節慶活動對休閒農業區營運的影響-以蓮花園休閒農業區為例

Abstract

本研究以台灣桃園市觀音區的蓮花園休閒農業區中的6個蓮園農場 (遊客服務中心、蓮荷園、向陽農場、林家古厝、青林農場和翌軒田園 (又稱為ㄚ昌伯美食屋) 為研究對象，旨在探究自2022年至2023年的6月到8月所辦理的桃園蓮花季節慶活動對遊客數及營業額的影響，並了解桃園蓮花季節慶活動對休閒農業區營運的具體影響。 將收集到的資料利用描述性統計分析和多元線性迴歸分析2022年至2023年6個蓮園農場的對遊客數及營業額資料。研究結果顯示，桃園蓮花季節慶活動對休閒農業區營運有顯著的影響，相較於平日，週末也對休閒農業區營運有顯著的影響。 因此，桃園蓮花季節慶活動的舉辦可以提高蓮花園休閒農業區的知名度和曝光率，吸引更多的遊客前來參觀，從而帶動商業活動的發展。建議相關部門在未來的發展中進一步加強對蓮花季活動的組織和宣傳，提升遊客的滿意度和忠誠度，以實現更好的經濟效益和社會效益。

This study focuses on six lotus farms within the Lotus Garden Leisure Agriculture Area in Guanyin District, Taoyuan City, Taiwan: Visitor Service Center, Lotus Garden, Xiangyang Farm, Lin's Ancient House, Qinglin Farm, and Yixuan Garden. The aim is to explore the impact of the Taoyuan Lotus Flower Festival, held from June to August in 2022 and 2023, on on the number of visitors and revenue and to understand the specific effects of the festival on the operation of the leisure agriculture area. Descriptive statistics and multiple linear regression analyses are used to examine the impact of the Taoyuan Lotus Flower Festival on the number of visitors and revenue, using data from six lotus farms for the years 2022 and 2023. The results indicate that the Taoyuan Lotus Flower Festival has a significant impact on the operation of the leisure agriculture area. Compared to weekdays, weekends also show a significant impact on the operation of the leisure agriculture area. Therefore, holding the Taoyuan Lotus Flower Festival can increase the visibility and exposure of the Lotus Garden Leisure Agriculture Area, attracting more visitors and thereby promoting the development of business activities. It is recommended that relevant departments further strengthen the organization and promotion of the Lotus Flower Festival in future developments, enhancing visitor satisfaction and loyalty to achieve better economic and social benefits.