Tourist View on the Development Strategy of Zhuhai Agricultural Science

遊客觀點：珠海農科奇觀發展策略初探

朱健婷(Jianting Zhu) ； 李嘉文(Chia-Wen Lee)

《休閒與社會研究》 15期 (2017/06) Pp. 93-106

摘要

After the policy of Three Agriculture was announced, the Zhuhai official obeys the national development of building agricultural science wonders area to promote the development of leisure agriculture. In order to achieve the expected goal, the governor needs to find the key factors driving development. The purpose of this study is to solve the present development predicament of the demonstration industrial park of agricultural wonders in Zhuhai and put forward reasonable suggestions. Based on fieldwork, interview and questionnaire analysis, this paper tries to find out the core of the problem from the point of view of tourists, and then puts forward the way of improvement. The study found that the Zhuhai Agricultural Science Wonder (ZASW), due to lack of publicity efforts, the construction of the park is not enough, facilities and equipment is not perfect, the activity set up innovative, insufficient attraction, brand activity mining not deep and so on, affecting the overall operation of the results. It is suggested that the future can form brand, adjust scenic spot setting, strengthen hardware and software maintenance, develop related derivative products, plan experience agricultural activity area, and introduce talents to promote competitiveness.

關鍵字

Agriculture ； Tourism ； Zhuhai Agricultural Science Wonders

並列摘要

在國家扶持“三農”，發展農業旅遊、生態旅遊的政策提出後，珠海呼應國家發展設立農科奇觀區試圖促進休閒農業的發展，但現今運營績效為達預期目標，亟需找尋帶動發展的關鍵要素。本研究目的是為珠海農科奇觀示範產業園解決目前存在的發展困境，提出合理建議。研究從實地田野調查、訪談法、問卷調查分析等方法出發，試圖從遊客觀點找尋問題的核心，進而提出改善之道。研究發現珠海農科奇觀因宣傳力度不足，園區建設力度不夠，設施設備不完善，活動設置創新性、吸引力不足，品牌活動挖掘不深等等問題，影響整體運營的成果。建議未來可以文化內涵形成品牌、調整景區設置、加強軟硬體維護、開發相關衍生產品、規劃體驗農業活動區、人采引進等提升競爭力。

並列關鍵字

觀光農業 ； 珠海農科奇觀 ； 遊客