毕业论文外文翻译.docx

毕业论文外文翻译.docx

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毕业论文外文翻译

毕业论文外文翻译

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题　目山东省家庭休闲农场模式及路经研究

学　　院　酒店管理学院　　　　

专　　业　　旅游管理（酒店管理方向）　

班级　　　　酒店1001班　　　　

学　生　　　　苏标　　　　　　　

学号　2010１409068　　　　　　

指导教师　　　　　　　公学国　　　　

二〇一四年一月十日

　　　　　　　　　　Ｊoｕｒnaｌｏf　Travel&ＴｏurismMarketingVol．3４,Nｏ.3，ｐp.４2２-436,2006.

Ｄevelopmeｎtoｆ　ＬeiｓureFaｒms

inTaｉwan,and　Pｅrcepｔiｏnsoｆ

VisitorsTｈeretｏ

Tｚu-ChｉnｇChang

MicｈiganStateUｎivｅｒsiｔy2０02

Abstraｃt:

InTaiwanthｅ　importaｎｃｅ　ｏfagｒｉcuｌｔuｒe　isdecｒeaｓiｎg，cｏmpared　tｏ　oｔhｅrinｄustｒiｅs.Thｉsｃｈａngeｗｏrsenedin200２afterＴａi-wan　joined　theＷorｌdＴrａdeＯｒganizatｉoｎ（WTO）.　Duetoｔheincｒease　inＮationalIncomeandtheimｐleｍeｎtation　oftｈｅ　five-dａｙworkweek,　ｔhetourｉstpoｐuｌatioｎｉｓｇrｏｗing.　Begｉnｎingｉn１9８９,　ｔheＣounｃilｏfAgｒｉ-ｃultureoｆTａiwａnseｌected31ruralareaｓｉn　wｈichtｏ　ｄeｖeloplｅｉsure　fａｒｍsfoｒ　ｔhｅ　purpｏｓｅｏｆcｒeaｔiｎg　aｎｄprｏmotｉnｇagrｉcｕlturaltourｉｓmandto　helpsustain　agricｕｌture.　Thｉsisｉntｅndeｄto　ｂｅachieｖｅdｂyutiliziｎｇtｈeirnaｔuralbeauty,byｐromoｔinｇaｗａreneｓsoftheｉrecoｌogｙand　bｙuｎ-derstanｄingtheirｅnｖiｒonmeｎｔaｌｒeｓourcｅs.Ａgricuｌturaｌtouriｓmcoulｄ　genｅrateｉｎcome,ｃｒeatejobsａｎdｅncourageｒｅtail　grｏｗth．Thｅ　pｕｒposeoｆ　this　ｐａper　is:

　（１）　tｏbeｔterunｄeｒstandthe　devｅｌｏｐｍenｔ　oｆlｅisurｅfarmsｉｎTaｉwan，

（2）　tｏdescｒibelｅisurefarmｖｉsｉtorsiｎtermｓofthｅiｒ　demｏ-ｇrａphiｃ　andsocio-ｅcｏnｏmicｃharａcteriｓtiｃｓandknowledgｅａbｏut　lｅｉsure　fａrmｓ,（3）　toｐro　leisure　fａｒmｖiｓitorsby　tｈenumber　ofvisits,（４）ｔoｍｅａsure　levelsofvｉsitoｒsatｉｓfａctｉonｓwiｔh　leisurefａrmperｆoｒ　-mancｅ,aｎd（5）toidenｔifytheｍaｉｎfacｔorsofpｒoｄuｃtsaｎdservicesforthｅｌeisｕrefａrｍｓ．　Tｈeresultsｃlearｌｙidentifyｔhechａraｃｔerisｔｉｃsｏflｅi-sure　ｆarｍｔoｕｒists,demonstraｔetｈe　prｏbleｍｓ　ofinsｕffiｃｉｅnｔｋnoｗledｇeaｂoｕtagricｕltｕrａｌｔourism　aｎdｌeｉsuｒefarmiｎg,ａｎdcｏnclude　ｗｉth　six　ｉm－ｐortantfactorｓ　for　prｏductaｎｄｓervｉce　straｔｅｇieｓ.[Aｒｔiｃｌecｏpies　availａｂｌefora　feefroｍＴheＨawoｒtｈ　ＤocｕmeｎｔDeｌiverｙ　Sｅrvice:

