering seniors an increased quality of life. Figure 1 shows possible intelligent IoT technology solutions for senior citizens.

The tourism and leisure industry can respond to the impact of the COVID-19 pandemic by using big data and AI technologies. These technologies can collect relevant data and perform continuous analysis from numerous geographical locations in real time to understand the current pandemic situation [43]. They can also automatically and dynamically provide the latest recommendations for leisure destinations and activities. This allows the general public to participate in leisure activities without fear of infection from gatherings, thus enjoying these activities freely. Additionally, leisure farms, often being outdoor spaces, have better inherent conditions for avoiding gatherings.

Other studies have mentioned that during critical times when it is necessary to avoid going out and engaging in social gatherings, virtual reality technologies can serve as strategic responses [44]. This includes increasingly advanced AR and VR technologies, which play a role in providing virtual experiences in the retail service industry. These technologies have become important strategic considerations for industries in their business operations in the post-pandemic era [45].

2.4. Taiwanese Elderly Participation in Smart Leisure Farms

Internationally, a population is classified as an aging society, an aged society, or a super-aged society when the proportion of people aged 65 and over is 7%, 14%, and 20%, respectively. Taiwan became an aging society in 1993, transitioned to an aged society in 2018, and is expected to become a super-aged society by 2025. The rate of aging in Taiwan far exceeds that in many advanced countries. This rapid demographic shift will impact various aspects of society, including the economy, healthcare, family structures, and social systems, necessitating early planning and strategic response.

Due to various physical limitations and psychological changes, elderly individuals experience significant impacts on their overall activity levels, participation in different types of activities, and social interactions within their communities. According to [46], the Global Activity Limitation Indicator (GALI), derived from the European Health Interview Survey (EHIS) conducted between 2007 and 2010 across 14 European countries, effectively reflects the daily activity limitations experienced by European citizens.

This study references the official report from the Taiwan Health Promotion Administration (HPA)—Taiwan Longitudinal Study on Aging Survey Report [47]. It presents an analysis of the characteristics of Taiwan’s elderly population and applies this information to examine the participation of elderly individuals in leisure farms that utilize smart technology within the leisure farm industry. The following sections detail these findings.

Firstly, 31.2% of elderly individuals in Taiwan experience limitations in daily activities due to health issues for over six months, with a higher prevalence among women than men. This percentage increases with age, reaching 61% for those aged 75 years and above. These data highlight the significant need for intelligent technology to monitor and assist elderly individuals in their daily activities. Emphasis should be placed on preventive and early-warning systems to substantially reduce the likelihood of potential problems. Additionally, elderly individuals face considerable difficulties with physical and mental functioning indicators, with nearly 50% of women and almost 40% of men experiencing such challenges after the age of 75 years. The hypotheses of this study are as follows:

Hypothesis 1.

The integration of intelligent technology into leisure farms can enhance the physical safety of elderly individuals during their participation in leisure farm activities, allowing them to engage more comfortably and freely in these activities.

Hypothesis 2.

The integration of intelligent technology into leisure farms can reduce the physical and psychological discomfort of elderly individuals during their participation in leisure farm activities, enabling them to engage more comfortably and freely in these activities.

Secondly, regarding lifestyle habits, the survey report indicates that poor dietary habits among the elderly decrease with age, and there is a significant emphasis on maintaining a healthy diet, with women showing greater concern than men. The development of exercise habits also increases with age. Additionally, elderly individuals prioritize maintaining regular sleep patterns and avoiding staying up late to prevent or manage chronic diseases. Therefore, the hypotheses of this study are as follows:

Hypothesis 3.

Through intelligent quantitative analysis, assisting elderly individuals in developing suitable leisure farm activities based on their physical condition can lead to personalized activity design. This approach aims to enhance the quality of life through customized leisure experiences, thereby improving the quality of elderly participation in leisure agriculture activities and increasing the competitiveness of farm operators.

