文獻(xiàn)信息:文獻(xiàn)標(biāo)題：FarmTourism:APreliminaryStudyofParticipantsExpectationsandPerceptionsofFarmTours(農(nóng)業(yè)旅游：——項(xiàng)關(guān)于參與者對農(nóng)業(yè)旅游的預(yù)期和看法的研究)國外作者：L.Coomber,C.Lim文獻(xiàn)出處：InternationalEnvironmentalModellingandSoftwareSociety,2004字?jǐn)?shù)統(tǒng)計(jì)：英文2434單詞，13262字符；中文4258漢字外文文獻(xiàn)：FarmTourism:APreliminaryStudyofParticipantsExpectationsandPerceptionsofFarmToursAbstractTourismisamajorredistributorofresourceswithinthedomesticsectorwithsubstantialmultipliereffects.ThemajorityoftourismbusinessesinAustraliaaresmallandmediumenterprises(SMEs).Astourismisalabour-intensiveindustry,thepromotionoftourismSMEsblendswellwithmodelsofcommunityandregionaldevelopment,assmallfirmsprovidetheunderpinningforlocalentrepreneurshipandjobgeneration.Farmtourismencompassesasetofeconomicactivitieswithatremendouspotentialforfuturedomesticearningsandregionaldevelopment,drawingonservicesprovidedbylocalgovernmentsandregionalcommunities.Thepaperanalyseswhethertherearesignificantdifferencesbetweentheexpectationsandperceptionsofparticipantsofaguidedtourinanorganicfarm.Theresultsoftheresearchmaybeusefulindevelopinganinterpretiveandtourmanagementmodelwhichwillhelptosustainruralcommunitiesinfarmenvironmentsthroughtourism,andengagethesupportoflocalandregionalgovernment.Keywords:Farmtourism;servicescape;expectations;perceptions;interpretationINTRODUCTIONPigramandJenkins[1994]arguethatthefluctuatingandpoliticallysensitivenatureoftheruralsectorandthecontributionoftourismtoGrossDomesticProduct,employmentandincomeshavegivenruraltourismanopportunitytogaingreaterprominence.Withtheincreasingsusceptibilityoffarmproducetoglobalprices,regionalrestructuringhasbroughtchangestotraditionalfarmingactivitiesandlifestyles.ThedeclineintraditionalfarmingactivitiesandtheresultinglossofagriculturalincomeinAustralia,isaseriousproblemfacing,andinsustaining,ruralcommunities.Buttourismhascreatedarenewedawarenessof,anddemandfor,ruralvaluesandenvironments.Governmentagencieshaveincreasedtheirinterestinfarmtourismasastrategyforcreatingregionaljobs,sellinglocalproducts,supportingsmall-scalebusinessandretainingfarminglifestylesTheRegionalTourismProgrammeisaFederalGovernmentcommitmenttoregionaltourism[AustralianGovernment:DepartmentofIndustry,TourismandResources,2003,Online].In1999-2000,about2percentofAustraliafarmswereundertakingsomeactivityotherthanagriculturalproduction[ABS,2003].Tourismisamajorredistributorofresourceswithinthedomesticsectorwithsubstantialmultipliereffects.ThemajorityoftourismbusinessesinAustraliaaresmallandmediumenterprises(SMEs).Astourismisalabour-intensiveindustry,thepromotionoftourismSMEsblendswellwithmodelsofcommunityandregionaldevelopment,assmallfirmsprovidetheunderpinningforlocalentrepreneurshipandjobgeneration.Farmtourismencompassesasetofeconomicactivitieswithatremendouspotentialforfuturedomesticearningsandregionaldevelopment,drawingonservicesprovidedbylocalgovernmentsandregionalcommunities.Thus,tourisminregionalAustraliaisplayinganimportantroleinregenerationanddiversification.Thepaperanalysesdifferentaspectsofvisitorssatisfaction,andwhethertherearesignificantdifferencesbetweentheexpectationsandperceptionsofparticipantsofaguidedtourinanorganicfarm.KiwiDownUnder,asmallfarm-tourismenterprise,islocatedsixteenkilometresfromthecityofCoffsHarbourinNewSouthWales.Theownerconductstraditionalstylewalkingtoursforvisitors.Refreshments,foodandorganicproduceareavailableforsaleatthetea-house