[[alternative]]An investigation on the value of tourist’s willing to pay of wellness tourism based on organic agricultureAn investigation on the value of tourist’s willing to pay of wellness tourism based on organic agricultureAn investigation on the value of tourist

[[abstract]]隨著生活水準日益提高，消費者對農產品之要求轉向高級化與多樣化，特別注重農產品的健康性與安全性，因有機農業能夠永續發展且對人類健康有許多益處，於是被大力推廣。此外現代人對健康議題的重視，使藉由旅遊方式促進健康的保健旅遊也成為觀光新趨勢，因此本研究利用有機農業的資源規劃設計出15種保健旅遊活動及3種二天一夜套裝行程。本研究探討不同消費者族群的社經背景、於有機產品相關產業消費頻率、生活型態因素、環境態度因素、有機農產品態度因素和對保健旅遊偏好及願付價格之關係，依據不同消費頻率將消費者區分三個集群，分別命名為「高度購買」、「中度購買」和「低度購買」。根據分析結果得知，消費者最喜歡的活動類型依序是「農場民宿」、「有機餐飲」及「體能運動」，在二天一夜套裝行程部份，最受消費者喜愛的是行程二「中度」利用有機農業資源之活動。[[abstract]]With the rising standards of living, consumer’s demands have turned to seek quality and diversity of agricultural products; in particulater, the health and safe issues. Organic agriculture is regarded as one important approach to sustainable agriculture and has several positive impacts to human health. In addition, wellness tourism, emphasised the positive health effects to tourists, has become one travel type of people in Taiwan. Hence, one approach to link organic agriculture with wellness tourism is proposed in this study to maximize the benefit of organic agriculture.Fifteen recreation activities of wellness tourism based on organic agriculture and three types of 2-days packages tourism are developed and then their potential revenues are estimated by the willingness to pay (WTP) method in this study. The major purpose of this study is to understand the relationship between individual’s preference and willingness to pay for wellness tourism and the socioeconomic status, frequency of consumption of organic produces, lifestyle, attitudes towards environmental issues and organic produces. According to frequency of consumption of organic produces, customers can be categorized into three groups: major consumer, likely consumer, unlikely consumer. According to the findings of this study B&B at the farm, organic food and physical activities are the preferred activities by most people. In addition, the 2-days middle utilizes resources of organic agriculture packages is favorite by consumers