Finally, among elderly individuals, over 80% of those aged 54–59 engage in information technology, but this percentage declines with age, dropping to less than 20% for those aged 75 years and above. This indicates that the ability and willingness of elderly individuals to engage with information technology are limited by age. Conversely, participation in community activities tends to increase with age. Therefore, the hypotheses of this study are as follows:

Hypothesis 4.

The effectiveness of providing intelligent technological assistance to elderly individuals in leisure farm settings will be influenced by their age group. Additionally, the design of community activities can enhance connections between visitors and the local community, leading to higher satisfaction with the experience and increasing the uniqueness and brand recognition of leisure farms.

3. Methodology

This study employed a qualitative method using the Delphi Technique and a grounded theory approach. We have chosen objectivist grounded theory, which is a positivist and empiricist method [20]. This method guides the researcher to act as a neutral observer, and find emerging issues in the data. Through data analysis via an open, axial, and selective coding process, the dimension of the concept is developed by labeling potential categories into properties that explain the beneficial factors of using intelligent IoT technology solutions for leisure farms [20,48].

3.1. Sampling and Data Collection

A qualitative approach using the Delphi Technique was used to define the research questions and sampling process of the study. The use of the Delphi Technique involved inviting a group of three academic experts and two leisure farmers whose domain knowledge specialized in leisure farm management. We discussed as many different views as possible on the current issues and challenges the leisure farms are facing.

In the following process of the Delphi Technique, the same three academics, one technology farming expert, and three other local leisure farmers were formed to specify the interview questions and sampling process. We followed two perspectives of beneficial and constraint perception, guiding the structure of strategic planning for the development of interview questions [49]. This guidance can investigate both benefits and investment costs, which is mainly concerned with investors when proposed solutions come to spending money. Semi-structured interviews were also suggested to ensure the quality of the collected data, which is not too broad in the process [50]. The interview questions were thus developed as below:

• What do you think of using intelligent IoT technology solutions to sustain leisure farms for seniors?
• What constraint factors do you perceive when using intelligent IoT technology solutions to sustain leisure farms for seniors?

In the process of sampling and data collection, the sampling assessment begins by choosing the location of leisure farms across Taiwan to verify the representativeness of the study [51,52]. This study chose 40 leisure farms that are legally registered on the official website of the Taiwan Leisure Farms Development Association. A convenient and purposeful sampling approach was employed to attest to the comprehensiveness and relevance of the questions in our semi-structured interviews [52]. Participants who had more than 3-year experience in managing a leisure farm were required to sustain the validity of the study [53]. The grounded theory approach is a qualitative research method that typically requires a smaller sample size compared to quantitative research. The primary goal of grounded theory is to generate a rich understanding of the phenomena under investigation and to identify emergent themes and patterns. Given this focus on depth over breadth, smaller sample sizes are considered appropriate and often yield valuable insights. In our study, we interviewed 40 leisure farmers, which provided a diverse and comprehensive representation of the target population. This sample size allowed us to gather in-depth information about their experiences, opinions, and perspectives regarding the use of intelligent IoT technology solutions in leisure farms. As we conducted the interviews and analyzed the data, we reached a point of theoretical saturation where no new themes or concepts emerged from the interviews. Theoretical saturation is a key criterion in grounded theory research, as it indicates that the data collection process has sufficiently captured the relevant themes and concepts related to the research question.

Semi-structured interviews were conducted over the phone with leisure farmers before visiting the properties. All interviews were recorded and transcribed in plain text, which was then checked back and forth to ensure the reliability of the study. The report was proofread by an English-speaking expert with experience in the leisure industry since the interviews were conducted in Mandarin. Interviews were held from 14 January to 20 March in 2019, with the average interview length of about 60 min.

3.2. Data Analysis

Before the coding process, we, the three researchers met together to share the experience of interacting with participants during the interview process. We discovered that following five interviews with leisure farmers, the conceptual framework of the study became more apparent as data saturation increased [20,54]. We continued to complete the interviews with a total of 40 samples. This is far more than the basic requirement for 12 interviewers [55]. This ensures the quality of this emerging theory is comprehensive and credible in the iterative process of data sampling, collecting, and analyzing data [55].

