應用混合研究法分析日本人選擇台灣鄉村旅遊之價值

由於少子高齡化、人口減少以及年輕人力向都市外流，台灣鄉村地區城鄉差距逐漸擴大，經濟力逐漸下降。近年來，鄉村旅遊作為一種振興鄉村地區的手段而備受關注，各個地區都將旅遊業納入綜合性區域發展策略的一部分。雖然有許多日本人前來台灣旅遊，卻鮮少進行鄉村旅遊。本研究以日本人為研究主體，透過離散選擇模型以及方法目的鏈，分析日本遊客對台灣鄉村旅遊的偏好。透過問卷方式收集265個樣本數，並以離散選擇模型進行分析，其結果日本遊客對於新北市坪林區的鄉村旅遊體驗活動的偏好依序是食體驗、自然體驗和農業體驗，另外對於語言服務的有極高的偏好。另透過訪談方式收集22個樣本，並以方法目的鏈進行分析，所產生的屬性、結果、與價值分別如下，有12項屬性依序為：採摘水果、茶業體驗、生活體驗、農事體驗、社區導覽、生態導覽、品嘗在地料理、食DIY體驗、文化DIY體驗、餵動物體驗、農業遺跡、漁業體驗。6項結果依序為：台灣特有、親身體驗、學習性、解説服務、瞭解當地、新鮮感。最後有4項價值依序為：增廣見聞、新奇趣味、美好回憶、自我實現。本研究結果期望未來可作為政府部門、台灣旅行社以及台灣各地鄉村推廣單位之參考依據，吸引更多日本遊客前來台灣鄉村進行深度旅遊體驗，與台灣產生更有效的文化交流，並為振興台灣鄉村旅遊經濟，改善鄉村衰退情況提出更有效的解決方案。

關鍵字

方法目的鏈；旅遊偏好；鄉村旅遊；離散選擇模型；體驗價值

並列摘要

Due to declining birthrate and increasing elderly population, population decline, and the exodus of young workers to urban areas, the gap between rural and urban areas in Taiwan is gradually widening and economic power is declining. In recent years, rural tourism has been gaining attention as a means to revitalize rural areas, and each region has incorporated tourism as part of an integrated regional development strategy. Although many Japanese people come to Taiwan for tourism, they seldom engage in rural tourism. This study analyzes Japanese tourists' preferences for rural tourism in Taiwan by using Discrete Choice Model and Means-End Chain. A total of 265 samples were collected through questionnaires and analyzed using Discrete Choice Model, and the results showed that Japanese tourists' preference for rural tourism experiences in Pinglin District, New Taipei City, in the order of food experience, nature experience, and agricultural experience, as well as their preference for language services. In addition, 22 samples were collected through interviews and analyzed by the Means-End Chain, and the resulting attributes, consequences, and values are as follows: 12 attributes in order: fruit picking, tea experience, life experience, farming experience, community tour, ecological tour, local cuisine tasting, food DIY, cultural DIY, animal feeding experience, agricultural relics, and fishery experience. 6 consequences in order: unique to Taiwan, first-hand experience, learning, explanation service, understanding the local area, and freshness. 4 values in order: broad horizon, novelty, memory, and self-realization. The results of this study are expected to serve as a reference for government departments, Taiwan travel agencies, and village promotion units throughout Taiwan in the future, attracting more Japanese tourists to Taiwan's villages for in-depth travel experiences, generating more effective cultural exchanges with Taiwan, and providing more effective solutions for revitalizing Taiwan's rural tourism economy and improving the decline of villages.