花蓮地區初級產業轉型與休閒產業結合的區域研究

Abstract

花蓮地區和台灣西部地區隔離，交通不便，經濟發展落後，超過十分之一以 上的居民從事初級產業（農、林、漁、牧業）。2001 年台灣加入WTO 後，初級 產業面臨激烈競爭；配合花蓮地區之山水勝景，轉型與休閒業結合，協助農民直 接進入第三級服務業，成為區域發展的共識。 本研究透過理論分析與文獻探討，配合實地訪談與問卷調查，以花蓮地區自 然與人文地理特性為基礎，掌握其由初級產業發展為第三級休閒服務業之環境資 源條件；再以實際案例探討花蓮地區各類初級產業轉型為休閒產業面臨的問題 等；最後對業者、輔導者、村里長及遊憩者三方面作深度訪談及問卷調查，以檢 驗花蓮地區初級產業轉型與休閒產業結合後，在經濟效益、社會文化、環境問題， 以及遊憩滿意度等方面之區域發展的關係。 花蓮地區各類休閒產業在公部門大力推動下，近年快速成長。但是符合由初 級產業轉型與休閒業產結合、而且目前營運上軌道者並不多，歷經三年實地訪查 之後，選擇案例十二家，計有觀光農園七處、森林遊樂區兩處、觀光漁業兩處及 休閒牧場一處。它們在自然地理和人文地理的特性上，深具區域的代表性。 為了掌握業者成功的條件，乃利用「環境資源與發展潛力評估表」，完成十 二個案例在發展潛力上的評估，這項評估表的應用價值，也可供花蓮地區未來規 劃初級產業轉型與休閒業結合時，了解新興業者在區域內之發展潛力。 根據本研究對花蓮地區之經營者（業者）、決策者（縣政府及農會輔導業務 者），以及村里長（居民）與外來遊客(遊憩者)各方面之深度訪談與問卷調查， 掌握了花蓮地區初級產業轉型的主要原因、主要經營類型、轉型的過程與經營問 題，以及轉型後涉及區域經濟、社會及環境方面的問題，最後以遊憩滿意度檢驗 農業轉型與休閒業結合的成效。 研究發現相關部門除了積極協助資金、土地與建設問題之外，也輔導農漁民 最弱的行銷、服務訓練、導覽解說等。而農漁民也認真投入，學習各項新技能與 新知識，期望做好服務遊客的角色。業者的個別經營效益已經顯現，轉型之業者 大都有商業效益，僅少數略差。 在遊憩效益方面，遊憩經濟總價值高，消費者剩餘高、遊憩效益總價值高達 萬元以上；對社會文化正面影響高於負面影響；對環境正面影響亦高於負面影 響；遊客滿意度平均值為接近滿意。因此，目前已經蓬勃發展的花蓮休閒農漁業， 未來的前景更可期待。Hualien, where on the east side of Taiwan facing Pacific Ocean and separated from the west part by the Central Mountain Chain, is difficult to access and underdeveloped in economy. More than one tenth of the residents in this area are making livings in the primary industry (agriculture, forestry, fishery and pasturage), which is facing critical competition after Taiwan’s joining the World Trade Organization (WTO) in 2001. A public consensus has been reached that the development of Hualien should take advantage of the local landscapes so that the primary sector can, in cooperation with the already developed leisure industry, evolve directly into the tertiary service sector.. Based on library research, theoretic analysis, and field studies which included ethnographic investigation through interviews and questionnaire, this research is intended to revealing the conditions of natural resources in Hualien which the primary industry can be based for the transformation into tertiary service industry. After that, this research addresses various problems, with case studies, on converting primary industry to leisure industry. Lastly, through probing prospects from local practitioners, government officers in charge of relevant industries, the mayors of the small villages by in-depth interviews and questionnaires, this research examines the relationship between the regional development and the economic benefits, the problems of society, culture, environment, and the recreation satisfaction after the primary industry transformed to the leisure industry. Supported by government’s promotion, the leisure industry of various kinds developed fast in Hualien. But only a few of those evolved from primary industry are operated well nowadays. This research chose 12 cases to focus study on, including: 7 tourist farms, 2 forest and 2 fishery recreation parks, and a pasturage range. In order to understand the essence of the successful case, this research applied “The Evaluation Table of The Environmental Resource and Develop Potential” to evaluate those 12 cases. The application of this table shows that it could provide the future practitioners with information for understanding the potential of this area. According to the in-depth interview and the questionnaire investigation to the practitioners, officers, residents and travelers, this research explored why the primary industry in thisarea should convert, how they operate, what are those problems involved, and those issues concerning economy, society and environment. Finally, this research evaluated the effectiveness of the convert of agricultural sector to leisure industry in terms of tourists’ satisfaction. From the process of the primary industry transforming to the leisure industry in Hualien, we can see that the relevant officers promoted the transformation actively, the farmers and fishermen were earnest in learning new skills and knowledge in order to serve the tourists, the residents treated the influence of leisure agriculture and fishery positively, and most of the tourists were satisfied with the recreation experience. Hence, the prospects of the flourishing leisure agriculture and fishery in Hualien is bright.