你農我農：臺灣農業旅遊產品之分類

隨著消費需求的日新月異，以及市場逐漸轉向體驗式旅遊，農業旅遊也衍生出更多樣的新產品。本研究使用表現型分類法與行銷產品階層分類系統重整歸納與分類臺灣農遊產品，共蒐集20處休閒農業區的1,010項產品。研究結果將臺灣農業旅遊產品分成七大家族：（1）農村住宿；（2）鄉土美食；（3）農村生態體驗；（4）農業遊憩體驗；（5）農村文化體驗；（6）農業商務與服務；（7）農業療育體驗；其中包含20項產品類別、59項產品類型及7項產品項目。本研究的貢獻乃在建構一套適合臺灣之農業旅遊的產品分類系統，並將農業商務與療育體驗納入系統。對管理者而言，產品分類系統可應用於目的地行銷，或可參考產品分類以創新農遊行程；對遊客而言，能幫助他們有效辨識產品內容，並在鄉村地區安排符合其需求的旅遊行程。

關鍵字

農業觀光；農業療育；分類

並列摘要

With the changing consumer demand and the shift in the tourism market to experiential tourism, agritourism has also derived more diverse and with new types of products. This study used the phenotype classification and marketing product hierarchy systems in order to restructure and classify the Taiwan's agritourism products. The data was captured from 20 leisure agriculture sites and collected 1,010 items. The results show that Taiwan agritourism product can be divided into seven families: (1)Rural accommodation; (2)Local cuisine; (3)Rural ecological experience; (4)Agricultural recreation experience; (5)Rural cultural experience; (6)Agricultural commerce and service; (7)Agricultural therapeutic experience. These seven families contain 20 product categories, 59 product types, and 7 product items. The results will be of benefit in three aspects. First of all, the main contribution is to construct the agritourism product classification system and makes it becomes more suitable to incorporate new types of tourism products such as agricultural business and therapeutic experience into the system. As for the management aspect, the product classification can be used for destination marketing, and can refer to planning and designing the agritourism products. For tourists, it enables them to effectively identify product categories and arrange the itinerary in the rural area that meet their needs.

並列關鍵字

agritourism ； agricultural therapeutics ； taxonomy

參考文獻

鄭健雄、劉家瑋、林劭潔 (2011)。休閒農業深度旅遊市場與產品開發之研究。鄉村旅遊研究，5(1)，1-22。https://doi.org/10.30169/JRTR.201106.0001【Cheng, J. S., Liu, C. W., & Lin, S. C. (2011). Product and market development of deep travel in leisure agriculture. Journal of Rural Tourism Research, 5(1) ， 1-22. https://doi.org/10.30169/JRTR.201106.0001】

何景華、林若慧、王豪 (2019)。安康旅遊市場之區隔：安康生活型態與安康活動偏好。觀光休閒學報，25(3)，335-360。https://doi.org/10.6267/JTLS.201912_25(3).0004【Ho, C. H., Lin, J. H., & Wang, H. (2019). The segmentation of wellness tourism market: Wellness lifestyle and activity preferences for wellness travelers. Journal of Tourism and Leisure Studies, 25(3), 335-360. https://doi.org/10.6267/JTLS.201912_25(3).0004】

李素馨、侯錦雄 (2004)。臺灣休閒農業之體驗付費與觀光商品化現象。觀光研究學報，10(1)，133-145。https://doi.org/10.6267/JTLS.2004.10(1)8【 Lee, S. H., & Hou, J. S. (2004). The phenomenon of Taiwan leisure agriculture: Experiencing payment and tourism commodification. Journal of Tourism and Leisure Studies, 10(1), 133-145. https://doi.org/10.6267/JTLS.2004.10(1)8】

游文宏、彭玉樹、林玥秀 (2012)。以結構洞觀點探討臺灣休閒農業發展協會在休閒農業產業中扮演的角色。戶外遊憩研究，25(2)，25-74。https://doi.org/10.6130/JORS.2012.25(2)2【Yu, W. H., Peng, Y. S., & Lin, Y. H. (2012). What is the role of the Taiwan Leisure Farms Development Association in the development process of Taiwanese leisure agriculture? -The perspective of Structural Hole Theory. Journal of Outdoor Recreation Study, 25(2), 25-74. https://doi.org/10.6130/JORS.2012.25(2)2】

王小璘、張舒雅 (1993)。休閒農業資源分類系統之研究。戶外遊憩研究，6(1/2)，1-30。https://doi.org/10.6130/JORS.1993.6(1/2)1【Wang, H. L., & Jang, S. Y. (1992). A study on the classification system for farm tourism recreation resource. Journal of Outdoor Recreation Study, 6(1/2), 1-30. https://doi.org/10.6130/JORS.1993.6(1/2)1】

主題瀏覽