綠色旅遊內涵及新產品開發策略

Study on the Connotation and New Product Development Strategy of Green Tourism

鄭健雄(Jen-Son Cheng) ； 林劭潔(Shao-Chieh Lin)

《臺中區農業改良場特刊》 144號 (2021/09) Pp. 154-179

摘要

永續發展（Sustainable Development）是21世紀全球性的重要議題，隨著全球經濟與物質生活改善，世界各國開始關注如何持續繁榮與進步等相關議題。綠色旅遊（Green Tourism）是繼生態旅遊之後，逐漸受到國人關注的一種旅遊形式，狹義的「綠色旅遊」是指城市居民利用閑暇到農村、山區、漁村等充滿綠色的農漁山村地區度假休閑的一種旅遊活動。由於這種旅遊活動是以富有田園風光的農漁山村地區為場域，所以又被稱為農村旅遊，或鄉村旅遊；廣義的「綠色旅遊」，除了含有「農村旅遊」、「鄉村旅遊」之意外，還包含「農業旅遊」、「生態旅遊」等含義在內。因此，本研究認為一切以自然環境的保護與合理利用的旅遊活動都可以稱為「綠色旅遊」，就在本質內涵而言，「綠色旅遊」與「農村旅遊」、「鄉村旅遊」屬同義字。就本研究而言，農村綠色旅遊內涵及產品開發策略之探討，就是探討鄉村旅遊內涵及產品開發策略。本研究以2009年8月底至2009年10月期間所進行的實證調查所獲得的226份問卷資料為研究對象，研究顯示，鄉村旅遊的目標市場以主要客群年齡層介於20-50歲之間，現有客群著重已婚遊客有小孩的親子遊客為多，潛在客群以未婚族群居多，目標客群以汽車進行一日遊的遊客居多、主要資訊管道以親友介紹、網路、報章雜誌為多，以首次到訪的遊客居多；依據遊客觀點，本研究依重要程度以健康產品、教育產品、文化產品、生態產品等優先順序進行產品開發；使用模糊層級分析結果得知，以觀光農業產品為優先改善重點，其次是文化旅遊產品；根據IPA分析顯示，以農業體驗、教育體驗、文化體驗等三類體驗產品，宜列為鄉村旅遊新產品的未來開發重點。

關鍵字

綠色旅遊 ； 鄉村旅遊 ； 產品開發

並列摘要

With the improvement of the global economy and material life, countries have begun to pay attention to related issues such as sustainable prosperity and progress. Sustainable Development has become an important global issue in the 21st century. After Eco-Tourism, Green Tourism gradually attracted the attention of Taiwanese people. In a narrow sense, it means that urban residents are engaged in leisure and vacation tourism activities in rural areas, mountainous areas, fishing villages and other green rural areas. Green tourism is in the rural areas of farming, fishing and mountain villages, so it is also called rural tourism. In a broad sense, ＂green tourism＂ includes rural tourism and also includes the meanings of ＂agricultural tourism＂ and ＂eco-tourism＂. This research believes that all tourism activities based on the protection and rational use of the natural environment are ＂green tourism＂. This research explores the connotation of green tourism and product development strategies. This study explores the connotation and product development strategies of green tourism, which is tantamount to exploring the connotation and product development strategies of rural tourism. This study conducted an empirical investigation from August 2009 to October 2009 and obtained 226 data. The results of the study show that the age of the main customer groups in the target market for rural tourism is between 20 and 50 years old. The existing customer base is mostly married and parent-child tourists with children. The potential customers are mostly unmarried ethnic groups. The target customers are mostly tourists who drive by themselves and go on a day trip. The channels for customers to obtain information are ＂introductions by relatives and friends＂, ＂Internet＂, and ＂newspapers and magazines＂; in addition, most of the first-time tourists. According to tourists' viewpoints, this research conducts product development according to the degree of importance, with health products and services, educational products, cultural products, and ecological products as the priority. According to IPA analysis, tourism agricultural products are the focus of improvement, and then cultural tourism products. The research concluded that the three experience activity products of agricultural experience, educational experience, and cultural experience should be the focus of future development.

並列關鍵字

Green tourism ； rural tourism ； product development