遊客農漁村旅遊參與經驗與活動偏好的研究

A Study on Tourist Experience and Activity Preference in Rural and Fishing Villages

楊惠玲(Hui-Ling Yang) ； 許澤宇(Che-Yu Hsui)

《旅遊管理研究》 12卷1期 (2021/12) Pp. 67-84

https://doi.org/10.6934/TMR.202112_12(1).0004

摘要

在農村再生與地方創生政策的大力推動下，中央與地方各部會積極輔導產業的六級化轉型，無論是透過社區發展協會、非營利組織、農會輔導青農、青漁，地方小旅行蓬勃發展。然而，因為地方小漁小農非服務業，原提供農事生產的農漁民，除了生產，在推動小旅行時還可能需要負責加工、導覽、服務、行銷等工作，致體驗經濟的發展存在實務操作上的問題。因此消費端如何看待農漁村小旅行是極需了解的課題，唯有從消費者的角度了解其對農漁村旅遊的經驗與偏好，才能有助於此等小旅行品質的提升。本研究以量化方式，發放網路問卷的方式蒐集資料，並以統計軟體協助分析。研究結果顯示:多數的消費者是由「他人介紹」或與「好友共遊」才進行農村旅遊，屬於被動參與活動；至於少部分對農漁村感到興趣的參與者，則是以相對封閉的社群媒體取得資訊，另「電商平台」或「網路上可供直接搜尋的資訊」則明顯不足。在體驗偏好方面，具較少農漁村旅遊經驗的遊客，偏好娛樂性取向的體驗活動，對於教育性取向的體驗則相對未受青睞，特別是活動內容純粹只有導覽，因為不易與遊客過去的生活經驗相連結，對於遊客的吸引力為最低；然多次參與農漁村體驗活動後，民眾對較屬深度體驗（如教育性取向）的活動偏好度提升。在願付價格上，收入40000以下與收入60001以上存在顯著差異。針對3小時農漁村體驗。收入低於40000元，每人願付價格為400元以下，收入高於60000元，每人願付價格為500元以上。

關鍵字

小旅行 ； 地方創生 ； 農村體驗 ； 農業旅遊 ； 願付價格

並列摘要

Under the promotion of regional revitalization policies, the government are actively guiding the six-level transformation of the industry. Whether through community development associations, non-profit organizations, or farmers' associations mentoring young farmers and fishermen, local trip (agritourism) is booming. However, when they want to promote the agritourism, they faced challenges in the development of the experience economy, because they need to be responsible for providing service, and marketing, instead of just planting. Therefore, how consumers view agritourism is an urgent topic. Only by understanding their experience and preferences in agritourism can help to improve the quality of such trips. This research collects data by means of quantitative methods, using online questionnaires, and analysis with statistical method. The study results shown that: most consumers are ＂introduced by others＂ or ＂travelling with friends＂ before they go on agritourism, which is a passive participation；As for a small number of participants who are interested in agritourism, they obtain information through relatively closed social media, and ＂ecommerce platforms＂ or ＂information that can be directly searched on the Internet＂ are obviously insufficient. In terms of experience preference, tourists with less tourism experience in agritourism prefer entertainment-oriented activities, while educational-oriented experience is relatively unfavorable. When the content of the activity is purely guided tour, the attraction to tourists is the lowest；However, after participating for many times, the tourists' preference for more in-depth experience (such as educational orientation) has increased. As regards for the willing to pay (WTP), there is a significant difference between income below 40,000 and income above 60,001; for a 3-hour trip, if the income is less than 40,000 NTD, WTP is less than 400 NTD; if the income is more than 60,000NTD, then the WTP is more than 500 NTD.

並列關鍵字

trip ； regional revitalization ； rural experience ； agritourism ； WTP