.Guidedtoursonfarmswhichprovideeducationaboutthefarmenvironment,andinteractionwiththehost,aretheimportantaspectsofthefarmexperience.Theresultsoftheresearchmaybeusefulindevelopinganinterpretiveandtourmanagementmodelwhichwillhelptosustainruralcommunitiesinfarmenvironmentsthroughtourism,andengagethesupportoflocalandregionalgovernment.FARMTOURISMRuralandfarmtourism,asacategoryofalternativetourism,isagrowingsectoroftourism.Thegrowingnumberoftouristsventuringintoruralregions,andthelimitedandspasmodicresearchinthefarmtourismsector,suggeststhatempiricalresearchinthisareaisneeded.Therehasbeenlimitedresearchinfarmtourismbecausethelatterlacksacomprehensivebodyofknowledgeandtheoreticalframework,whichislargelyduetoproblemswithdefinition[Oppermann,1995].Farmtourismisasub-sectorofruraltourism.AccordingtoRobertsandHall[2001],farmtourismisoneofthefivecategoriesofruraltourism,theothersbeingecotourism,cultural,adventureandactivitytourism.Thebroadersectorofruraltourismcanbedefinedastourismactivityinruralareasandhasdifferentmeaningsindifferentcountries.TheEuropeancommunityusesruraltourismtorefertoalltourismactivityinruralareas,butignoreslarge-scalemassrecreationcomplexesinotherwiseruralareas.Hilletal[1996]defineruraltourismas'thenaturallifetourism,throughwhichthecustomermayaccessthenaturalenvironmentasopposedtocommerciallydevelopedtouristactivitiesandlocations(p.50).Ruraltourismhasbeeninitiatedtosatisfytouristswhoareseekinghealthy,active,relaxingandculturallyvalidexperiencestoescapeurbancrowdsandstressfulworkplaces.Theterm'farmtourism'isusedinsomeregionsorcountrieswith

agrotourismoragritourism.Whateverthelabel,mostoftenitrefersto'ruraltourismconductedonworkingfarmswheretheworkingenvironmentformspartoftheproductfromtheperspectiveoftheconsume1r[RobertsandHall,2001].Farmtourismcaninclude:AccommodationFarmvisitorcentres,galleriesandmuseumsFarmshopsforproduceandcraftsGuidedwalksandfarmtrailsEducationalvisitsFarmactivities,suchasmustering,fruitpicking,horseridingandfishing⑺FoodandbeverageoutletsAcommonfeaturerelevanttoalloftheaboveismanagementbytheowner/farmerwithhelpfromthefamilyhousehold.Tourismisusuallysecondarytothefarmactivities..Similarly,Considerableattentionhasbeengiventofoodtourismandwinetourisminrecentyears.Whenvisitstofarms,andfarmtoursarepartoftheexperience,theseformsoftourismarebestcategorisedassub-sectorsoffarmtourism.Thetangibleandintangibleelementsofthefarmlandscapeattractvisitorsandinfluencetheirlevelofsatisfaction.Halletal[2003]usetheterms'winescape'and'foodscape''servicescape'caablysbeusedtoexaminefarmtourism..Similarly,SERVICESCAPE,EXPECTATIONSANDPERCEPTIONSThesupplyoffarmtourismisaboutthecountrysideasasiteofconsumption.Halletal[2003]arguethatthereappearstobeanincreasingneedforsomeconsumerstoreconnectwiththecountrysideasasourceofrecreationandrelaxation,offeringpeace,solitude,freshairandwideopenspaces.Theservicescapebecomesrelevantinthedeliveryoftheproduct.Inthisstudy,servicedeliveryislargelyfacilitatedbytheguide'isterpretation.Featuresoftheservicescapeincludenoise,odour,temperature,layout,signage,access,convenienceandsoon.Theseambientconditionsaffectthefivesensesandmaketheparticipantfeelcomfortableoruncomfortable.Theyserveascuesimpactingonbehaviourandemotionalresponse,influencingthelevelofsatisfactionwiththetour.Expectationsandperceptions,togetherwithmotivation,arethefactorsoftenusedtomeasuresatisfactionandhencetourquality.Lovelocketal[1998]defineexpectationsas-purchasebeliefsaboutserviceprovisionthatactasastandardorreferencepointforjudgingpost-purchaseperformance'(p.121).PerceptionsaredefinedbyGreenbergandBaron[1997]astheprocessthroughwhichpeopleselect,organiseandinterpretinformationgatheredbythesensesinordertounderstandtheworld.Theprovideranduserareincloseproximityimplyingthatsatisfactionisinfluencedbyconsumers"perceptionsofserviceandtheattentiontheyreceive.Satisfactionisdependentonperformance.Lovelocketal[1998]definesatisfactionasmeetingexpectedneedsanddesiresandistheconsumer"post-purchaseevaluation.Interpretationusesthemes,perspectivesandlinkages.Itdevelopsanappreciationofsenseofplace.Itcreatesforthevisitoranunderstandingofthehistoryandsignificanceofevents,peopleandobjectswithwhichthesiteisassociated.Manyurbanpeoplelackunderstandingofrurallifeandthereisagrowingrecognitionoftheneedforeducation.DISCUSSIONTheparticipantsfromtheeducationsegmentofthemarketrespondedtoapre-tourandpost-toursurveythatexaminedattitudestotwelveelementsofthefarmservicescape.Theseelementsarerelatedtobehaviouralandphysicaldimensions.Inthispilotstudy,asmallpurposiveconveniencesampleofthirty-sixtertiarystudentsisused.Aconventionalapproachtomeasuringsatisfactionusingbefore-and-aftertourquestionnairesisreasonablyeasytoadministeranditiscosteffective.Post-tourquestionnairesaremostimportantinreflectingontheexperience,whileapre-tourquestionnaireisacceptableastherespondentswouldhaveenoughknowledgeoraccesstoinformation(forexample,advertising)toanswerthequestionsaccurately.Itisrecognisedthatthisinstrumentcouldrestrictrespondentsfromexpressingtheirfeelingsadequately,especiallyinthecomplexdimensionsofservicescapeandinter-relationships.Hence,follow-upresearchusingobservationandinterviewtechniqueswouldbeuseful.Twelveclose-endedquestionsonafive-pointLikert-typescaleareusedtomeasurerespondentattitudetoarangeofelementsintheservicescape.GiventhatmostcriticismofSERVQUALliesinitsgenericnature[YoonandEkinci,2003],thisstudyhaschosendimensionsandelementsrelevanttothefarmlandscapeenvironmenttomeasurecustomersatisfaction.Theelementsoftheservicescapeusedareembeddedinthetouractivity.Threeadditionalquestionsinthesurveyalsoprovidedinformationabouttherespondents,namely:'67%hasnotpreviouslyparticipatedinafarmtour'53%donothaveanyconnectionwithtourismintheirworkorcareergoals'75%areundertheageof25Table1providesthemeanscoresofthepre-andpost-tourresponsestovariousactivitiesonthefarm,andtheestimatedt-statistictotestwhethertheyarestatisticallysignificantatthe5%level(thecriticalvalueforthetwo-tailedtestofpaireddifferencesis2.03).Differencesbetweenexpectationsandperceptionswhichimpactonsatisfactionandquality,haveimplicationsformanagementandmarketingoffarmtourism.Allpre-tourmeansarestatisticallydifferentfrompost-tourmeans,whichrejectthenullhypothesesthattherearenodifferencesbetweenparticipants"expectationsandperceptionsoffarmactivitiesatthe5%levelofsignificance.Participantsexpectedmorewalkinginthefarmthantheyactuallyengagedin.Whiletheyfounditeasytomovearoundontheunevenandslopingterrain,itwasnotwhattheyhadexpected.Anotherimportantelementofguidedtoursisrelatedtotimespentstandingattheonesite,oftenlisteningtocommentary.Contrarytotheparticipantsexpectation,theywerenotstandingaroundatanyonesitefortoolong.Individualsrespondtofarmnoisesandsmellsdifferently.Responsesinrelationtothesequestionsareverysubjective.Nonetheless,participantshavefoundthefarmnoiseandsmelltobemorepleasantthanexpected.Theguidecouldhavemodifiedtheirbehaviourwhenheperceivedfear,anxietyordiscomfort,togenerateapositiveresponse.Respondentsfeltcomfortablewiththefarmenvironmentthenexpected.Thismayappearalittlesurprisingsince67%oftherespondentshaveindicatedthattheyhavenotpreviouslyparticipatedinafarmtour.Comfortrelatestoanumberofotherelementsandmayhelpexplainthisresponse.Itwouldseemthattheguidehasprovidedclearandmeaningfulcommentary,andhasengenderedapositivemoodintheparticipants,asthereisasignificantdifferencebetweenexpectedandperceivedresponsesinrelationtounderstandingfarmactivities.Mostfarmtoursareconductedinwinterbecausekiwifruitgrowing,whichisthemainactivityandattraction,isinadormantstate.Inmakingotherfarmfeaturesthefocusofthetour,itisimperativethattheguidepresentstheinformationeffectively.Itseemsthattheguidehasmadethefarmexperienceanenjoyableoneeventhoughtheparticipantsinteractedlessextensivelywithhimthanexpected.Finally,therespondentsdidnotexpectanddidnotfindtheavailabilityoffoodanddrinkforsaletobeimportant.Salesfromthefoodandorganicproduceoutletoftheenterprisecouldsupplementthesmallbusinessincome.Giventhatthetourwasconductedonapleasant'sunny'winterdayand/ortheparticipantswerestudents,theirresponsestothisaspectofthefarmtourwerenotsurprising.CONCLUSIONOverall,theparticipantshavefoundthefarmexperiencetobeenjoyableandhavefeltcomfortablewiththefarmenvironment.Thestudyalsoshowsthattheguidehasprovidedthetouristsagoodunderstandingoffarmactivitiesthrougheffectiveinterpretativetours.Ownersofsmallfarmtourismbusinessesareoftennotawareofperformancestrategiestoencourageinteractionandinvolvementofparticipants.Evaluationisimportantinaidingadaptationoftechniquestodifferentgroupswithinthesamemarketsegment.Thisresearchhasbeenconductedina'real'farmosedingasheppeparkoragrodome,andisparticularlyapplicabletosmallertourgroupsseekingalessformalandstagedexperience.Itisnecessarytoidentifyhowcustomersdefinethestandardsandparametersfortheirevaluation.Farmersarehosts,buttheyarealsointerpretersandguidestoadifferentwayoflife[Pearce,1988].Satisfyingcustomersexpectationswillgosomewaytowardsre-imaging,orcreatingapositiveimageofrurallandscapes.ItwillalsofacilitateanunderstandingoffarmingpeoplewhohavecontributedgreatlytoregionaleconomiesinAustraliathroughtheiractivityandlifestyle.Table1:Meansforquestionnairesandt-statisticshowingsignificanceofdifferencesbetweenthmean.ItemNo.Pre-tourmeansPost-tourmeansEstimatedt-statistic5-pointLikertScale1.Easeoffindingthetourguideonarrival2.191.616.451=extremelyeasy5=verydifficult2.Interactionwiththeguide2.282.446.331=extensively5=notatall3.Understandingfarmactivities2.391.897.661=extremelywell5=notatall4.Expectedamountofwalking2.393.148.381=extensiveamount5=verysmallamount5.Easeofmovingaroundthefarm2.442.064.791=extremelyeasy5=verydifficult6.Timespentstandingattheonesite2.832.943.671=fartoomuch5=fartoolittle7Attitudetofarmnoises2.031.754.381=verypleasant5=veryunpleasant8.Attitudetofarmsmells2.972.147.251=verypleasant5=veryunpleasant

9.Comfortwiththefarmenvironment1.921.643.891=verycomfortable5=veryuncomfortable10.Exploringfeaturesofpersonalinterest2.532.395.301=extensively5=notatall11.Importanceofaccesstofood/drink2.972.945.381=extremelyimportant5=notimportant12.Overallenjoymentoffarmexperience2.442.05.111=extremelyenjoyable5=notatall中文譯文:農(nóng)業(yè)旅游：一項(xiàng)關(guān)于參與者對農(nóng)業(yè)旅游的預(yù)期和看法的研究摘要旅游業(yè)是一個(gè)重要的重新分配資源，在國內(nèi)行業(yè)中乘數(shù)效應(yīng)較大。澳大利亞的大多數(shù)旅游企業(yè)都是中小型企業(yè)(中小企業(yè))。旅游業(yè)是一個(gè)勞