宜蘭縣茶產業地產地消食材旅遊之政策評估

Abstract

本研究採用政策評估理論，探討透過食材旅遊推展地產地消的執行結果，對宜蘭縣茶產業造成什麼樣的影響，並分析利害關係人之態度需求及未來政策延續方向。研究方法為半結構式深度訪談法及參與觀察法。訪談對象為參與地產地消食材旅遊之相關利害關係人，包括農委會、宜蘭縣政府與茶葉休閒農場經營者，另有協力參與者包括農會、休閒農業發展協會、旅行社，以及未參與政策之專營茶業生產小農，共19人。研究結果發現：1.宜蘭茶葉小農建立茶葉自有品牌，茶葉由代工轉為直接銷售，農家收益增加。2.宜蘭茶葉休閒農場藉著食材旅遊之體驗行銷，讓茶農與消費者原本疏離斷裂的關係，重新建立情感與信任之連結。3.農委會與宜蘭縣政府鼓勵有機農法耕作，促使生態平衡、地力恢復。4.茶葉休閒農場經營者認同食農意識，並實際融入體驗活動解說中，從消費者觀念著手影響後續購買行為。5.宜蘭茶農、休閒農業發展協會、農會與旅行社均支持並將延續執行地產地消食材旅遊，但整體行銷及人力短缺是茶農主要經營困境。6.未來執行方向，政府、宜蘭茶農、休閒農業發展協會及旅行社均認為需要持續拓展國內外食材旅遊市場，歸納其作法可以結合宜蘭在地性格，發展出更為精緻或有機農村旅遊，並朝向綠色餐飲努力。結論：政策評估結果顯示，經由政府、宜蘭茶農、休閒農業發展協會、農會及旅行社公私協力合作，使宜蘭縣茶產業食材旅遊方案之執行，達成幫助農民增加收益、保護環境、加強食農意識三項政策目標，未來仍需要政府在地產地消政策引導下，回應茶農之需求，透過利害關係人網絡串聯發揮綜效。This study used policy evaluation theory to examine how a local production for local consumption program, promoted through food tourism, has affected the Yilan County tea industry, and analyzed the attitude and demands of stakeholders and the future of the policy. Semistructured interviews and participant observations were used to conduct this research. Interviews were conducted with 19 people, namely stakeholders participating in the local production for local consumption food tourism program, including Council of Agriculture (COA) and Yilan County Government officials, leisure tea garden owners, and third-party participants, including from the Farmers’ Association, the Taiwan Leisure Farms Development Association (TLFDA), and travel agencies. Small-sized tea farmers who had not joined the program were also interviewed. The research results are summarized as follows. (a) Yilan tea farmers have established their own brands and are switching from selling through distributors to direct selling, thus earning more profits. (b) Yilan leisure tea gardens have used experiential marketing of food tourism to rebuild the broken relationship of trust and affection between consumers and tea farmers. (c) The COA and Yilan County Government have encouraged organic farming to promote ecological balance and soil recovery. (d) Leisure tea garden owners have promoted food and agriculture awareness by integrating it into food tours, shaping the perspectives and subsequent purchase behavior of consumers. (e) Yilan tea farmers, TLFDA, the farmers’ association, and travel agencies have supported and continue to promote local production for local consumption food tourism, but tea farmers are facing difficulties like integrated marketing and manpower shortages. (f) The government, tea farmers, TLFDA, and travel agencies agree on the need to continue expanding the domestic and international food tourism market by using the local characteristics of Yilan to develop improved depth tourism in organic agriculture villages and strive for “green” food. In conclusion, the policy evaluation results of this study indicated that the public and private collaboration between the government, tea farmers, TLFDA, farmers’ association, and travel agencies has made Yilan County tea tourism a success in increasing famers' income, protecting environment, and promoting food and agricultural awareness. However, the government must address the needs and demands of tea farmers, following the spirit of the local production for local consumption program, to effectively integrate resources of stakeholders and ensure its continuity.