2013年台灣地區國人休閒農業消費結構分析

隨著產業外移，經濟蕭條，城鄉差距越來越大，於繁忙的都市生活中，在國人對大自然的渴望與希驥下，休閒農業之需求量不容忽視，且台灣的綠色觀光資源實力豐厚，不僅國外產官學業界組團來臺考察研究並效法臺灣休閒農業，更有專業開發團隊受邀遠赴國外協助教導，平移經驗與能力。而隨著高齡與少子化現象牽動的人口結構上的改變與周休二日制度帶動的休閒條件改善，國人日益注重健康養生概念，且越來越多上班族選擇假日從都市出走，透過親近大自然田園景觀來達到舒壓怡情的目的，透過對休閒農業總消費金額進一步分析，發現與個人所得、家庭所得與家庭人口數呈正相關，顯見休閒農業已成了所得穩定的個人與家庭的家庭旅遊最佳選項，資料顯示由於週休二日，國人偏好選擇以兩天一夜為主的活動，在休閒農場選擇方面仍以森林遊樂區為主，在年齡上的考量則會多納入評估體能狀態。國人對於休閒農業之認知仍不足及多所混淆，政府宣導應再加強、各不同型態之休閒農業定位應更明確。

關鍵字

休閒農場；旅遊消費行為

並列摘要

Taiwan's green tourism resources are rich and potent, not only drawing foreign delegations from industry, government and academia to Taiwan for observation and research, and to learn from Taiwan's leisure agriculture industry, but professional development teams have also been invited abroad to help in education and training, transferring their experience and abilities to other countries. With the changes in population structure brought about by the phenomenon of the aging population and trend towards fewer children, along with the improvement to leisure conditions the two-day weekend system has driven, citizens increasingly pay attention to the concept of health and wellness, and an ever-larger portion of the working population are choosing holidays away from the city, to reach the goal of easing their work-life pressures through getting close to nature in an agricultural environment. Through further analysis of the total amount of consumption on the leisure agriculture industry, it was found that personal income, household income and family size was positively correlated, evidencing that the leisure agriculture industry has now become the preferred item of family travel choice for stable personal and household incomes. The data reveals that on account of the two-day weekend, people mostly prefer overnight-based activities, and with respect to leisure agricultural farm type, forest recreation areas are still the primary choices. As to age considerations, most will take into account assessment of physical conditions. Our citizens' understanding of the leisure agriculture industry is still insufficient and confusion abounds. Government promotion should be further improved, and the positioning of various different types of leisure agriculture should be more clearly defined.