In the first step of the open coding process, eighteen potential categories associated with participants’ perspectives of the benefits (

Table 1. Coding process for the benefits of intelligent IoT technology solutions.

Open Coding (Line-by-Line Coding)	Subthemes (Axial Coding)	Main Themes (Selective Coding)
- Differentiation of a new business opportunity - Increase in the aging population - IT leisure concept for seniors	- A new business opportunity for the senior market	- A new business opportunity for the senior market - Smart destination image for leisure farms - Efficiency of operations and workforce management - Provision of easy access and a safer natural environment - Provision of on-demand service for personalized needs - Enhancement of social value and quality of life with country lifestyle
- IT brand image for leisure farms - Creation of a topic in the market - Smart destination with intelligent IoT technology solutions	- Smart destination image for leisure farms
- Improved operation efficiency - Reduction in workforce employment - Efficiency of farms’ service	- Efficiency of operations and workforce management
- Safety on a mountain track - Easy enjoyment of a bushwalk - Access to forest landscape	- Provision of easy access and a safer natural environment
- On-demand service with DIY activities - Experience forest eco-life - Customized activities for different needs	- Provision of on-demand service for personalized needs
- Enhanced social relationships with family and friends - created value of an enjoyable mindset and lifestyle - Improved quality of life with psychological needs	- Enhancement of social value and quality of life with country lifestyle

) were identified. Line-by-line microanalysis was used to compare the data for similarity and differentiation to identify potential categories. Those were identified according to the patterns of words, phrases, or sentences that present identical meanings [20,48]. Concepts and their properties (e.g., targeting seniors seems like a promising idea to differentiate us from competitors) were developed as part of the analytic process. The dimensions of each category (e.g., could be new opportunities for a new market) were explored as examples of the differentiation of a new business opportunity. This ensured a good fit and relevance for inductive research [56].

Open coding was followed by axial coding, which is a process used to recognize upper-level categories. One upper-level category of a new business opportunity for the senior market was discovered by merging the three possible categories of differentiation of a new business opportunity, increased in the aging population, and IT leisure concept for seniors. The other five upper-level categories, namely, smart destination image for leisure farms, efficiency of operations and workforce management, provision of easy access and safer natural environment, provision of on-demand service for personalized needs, and enhancement of social value and quality of life with country lifestyle, were identified through the same process. This resulted in the identification of six upper-level categories. As the last step, we used a selective coding process to identify the categories that comprise a theoretical concept for this study’s aims [56]. Table 1 gives the coding process for the benefits of intelligent IoT technology solutions for seniors.

Using the same grounded-coding process, another viewpoint on constraints raised in the application of intelligent IoT technology solutions to leisure farms also identified eighteen potential categories as open codes. A total of six upper-level categories were identified as axial codes, as well. These provide contrasting thoughts to be considered by leisure farms when they consider applying intelligent IoT technology solutions for seniors.

Table 2. Coding process for the constraints raised in applying intelligent IoT technology solutions.

Open Coding (Line-by-Line Coding)	Subthemes (Axial Coding)	Main Themes (Selective Coding)
- Too expensive to invest - No spare money to spend on IoT - Lease could be a better solution	- Insufficient funds to invest in intelligent IoT technology solutions	Statement of constraints - Insufficient funds to invest in intelligent IoT technology solutions - Lack of maintenance and technical personnel - Inability of a small-scale operation to balance the cost - Lack of professional medical staff or healthcare workers - Unclear regulation guidelines - May push away diverse groups of tourists
- Do not know how to operate - Need technical personnel on-site - Too old to learn how to maintain IT systems	- Lack of maintenance and technical personnel
- Could not cover the cost - Lease could reduce cost pressure - Prefer small business operation	- Inability of a small-scale operation to balance the cost
- Insufficient medical knowledge - Insufficient emergency skills - Long-distance to hospital	- Lack of professional medical staff or healthcare workers
- No clear guidelines to follow - No standards or regulations - Could be complicated to equip with IT systems	- Unclear regulation guidelines
- Could confuse existing tourists - Could disturb the moods of existing tourists - Feel strange to see many seniors	- May push away diverse groups of tourists

gives the coding process for the constraints raised in considering the application of intelligent IoT technology solutions to leisure farms.

