高齡休閒農業體驗服務設計研究

Abstract

台灣經濟隨著工商業的蓬勃發展，農村工資與生產資材價格上漲，提昇農產品生產成本，許多出口農產品逐漸喪失競爭力。再加上台灣於2002年正式加入世界貿易組織，市場的開放使得台灣農業面臨更困難的處境。如同二級或三級產業的價格割喉戰讓許多企業無力繼續，經濟學家 Pine和Gilmore(1999)觀察到為了找尋出路，企業不再僅提供商品或服務，而是開始提供最終的體驗，休閒農業為利用環境資源，結合農村文化及農家生活，提供國民休閒，增進國民對農業及農村之體驗為目的之農業經營。其以農業為基礎並運用地方特有之鄉村景觀、人文風情，結合生產、生活、生態三生一體之產業，故休閒農業帶動之農村發展是外國進口品所難以取代的。同時，國人收入提高，對於生活品質、休閒活動的需求量增加，相較於年輕族群，高齡者不只在經濟上能夠負擔，時間上，已從勞力市場退休的高齡者也比年輕族群更有餘裕，因此高齡者休閒市場非常具有潛力。 本研究試圖找出高齡者參與休閒農業體驗時合適的服務設計，為了達到這個目的，本研究採用層級分析法，蒐集11位在休閒農業、服務設計、教育、高齡者研究、管理行銷相關領域專家之意見，經過層級分析法問卷調查，調查結果發現對專家而言，高齡休閒農業體驗服務設計最重要的目標構面為環境設施服務設計，尤其在環境設施服務設計構面下的「一般無障礙環境」與「高齡者輔助」評估準則最為重要，顯示專家認為高齡者在進行休閒農業體驗時提供高齡者所需的協助是很重要的設計面向。次重要的是高齡遊客屬性目標構面下的「個人內在阻礙」與「人際間阻礙」評估準則，這樣的結果表示專家意見中，休閒農業體驗活動設計的難度需要符合高齡者的能力，才能消弭其內心不安，另外，因為高齡者進行休閒農業體驗時通常都會與家人、友伴同行，利用行銷策略鼓勵兩代甚至三代同樂，或是享有高齡者團體折扣，都應該可以加強高齡者進行休閒農業體驗活動之意願。

With the vigorous development of Taiwan's economy industry and commerce, rural wages and production materials prices, enhance agricultural production costs, many agricultural exports is gradually losing competitiveness. Coupled with Taiwan in 2002 formally joined the WTO, opening up the market so that Taiwanese agriculture is facing a more difficult situation. As a secondary or tertiary industry cut-throat price war for many companies unable to continue, economists Pine and Gilmore (1999) observed that in order to find a way out, companies are no longer only the goods or services, but began to provide the ultimate experience, leisure agriculture for the use of environmental resources, combined with rural culture and farm life, provide national recreation, promote agriculture and rural citizens to experience for the purpose of the agricultural business. It is based on agriculture and the use of endemic rural landscape, cultural customs, combined with production, life and ecology Sansei one of the industry, so leisure agriculture and rural development is driven by the foreign imports are difficult to replace. At the same time, people income increase, the demand for quality of life, leisure activities increase, compared to the younger, the elderly not only in the economy can afford it, on time, retired from the labor market than the younger elderly person is more margin Therefore very elderly leisure market potential. This study attempts to identify elderly people to participate in leisure agriculture experience when designing appropriate services, in order to achieve this object, the present study uses AHP, collecting 11 in leisure agriculture, services, design, education, elderly person research, management, marketing experts in related fields The opinion, through AHP questionnaire survey found that of the expert, the elderly leisure agriculture experience the most important goal of service design facets of environmental facilities and services designed especially for 'Under the Environmental Facilities Services design facets of general accessibility Environment 'and' elderly person assisted 'the most important evaluation criteria, experts believe that elderly person show during leisure agriculture experience to provide assistance when needed elderly person is very important to design for. Second it is important that elderly visitors properties of the target facets under 'personal internal obstacle' and 'interpersonal obstacle,' the assessment criteria, such results represent expert opinion, the difficulty of leisure agriculture experience programs designed to require compliance with elderly person's ability to eliminate their inner anxiety, in addition, because the elderly were often at leisure agriculture experience with family, friends with peers, use marketing strategies to encourage even three generations of two generations with the music, or enjoy group discounts elderly person, elderly person should be able to strengthen Leisure Experience willingness agriculture activities.