特色農業旅遊場域認證制度之應用與實證研究

The Application and Empirical Study of the Special Agro-tourism Spots Certified

行政院農委會為了因應台灣加入世界貿易組織（WTO），可能帶來的農業衝擊，訂定「休閒農業輔導管理辦法」，協助傳統農業經營者增進收益，轉型從事農業旅遊（Agricultural tourism）；為了能找出傳統農業特色、創新旅遊意象及提升場域之服務品質，吸引遊客從事農業旅遊，並與觀光相關產業之競爭者有所差異化，而推動「特色農業旅遊場域認證」，以創建具遊客認知之農業旅遊場域，因此，本研究目的首先檢核此認證制度之有效性及認證指標構面之合理性與鑑別度，進而分析參與認證業者之經營型態之差異；實證研究對象以參與民國108年度申請認證之業者，合計82家，在結果分析上，認證制度之設計具有效性，且認證指標構面具合理性及鑑別度，而申請業者的「經營型態」有顯著差異，依此提出對未來申請之業者在「在整體環境與經營」、「資源／建築設施」、「服務與體驗活動」及「經營與行銷」等四構面上之建議。

In order to cope with the impact of Taiwan's entry into the World Trade Organization (WTO) and possible agricultural impact, the Council of Agriculture of the Executive Yuan formulated the“Leisure Agriculture Guidance Management Measures”to assist traditional agricultural operators to increase their profits and transform themselves into agricultural tourism; In order to identify traditional agricultural characteristics, innovate tourism images, and improve the service quality of the field, attract tourists to engage in agricultural tourism, and differentiate from competitors in tourism-related industries, and promote the“special agricultural tourism site certification”to Create an agricultural tourism field with tourists' cognition. Therefore, the purpose of this research is to first check the validity of the certification system and the rationality and discrimination of the certification index structure, and then analyze the differences in the business styles of participating certification companies; empirical research; The target is 82 companies that participated in the application for certification in 2019. In the analysis of the results, the design of the certification system is effective, and the certification indicators constitute the rationality and identification degree, while the“business style”of the applicants is significantly different , Based on this, put forward suggestions for future applicants in the four aspects of“the overall environment and operation”,“resources/building facilities”,“service and experience activities”and“operation and marketing”.