從台灣鄉村旅遊發展思考中國鄉村旅遊發展之對策

相對於台灣之鄉村旅遊發展，近20年來，隨著中國經濟崛起與快速發展，居民經濟收入顯著增加，生活品質顯著提高，尤其是城市居民的生活消費，民生基本需求已無法滿足他們，開始走出城外，轉向追求鄉村式休閒文化。相對於先進國家的鄉村旅遊形式以農場附設B&B（住宿與早餐）為主軸，中國則以農家轉型為農家樂、觀光採果園為核心主軸。在傳統農業社會，農業發展是鄉村發展最主要的途徑。當某一地區逐漸由農業社會轉型為工業社會或服務業社會時，從已開發國家發展經驗顯示，除仍須加強農業發展外，亦應強化農業金融服務、農民教育、生態旅遊、鄉村旅遊（部分農場已轉型提供B&B、觀光採果園、休閒農場）等鄉村服務業發展。以中國個案而言，部份農村轉型鄉村旅遊的過程中，並非漸進式轉型過程，因中國幅員遼闊、地大物博，東部沿海經濟發展地區與內陸省份發展差距甚大，大部分內陸省份農業就業人口仍佔絕對多數，其鄉村發展仍應以農業發展為主，但東部沿海省份及內陸大型城市周邊農村地區，則必須同時兼顧農業發展與鄉村旅遊發展，特別是中國鄉村旅遊的崛起主要是順應城市居民休閒旅遊需要而發展起來的，是一種「農業＋旅遊業」的新型產業。展望未來，中國大陸如何透過鄉村旅遊的途徑，讓部分的農民富起來，以促進鄉村地區發展，解決部分「三農」問題；同時，未來鄉村旅遊的重點，如何由目前注重「量的成長」轉為重視「質的提升」，將是中國必須正視的嚴肅課題。

關鍵字

鄉村旅遊；農業旅遊；民宿；農家樂

並列摘要

In comparison with the development of rural tourism in Taiwan, personal income, life quality have been increasing significantly along with the rise of economy and rapid development in China in the past twenty years Basic living needs is simply unable to satisfy life consumption of urban residents in particular, they began walking towards outside of city and turned to the pursuit of rural style of leisure culture. In contrast, Breakfast and Bed accompanied inside the farm is the main theme of rural tourism in developed countries; China has been mainly transformed to Farm Happiness and tourism orchard. Agricultural development is the main approach to the development of rural area in the traditional agricultural society. However, the experiences of developed countries show that if an area gradually transforms from traditional agricultural society into manufacturing or service industrial society, it needs not only reinforcement on agricultural development but also reinforcement on the development of rural service industry such as agricultural finance service, farmer education, eco-tourism, and rural tourism (some farms have turned to B&B, tourism orchard, and leisure farm), and so on. In the case of China, some rural villages have not been transformed into rural tourism through a gradual process due to the significant differences on economic development between the eastern coastal provinces and the inland provinces resulting from ample resources on a huge land. Farmers are still the majority working for the agriculture development at rural areas in most of the inland provinces. However, the eastern coastal provinces and rural areas surrounding large cities of the inland provinces still have to manage both development of the agriculture and rural tourism in consideration of the rise of China rural tourism responding to the needs of leisure travel among city residents. Hence, a new style of industry combining agriculture and tourism is emerging. Looking forward, China has to figure out how to enrich some farmers and promote development of rural areas in the hope of solving some three-agriculture problems through the approach of rural tourism. In the meantime, China has to consider serious challenges in dealing with the increase of quantity to the enhancement of quality in the future development of rural tourism.