4. Findings and Discussions

4.1. Respondents’ Profile

The demographic data indicates that twenty-six of the participants were male (65%) and fourteen were female (35%). Most of them were above 51 years of age (52.5%), followed by those aged 36 to 50 (37.5%) and below 35 years of age (10%). In terms of experience in managing leisure farms, most respondents had 6 to 10 years (42.5%), followed by those with more than 11 years (32.5%) and those with only 3 to 5 years (25.0%). A look into leisure farmers’ age and management experience reveals that most leisure farms are family businesses managed by the children of the founders. Finally, as for their highest level of education attained, 27.5% of respondents had graduated from high school, followed by college graduates (25.0%), those with a bachelor’s degree (22.5%), secondary school non-graduates (15%), and those with post-graduate degrees (10.0%). The descriptive data of the participants are shown in

Table 3. The descriptive data of study participants.

Gender	Numbers
Male	26
Female	14
Age
30–39	11
40–49	8
50–59	17
60–69	4
Years of Management
Under 5	10
6–10	17
11–15	9
16–20	4
20 above
Location
North	10
Central	10
South	10
East	10

.

4.2. Findings

This study has explored the beneficial factors of using intelligent IoT technology solutions for leisure farms to target a new market of seniors in responding to the issue of homogeneity. A smart destination image of a new business opportunity can be strategically developed to differentiate leisure farms from other competitors [22,33,57]. The value of easy access and a safer environment, along with a provision of smart services that can fulfill the full rights of seniors who can participate in as many activities as possible they want [30,34]. In addition, leisure farms can beneficially and efficiently manage their resources in relation to daily operations and workforce utilization [30]. However, the other side of constraints, such as investment cost, incapability of technical personnel and maintenance, and collaboration with medical care institutes, may concern leisure farms to transform and thus sustain.

The study findings demonstrate that new business opportunities targeting the senior market, intelligent destination branding of leisure farms, operational efficiency and workforce management, convenient and safe natural environments, personalized on-demand services, and the enhancement of social value and quality of life through rural lifestyles are key factors determining the successful transformation of leisure farms. From the supply and demand perspectives of service provision and consumer acceptance, the core exchange value lies in the service marketing concept, where service providers (leisure farms) leverage smart technology to deliver innovative services. These initiatives drive positive operational outcomes, addressing the critical pain points of the target demographic (seniors) during leisure travel experiences. Conversely, six primary constraint factors arise predominantly from the limited scale of operation in most leisure farms, which fail to achieve economies of scale, particularly under the constraints imposed by restricted market sizes.

Figure 2 displays a model of the findings. Market repositioning to seniors was identified as a new business opportunity and a profitable market for leisure farms in Taiwan. One stated, for example, “…since seniors are increasing, it may be a promising idea to focus on them…, this seems like a big blue market to make a profitable income…” (L36) “L” refers to the respondent of leisure farms. Economic benefits, such as profitable income, determine the market opportunities that leisure farms consider seeking sustainability [1,24]. This is evaluated by the trust or belief in leadership that relates to responsible entrepreneurship for entrepreneurial opportunities in developing sustainable tourism [58].

“Smart destination image for leisure farms” was the second factor identified to promote the IT brand image of leisure farms with the safety of travel destinations. This supports the idea that intelligent IoT technology solutions can act as facilitators to encourage seniors to come and engage in more outdoor leisure activities and recreation [4,34,38]. One respondent said “…seniors can be remotely looked after by mobile devices with sensors, especially when an emergency occurs…, in my view, this system not only helps to monitor senior travelers in general but also plays an important role in looking after my parents…” (L13) The finding can play a crucial role in marketing activities that not only can continue to enhance relationships with existing seniors but also can attract new seniors [59,60].

