消費者對宜蘭縣觀光茶園套裝活動之認知、偏好與願付價格：以雙北居民為例

茶產業早期是支持我國經濟發展的重要支柱，然而隨著社會型態轉變以及競爭對手的出現，導致種茶面積下降，許多茶園逐漸消失，茶園發展遭遇困境。為了改善此情況，政府開始輔導茶園轉型為觀光茶園，發展觀光為茶園未來發展的重要方向。由於宜蘭縣近年來開始推動宜蘭茶，觀光旅遊資源豐富，加上鄰近消費力高的雙北地區，十分適合發展觀光茶園，因此本研究將探討消費者對宜蘭縣觀光茶園的套裝活動之認知，並透過選擇實驗法瞭解消費者對茶園提供套裝活動的偏好及願付價格。本研究以問卷調查雙北居民的方式，藉由敘述統計分析瞭解其對宜蘭縣觀光茶園套裝活動的認知，並利用選擇實驗法中的多元羅吉特模型（Multinomial Logit Model, MNL）分析其偏好與願付價格。結果顯示在各屬性水準影響上，消費者對採製茶體驗、茶食DIY、套餐與自然風景有正向顯著偏好；各屬性願付價格部分，對於所有受訪者，活動類型中採製茶體驗的願付價格最高；餐點類型則以套餐的願付價格最高，周遭旅遊資源部分，有遊憩經驗受訪者以夜市的願付價格最高，而無遊憩經驗的受訪者則是對自然資源的願付價格最高；根據結果決定出採製茶體驗、套餐、以自然風景作為周遭旅遊資源的茶園旅遊方案效益為最佳。綜合以上結果，本研究認為茶園套裝活動的體驗對促進觀光茶園發展有重要的作用，茶園應針對不同社經背景的消費者推出多樣化活動，才能滿足不同層面的消費者需求。此外，周遭自然風景對消費者選擇茶園也有很大影響，茶園應結合周遭自然資源推出套裝活動以吸引更多消費者遊憩。最後，茶園應更積極透過社群媒體宣傳茶園資訊，以開發更多潛在客群。

關鍵字

觀光茶園；套裝活動；選擇實驗；願付價格；消費者偏好；體驗經濟

並列摘要

The tea industry was an important sector at one time sustaining the economic development in Taiwan. However, following the evolution of social formation and the emergence of global competitors, tea-farming acreage reduces, a great many of tea farms gradually submerge and tea farming faces great difficulties. To encounter this situation, Government initiated a promotion program for “Tourist Tea Farm” aiming at promoting tourism as an important direction for future development of tea farms. Yilan County in recent years devoted greatly into promoting Yilan tea. Along with its richness of other tourism resources and the geological proximity to the Twin-Taipei region of high consuming power, Yilan stands upfront an ideal location to develop “Tourist Tea Farm”. As such this research will study consumer cognitions on packaged tour activities at Yilan tea farms. A Choice Experiment was implemented to understand the consumer preferences and willingness to pay for packaged activities. We conducted a questionnaire survey involving residents of New Taipei and Taipei City to study their perception on Yilan tea farm packaged activities via descriptive statistical analysis. We analyzed by the multinomial logit model (MNL) of the Choice-Experiment Method on the consumer preferences and willingness to pay. Regarding levels of each attributes, consumers expressed positive preferences towards hands-on tea making experience, DIY meals, set-menu meals and natural scenery. Regarding willingness to pay, hands-on tea making enjoys the highest spot among activities, set-menu meals earns the highest on meals. For surrounding tourism resources, those with touring experiences willing to pay high for night market, while those with no touring experiences, natural scenery earns the highest. Results of the study reveal that hands-on tea making, set-menu meals, and combining with surrounding tourism resources contribute for a most welcomed tea farm tour program. In summary, this study conceives that participating packaged activities are key to promote tourist tea farm programs. Tea farms shall design diversified activities to suit the needs of consumers of different socioeconomic backgrounds. In addition, the surrounding natural scenery also plays a big role in the decision making of selecting a tea farm of consumer preference. Tea farms with a touring program in conjunction with its surrounding natural scenery can attract more tourists. It pays for the tea farm to attract tourists by exposing comprehensive tourist information through social media.