- 學位論文
農特產品生產者供貨在地旅遊系統意願之研究
A Study on the Supply Willingness of Farm Products from Producers to Local Touring Agents in Taiwan
摘要
隨著產業結構調整、國民消費習慣改變及WTO開放國外進口威脅，台灣農業面對農特產品貿易市場逐步開放及國外具競爭優勢低價產品，透過降低貿易關稅的有利競爭條件誘導進口值增加，且農產品本身具有生物性、易腐性、經濟價值低、品質不易掌控及為初級產品須要增值等產品特性，使得國內農特產品的產、製、銷受到明顯衝擊。此外，為配合政府推廣鄉村計畫及周休二日實施，發展農村特色改善鄉村生活外，促使消費者重視身心調配的重要性，而消費者亦可利用閒暇時期至旅遊地區觀光以放鬆身心，帶動當地經濟脈動。 本研究透過結構方程模式(Structural Equation Modeling；SEM)，以釋迦、蓮霧、蜂蜜、芒果、菇類、茶、梨及金桔之主要產區農民為研究客體；以供貨經驗、產品價格、付款方式、生產規模、合作精神、廣告促銷及提供服務為供貨意願之變數，探討農特產品透過非農民團體系統的供貨意願。問卷總計發放240份，回收210份，有效樣本210份。 研究結果發現：(1)在地行銷通路以消費者自行訂購為主，其次為農民自行設攤販賣；(2)生鮮農特產品受生產期影響供貨不穩定，且旅遊系統業者和個別農民之間無良好溝通橋樑；(3)供給意願以觀光景點最高，其次為休閒渡假中心及旅館飯店。
並列摘要
Along with the industrial structure adjustment, the national expense custom change and WTO open the overseas import threat, the Taiwan agriculture facing the agricultural special product trade market gradually open and the overseas competitive advantage low price product, the penetration reduces the trade customs duty the advantageous competition condition induction import value to increase, also agricultural product itself has the fresh nature, the easy putrescence, the economic value to be low, quality not easy to control and must have to rise in value and so on the product characteristic for the primary product, causes the domestic agricultural special product to produce, the system, to sell is under the obvious impact. In addition, promotes the village plan and the week for the coordinate government rests on second to implement, develops the countryside characteristic to improve outside the village life, urges the consumer to take the importance which the body and mind mixes, but the consumer also may go sightseeing using the leisure time to the traveling area relaxes the body and mind, leads the local economical pulsation. This research penetration Structural Equation Modeling (SEM), take Shaky, lotus fog, honey, mango, mushroom class, tea, pear and kumquat main production area farmer as research object; Take supplies goods the experience, the product price, the payment method, the production scale, the cooperation spirit, the advertisement promotes sales and provides the service as to supply goods variable of the wish, the discussion agriculture special product penetration non- farmer association system supplies goods the wish. Asked the volume grand total provides 240, recycles 210, effective sample 210. The findings discovered that, (1) sells the circuit in the place voluntarily to order by the consumer primarily, next voluntarily supposes the booth for the farmer to trade; (2) lives the fresh agricultural special product to live the childbirth time influence to supply goods not stably, also traveling system industry and between individual farmer not good communication bridge; (3) the supplies wish goes sightseeing the scenic spot to be highest, next for leisure vacation center and hotel.