法国休闲农场发展策略之启示.doc

Lessons from Frances strategy for development of recreational farms法國休閒農場發展策略之啟示Chiang Chen-yin Research Assistant in the Taiwan Institute of Economics Research; Ph. D. Candidate, Centre de Recherches en Etudes Feminines, Paris 8 Vincennes-Saint-Denis, France Member, European Union Study Association -Taiwan 姜貞吟 台灣經濟研究院助理研究員 巴黎第八大學婦女研究中心博士候選人 歐洲聯盟研究協會會員 The present essay1 attempts to evaluate the French governments strategy for planning recreational and tourist farms as well as to examine its economics and provide a reference for a new way of thinking about Taiwans development of recreation and tourism. 本文（註一）試從法國政府規劃休閒觀光農場的策略分析，並探討其經驗作為提供台灣發展休閒觀光新思維之參考。 Developmental strategy of French tourist farms In 1988, the Frances Permament Assemble of Chambers of Agriculture （ LAssemblee Permanente des Chambres dAgriculture, APCA ） established the Agri Tourism Service Center, bringing together such specialized agricultural organizations as the National Federation of Farmers Unions （ Federation nationale des syndicats dexploitants agricoles, FNSEA ） , the National Center for Young Farmers （ Centre Naitonal des Jeunes Agriculteurs, CNJA ） , and regional Chambers of Agriculture with the aim of drawing up a clear delineation of farm categories and to design, research and develop a “Welcome to the Farm” （ Bienvenue a la Ferme ） network connecting recreation-oriented farms in every region of France, which has ultimately proven to be a strong sales promotion strategy for French farms. 法國觀光農場發展策略 1988 年，法國農會常設大會設立農業暨觀光接繼服務處，結合法國農業經營者工會聯盟、國家青年農人中心、法國農會與互助聯盟等專業農業組織，為法國農場規劃出明確定位之區隔與設計研發歡迎蒞臨農場之系列網絡，連結法國各區域農場，成為法國農場強而有力之促銷策略。 The Welcome to the Farm network comprises nine categories, including farm inns, snack farms, agri-product farms, equestrian farms, teaching farms, discovery farms, hunting farms, hostelry farms, and camping farms, with distinctive logos for each category to serve as guide signage (see TABLE 1). The nine types of farms each have their own regulatory charters and rules to be upheld. Every farm which desires to become a member of the Welcome to the Farm organizational network must make an application to the local branch office of the Agri-Tourism Service Center and can become a member of the network only after review of the application and on-the-spot inspection by the centers approval committee. In order to further understand the current business statuses of Frances recreational farms, the operational characteristics and rules governing the nine categories of farms may be summarized as follows: 歡迎蒞臨農場組織網將法國全數農場區分為九種不同屬性農場，包括農場客棧、點心農場、農產品農場、騎馬農場、教學農場、探索農場、狩獵農場、民宿農場、露營農場，並頒與徽章以做為引導指示標誌（表 1 ）。九個農場各有其規範憲章與遵守條例，欲成為歡迎蒞臨農場組織網的每一個農場需向地方農業暨觀光接繼服務處提出申請，經核准委員會審查與實地勘視過，才能成為組織網的一員。為進一步了解法國休閒農場的經營現況，以下針對九種系列農場的經營特色和相關規範加以說明： Table 1 ： “Welcome to the Farm” Categories 表 1 法國歡迎蒞臨農場類型 美食品嚐類 Gastronomy 休閒類 Leisure 住宿類 Lodgings Farm Inns 農場客棧 Snack Farms 點心農場 Agri-product Farms 農產品農場 Equestrian Farms 騎馬農場 Teaching Farms 教學農場 Discovery Farms 探索農場 Hunting Farms 狩獵農場 Hostelry 民宿農場 Camping Farms 露營農場 Overview of Frances nine major farm groups 1. Farm inns (Ferme Auberge) “Farm inns” are farms involved in the food & beverage business as an operational extension of their already existing business of farm animal and crop production. Charter rules for farm inns with respect to food & beverages limit them to food stuffs and 法國九大系列農場概況 農場客棧（ Ferme Auberge ） 農場客棧乃屬飯店餐飲業型農場，是現有農場動物與植物生產的延伸經營。農場客棧憲章中對餐飲限定採用當地農產相關食材與烹調法，呈現出鄉土美食的特色2. Snack farms (Gote la ferme) Snack farms business hours are 3-6 PM, during which they can provide only simple snack foods produced by themselves. They are allowed neither to provide full meals nor to sell snack foods in place of formal meals during meal hours. 