運用層級分析法對佳冬鄉農會發展六級產業的據以規劃和可行性分析-以「透紅佳人夢想樂園」為例

本研究以農會的途徑，探討觀光產業的發展。並以佳冬鄉農會分別與各農會之間，以及佳冬鄉地方農會觀光產業「透紅佳人夢想樂園」為例，使六級產業透過農會的相關資源，特別是產業夥伴、政府、企業、學術界、社區與非營利組織間的協力運作，創造生存條件。佳冬鄉農會在地方六級產業經驗中，借助青年返鄉之政策，帶動產業豐富創意設計經驗與專業知識孕育而成的核心能力使然；田野調查指出佳冬地區擁有多項農漁產業及相關鄰近觀光旅遊資源，結合當地客庄文化發展與產業特性建構出特殊的觀光旅遊產業元素，加上農業政策青年返鄉從農，進一步的活化農漁村之發展思維與進步。針對在地文化觀光與青年返鄉之需求設計，經由文獻回顧與參酌本國農業特性研擬訂定資源吸引力、組織管理、品牌創造及市場發展等四項衡量構面評估構面以及13項次評估準則，並以層級分析法（Analytic Hierarchy Process, AHP）求出各準則之權重。研究結果發現，以「市場發展」最受專家學者重視，其次為「資源吸引力」、「組織管理」與「品牌創造」。強化發展地區六級產業之執行策略可行性，作為農會與相關單位規畫決策推動參考依據。

關鍵字

透紅佳人；佳冬鄉農會；六級產業； AHP

並列摘要

This study explores the development of the tourism industry by means of the peasant association. Take the Jiadong Township Farmers Association and the various farmers' associations, as well as the Jiadong Township Local Agricultural Association's tourism industry “Tonghong Beauty Dreamland” as an example, so that the six-level industry can pass the relevant resources of the farmers' association, especially the industrial partners. Government, business, academia, community and non-profit organizations work together to create conditions for survival. In the experience of the local six-level industry, the Jiadong Township Farmers Association relied on the policy of returning home to the youth to drive the core competence of the industry with rich creative design experience and professional knowledge. The field survey pointed out that the Jiadong area has many agricultural and fisheries industries and related Adjacent to the tourism resources, combined with the cultural development and industrial characteristics of the local guest culture, the special tourism and tourism industry elements are constructed, and the agricultural policy youths return to the countryside to further develop the development thinking and progress of the agricultural and fishing villages. Designed for the needs of local cultural tourism and youth returning home, through the literature review and the research on the national agricultural characteristics, the four assessments of resource attractiveness, organization management, brand creation and market development, and 13 evaluations. Guidelines, and the weight of each criterion is obtained by the Analytic Hierarchy Process (AHP). The findings of the study found that "market development" was most valued by experts and scholars, followed by "resource attraction", "organization management" and "brand creation". Strengthen the feasibility of the implementation strategy of the six-level industry in the development area, and serve as a reference for the decision-making of the peasant association and related units.