| 摘要: | 農會是屬於社團法人之組織，以「保障農民權益，提高農民知識技能，促進農業現代化，增加生產收益，改善農民生活，發展農村經濟」為宗旨。向來扮演著政府與農民、農村、農業間之中介角色，過去也曾為台灣農業在經濟發展過程中釋放過巨大能量。隨著工商業快速發展，農業產值卻相對遞減，農業也因而被持續邊緣化中，尤自2002年台灣正式成為世界貿易組織之會員國後，面對國際化、自由化之壓力，台灣農業之未來益顯茫然，為了找尋農業生機，突破傳統農耕型之農業，輔導轉型以觀光、休閒遊憩為主服務型之農業，一直是政府與各非政府相關組織一個共同的期許與目標。 本研究以嘉義縣農會在推動休閒農業發展策略為主題，設計問卷，從休閒農場之供給者與消費者於農業旅遊之行為中進行問卷調查，瞭解消費者對於農業旅遊的需求與願景，以及深度訪談同業間（縣市、鄉鎮級農會）、異業間（旅行社、行銷顧問公司）及休閒農業經營者探討推動農業旅遊遭遇的困難與需求，並藉由嘉義縣農業旅遊之SWOT分析，綜合獲得之資料，加以整理分析，來界定農會在農業旅遊發展之定位，研提農業旅遊發展策略，，作為農會在輔導農民轉型推動休閒農業之參採。
Farmers' Association is a organization of juridical association whose objective is to protect farmers' rights, enhance farmers' techniques, promote the modernization of agriculture, raise the profit of products, improve the quality of farmers' lives, and develop the economy of rural communities. Farmers' Association is the intermediary among the government, farmers, rural communities, and the agriculture. It sent out giant energy for the farming industry of Taiwan during the process of economic development. In contrast with the rapid growth of industry and business, agriculture is marginalized and its output value is decreasing, particularly after Taiwan became a member of the World Trade Organization in 2002. Facing the challenge of globalization and liberalization of trade, the future of agriculture on the island is getting more and more puzzled. Searching for the vitality of the traditional agriculture, it has been the objective and expectation of the governmental and non-governmental institutions that guiding cultivating agriculture transform into servicing agriculture that focuses on tourism and leisure. The topic of this study is to provide the strategy of promoting leisure agriculture of Chia-Yi County. In order to come up with the strategy, the following methods of study were proceeded. First, undertaking questionnaire survey between the suppliers of leisure farms and their consumers to know the consumers' demands and expectations to the agricultural tourism. Second, interviewing other farmers' associations, travel agencies, and the runners of the leisure farms to learn the obstacles and needs that might meet during promoting the agricultural tourism. Additionally, doing the SWOT analysis to conclude the strengths and weaknesses of the agricultural tourism of Chia-Yi County. All the information collected were used to position the farmers' association in the development of agricultural tourism, to bring up the strategy of promoting agricultural tourism, and to consult farmers' association in assisting transformation or promoting leisure agriculture. |
