農業永續發展認同程度與農產品訂閱制接受程度：以鄉村旅遊之遊客為例

Abstract

農業作為基礎產業，也在面臨著人口和飲食習慣變化下，逐步向永續發展方向轉型。本研究旨在探討鄉村旅遊遊客對農業永續發展的認同程度以及對農產品訂閱制的接受程度，並分析了遊客的鄉村旅遊經驗、種類和訂閱價值觀。研究方法採用量化研究，透過網路問卷發放，調查期間為2024年2月23日至4月1日。問卷一共發放504份，有效問卷488份，有效問卷率為96.83%。研究結果顯示：(一) 鄉村旅遊遊客特點包括親子旅遊、年齡範圍廣泛、停留時間短暫及以休閒農場比例最高；(二) 遊客鄉村旅遊經驗對農業永續發展認同程度無顯著差異；(三) 鄉村旅遊之遊客農業永續發展認同程度與農產品訂閱認同度呈高度相關。結論與建議：永續發展需在經濟、環境及社會三者間取得平衡，另外，政府及農民透過食農教育推廣，以提高民眾對農產品訂閱。Agriculture, as a fundamental industry, was gradually transitioning towards sustainable development for responding the changes of population and dietary habits. This study aimed to the relationship between agriculture sustainability and agricultural products subscription from rural tourists’ view point. This study was employed the quantitative method. The online questionnaires were distributed during February 23 to April 1, 2024. Five hundred and four questionnaires were response, but only 488 were valid. The response rate was 96.83%. The result of this study were:1. The main characteristics of rural tourists included participating family trip, being in a wide range of ages, staying in a short period, and visiting leisure farms.2. There was no significant difference in recognition of sustainable agricultural development and rural tourists’ experience.3. There was a high correlation between the recognition of sustainable agricultural development and the acceptance of agricultural products subscription.From the conclusion, the study suggested that sustainable development required a balance among economic, environmental, and social factors. In order to enhance the agricultural products subscription, the farmers and the government needed to promote Agri-food education.