國人對大台南地區休閒農業偏好之研究

A Study of Citizens’ Preferences on the Leisure Agriculture in Greater Tainan Area

休閒農業是台灣未來農業轉型的一項經濟活動，可以結合農業之生產、生活與生態並隨季節的變化而展現不同的景緻，藉由發展農業休閒事業相關產業為地方帶來經濟上的效益。面臨這股休閒旅遊的風潮，就行銷方面，必須針對不同的目標市場、利益、附加價值等，區隔出不同的消費型態，使休閒農業的經營者能確切的掌握市場，為消費者提供一個完善舒適的旅遊休閒空間。本研究係以大台南地區休閒農業為主體，探討民眾對大台南地區休閒農業印象之認知與消費偏好，進行統計分析，供該區域休閒農業之相關業者參考、改進、提昇其產業特性，而帶動該區域之商機。

Leisure agriculture is an economic activity Taiwan’s agriculture is shifting toward. Itcombines both agricultural activities and rural ecology and is also of diversification due to seasonalchanges. The development of leisure farming and other related businesses can benefit local economy.In response to the tourism trend, the marketing strategy should focus on the differentiation of consumingpatterns based on different target markets, benefits, and additional benefits so that people who run theleisure agriculture business can better grasp the market and can provide consumers with a perfect andcomfortable place for leisure. This research puts the leisure agriculture in Greater Tainan Area as itsobject, discusses the overall image and preference for leisure farming of the general public andstatistically analyzes the issue in order to come up with a comprehensive marketing strategy for thereference of relevant businesses and to make contribution to the development of domestic agriculture andtourism.