A New Trend in Rural Tourism-The Shift from Destination Image to Agricultural Special Product Image

鄕村旅遊的新趨勢－從旅遊地點意象到農特產品意象的轉變

10.6130/JORS.2010.23(3)1

黃千容(Chien-Jung Huang)

農特產品 ； 農特產品意象 ； 旅遊意象 ； 鄉村旅遊 ； Rural tourism ； agricultural special product ASP ； agricultural special product image ASPI ； tourist destination image

戶外遊憩研究

23卷3期（2010 / 09 / 01）

1 - 22

英文

農特產品與旅遊服務是鄉村旅遊中，農民多元化收入的兩大來源。本研究以問卷調查的方式，對此兩要素之意象對鄉村旅遊發展可能帶來的影響進行分析。結果顯示，即使對環境熟悉程度偏低，民眾仍支持農村轉型發展觀光產業及農特產品的作法。因素分析共得到「農村休閒」、「印象環境」、「旅遊服務」及「傳統文化」等四個旅遊意象構面，以及農特產品的一個構面「農特產品」。再經多元迴歸分析，農特產品對觀光發展與農特產品消費具有正面影響；農村休閒與印象環境亦具顯著正面影響，傳統文化反具負面影響，而旅遊服務則並未產生影響。本研究建議下營鄉可以農特產品意象帶動整體旅遊意象，重新建構具本鄉特色且更具吸引力之鄉村旅遊意象，並進一步建立品牌形象。其具體做法應致力新行銷策略的研擬，以增加鄉村旅遊及農特產品品牌化行銷的可行性。

Agricultural special product (ASP) and travel service compose two main elements of resources of farmer's revenues. By means of surveys, this research analyzes the effect of these two elements to rural tourism development. Result shows that it is supported to shift agriculture to tourism and ASP development in Siaying, even the interviewee are not quite familiar to the environment of Siaying. The outcome of factor analysis, four destination image facets and one ASP facet were obtained separately, which were named as 'countryside recreation', 'image environment', 'travel service', and 'traditional culture', and the other one is named as 'agricultural special product (ASP)'. Multiple regression analysis shows that ASP facet affects tourism development and ASP consumption positively, as well as countryside recreation and image environment facets; diversely, traditional culture facet possesses negative influence and travel service facet possesses without any influence. It is suggested that Siaying should re-construct its destination image based on the ASP image, in order to build a more characteristic and attractive rural tourism image, and furthermore, a rural tourism brand. The authority should devote to the practice of new marketing strategy development. It helps to increase the possibility of branding and marketing rural tourism and ASP.

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