休闲农业活动体验效益评估*——以浙江湖州两家蚕桑主题农场为例

STUDY ON THE EVALUATION OF EXPERIENTIAL BENEFITS OF LEISURE AGRICULTURE ACTIVITIES*——A CASE OF TWO SERICULTURE THEME FARMS IN HUZHOU CITY，ZHEJIANG PROVINCE

关键词:  休闲农业体验效益食农教育评估蚕桑主题农场湖州市

Key words:  leisure agriculture  experiential benefits  food and agricultural education  evaluation  sericulture theme farm  Huzhou City

摘要:

［目的］休闲农业活动是休闲农场发展和宣传促销的关键要素。蚕桑农场通过充分利用蚕桑的生态及人文资源，设计丰富多元的体验活动，吸引游客前来观光体验。游客对农业活动体验效益感知和满意度是休闲农场改善和提升活动设计的重要依据。［方法］文章研究选择浙江省湖州市德清蚕乐谷、南浔荻港渔庄两家蚕桑主题休闲农场为调查地点，通过IPA分析、因子分析等方法，评估农场各类休闲农业活动的重要—表现程度，以及游客参与农业活动后的体验效益情况，以此识别农场体验活动项目设计的合理性和需要改进的空间。［结果］品尝美食、生态休闲、农作体验等活动是受访者期望最高、体验表现值最高的地方，应继续保持和提升。受访者对休闲活动农业的体验效益表现在获得知识教育、融洽人际关系、促进身心健康3个维度，其中以获得知识教育的效益最高。不同教育程度、职业、收入的受访者则具有部分显著差异。［结论］在体验活动中，美食和农作体验应结合蚕桑资源特色继续优化设计多样化体验活动。体验效益除了继续深化食农教育，重视农业知识教育的传导，未来还应重视增强人际关系互动和促进身心健康等功能。

Abstract:

Leisure agriculture activities are the key elements of leisure farm development and promotion. Tourists′ satisfaction and experiential benefits of agricultural activities are the scientific basis for improving and upgrading agriculture activity design. Sericulture theme farms take full advantage of their ecological and humanistic resources to design a variety of activities and attract tourists for sightseeing experience. This study selected Deqing Silkworm Valley(Canlegu）and NanxunDigang Fishing Village(Yuzhuang), two sericulture theme leisure farms as the study sties, through IPA, factor analysis and other methods to evaluate the important performance levels of various leisure agricultural activities and the experiential benefits of tourists participating in agricultural activities, in order to identify the rationality and the room for improvement of farm activity design. The study found that food tasting, ecological leisure, agricultural experience and other activities were the activities where the respondents had the highest expectations and the highest value of experience, which should continue to be maintained and promoted. Among them, food and agricultural experience should continue to design diversified experience activities in combination with the characteristics of silkworm resources. Respondents′ experiential benefits of leisure activities in agriculture are reflected in obtaining knowledge and education, promoting interpersonal relationships and physical and mental health. Among them, the benefits of obtaining knowledge and education were the highest. Respondents with different levels of education, occupation, and income had some significant differences. In the experience activities designing, the farms may need to deepen the education of food and agriculture, and pay attention to the benefits of interpersonal relationship and the promotion of physical and mental health in the future.