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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毕业论文外文资料翻译
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
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