1-８００-ＨＡWORＴH.Tzｕ－ChiｎgChanｇ　ｉsａ　PｈD　Canｄidate,　DｅｐarｔｍenｔoｆPａrk,　Recrｅatiｏｎ　andToｕrｉsmRｅsources,　MichｉganStatｅ　Unｉversity,　EastＬaｎsing,ＭI　４8823　（E-ｍａil:

）.Jourｎal　ofTravel　＆　ＴouｒiｓmMａrｋｅtｉｎg,Vｏl．１5

（1）20０3

KＥYWＯRＤＳ.Leｉsure　farm，agrｉcｕlturａltｏuｒism，fａctoranaｌｙsis,Taiwａn

１:

Inｔｒｏduｃtioｎ

ＩnTaｉwaniｎ　recｅnｔyeaｒｓ，thegｒowtｈratｅof　aｇｒicuｌｔurehasｂｅenlｏwerｔhanｔｈａｔofｏtｈerinｄｕsｔrｉes　ｓuchasservicｅｏrengineerｉnｇ．In1９93,tｈeａｇ－ricultuｒａlproｄucｔiｏnｖａlue　wａs　3.64　perｃｅｎｔoftｈe　NatｉonalGroｓs　Prｏduc-ｔionRatｅ,aｎｄtｈeprodｕｃtiｏnvalueoftheseｒvｉｃｅindｕstryｗas　５７.０1pｅrcent.By2001,ｔheagｒiculturｅprｏductｉonvaluefeｌltwｏ　pｅrcｅｎtａgepoiｎtsto1.64pｅｒcentandtheprodｕctionｖaｌｕeｏf　theserｖiceiｎdustryroｓe12．15pｅrcent　to　69．01peｒcｅnｔ　（NatｉoｎaｌSｔaｔisｔics　ofＴaiwan,2０0２）.　Cur-ｒｅnｔlythｅTaiｗａngoveｒnmｅntaｃcｏｒｄsfiｒsｔpｒiorｉｔytoｅｃonomicdｅveloｐ-mｅnt,　wｈile　alｓoｒeleａsiｎgfarmlanｄs　to　othｅrｕsｅ.Cｕｒrｅntly　ｉn２０02agrｉｃｕlturalpｒoｄｕctｓ　faｃｅｔhｅ　kｅeｎcoｍｐetitioｎinａliｂeraｌｉzedmarkeｔ　of　ｉnｔｅｒｎａtional　aｇriculｔurａltradinｇaｆｔerTａiwａnjoiｎed　theＷorｌdTｒadeＯr－ｇanizatｉon　（WTO）.　Theｖalueｏｆaｇｒｉculturｅｉncludestｈenon-ｍarketvalｕｅsucｈ　asｔhebｉｏaｎｄeaｒtｈfuncｔiｏns,pｒoｖiｄing　gｒeｅｎ　scenerｙand　enｖiron-mｅｎｔ,　tｏgeｔherwｉththeｅｃｏlｏgy　funｃtｉon　ｏfpｒｏtecｔｉngnａｔｕｒaｌreｓｏｕrｃes，uｎdｅrgrouｎｄ　water,ａndsｏon．Thｅ　sｉtuaｔioｎiｓ　ｓimｉlar　ｉntｈｅUSA,ｗheｒｅsince１９70　Aｍeｒicanecｏｎｏｍｉcrestruｃtuｒｉｎg　and　thefａrｍingｃｒisｉshavｅ　reducｅd　ｒuｒalcomｍunitiｅｓ’economicoｐｐortuｎitiesｓeverｅly.Onｅofｔhemｏstpopularnｏntｒａdiｔiｏnal　ruｒａｌ　dｅｖｅｌopmentstratｅgｉes　ｈasbｅenｔourismaｎd　ｉtsassociａtｅdentrepreneｕrshｉpoｐpoｒｔuｎitiesbecａusｅ　oftｏｕｒism’sａbility　toattrａctｄolｌａrs,generａtejobs　aｎdsｕppoｒtretail　grｏwth　（Ｗilsoｎeｔal.,2001,　p.1３2）．　Sｉncethe　1980s,ｔheCoｕncｉloｆ　AｇriculｔurｅｏfTaｉwａnhａsdｅveｌopeｄ　agricuｌturetourisｍ　byusingdｉstｉｎｃtｃulｔural，nａｔu－ｒal，ｈisｔoricandgreen　characteristiｃｓof　ｔhｅagrｉcultural　ｉndustrｙ.Currenｔly（２00２），theNationalIｎｃｏmeof　Taiwａnｉsｏver$１0,000　percaｐita,　anincｒｅaｓeoｆａbout８０peｒcentcｏmparedto　1992（NatioｎalSｔatiｓ　－ticsofＴａiｗan,2002）.Alｓoiｎ2０02，thepoliｃｙofｔhｅ　five-day　workweekof4０hoursｉntotaｌwasｉｍpｌｅmｅntｅd．　Tｈeinｃrｅasｅ　ｉnnationaｌ　ｉｎcoｍepｅr　ca-piｔaaｎｄ　morｅ　ｌｅisuretime　ｈave　incｒeａsed　tｈetouｒｉsｔｐｏpｕlａtｉｏｎｐｏtentiａl

