休閒農業體驗活動對遊客支出與遊憩效益之影響－以宜蘭縣為例

The Effects of Leisure Agricultural Experience on Visitors' Expenditure and Recreation Benefits-A Case Study of I-Lan County

洪羽姿(Yu-Tzu Hung) ； 陳凱俐(Kai-Lih Chen)

《宜蘭大學生物資源學刊》 8卷2期 (2012/12) Pp. 51-71

https://doi.org/10.6175/job.2012.82.15

摘要

在休閒農業的相關研究文獻中，不少學者提出體驗活動在休閒農業中的功能性及重要性，但目前這些關於休閒農業體驗活動的功能及重要性尚僅止於論述，並無實證研究的數據支持。本研究目的在於透過宜蘭縣實證資料，分析體驗活動為休閒農業帶來的實質收益和無形效益，並比較參與體驗活動及未參與體驗活動遊客的效益會有何不同。在實質收益方面，以多元迴歸模型探討影響非體驗活動支出之變數，結果顯示有參與體驗活動的遊客在非體驗活動的支出顯著高於未參與體驗活動之遊客。其他影響遊客非體驗活動支出的變數還有停留時間、所得、年齡三項變數，且這三項變數皆為顯著正向。因此，經營者若欲提高遊客的支出，可以增設體驗活動，或藉由體驗活動拉長遊客的場內停留時間，進而帶動更多消費，另一方面也能設計適合高年齡層的體驗活動或針對高年齡、高所得遊客的安排套裝行程，藉由這些活動吸引遊客前來體驗而後帶動遊客在場內更多的花費。在無形效益方面，研究估計參與體驗及未參與體驗活動的遊憩效益，並檢定其間是否具顯著性差異，研究首先採用計數模型中具有修正現場樣本產生的截斷與內生分層問題的On-site Poisson來推估旅遊需求，並以Parsons and Wilson（1997）的分群法建立專程與順道旅遊之旅遊需求模型，再由旅遊需求函數推估遊憩效益，這流程為評估遊憩效益的旅遊成本法中較週延的方法。研究結果顯示，旅遊成本對旅遊次數有顯著負向影響，此結果符合需求法則。旅遊需求推估遊憩效益的結果顯示，區分專程與順道之遊憩效益評估結果會顯著高於未區分專程與順道旅遊的遊憩效益，這樣的結果再度呼應相關研究所強調的，評估遊憩效益時不應忽略專程與順道旅遊的區別。最後，在是否參與體驗活動對遊憩效益的影響的實證結果發現，參與體驗樣本的遊憩效益顯著高於未參與體驗樣本的遊憩效益。根據結果，本研究對公部門的提出的建議為，輔導相關農業場所時應加以宣導體驗活動的重要性，不應純以貨幣收益為考量，因為休閒活動的價值也是一種國民褔利，因此亦應評估遊憩效益，才能完整的估計活動或產業的總效益。

關鍵字

休閒農業 ； 休閒農業體驗活動 ； 遊憩效益

並列摘要

Many leisure agriculture scholars emphasize the importance of experiencing activities in the leisure agriculture, however, in relevant literatures, the function and importance of experiencing activities have merely been stated and are without empirical research data to support it. The purpose of this study is to analyze the benefits rendered from experiencing activities of leisure agriculture industry in Yilan County which includes tangible and intangible benefits. The benefit of tourists with and without experiencing activities is also compared. For tangible benefits, we adopted ordinary least square regressions to investigate variables that affect the expenditure. The result shows that tourists who have participated in agricultural experience spent more than those who did not. Other significant variables include staying time, income and age, these variables are all positivly related to expenditure significantly. Therefore, we suggest that those who wish to increase visitor expenditure may design more agricultural experiencing activities to prolong visitors' staying time and to motivate spending. Furthermore, we suggest leisure agriculture managers to design agricultural experiencing activities for the elders and the high-income visitors. In intangible benefits, we used On-site Poisson model to estimate travel demand and apply Parsons and Wilson's (1997) method to distinguish single and multiple trips tour, and to create multiple trips tour's demand model. We then use the travel demand function to estimate recreatural benefits. This process is a substantial approach among methods to estimate the recreational benefits. Under these circumstances, tourists' benefits created by participating experiencing activities or not were estimated, and benefit differences were tested for their significance. The empirical results of the travel demand, whether distinguish single or multiple trips or not, and whether distinguish tourists with or without experiencing activities or not, the travel costs significantly negatively related to the number of trips, which follows the law of demand. In addition, the recreational benefits estimated by the travel cost weighting methods are significantly higher than that of the total sample. It means that the recreational benefit is underestimated without consideration of multiple trips. Furthermore, the estimated recreational benefits of the tourists with experiencing activities are significantly higher than that of the tourists without. For governmental departments, the suggestion of this study is to publicize the importance of experiencing activities, and the monetary benefit should not be the only concerning factor for the value of leisure activities is a matter of national welfare. Therefore, a complete estimation of activities and industrial benefits should include both the monetary and recreational benefits to reveal the total benefits of leisure activities.

並列關鍵字

leisure agriculture ； Experiencing activities ； recreation benefits