點心農場（ Gote la ferme ） 點心農場經營的時間在下午 3-6 點之間，僅能提供農場自產的點心，不能販售正餐，也不能在正餐使用時間將點心當成正餐販售。 3. Agri-product farms (Produits de la ferme) The primary ingredients of products manufactured by agricultural producers qualified as “agricultural product farms” must consist of animals or plants raised by their own farms, while secondary ingredients may come from locales outside their own farms. Their manufacturing processes must be developed and carried out on their farms. 農產品農場（ Produits de la ferme ） 持有農產品農場資格的農業生產者，所生產之農產品主要原料需以本身農場養殖的動、植物為主，次原料可以來自農場以外的產區，其生產加工程序需在農場開發地進行。 4. Equestrian farms (Ferme questre) “Equestrian farms” must meet qualifications in three categories: (1) crop production at a level sufficient to feed their horses; (2) adequate equestrian facilities and reception services; (3) and food & beverage and lodging services in conformance with related Welcome Farm regulations. 騎馬農場（ Ferme questre ） 騎馬農場同時包含了三種範疇之規範需符合歡迎蒞臨農場之條件：（ 1 ）農業植物生產需達可供馬匹飼養的程度；（ 2 ）騎馬設施與接待服務 （ 3 ）餐飲與住宿條件。 5. Teaching farms (Ferme pdagogigue) The mission of “Teaching farms” is to enable students to come in contact with the real world of agriculture by hosting student groups on school outings and providing them with recreation centers. 教學農場（ Ferme pdagogigue ） 教學農場旨在讓學生有機會接觸真實農業世界，以接待學生團體進行學校活動及提供休閒中心為目標。 6. Discovery farms (Ferme de dcouverte) Primarily, “Discovery farms” provide detailed introductions to farms animal and crop-raising conditions, local culture and natural geographic and environmental conditions, in addition to which they may let customers sample the products produced by the farms themselves. 探索農場（ Ferme de dcouverte ） 探索農場主要提供對於農場動植物養殖情形、當地人文及自然地理環境的詳細介紹，並可讓客人品嚐自營農場生產的物產。 7. Hunting farms (Chasse la ferme) Activities provided by “Hunting farms” include sport activities, cultural activities, and various hunting-related activities (such as hunting dog training, hunting with traps, and photographic hunting). 狩獵農場（ Chasse la ferme ） 狩獵農場所供應的活動包括運動活動、文化活動、泛狩獵活動（獵狗的訓練、使用捕獸器狩獵、狩獵照相）等活動。 8. Resort farms (Ferme de sjour) The primary mode of business of “resort farms” is to provide consumers with short-term or weekend leisurely life 民宿農場（ Ferme de sjour ） 民宿農場的型態主要是以自營方式提供消費者短期或週末時在農場的休閒生活，接待的規模不能超過 25 人，亦不能露營與宿營，擾亂農場原有的運轉機制。9. Camping farms (Camping en Ferme daccueil) The designation “camping farm” is granted only to a small number of farms conforming with requirements. Their applications must be approved by the Ministry of Agriculture and the General Council of the French Camping and Recreational Vehicle Confederation. 露營農場（ Camping en Ferme daccueil ） 露營農場的標誌只授與少數符合條例且經常使用的場地，其申請須經農業部與法國露營暨露營車聯合總會審核通過。 Organization of Frances recreational farms has blazed a path for innovative change of traditional farm operations, a wide variety of operational strategies having been planned by the its central government on behalf of French farms. With respect to product strategies, every year there appear new Welcome Farms and innovative products, directly enhancing farms competitiveness. With respect to quality strategies, the articles of the Welcome Farm charters are being enforced with ever-increasing stringency, and if an inspection commissions unannounced inspection reveals infractions, qualifications for operating Welcome Farms may be revoked, thus exerting strict control over the quality of farm operations. Additionally, with regard to quality of operations, APCA provides farms with maturation strategies, carrying out training programs to enhance the skills and necessary knowledge in provision of tourism activities, and upgrading their services requirements for professionalism. 