Title

不同經營型態休閒農場業者與遊客觀點之研究-以中部休閒農場為例

Translated Titles

The Viewpoints of The Tourists In Different Types of Operation Modes of Leisure Farm-Take Leisure Farms In Central Taiwan as Examples

Authors

陳鵬升

Key Words

休閒農業 ; 經營思維 ; 未來發展 ; Leisure Farming Industry ; Management Thoughts ; Future Development

PublicationName

亞洲大學休閒與遊憩管理學系碩士班學位論文

Volume or Term/Year and Month of Publication

2007年

Academic Degree Category

碩士

Advisor

湯幸芬

Content Language

繁體中文

Chinese Abstract

中文摘要 台灣正式加入世界貿易組織(World Trade Organization, WTO)後,以勞力密集的國內農業遭受之損害最為嚴重,面臨無利可圖窘境,深怕農民從農意願降低,把農地移作它用,便積極提倡具有生活、生態、生產之特性休閒農業,成為傳統農業轉型方式之一。從「休閒農業經營產值調查」報告中,可知2003-2005年休閒農業營業收入均超過200億元,而在各經營型態中,以「休閒農場」總營收遠高過於其他類別,據此,具有指標性的意義。雖然,休閒農場帶給農民無限的商機,但經營休閒農場所面對挑戰亦隨之而至,如法令規章、理念不符、合作型態不易取得共識、資金、經營管理能力、未建立正確之休閒農業概念等問題,致使各農場未依其特色善加規劃,相形之下,遊客到訪後亦未有較好的遊憩體驗滿意,因此,要瞭解遊客在休閒農場遊憩滿意度應從自然環境與人兩方面進行探討。 本研究透過文獻回顧,建立不同經營型態與遊客遊憩體驗滿意度與重遊意願之差異,經營型態分為農家綜合型休閒農場、非農家綜合型休閒農場、農家體驗型休閒農場、非農家體驗型休閒農場四類;經由核心策略、策略性資源、顧客介面、價值網絡等4個構面所組成之訪談大綱分別為與4家不同經營型態休閒農場經營者進行訪談,瞭解其經營理念為何及利用遊客問卷調查分析其心理、生理、經營管理度、服務等滿意度與重遊意願為何;研究結果在經營者經營理念方面萃取出承襲結果、轉型問題、產品範圍、差異化基礎、市場區域、商機投資、觀察規劃、核心能力、宣導推廣、進修訓練等12個經營理念,其中有9個經營理念是休閒農場經營者需具備的;而在遊客滿意調查中以非農家體驗型休閒農場滿意度最高、非農家綜合型休閒農場次之、農家綜合型休閒農場位第三、農家體驗型休閒農場最滿意度最不強烈。據此推論不同的經營理念之休閒農場對於遊客遊憩體驗滿意度與重遊意願會確實造成不同滿意度,期望研究結果對休閒農場未來發展時有明確的依循。

English Abstract

Abstract After Taiwan has become a formal member of World Trade Organization, the participance has brought serious damages to the labor-intensive domestic agriculture.Facing the predicament that make no advantages for the farmers, worrying that the farmers would no longer be willing to engage in agriculture business, and changing the usage of the farmland to other purposes, the government has actively provided effective programs to help traditional farming able to offer itself a more special leisure industry with characteristics of living, eco-agriculture and product.From a survey of the operation value of leisure farming, we learned that from 2003 to 2005, the total incomes of leisure agriculture are over 20 billions, and among each mode of management, the amount that leisure farming made was far higher than that of the others. As a result, we can see that the statistics shows a indicative significance on this research. Besides, because correct idea of leisure farm business has not been well-established yet, farms are not capable of making use of their individual characteristics and work out good programs to suit their business. Therefore, tourists will not satisfy themselves after visiting. Due to this, in order to figure out the factors causing differences of customers’ satisfaction with the tourism, we should undertake a probe in both aspects of environment and the management modes the operator takes. Though leisure farming would bring farmers infinite commercial opportunities, the challenges it encounters arise as the benefit comes. For example, it is not easy for business operators and the government to reach common consensus on the law, the ideality, By using an interview outlined the four aspects of the core strategy, strategic resources, customers’ interfaces and internet values, we acquired information about the management ideals that the farm operators would hold in different kinds of leisure farming. Meanwhile, with a questionnaire done by the tourists, we made an analysis on the customers’ physiologic satisfaction, physiologic satisfaction, service satisfaction and their interests to visit again. The research shows that the inheriting result, the transformation problem, the product scope, the difference basis, the market region, the business investment, the observation planning, the core ability, the propaganda promotion and the advanced training all together play an important role in management ideals.And among those ideals, 9 of the 12 are the must for leisure farm business.In addition, in a survey concerning the tourists’ satisfaction, we found that the non-farming experiencing leisure farms rank the first, the non-farming synthetic leisure farms the second, the synthetic leisure farms the third, and the experiencing leisure farms the least strong.According to this result, we can infer that different management ideals do indeed cause different degrees on the satisfaction of the tourists and on their interests to revisit the farms.As a result, we hope that this research would be taken as a specific reference for the future development of leisure framing industry. Key word:Leisure Farming Industry 、Management Thoughts、Future Development

Topic Category 人文學 > 地理及區域研究
管理學院 > 休閒與遊憩管理學系碩士班
Reference
  1. 表 目 錄
  2. 頁次
  3. 表2-1-1 休憩分區種類表 7
  4. 表2-1-2 休閒農場經營型態-以資源區分表 10
  5. 表2-2-1 各學者對經營理念之定義表 15
  6. 表2-3-1 遊憩體驗之功用表 24
  7. 表2-3-2 經營與資源影響滿意度之因素表 27
  8. 表3-1-1 臺中縣休閒農場四種類型分類表 29
  9. 表3-1-2 訪談大綱表 34
  10. 表3-1-3 問卷結構表 37
  11. 表3-1-4 農場問卷有效表 39
  12. 表4-1-1 休閒農場經營理念統整表 52
  13. 表4-2-1 心理滿意度構面總平均數表 54
  14. 表4-2-2 生理滿意度構面總平均數表 55
  15. 表4-2-3 經營管理滿意度構面總平均數表 56
  16. 表4-2-4 服務滿意度構面總平均數表 57
  17. 表4-2-5 四家休閒農場滿意度總表 57
  18. 表4-2-6 重遊意願總平均分數表 58
  19. 圖 目 錄
  20. 頁次
  21. 圖2-1-1:休閒農場經營主體分類圖………………………………13
  22. 圖2-2-1:Hamel 經營模式圖………………………………………17