農村社區發展結合農村旅遊之知覺經濟效益分析

Perceived Economic Benefit Analysis of Analysis of Rural Tourism through Rural Community Development

黃建嚴(Jian-Yan Huang) ； 陳明賢(Ming-Shian Chen) ； 蔡必焜(Bi-Kun Tsai)

《管理實務與理論研究》 5卷3期 (2011/09) Pp. 34-57

https://doi.org/10.29916/JMPP.201109.0003

摘要

隨著工業化和都市化進程，都市居民逐漸走向自然、親近農村、尋求另類生活的懷舊情懷(nostalgia)，產生了農村旅遊的需求。由政府部門和在地組織協同合作所推動的農村社區發展則適時改善農村社區旅遊資源，使農村社區成爲都市居民休閒旅遊的重要目的地，爲農村社區經濟發展創造效益。本研究選擇三個結合社區發展和旅遊的農村社區，調查分析利害相關者（如地方政府官員、社區居民、旅遊經濟者和規劃者等）對農村旅遊效益的知覺強度和滿意度。本研究於新港社區、桃米社區及澀水社區共回收247份有效問卷。由分析結果可知，社區居民對於社區發展旅遊帶來之正面經濟效益較爲認同，相對之下，也較不認同社區發展旅遊帶來之負面經濟效益。男性比起女性、從事與旅遊較相關職業者比起較不相關職業者、於社區旅遊事業中扮演公部門／社區組織／農會推動人員比起一般商業經營者及農民，這些人通常較爲認同其旅遊帶來之正面經濟效益，同樣的也較不認同其帶來之負面效益，也因此對於社區發展旅遊之整體滿意度亦比他人較高。農村社區發展結合農村旅遊能爲農村社區帶來明顯的經濟效益，是值得期待的策略方向。農村社區旅遊的發展可能帶來正面經濟效益和負面經濟影響，相關部門和農村社區應注意並審慎評估，擴大正面經濟效益，減少負面經濟影響，且農村社區旅遊不是農村經濟發展的萬靈丹，或唯一出路，政府部門人員和社區居民亦不能過度執著並期待其短期經濟效益。

關鍵字

社區發展 ； 農村旅遊 ； 知覺經濟效益

並列摘要

Escaping from urban life and nostalgia caused increasing for rural recreation. Based on collaborations among governmental sectors and local organizations, many rural communities make best uses of their community capitals and promote community development for tourism. That is, many rural communities become the tourist destinations and make economic benefits. This research selects 3 communities that do community development for rural community tourism and analyzes the stakeholders' perceived economic benefits of these rural community residents. The results show that rural community tourism really makes significant economic outcomes for communities, but it is important to remind that rural community tourism is not the only approach for rural development.

並列關鍵字

community development ； perceived economic benefit ； rural tourism

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