Types and Consumption Benefits of Agro-Cultural Events – A Case Study of Agro-Cultural Events in Tainan City

• Main Authors: CHEN,YI-WEN, 陳怡文
• Other Authors: 簡南山
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/s8zpp6

碩士 === 南臺科技大學 === 企業管理系 === 106 === Active transformation and reforms of traditional agriculture, the development of recreational agriculture that leverages agricultural resources for recreational and leisure activities, the implementation of two days off a week and one fixed day off and one flexible rest day, and the economic benefits brought by the high-speed rail have prompted people in Taiwan to pay increasing attention to participation in recreational activities. It is evident that integration of diverse resources in recreational agriculture has the potential that can drive the development of tourism in Taiwan. In view of this, how to enable recreational agriculture to maximize its economic benefits and improve agritourism and cultural events in the agricultural industry is worth further investigating. This study is mainly an attempt to explore strategies for the development of recreational agriculture and culture in the agricultural industry in Taiwan and thus investigate visitor and resident behaviors of participation in events for the agro-cultural experience and tourism consumption. In addition, it is also intended to provide references for government authorities, recreational farm operators, local residents and people who intend to participate in planning of or invest in recreational agriculture based on the results of a field survey on participant experiences with agro-cultural events organized by the government. This study is a case study of agro-cultural events that combine special local agricultural products with agritourism and have stronger local characteristics in three districts in Tainan City, i.e. Baihe Lotus Festival, Yujing Mango Festival and Sigang Sesame Festival. A survey was conducted for empirical analysis. In total, 480 questionnaires were distributed and 436 effective ones in total were collected. Results of this study show that the three agro-cultural events do not differ significantly in visitor perceptions of the five types of functions of recreational agriculture. However, when influences such as age, education, visiting time, educational functions and degree of preference to agro-cultural activities are greater, cultural experiences are also greater. Moreover, when influences such as leisure, social and environmental functions and degree of preference to agro-cultural events are greater, food and drink experiences are also greater. This study finds that visitor perceptions of the functions of recreational agriculture and degree of preference to agro-cultural events have significant effects on and significant positive relationships with visitor consumption benefits.