體驗經濟觀點的休閒農場遊憩管理構思

Perspectives of Experience Economy on Recreation Management of Leisure Farms

葉結實(Shin-Yeh Cheh) ； 段兆麟(Lin-Tuan Chao)

《農業經營管理年刊》 8期 (2002/12) Pp. 197-222

https://doi.org/10.29975/CJAM.200212.0006

摘要

由於國民所得的提高及實施週休二日以來，國人對休閒遊憩活動日趨重視，為因應國民對休閒生活的需求，促使農場資源合理分配與有效利用，並增加農民所得，休閒農業已成為政府推動的政策。休閒農場可利用田園景觀、自然生態及環境資源，結合農業生產、生活、生態，設計各型態的遊憩體驗活動，滿足國人遊憩市場的需求，故休閒農業經營應掌握體驗經濟的特質。
本文以恆春生態休閒農場為例，利用其場內的休閒遊憩資源及鄰近地區遊憩資源，應用Pine & Gilmore設計體驗的步驟，訂定以動物生態、昆蟲復育及植物生態的遊憩主題，塑造農場的特殊、生態保育及自然健康的印象，儘量避免與主題抵觸負面線索，配合紀念品及設計視覺、聽覺、味覺、嗅覺、觸覺等感官刺激的體驗活動。其次，應用Bernd H. Schmitt體驗行銷策略，以其特有資源設計為感官型遊憩、情感型遊憩、思考型遊憩、行動型遊憩及關聯型遊憩，且將遊憩體驗商品化，讓遊客產生娛樂、教育、跳脫現實、美學兼具的遊憩體驗，並達到恢復精神、休養身心及擺脫壓力的遊憩目的，達到農場遊憩管理的目標。本文以體驗經濟觀點來構思休閒農場之遊憩管理，期能供休閒農場經營者在遊憩管理上作參考。

關鍵字

體驗經濟 ； 休閒農業 ； 休閒農場 ； 遊憩管理

並列摘要

Recreation activity becomes an importance item for the increasing of GNP and 5-working-day scheme in Taiwan. For the needs of consumers, the efficiency utilization and reasonable allocation of agricultural resources, and the improvement of farmer living standard, leisure agriculture is a policy of our government. Leisure farmers include not only in the fields of plan recreation activities, natural ecology and environmental resources, but also in combination of agricultural productions, living life and ecology maintenance for each kind of the recreational experience.
In this paper, we focused on the recreational leisure resources of ecological leisure farm location in Henchuu and the surrounding area using the theories of Pine & Gilmore, and the experience management strategy of B. H. Schmitt. It includes the recreation of animal ecology, insect restoration and botanical ecology, the special characteristics and healthy nature of the farm. In addition, the realizing, feeling, thinking, and acting recreations are also discussed. The recreational activities of leisure farms are fulfilled the experiences of entertainment, education, escapist, esthetic, and commercialization. Therefore, recreation management of leisure farms in connection with experience economy is very importance in the future.

並列關鍵字

experience economy ； recreational agriculture ； leisure farming ； recreation management

參考文獻

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