法國休閒農場的規劃為傳統農場的經營找出創新之道，由中央對法國農場規劃多種經營策略：在產品策略上，現有農場中每年都會有新的農場加入成為會員與新產品的推出，直接提昇農場競爭力；在品質策略上更嚴格執行憲章中所規範條文，只要監督委員會突襲檢查發覺有異狀即可撤銷經營資格，對農場經營的品質實行緊密控管。另外在養成素質上，由法國農會常設大會為農場提出養成策略，對農場施以訓練，提高農家提供觀光活動的技巧與須知，增加服務之專業要求。 Conditions and bottlenecks of Taiwans recreational farms Taiwans presently existing recreational farms are numerous in kind, but it is impossible to distinguish their respective characteristics from their names. Besides specifying such offerings as tea tasting and barbecue, camping and water-sport facilities, they may further offer karaoke, conference facilities, orchards, zoo areas, etc. “Recreational farms” seems to have become omnibus recreational establishments. Taken as a whole, Taiwans recreational farms manifest two general features: 我國休閒農業概況與瓶頸 台灣現有休閒農場種類繁多，但就其農場名稱看來並無法辨別該農場特色，有的農場除標明有品茗、烤肉、露營、戲水外，還有卡拉 OK 、會議室、果園、動物園區等，休閒農場似乎成為無所不包的遊樂場地。整體而言，台灣休閒農場呈現兩種現象： 1. Extensions of urban recreational activities Taiwans present development of recreational farms is flourishing, mostly comprising small- and middle-size recreational areas. With the exception of only a small number of places qualifying as “eco parks” (such as tourist trout area or butterfly eco parks), most of them, however, being extensions of urban entertainment, failing to clearly distinguish themselves from urban recreation and to satisfy peoples yearning to get a taste for life in natural, rural wilderness settings or to fulfill their need to be educated in knowledge of environmental preservation. 都市休閒生活的再延伸：台灣目前的休閒農場發展蓬勃，多數為中小型休閒遊樂區，除有少數符合生態園區（例如觀光鱒魚場、蝴蝶生態園區）資格之外，多數皆為都市娛樂生活的再延伸，未與都市休閒作一明確之區隔，滿足人們對自然田野生活的嚮往與保育認知的教育需求。 2. High degree of uniformity among recreational farms From southern to northern Taiwan, the characteristics of recreational farms are overwhelmingly similar. As a rule, travelers need only visit a single farm in order, in effect, to have visited more than 70% of the rest of Taiwans farms. No distinctions have been made between the varying demands of the tourism market, resulting in the present disorder of recreational farm development. Under the condition of nonexistence of a clear set of laws and regulations, operators are left to grope on their own, sometimes coping traditional approaches from each other, ultimately resulting in a high degree of uniformity. This is the state of development resulting from the governments failure are to exercise its ordering and management function in a timely manner. 休閒農場同質性高：從南到北全部休閒農場的屬性過度雷同，通常遊客只要到過一個農場就像到過全台七成以上的農場，主要顧客市場訴求上並未做區隔，導致目前休閒農場發展的混亂，業者在法規並未明確規範之下，各自摸索發展、土法煉鋼偶而相互模仿，時間長久下來就造成同質性高現象，這也是政府的規劃管理功能未適時彰顯而形成之發展現況。 Recently, recreational farms in Taiwan have had surge of regenerative vigor of a different sort, with the happy springing up of such well-organizaned agricultural enterprises as smaller farm inns, tourist orchards, urbanite agricultural parks, educational agricultural parks, organic farms, etc. In nature, these recreational farms are more oriented toward environmental protection and showing the work of agricultural production. Besides enabling tourists to get closer to nature, they allow them to get experience in the actual process of animal husbandry and crop production, in the preservation of wild animals and plants, composting, fishing village life, etc. , at the same time incorporating the participation and support of local community members. 近來，台灣休閒農場又有另一股新生力量，更小型之民宿農場、觀光果園、市民農園、教育農園、有機農場等精緻休閒農業欣然崛起。就屬性而言，這類休閒農場的興起較貼近環保與農事生產的性質，讓遊客除了接近自然景觀之外，更能實際接觸動物、農作物種植的過程、動植物保育知識、農業堆肥製作、放牧、漁村生活體驗等，同時亦結合當地社區居民的參與與認同。 