彰化縣田尾鄉園藝產業創新經濟之永續經營模式

三十餘年來，以園藝產業聞名的田尾鄉因外銷價格與數量不若其他國家逐漸失去競爭力。面對國際化與全球化的挑戰，體驗型的觀光花園經營模式在經營者集思廣益與努力實踐下，逐漸往永續產業之路邁進。本文籍由實地觀察、參與行動與深入訪談，發掘田尾鄉園藝產業經營模式的發展歷程與影響產業發展的因素，冀望結果可作為相關產業振興參考。為了瞭解田尾鄉園藝產業不同時期（初級生產、加工外銷、工業化生產與休閒農業與體驗時期）之發展內涵之關鍵因素。研究者首先蒐集歷年農業政策與土地使用計畫書圖，而後訪談七位成功發展休閒產業的在地經營者與十位傳統產業經營者，以及三位地方耆老。將所有資料整合歸納成不同階段之園藝產業經營內涵與景觀風貌特色。研究結果發現，田尾鄉的園藝產業早期經營模式是以生產及販售花卉苗木為主，呈現整齊的農業生產景觀，其經濟利潤限定在成本與市場價格之間的差距，在國際優勢不再的階段雖曾大力推廣觀光服務業，然也有業者發現忽略傳統園藝產業的觀光服務經營模式不但沒有提升整體效益，反而增加了許多環境與人力的成本，而後因民宿、餐廳、婚宴、婚禮拍照、攝影等的體驗產業經營模式導入，轉而販售場所氛圍與花園式景觀，利潤則是被建立在消費者追求體驗所願意付出的價格，反而有更多潛在的機會出現。本研究因此建議，鄉村產業要振興，傳統園藝產業必須維持，而經營者應以土地永續經營為根本，思索如何利用景觀營造，創造出美麗的舒適的休閒消費場所，更能提升園藝產業之價值。

關鍵字

園藝產業；體驗經濟；永續經營

並列摘要

Because export prices and quantity are not better than other countries, Tienwei which is famous for its horticulture has gradually losing its competitiveness for the past thirty years. Facing the challenge of globalization and internationalization, the experienced type garden management mode has gone toward sustainable industry under the manager's efforts of collecting opinions and practices the idea. Through on-the-spot investigation, activity participation and depth interview, this research discovered the factors and courses of development in Tienwei's horticulture industry management mode. We hope it will be the reference to related industry revitalization. In order to realize the key factor of Tienwei's horticulture industry and its contents in different stages (primary produce, manufacture export, industrial produce, leisure agriculture and experienced period), we conducted the below investigation. First, we collected all agriculture policies and land use planning reports. Then, we interviewed 7 people who developed local leisure industry successfully, 10 tradition industry managers and 3 local old men who has been involved in an activity for a long time and is greatly respected. Put all information together to generalize different stages of horticulture management contents and landscape feature.The result indicated that the early stage of management mode in Tienwei was to sell flower and seedlings. It showed a neat and tidy agriculture production landscape. The profit restricted to the difference between the prime costs and market price. It had ever conducted vigorous propaganda on tourist service industry since international advantages no longer exists. But, some managers found that the tourist service industry which ignored the tradition horticulture industry didn't promote the entirety benefit and increased many environment and human resource costs instead. Later, many experienced industry management such as B&B, restaurants, wedding reception, wedding photo taking and photography were introduced into Tienwei. So it turned to sell the atmosphere surround by garden style landscape. The profit would establish on consumers' willing to pay how much on experience. However, there will be much more potential opportunities to show up. This research recommended that the traditional horticulture should keep it well if country industry wants to revitalize. The manager should put land sustainable management in the first place. Deliberate how to use landscape to create a beautiful and comfortable place for leisure and consuming. Furthermore, it will increase the value of horticulture industry.