鄉村地區農業旅遊的整合發展策略：臺灣與泰國的比較

The Integration of Agritourism Development Strategies to Promote Rural Areas: The Comparison between Taiwan and Thailand

畢亞芳(Phitchayapha Khongdee)

指導教授 ： 林俊男

國立屏東科技大學/國際學院/農企業管理國際碩士學位學程/碩士(2021年)

https://doi.org/10.6346/NPUST202200001

摘要

農業旅遊是農業發展的創新發想，這是吸引遊客和旅人到農業地區的實踐做法。農業旅遊正透過政策和發展計畫得到推廣。近年農業旅遊的成長得到了需求面和供應面的雙重支援。在供應方面，經濟限制促使農民和農場主在農業內部和外部追求收入來源的多樣化。在需求方面，近年來人們對農場活動的興趣日漸提升。「鄉村旅遊」一詞意指發生在鄉村地區的旅遊。臺灣和泰國同為鼓勵國內農業旅遊的農業國家。本研究的目的是：(1)瞭解農業旅遊發展戰略以促進農村地區的整合，(2)確定農業旅遊發展戰略的重要優先順序，(3)比較臺灣和泰國的鄉村旅遊發展戰略並提供建議。本研究採用德菲法 (DELPHI)和層級分析法 (Analytic Hierarchy Process , AHP)方法進行研究，分為五個標準和十五個備選方案，包括政治發展、環境發展、社會發展、文化發展和市場行銷。先應用DELPHI篩選層面和指標，再利用AHP比較促進農村發展的發展戰略的重要性。資料來自臺灣和泰國的專家。研究結果顯示，在臺灣農村地區，促進農業旅遊的層面首位是政治發展戰略，其次是環境發展、市場行銷、社會發展和文化發展。另一方面，泰國將政治發展列為促進農村地區發展的最重要層面，其次是市場行銷、文化發展、社會發展和環境發展。然而，為了促進和發展農業旅遊，農業旅遊發展協會應該在政府、農民、其他行業組織和遊客之間建立聯繫，協助和促進鄉村地區成為農業旅遊的目的地。

關鍵字

農業旅遊 ； 整合策略 ； 鄉村旅遊發展 ； 臺灣 ； 泰國

並列摘要

The agricultural sector has developed with a new idea, agritourism which is the practice of drawing tourists and travelers to agricultural areas. Agritourism is being promoted through policy and development plans. The recent growth of agritourism is supported by both demand and supply. On the supply side, economic constraints have driven farmers and ranchers to diversify their income sources. On the demand side, people's interest in farm activities has risen in recent years. The term "rural tourism" refers to tourism that occurs in rural areas. Taiwan and Thailand are agricultural countries that encourage domestic agricultural tourism. The objectives of this study are (i) to understand the integration of agritourism development strategies to promote rural areas, (ii) to prioritize the important of agritourism development strategies, and (iii) to compare and provide suggestion of rural tourism development strategies in Taiwan and Thailand. This study used DELPHI and AHP methodology to examine the results, which were classified into five criteria and fifteen alternatives, including political development, environmental development, social development, cultural development, and marketing. The DELPHI technique involves screening the dimensions and indicators before comparing the importance of development strategies to promote rural development using the Analytic Hierarchy Process (AHP), with data obtained from experts in Taiwan and Thailand. Furthermore, Taiwan and Thailand have different decision making which the findings revealed that the most essential criteria for promoting agritourism in Taiwan's rural areas is political development strategy, followed by environmental development, marketing, social development, and cultural development. On the other hand, Thailand has been ranked political development as the most important dimension that should be used to promote rural areas followed by marketing, cultural development, social development, and environmental development. However, to promote and grow agritourism, the related associations should create a connection between the government, farmers, other industry organizations, and visitors to assist and promote rural areas as agritourism destinations.

並列關鍵字

Agritourism ； Integration of Strategies ； Rural Tourism Development, ； Taiwan ； Thailand

參考文獻

References

Ammirato, S., & Felicetti, A. (2014). The Agritourism as a means of sustainable development for rural communities: a research from the field. The International Journal of Interdisciplinary Environmental Studies, 8(1), 17-29.

Ammirato, S., Felicetti, A. M., Raso, C., Pansera, B. A., & Violi, A. (2020). Agritourism and Sustainability: What We Can Learn from a Systematic Literature Review. Sustainability, 12(22), 9575.

Andereck, K. L., & Vogt, C. A. (2000). The relationship between residents’ attitudes toward tourism and tourism development options. Journal of Travel research, 39(1), 27-36.

Angelica, M., Vieira, J., Christopher, J., & Carlos, R. (2016). Using An Analytic Hierarchy Process Approach To Prioritize Public Policies Addressing Family Farming In Brazil. Land Use Policy.