The basic purpose of recreational farms is to enable tourists to use their vacation time to get experience in agricultural production life, forming an amalgam of agricultural business and leisure activity, and also promoting the goals of ecological balance and flourishing rural development. Looking at the development of recreational farms in Taiwan from the standpoint of the French experience, I make two suggestions for the development of agri-tourism in Taiwan: 原本休閒農場的旨意就是要讓一般遊客能藉度假期間獲得農事生產的生活體驗，成為農業經營與休閒遊憩活動的相互結合，並能發揮生態平衡與繁榮農村發展，本文由法國經驗看台灣休閒農業整體發展，提出兩點做為台灣發展休閒農業的參考： 1. Central government agencies should set operational standards and take responsibility for providing guidance. Reflecting upon the “Welcome to the Farm” network of operations organized by the APCA and the AgriTourism Service Center, successfully enabling Frances recreational farms to form a strong alliance, what Taiwan really needs at this moment is the timely involvement of the central government, drawing up a set of standards for the development of recreational farms. First, it should distinguish between varying demands of the consumer market. Then it should form a plan for the nurturing recreational farms and training their personnel, providing guidance to farmers in how to go about combining their agricultural production businesses with tourism. Finally, it should carry out a marketing campaign involving all concerned government agencies with the aim of making recreational farms a major leisure and tourism destination of urbanites. 中央主管機關應訂定相關作業規範並擔任輔導角色：省思法國農會常設大會與農業觀光業接繼服務處規劃之歡迎蒞臨農場組織網活動，成功地讓法國休閒農場形成一堅固之結盟關係。目前台灣需要的正是中央主管機關的適時介入，擬定出休閒農場發展相關規範，首先將消費者市場做一區隔，進而提出養成訓練計畫，輔導農民將農事生產與觀光業結合，最終，輔以中央主管機關的整體行銷方案，讓台灣休閒農場成為市民休閒觀光的主要選擇。 2. Establish a consultative council or overseeing agency. The cross-over engagement of independent agricultural producers in the tourism business is one path of enhancement of the agricultural sector. In keeping with the demand of the governments timely provision of training and standards for the operation of recreational farms, in addition to overseeing the quality standards of recreational farms operations, customer services, surrounding and internal environments, facilities, insurance and safety concerns, hygienic standards, and agricultural production content, the role of such a consultative body should comprise prevention of operators doing business in a divided market from going off on a tangent and offering other services and throwing the market into chaos. 增設輔導執行委員會或監督機構：農民自生產者角色跨入觀光服務業乃目前農業升級的因應之道，此種輔導機構之角色，除了要宜適時提出對農民經營休閒農場之專業訓練與規範之要求，督察休閒農場在營運、顧客服務、農場外部環境、內部環境、場地設備、保險與安全、衛生品質、農業生產內容等整體品質的規範之外，也應防止業者在市場區隔的經營之下又逕自經營其他項目，混亂市場區隔。 Conclusion Taiwan is blessed with abundant resources, for which reason it has the capability of presenting a multifaceted character. Climatically, Taiwan has a confluence of temperate, sub-tropical and tropical environments, besides which it has a variegated Han-ethnic and aboriginal cultural legacy. Taiwans future tourism industry ought to be closely connected with the life of its people. Taking as a fundamental concern the upgrading of agriculture, it can be promoted through informational integration via the Internet, establishment of sound laws and policies, and enhancement of the publics concepts of leisure. The concept of recreational agriculture combines three “shengs”: sheng chan (production), sheng tai (ecology) and sheng hwo (life). It not only constitutes and economic activity, but also a new perspective on national development planning, while at the same time presenting a feasible way of stemming the exodus of rural community members to cities. Moreover, in response to the impact of joining the WTO, concerned government authorities should not just passively await the incursion of imported agricultural goods, but ought to play a more positive guidance role. In order to respond to that impact, besides encouraging f