休閒農場體驗創新與風險認知之研究—以高屏地區為例

A Study on Leisure Farms' Experience Innovation and Risk Perception - Examples of Kaohsiung City and Pingtung County

曾榮森(Jung-Son Tseng)

指導教授 ： 段兆麟

國立屏東科技大學/管理學院/農企業管理系所/碩士(2015年)

https://doi.org/10.6346/NPUST.2015.00044

摘要

休閒農場的經營以永續發展為最重要的任務，但要維持長遠發展，面對競爭激烈的休閒農業環境，無創新與突破，有可能疏忽消費者市場改變，錯失良機而被淘汰，故需在經營或體驗項目上持續創新與變更，才能再吸引民眾的興趣，再次回到農場消費。然而近年來，休閒農場為增加來客數，增加了非關當地農業資源的體驗設施與活動，在資源有限及環境不確定因素下，體驗項目的創新開發，往往會對自然景觀有所破壞，影響農業環境的品質，帶來不同程度的衝擊，經營上存在許多未知的風險，長期而言會使得休閒農場面臨發展危機，影響生存。
本研究探討休閒農場遊客對休閒農場體驗創新的風險認知，了解休閒農場對風險管理的理念以及管理對策的運用。若農場在開發體驗創新項目時，能先透過農場遊客的認知及評估，可降低休閒農場經營風險的不確定性。研究結果顯示：
一、休閒農場依農場資源特色、地方產業及文化資源，可以規劃不只單一種體驗創新活動，體驗創新活動可使遊客充滿五官感覺，提高重遊意願
二、遊客的風險認知整體表現屬於中等程度範圍，風險認知最高的是時間風險層面

三、不同的休閒農場體驗創新活動與遊客的風險認知有顯著相關
四、遊客看待風險時，會受到個人基本特性的影響，而呈現多元的風險認知

關鍵字

休閒農場 ； 體驗創新 ； 風險認知

並列摘要

Securing sustainable development is the most import mission for the Leisure Farm business. If there is no innovation or breakthroughs, intensive competition and changes in the consumer market could result in lost business opportunities. Therefore, attracting consumers to return to Leisure Farm requires continuous innovation and changes in the facilities and activities.In recent years, Leisure Farm increased some non-related local agricultural resources, facilities, and activities in order to increase the number of visitors.
Due to the limited resources and uncertain environmental factors, some innovative projects destroy the landscape, affecting the quality of the agricultural environment, and result in varying degrees of impact and many unknown risks. Eventually, Leisure Farm will face a crisis from which it might not survive.
This study investigated the tourists’ risk perception of Leisure Farm's innovative projects, their understanding on the concept of risk management,
and the use of managerial strategies. If tourists can give their assessments before the development of these innovative projects, it can greatly reduce uncertainty and risk.
The results are as follows:
First, according to the Farm Leisure Farm resource characteristics, local industry and cultural resources, you can plan more than one type of experience innovation activities, visitors can experience the full innovation activities of the five senses, increase willingness to revisit.
Second, the risk perception of the overall performance of tourists moderate degree range, risk perception is the highest risk level time.
Third,leisure Farm experience different innovation activities and risk perception tourists have significantly related.
Fourth, the visitors’ basic characteristics and personalities will affect their perception of risk and thus present diverse risk perceptions.

並列關鍵字

leisure farms ； experience innovation ； risk perception

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