（TouｒisｍBoａrｄ　ｏｆTａiwａn,200２）.TheTouｒiｓm　BoardofTaiｗａnｒeporｔs　peopleｔｒaｖｅled　fourtiｍｅsａ　yearｏn　ａvｅragein2001．The　maiｎrｅasons　fｏrｐeｏpleｎottｒａvｅlingｗerelackoffrｅｅtimeandheavytraffiｃconcerｎs.More　thａｎ　50perceｎｔ　oftrａveleｒsｈadａ　vacａtｉoｎtrｉｐaｎdａlmost6０ｐercent　２0JＯURNALＯＦＴRＡVEL&　TOURＩSMMARＫETＩNＧＤownloaded　by　［ＪｉnａnUnivｅｒsity]at19：

２12５Ｍay201４ofallｔravelers　hａddaｙｔriｐs.　Furtheｒｍore,ｔheＴourismBoaｒdof　Ｔaiｗaｎ　estimated　tｈａｔｔhｅ　toｕｒistpopｕlatiｏｎwｉｌlexceｅd109millｉonby2０03.Ｓiｎce1981,tｈe　Cｏuｎｃil　ofAgriculｔure　oｆ　Taiｗan　hａdｗｏｒkｅd　on　cｏm-biｎingtｈeagricultureａnｄtｏurismindｕsｔriｅsanddｅvｅlopedagricｕlｔｕｒe　tｏurisminrｕrａlcommunities;　aprimｅｒeasonfｏr　this　wasbecaｕse　oｆthｅｌowvalueandincｏmｅｏfａgricｕlｔｕralｐrｏduｃtｉon（Ｃhaｎｇ,1９98）．IｎtheLei-sｕreFarmＧuidingRegulａｔions，　aｇriculｔｕrｅtourisminＴaiwaｎis　ｄefiｎedas　anｉnｄｕsｔry　thatutilizesthebucoliｃvieｗ,　naturalecoｌｏｇy,anｄｅnｖiron-ｍenｔal　ｒesources,　aｎdtｈaｔcombiｎesagricｕltureand　forｅstry，ｆisｈerｙanｄranchiｎgproducｔiｏｎ,agrｉcuｌturalactｉｖities，　faｒmｌａndculｔure,plusｆaｒｍ　-laｎd　liｆestyle．ThisｐrｏvidesaｎｏppｏrtuｎityforTａｉｗanｅsetosｐendtｈｅiｒleｉsｕretｉme　ｉnexpeｒiencｉngａgｒiculturallｉｆｅ（Depaｒtｍent　ｏfAｇrｉcｕｌtｕrｅEｘtenｓionｏfTaiwａnUnｉvｅrsiｔy,　1996）.Mａnytyｐｅsofrecｒｅationalａgri　-cuｌtｕre,ｓuchasthｅcｉｖｉlianfaｒm,touｒistｏrｃｈａrd,eｄucａtionalfarm,　lｅisｕrefaｒm，etc.,areavaiｌable　（Couｎｃilof　AｇriｃulｔureｏfTａiwan,　２０02）．Leisｕre　ｆarming,for　exaｍｐle，ｈasｇreat　deｖeｌｏpmｅntpotｅntｉaｌ,ａlｔhoughiｔｉs　ｎotｆullｙrｅalｉzeｄ.Deｖｅlopmｅntｏfagriculｔuretourism　iｓrepleｔeｗｉthdｉfｆｉcuｌties　anｄde-manｄs.Startiｎｇin　１９8９,tｈｅCouncｉｌ　ofAｇriｃulturｅseleｃtｅd３１farmsinrｕ-ral　aｒｅａstodeveloｐleisuｒefａｒms,butoｎlyonequarterof　tｈemapｐlｉeｄforｏperaｔinｇｌicｅnseｓａndcｕrｒｅntlyoperateleisurefａｒmbusｉnesｓes（ＣouｎｃiloｆAgricｕltｕｒe，1９9３）.Farｍeｒslａｃｋｋｎoｗｌedgeof　ｍａｒkeｔinganｄ　ｍanage-meｎtoｆ　lｅisure　farｍsanｄhaveinsufficienｔｉｎｆｏrmaｔionａbｏut　agriｃultuｒｅtourists　andcustomｅrs.Morｅoveｒ,therearｅｓubstantialｄｅlays　inobtainｉng

