台灣農業因為產業本身與其他外在因素的影響使其積極朝向結合觀光休閒的經營型態發展,市民農園即是近年來台灣休閒農業成功經營的模式之一。市民農園利用係都市週邊耕作效率低的小面積耕地,供一般民眾承租,提供都會區居民及其親友體驗耕作與親近自然的遊憩機會。 本文主要探討市民農園之遊客特質、遊憩動機、遊憩體驗及滿意度;分別依市場區隔理論與重要-表現分析(Importance-Performance Analysis)理論解析「農耕體驗型」與「遊憩型」市民農園之經營型態,最後針對不同經營型態之市民農園,提出經營組合及未來發展方向的建議。 研究結果顯示,「農耕體驗型」市民農園的參訪者年齡較高且收入較多,所需的設施/活動偏向傳統農業性活動;對於「認識更多農作/動植物」、「了解耕作方式」、「認識新朋友」、「享受收成樂趣」、「身體健康」與「吃到無污染青菜」的體驗感受程度顯著較「遊憩型」市民農園的參訪者高。而「遊憩型」市民農園參訪者較似一般的遊客,所需的設施/活動偏向遊憩性的活動,普遍重視「與家人相處」的遊憩體驗。最後,依據重要-表現分析結果,針對不同經營型態的市民農園,採取差異的產品、行銷與管理策略,來增強競爭力,吸引更多遊客參與,以增加農園的實質收益。
Traditional agriculture development confronts more and more challenges, partly from agriculture industry itself and partly from changes of overall environment. Cooperating leisure/tourism into agriculture management has become one of the alternatives for agriculture development. Citizen farm which utilizes low-efficiency farm land in suburban area and allow general public to rent a small peace of land to experience farming has achieved some success in Taiwan. The primary objectives of this study are (1) to examine the visitor’s socio-demographics characteristics, recreation motives, recreation experiences, and satisfactions, (2) to analyze proper product service strategies based on market segmentation and importance-performance analysis. Study results show that the visitor characteristics and visiting patterns are significantly different between “Farm-practices-oriented” and “Recreation-oriented” types of citizen farm. At the end of this paper, we also discuss the product service and marketing strategies for both types of citizen farm, based on our empirical study findings.