- 期刊
休閒式釣蝦場經營模式與消費者參與動機之研究
Analysis of Management Model and Motivation of Consumer Participation in Leisure Prawning Farms
摘要
由於經濟快速發展，國民所得大幅提昇，加上產業由勞力密集邁向高科技化，不僅縮短人民的工作時間，周休二日制度的實施，也增加了國人的休閒時間，且觀光休閒調查報告也顯示，親近海洋、森林等大自然環境的活動，是許多國人心中優先的休閒選擇（莊慶達，2001）。依據較保守的估計，目前台灣地區的釣友總人數至少在120萬人以上，其中池釣人口約佔55%、海釣人口約佔40%、溪釣人口約佔5%（陳平南，2015）。本研究旨在了解台中大里太平地區釣蝦場的經營模式、市場價值與消費者參與動機之關聯性，透過親臨現場坐釣並與釣蝦場經營者、釣蝦場顧客深入訪談，可作為未來釣蝦場經營模式之參考方向與建議。本研究訪談及實際觀察發現，從經營者角度看來，釣蝦場雖有淡旺季之分，但釣客無淡旺季之別；放蝦量大有蝦底又常舉辦活動，環境舒適宜人且通風良好採光佳，透過網路的宣傳及行銷，成立粉絲團已是基本要素，更能讓客人得知最新動態，對於單純經營釣蝦場的傳統店家，可列入未來經營的參考方向。大里太平地區的釣蝦場，都有成立屬於自己的粉絲專頁，相關營業動態以及未來促銷活動，都能夠在裡面找到，對於新手釣客，建議可以多上店家粉絲團瀏覽動態，老手釣客們也能透過公告訊息，得知目前店家狀況，以利消費前評估並做出對自己最有利的選擇。
並列摘要
Because of the rapid economic development, the national income has been greatly increased. The working environment in many industries has moved from labor-intensive to high-tech mode, which not only shortens people's working hours but also increases their leisure time. The tourism and leisure survey has indicated that people prefer having activities in the natural settings such as ocean and forests (Zhuang, 2001). Currently, the total number of anglers in Taiwan is around 1.2 million, of which the pond fishing accounts for 55%, the sea fishing accounts for about 40%, and the stream fishing accounts for 5% (Chen, 2015). The purpose of this study is to understand the relationship between the management model, market value and motivation of consumer participation of prawning farms in Taichung area through visiting to the sites and having in-depth interviews with prawning farm operators and consumers. The findings have shown that there are off-peak seasons for the prawning farm operators, but there is no difference for anglers. For the traditional prawning farm operators, they can try to have larger amount of shrimp in the pond. Also they should try to hold various events or activities to create a more comfortable and pleasant environment with good ventilation and good lighting. Establishing a fan group through online publicity and marketing allows consumers to know the latest news and events. Prawning farms in the Taichung areas all have their own fan pages to promote their business developments and future events. For novice anglers, they can go to these prawning farms' fan pages to browse the latest updates. Veteran anglers can check out the prawning farms' current status through their announcement board, so as to make the most beneficial choice for themselves before consumption.