fｉnaｎcialaidaｎdthｅnｅcessaryperｍitfoｒdｅｖelｏpiｎgｌeisurefarmｓ．Iｎaｄ-ｄition,　visｉtors’（ｃｏnsumeｒs’）neｅｄｓandwantsｈaveａlsｏbｅcoｍemoreａndmｏreｃomｐｌex.　Unｄeｒsｕｃhciｒcumstanceｓ,lｅiｓurefarmmａｎagemenｔｋnowledgeaｎdskiｌlhaveｂeｃomｅ　impoｒtaｎt．Ｔoincreaseｌｅisuｒe　fａrmprof-ｉtｓ　andincoｍe,iｎcreａsethenｕｍbｅrof　ｔheir　consｕmｅｒｓaｎｄ　saｔisfｙthede-ｓiresoｆｔhｏsecｏnsumerｓ,lｅｉsurefａrmｓｍuｓtａlsｏaｐpｌｙmarｋeｔｉｎｇmanagｅmenｔmｅthｏds.Marｋetinｇmanａgeｍｅｎt，　ashａsbeｅnintegｒatedｉnｔoｔhemanagemenｔofpaｒｋandreｃreationｏrganiｚation，　cｏｕldbe　aｐpliｅdovｅrawｉderegion（Ａdaｍs,Ｉpsoｎ　ａｎdMahoney,　１9９9）.Besiｄesｍａkinｇ　an　efｆorｔto　undeｒstandthe　devｅlｏpmｅnt　ｏｆleiｓurefarmsｉn　Taiwａn　andvisｉtｏrs’ｐｅrceｐtionsofanｄkｎoｗledgeabｏut　lｅisurｅfarms，ｔheｐurpoｓeｓoｆthispaper　ａrｅ：

1．Todescribeleisurｅfarmｖisｉtorｓinterｍｓｏf　ｄemoｇraphiｃａndsociｏ-ｅｃonoｍiccharacterｉstｉcｓanｄthｅiｒknowlｅdgeaｂｏutleisｕrefarmｓ,anｄ　ｔo　ｐrovisiｔoｒｓ　bythｅnumbeｒofｖｉsitｓ.

2.Ｔomeasuｒevisｉtｏrs’　satiｓfacｔiｏnwiｔh　the　performanｃeｏfleｉｓurefarms.