“Efficiency of operations and workforce management” was the third factor identified as a factor that provides efficient resource management, which reflects the important benefits of employing intelligent IoT technology solutions [30,33]. The first improvement is to extend operational services without concern for seasonal crops for leisure farms. One respondent said, “…by using IoT technology solutions to plant my greenhouse fruits and vegetables…, it becomes easier to operate the farm, and the user experience of our service broadens without us having to be concerned with seasonal fruits and vegetables” (L10). This finding can be feasibly used to improve the income of leisure farms by not only extending the operation services but also dispersing seniors coming during the un-crowded weekdays.

The second improvement is to optimize the quality of managerial work, safety, and productivity for better workplace management [4]. One participant said “…it’s difficult to employ young staff in this rural area…, it could be a good idea for me to use technology to assist in some tasks in my daily operation…” (L16). This finding supports that the use of innovative IT solutions can reduce manpower and the labor burden by improving daily operation efficiency, reducing seasonal employment, and helping with labor utilization [61,62].

“Provision of an easy access and safer natural environment” was the fourth factor identified to effectively support managers in dealing with peripheral areas’ access, on-site operations, and emergencies through real-time data monitoring and responding [33,34,63]. One said “…some outdoor travelers, like me, enjoying mountain hiking and bushwalk…, we feel great refreshment staying in a safer rural place surrounded by natural beauty and landscape… (L34). This can be used to promote the content of quality life in that seniors are pursuing their desired spiritual satisfaction in safer natural environments and surroundings, which can relieve stress as a treatment of forest therapy [27,64].

“Provision of on-demand service for personalized needs” was the fifth factor identified to offer personalized tours according to the needs and preferences of seniors [34]. This is a data-driven business model in which a large amount of traced data of travelers are recorded and analyzed in a database that allows the customization of a tour service [34]. One respondent said, “…we create many DIY activities or nearby hotspot tours for customers to choose from, for example, digging up sweet potatoes, picking strawberries, or baking bread in a brick oven…, in the summertime, we lead travelers to see fireflies at night time…” (L4) This provides the full right of autonomy for seniors in customizing their own tours as the smart destination is developed to provide smart business and its diverse experiences [30,33,57]. Seniors can thus co-create value in the interactive process to achieve the concept of value-in-use [33,65].

“Enhancement of social value and quality of life with country lifestyle” was the last beneficial factor identified to sustain leisure farms by creating a differentiated brand image that involves the social value of regional identity in one community as a whole [34,66]. This requires collaboration with diverse farms or industries that work together to provide enjoyable local tourism products or services [3,66,67]. One said, “…we intend to create a place that offers regular activities, family parties, or even community events…, we would like to share with people who have diverse life experiences and learn from each other for a variety of knowledge and handcrafts…, or even leverage expertise of retired medical doctors that offers medical care service on-site.…” (L28).

This finding supports the value of sharing interests and benefits for the country lifestyle that determines the success of diverse tourism activities and experiences [68,69]. More importantly, on-site medical care services leverage can attract seniors who are concerned about their travel issues relating to safety, convenience, and comfort [34]. A home telehealth system can be part of a technological solution that can inspect the body remotely while providing an enjoyable countryside lifestyle [38]. The quality of life for seniors to socialize with family or friends could thus improve, which in terms could satisfy their psychological needs by reducing the side effects of loneliness [17,42].

In responding to the constraints of applying intelligent IoT technology solutions for seniors, six factors are identified, including insufficient funds to invest in intelligent IoT technology solutions, lack of maintenance and technical personnel, the inability of a small-scale operation to balance the cost, lack of professional medical staff or healthcare workers, unclear regulation guidelines, and may push away different groups of tourists. It is important to address the cost of operation, training, and maintenance, which are always a big concern when introducing an innovative IT solution [61,70]. One example said for “insufficient funds to invest in intelligent IoT technology solutions, “…I would first the amount I would need to spend on it, …I would not consider it if it were too expensive, … tea leaves are our primary business, not IT…” (L6)

“Lack of maintenance and technical personnel” was the second constraint factor identified. This supports the idea that failure in the operation of technology can cause customer frustrations and dissatisfaction [61,70,71]. One said, “…It would not work unless I had hired technical personnel on-site, as I am a stranger to the IT…” (L24).

