台灣休閒農業之體驗付費與觀光商品化現象

The Phenomenon of Taiwan Leisure Agriculture: Experiencing Payment and Tourism Commodification

李素馨(Su-Hsin Lee) ； 侯錦雄(Jing-Shoung Hou)

《觀光研究學報》 10卷1期 (2004/03) Pp. 133-145

https://doi.org/10.6267/JTLS.2004.10(1)8

摘要

人類正處在後工業性生產轉向文化性生產的過程中，新的工作機會將以文化性的商務
活動為主，越來越多人的生活方式與內容，是由各類付費體驗活動累積而成的消費體驗新時代。百年來台灣農村經歷農業時代、工業時代、資訊時代的演變，農村的質樸生活以及社區認同漸漸在現代化與商品化過程中消失，面臨WTO之全球經濟化壓力，台灣農業需由傳統的產業提升為整合農業生產、製造、運銷與旅遊服務的複合農業，積極推動休閒農業及鄉土生態旅遊。本文分析休閒農業中商業活動對於自然資源與文化資源利用之變遷及影響，針對農村與其景觀作為觀光商品之現象進行觀察與詮釋，研擬出一套保有台灣農村文化襲產，同時提升文化的多樣性與豐富性方案，期尋找出台灣新農村體驗的文化觀光旅遊契機。本研究從農村文化資源開發的角度，強調消費創意與體驗付費，藉由（一）凝視歷史－真實與虛構的農村文化形象；（二）解構傳統－反輸出的新生態生產與行銷；（三）拼貼階級－布波族(BO-BO)的文化仲介觀點，來審視台灣休閒農業發展的問題與契機。並提出農村永續經營必須根基於農村文化與土地元素的特質，如地方感、氣候、自然景色、動植物與農產，更可以藉由音樂、歌曲、舞蹈、故事傳說、藝術、建築、儀式以及慶典，展現出休閒農業與大自然的脈動及農村文化薪傳相扣，才能實踐台灣新農村體驗的休閒觀光文化。

關鍵字

體驗付費 ； 商品化 ； 休閒農業 ； 文化觀光

並列摘要

We are in the processing time from post-industrial product turning to cultural product. The major working opportunities are cultural business activities. More and more people live in a new era of consuming experience by payment. For hundreds of years the Taiwanese rural villages have undergone an experience from agricultural, industrial to informational era. The simple livelihood and community identification are vanishing in modernized and trading process. To confront with entering the World Trade Organization, Taiwan traditional agriculture has to transfer to composite agriculture, which combines procreation, manufacture, transportation, marketing, and traveling services. This paper analyzed the impact of commercial activities to natural and cultural resources in rural area by observing and interpreting the trading phenomenon. This study provided a program of conserving agricultural heritage and promoting various characteristics of agricultural culture to develop experiencing rural tourism. It is also reviewed the problems and opportunities from the points of (1) examining history: reality and fabrication, (2) deconstructing tradition: neo-ecological marketing, and (3) clog new class: cultural interchange of bo-bo class. Sustainable agriculture has to be rooted in the characteristics of cultural and physical environment, such as sense of place, micro-climate, natural landscape, animal and vegetation et al. Music, song, dancing, legend tale, artic, architectural, ceremony and festival could be represented the natural and cultural characteristics.

並列關鍵字

experiencing consumption ； commodification ； leisure agriculture ； cultural tourism

參考文獻

林晏州、沈立()。

Ablmeman, M.(1993).Form the good earth-Traditional forming methods is a new age.London:Thames and Hudson Ltd.

Adorno, T. W.,J. M. Bernstein(eds.)(1991).Culture industry reconsidered.London:Routledge.

Bachleitner, R.,Zins, A.H.(1999).Cultural tourism in rural communities: The residents` perspective.Journal of Business Research.44,199-209.

Cohen. E.(1974).Authenticity and commoditization in tourism.Annals of Tourism Research.15,371-386.