３.Ｔo　ｉdentifytｈemａin　fａｃｔｏｒs　oｆｐｒｏｄuct,sｅrviｃeandprice　sｔraｔｅｇiｅsｆordevelｏpiｎg　aleisurｅfaｒm.Tｈeｄefｉｎitioｎofｌeisuｒeｆarmintｈiｓpａｐerismaｉnlyinａｃcｏrdance　withtｈｅLeｉsureＦａrmEｓtablisｈinｇａnd　Managing　Reguｌatｉoｎ,ａｎｎｏuｎｃedinDｅcｅｍｂer１9９２,　andtｈｅＬeiｓureFａrmGuidｉｎｇ　Ｒegulation,　annｏuｎceｄandimｐｌeｍeｎtedinＤｅｃembeｒ１9９6.Aｃcｏrdｉng　to　ｒuｌe　3（IIＩ）ofthｅ　ＬeisuｒｅFaｒｍGuｉｄiｎgRｅgｕｌａtiｏn，　tｈｅleisure　farm　isfａrmland　useｄ　forｌｅisuｒeaｎd　reｃrｅationalpｕrpｏsesthａtaｒeguidｅｄandestabliｓｈeｄｂy　theｍａnagemｅnt　institution．Basedon　rulｅ6，　aｌeisuｒefarmiｓdeｆinｅｄ　aｓ“afarｍｔhａtcomｂｉnｅｓagｒiｃuｌｔurepｒoｄuctionandthｅ　functｉons　oｆｌeisｕre，trａveｌ，　reｃｒeatiｏｎ,aｎdacｃommodaｔiｏn　iｎone．”Be-ｓidestheｔraditioｎalfｕｎctiｏnoｆagrｉcuｌtｕｒe　pｒｏｄｕctioｎ，tｈｉs　newkiｎｄ　ofｆarｍcanalsoｕｔｉlize　the　ｂucｏｌicview　ａｎdenviroｎmenｔalresourceｓｔｏpro-ｖｉdｅtraｖｅl　andaｃcommodatｉonｓerviｃes.Ｔhｒｏuｇhvarioｕs　ａctivitｉeｓｉｔeｎ-aｂlesvｉｓitorstoundeｒstanｄｔhｅfａrｍpｒoduｃtion　procｅssplｕsexｐeriｅncｅtｈeeｘcｅlleｎceanｄ　ｔhesｏmeｔｉmesbitteｒｎess　ｏfagriculturallife.ＬIＴERATURＥ　RＥVIEWFｏuｒｐerｉｏdsｍarkedｌeｉｓuｒｅ　ｆarmdevｅlopｍentｉｎ　Taｉwaｎ.Befoｒe1980，sｏmefarms　inthe　middlｅｐart　ofTaiwａnprｏvｉdedU-Piｃkactｉvｉtｉｅsforｖｉs-iｔors.Thosefarms　weｒe　opento　vｉsｉｔorｓduｒing　weekenｄs　for　certainmonｔhｓ　ｏnly，and　themａinｓｏuｒceoｆ　ｆaｒmｉncome　wａs　sｔillｆromagrｉcultureprｏductｉon.　Ｈｏwever,this　ｗasｔｈeｂｅgiｎninｇｏf　the　leiｓureｆaｒｍ　concｅpt.From1９8１　ｔo１98６,thｅＴaｉpｅiCityＧｏvernmenｔ　andｔheDｅpartmｅnt　ｏfAｇｒｉcultｕreof　Taｉpeibｅgantopromｏtｅaｇｒｉｃultureｔouｒiｓm　ｉn　Tａipｅｉbyde-veloｐingＵ-Ｐiｃｋａctivｉtiｅsinfarｍs.Meａnｗhile,ｔｈeCoｕncｉl　ofAgrｉcｕltuｒｅofTaiｗanheｌped　ｆarmers　todeveｌoｐ　Ｕ-Ｐicｋａctｉvitiｅsｉnallrｕrａｌareas.However,　norecreation　aｃｔivitieｓ　ｗeｒeｄｅsignedｏｒpｒovidｅd　forvｉsitorｓｅxcept　Ｕ-Ｐick．Iｎ1988,ｔheＣoｕnｃiｌ　ofAｇricｕlｔureofTaiwanandNaｔioｎａlTaiwａn　Ｕnivｅrｓitydeｖeｌopｅｄ　agrｉｃulｔuｒｅtourismbｙeｄucatinｇtｈｅownｅｒsoffarmsａboutopｅratｉｎｇagriｃuｌture　tourｉsmandiｎtrodｕcingdｉｆferｅnｔtyｐes　ｏf　aｇriｃｕlｔｕｒe　tourismtｏ　ｔheｐuｂｌic．　Theleisureｆarm　ｗａｓoｎｅtypeofａgｒｉculturetouriｓｍ.From　1９89,theCouｎcilof　Ａgricuｌturｅ　ｏfTaiwaｎse-lected　３1ｆarmsiｎｗhiｃhtodｅveｌoｐ　leｉsuｒefaｒms.Of　the　31ｆarms,only15apｐｌｉedforaｏperａtion　permｉtand　oftｈｅ15,oｎｌyninｅareａctuallｙopｅnbusinessforvisitｏｒscurrｅnt