“Inability of a small-scale operation to balance the cost” was the third constraint factor identified. One said, “…we are a family business, we cannot afford to buy IT…, Yet renting it could be a possible solution…” (L16). Investment is critical decision-making, which is a leadership strategy for the family business, but cost consideration and return rate are limitations for small businesses because of economies of scale [28,72].

“Lack of professional medical staff or healthcare workers” was the fourth constraint factor identified. One said, “…Once business targets seniors, (we will run into trouble as) we are unable to look after them…, the closest hospital is about one hour away by car…” (L33). This may require cooperation with the public health system and acts as a “bridge organization” to address the needs of a geographically defined population of beneficiaries as a model of accountable health communities (ACH) [73,74].

“Unclear regulation guidelines” was the fifth constraint factor identified. One respondent said, “…although this could be a sound idea that would transform my business into a different type of business model, I have no idea of how to implement it in an appropriate direction…” (L5). This finding supports the idea that the barriers to environmental technologies are influenced by users without knowledge of operations and guidelines [75,76]. The last constraint factor was identified as “may push away different groups of tourists”. One participant said, “…it would be weird to be out enjoying a fun activity or having a lazy afternoon teatime on a leisure farm and seeing many seniors around you…, I cannot imagine it…” (L12). Although this may result in conflict with other groups of markets, family travelers are expected to increase, as a diversity of fun activities can be tailored to meet the needs of various age groups [77].

In addition to applying smart technology to enhance farm productivity through a service-oriented approach, other studies emphasize international examples that demonstrate how promoting food and agricultural education on leisure farms can improve operational performance [78]. In neighboring Japan, demographic and agricultural trends similar to those in Taiwan highlight efforts to revitalize rural economies by attracting tourists to consume local products and increasing agricultural value. Japan’s integrated approach to agriculture, forestry, and fisheries aligns with Taiwan’s aspirations for agricultural refinement [79].

Furthermore, the factors influencing farm operators’ efforts to enhance operational value include farm size, years in operation, number of employees, and availability of skilled personnel. Regulatory gaps and administrative hurdles pose challenges to farm transformation and development [78]. In a competitive and homogeneous market environment, larger-scale leisure farms exhibit a higher demand for innovative IoT solutions compared to smaller farms.

This study investigates the utilization of Internet of Things (IoT) technology as a solution to enhance the development potential of innovative leisure farm business models tailored to the elderly market in Taiwan. Extensive data analysis assists in ensuring the safety of elderly individuals during leisure activities by proposing preventive measures to reduce risks, thereby increasing the physical safety, comfort, and peace of mind of elderly tourists during their experiences. This result aligns with Hypotheses 1 and 2 of this study.

Additionally, it supports the customization of leisure activities and eco-living tours to accommodate the diverse physical and mental conditions of elderly individuals, providing unique, independent, and personalized experiences. This finding corroborates Hypothesis 3 of the study.

Furthermore, emphasizing a differentiated brand image centered on “enhancing social value and quality of life through rural living” strengthens the connection between tourists and local communities [34,66]. This data-driven approach powered by IoT solutions presents new business opportunities, specifically targeting the elderly market, thus supporting Hypothesis 4 of the study.

5. Conclusions

This study, through a grounded theory approach, emphasizes the value that innovative smart technology brings to the experiences of seniors in the context of leisure farms. The findings illustrate how data-driven business models facilitated by intelligent IoT technology solutions can effectively help leisure farms operate within the senior market segment. This innovative business model enables real-time monitoring, management, and data-analytic services, enhancing the capabilities of leisure farms [34]. On the other hand, the study also identifies forward-looking issues and constraints in management that require improvement. It provides a comprehensive perspective on offering smart technological services, enhancing service quality and operational management, ensuring a safe environment, delivering personalized services, and creating a differentiated brand image that emphasizes the “enhancement of social value and quality of life with a country lifestyle.” These beneficial factors are regarded as sources of competitive advantage when implementing intelligent IoT technology solutions.

