農業深度旅遊產品開發之研究

資訊時代與機械化的來臨，使得人們在處理事務方面更加的迅速，民國八十七年政府全面實施週休二日制後，民眾所擁有的休閒時間隨之增加，如何吸引國人利用休假時間到休閒農場遊玩?應該提供怎樣之旅遊產品?為本研究之研究重點，行政院農委會於2009年5月提出精緻農業健康卓越方案中，提到農業深度旅遊的新市場開發為未來休閒農業發展的主要目之一，因此本研究將探討農業深度旅遊之內涵、並且設計農業深度旅遊產品，同時綜合產業界、政府單位、學術領域之看法決定農業深度旅遊產品之開發項目。本研究以文獻回顧決定農業深度旅遊之內涵，設計四大部分之農業深度旅遊產品，將擬定之農業深度旅遊產品設計成問卷，於產、官、學各領域選取十位具有代表性專家進行問卷調查，問卷發放數量總計30份，研究方法為層級程序分析法(Analytic Hierarchy Process，AHP)，藉由權重大小之比較，決定農業深度旅遊產品開發之項目。本研究結果顯示，農業深度旅遊之內涵分別為歸納於農業體驗、教育體驗、生態旅遊、健康效益、主題旅遊、民俗活動、鄉土美食、地方特色下之農業深度旅遊產品，休閒農場除了可參考本研究之結果，瞭解自身可提供之資源，同時發現自身不足時，可與當地其他業者結合，提供遊客更深度之農業旅遊。

關鍵字

深度旅遊；農業深度旅遊產品；休閒農場；層級程序分析法

並列摘要

The new age of information and mechanization allows people to complete tasks more efficiently. In 1998 after the government implemented the five days working week system, the public has more time for leisure. How do we attract people to use their vacation time to visit leisure farms? What kind of tourism products should be provided? This is the main focus and study of the paper. In May 2009 the Council of Agriculture introduced the precise agriculture health outstanding program, mentioning that the new market for agriculture in-depth tourism is one of the main goals of leisure agriculture development. This study will explore the meaning of agricultural in-depth tourism, and integrate the agriculture industry, government agency, and academic approach to decide the terms for designing an agriculture tourism product. In this research, a literal study will be used to decide the meanings of agriculture in-depth tourism. Four main parts of the agriculture in-depth tourism product will be designed by using questionnaires. Ten expert representatives from the industry, government, and education fields will be chosen in cities and counties in Eastern, Southern, Western, and Northern Taiwan and given the questionnaire. A total sample of 30 questionnaires will be analyzed by using Analytic Hierarchy Process (AHP). A weighted comparison will be used to decide the terms of the developing the agriculture in-depth tourism product. The results of this study show that the meaning of agriculture in-depth tourism are summarized from agricultural experience, education experience, eco-tourism, health benefits, theme tourism, folklore activities, local food, and local characteristics of agriculture in-depth tourism products. In additional to this study, leisure farms can try to understand their own resources, and if they find it insufficient, they can cooperate with other local businesses to provide tourists better in-depth agriculture tourism.