Customized leisure activities and recreation play a vital role in satisfying seniors’ desires for a high-quality retired life and a new rural lifestyle [3,14,34]. Intelligent IoT technology solutions can serve as facilitators, attracting seniors to enjoy a safe and worry-free stay in a rural natural environment [4,12]. Leisure farmers can strategically focus on one or more of these elements, depending on their preferences.

The study also uncovers six constraint factors leisure farmers must consider when implementing intelligent IoT technology solutions to target seniors: “insufficient funds to invest”, “lack of maintenance and technical personnel”, “inability of a small-scale operation to balance the cost”, “lack of professional medical staff or healthcare workers”, “unclear regulation guidelines”, and the possibility of “alienating other tourist groups.” Despite these constraints, leasing services from IT consultancy firms can facilitate the implementation of intelligent IoT technology solutions. Leisure farms can also collaborate with local public health systems, acting as bridge organizations in case of emergencies. Ultimately, leisure farms must decide whether to remain in a saturated market or confront the challenges associated with their rapidly evolving environment.

5.1. Theoretical Implications

This study contributes to the theoretical understanding of the application of intelligent IoT technology solutions in sustaining leisure farms, particularly by targeting the senior citizen market in response to the issue of a homogeneous market in Taiwan. As this area remains under-researched, the grounded theory approach adopted in this study highlights the value of inductive research in uncovering new insights and dimensions [1,56]. This process has led to the identification of six factors that have significant implications for the development of innovative business models centered around intelligent IoT technology solutions in the leisure farm industry.

These factors, namely, (1) “a new business opportunity for the senior market”, (2) “smart destination image for leisure farms”, (3) “efficiency of operations and workforce management”, (4) “provision of easy access and a safer natural environment”, (5) “provision of on-demand service for personalized needs”, and (6) “enhancement of social value and quality of life with a country lifestyle”, represent the direct theoretical contributions of this study. These findings expand the current knowledge base in the domain of IoT technology applications within the leisure farm context and provide a foundation for future research exploring the adoption and implementation of such solutions in different settings and market segments.

Furthermore, this study offers a basis for examining the potential constraints and challenges faced by leisure farms when adopting intelligent IoT technology solutions. By considering both benefits and constraints, researchers and practitioners can gain a more comprehensive understanding of the factors influencing leisure farms’ decisions to adopt innovative IoT technologies, leading to a more robust theoretical framework in this area.

5.2. Managerial Implications

This study’s findings highlight the potential of an innovative business model based on intelligent IoT technology solutions to sustain leisure farms by addressing the issue of market homogeneity for the senior demographic. Several managerial implications can be derived from the findings of the research. The “smart destination image for leisure farms” factor can be employed to emphasize the safety of travel destinations in marketing campaigns, and it could be a differentiation strategy. This approach can strengthen relationships with existing senior customers and attract new seniors to leisure farms [59,60]. IoT technology solutions can facilitate the creation of a safe rural environment for seniors to enjoy worry-free stays [4,12,34].

The “efficiency of operations and workforce management” factor can help leisure farms offer activities such as fruit or vegetable picking without concerns about seasonality. Offering weekday discounts can encourage seniors to visit during off-peak times, enhancing productivity and labor utilization. The “provision of easy access and a safer natural environment” factor can assist managers in dealing with on-site operations and emergencies through real-time data monitoring and response. Ensuring a secure environment for seniors can improve their quality of life by encouraging participation in outdoor activities and recreation.

The “provision of on-demand service for personalized needs” factor can enable seniors to actively customize their DIY activities and eco-life tours. This may necessitate the formation of partnerships with the local community, which in turn could create a source of competitive advantage for the entire area. Finally, the “enhancement of social value and quality of life with a country lifestyle” factor can be leveraged to create a differentiated brand image for leisure farms by offering a warm, family-like, or friend-oriented atmosphere. This approach can contribute to the long-term sustainability of leisure farms, especially in homogeneous markets.