台灣茶產業的轉型-以建構傳統製茶廠觀光化潛力指標為例

The Transition of Tea Industry in Taiwan- Construction of Potential Indicator for the Tourism of Tea Factory

廖家宏(Jia-Hong Liao)

指導教授 ： 張德儀

國立高雄餐旅大學/觀光學院/旅遊管理研究所/碩士(2012年)

https://doi.org/10.6825/NKUHT.2012.00038

摘要

茶產業在過往被稱之為「綠金產業」，是台灣主要三大輸出農產品之一，替國內創造出許多外匯利潤。隨著時代的變遷，社會開始轉型為工商業發展，製茶工業逐漸開始萎縮，加上農業自由貿易化的趨勢，使得國外的進口茶葉也紛紛與國內茶葉競爭，美好的舊日時光已不存在。為此，欲提升製茶產業的競爭力優勢，就需要發展高附加價值的產業。

經濟部中部辦公室以國外所提出得「工廠觀光化」之概念，將國內傳統製造業結合觀光休閒產業，促使原本老舊傳統的工廠觀光化，成為新興產業。近幾年來已成功將傳統製造產業藉由觀光化，打造為具有競爭力的觀光工廠型態。製茶廠在台灣已具有一定程度的文化歷史價值，若是可以藉由工廠觀光化的概念，成功轉型為觀光休閒產業，定能可以替製茶廠創造一個新利基市場。
為此，本研究目的在於檢視製茶廠觀光化所需的資源為何，透過文獻探討，輔以資源基礎理論分析，據以瞭解並初擬製茶廠觀光化構面與指標項目。運用修正式德菲法進行專家問卷，建立製茶廠觀光化潛力指標之架構。

製茶廠發展觀光化潛力指標為「推動觀光化環境能力」、「茶資產體驗吸引力」、「組織經營創新能力」及「觀光服務人員專業化」共四大構面，二十五個指標項，提供製茶廠觀光化客觀評估發展規劃之參考，以提供業者未來規劃考量之參考依據。

關鍵字

茶產業 ； 資源基礎理論 ； 修正式德菲法

並列摘要

In the past, the tea industry was called “Green Gold Industry”, which is one of the top three output agriculture products, bringing a large amount of exchange profit for Taiwan. With the change of times, the society starts to Transition as the development of industry and commerce; meanwhile, the tea industry is increasingly recessive, together with the trend of the free trade on agriculture. All of the factors make the import tea abroad compete with the domestic tea. The past nice days has not existed. Thus, provided that Taiwan wants to rise up the competitive power of tea manufacturing, we should develop high value-added industry.
By raising the concept of “Tourism of Factory” from abroad, the Central Office of the Ministry of Economic Affairs combined the domestic traditional manufacturing industry with the sightseeing leisure industry, to promote the previous traditional factory-sightseeing to be emergent industry. In recent years, the traditional manufacturing industry has been successfully Transformation as a competitive factory tour.
Tea factory has possessed certain extend culture historical value in Taiwan. Providing that it is possible to take the factory-sightseeing concept to successfully transition as sightseeing leisure industry, it must be able to create an emerging market for tea manufacturing
factories.
The study aims to examine what resource should be required for tourism of tea factory. Through the literature discussion, along with the analysis of Resource-Based Theory, the study also aims to understand and make the potential indicator as well as indicator items for tourism of tea factory. Lastly, the study shall proceed with expert questionnaire by using Modified Delphi Method to establish the structure of the potential indicator for tourism tea factory.
The potential indicator for tourism of tea factory are “The capabilities to promote environmental tourism”, “The attractive power of tea assets”, “Organizational and operational innovation” and “The professional capacity of tourism service”, the 4 Construction and 25 indicator items can be a reference of development project for the objective assessment for tourism of tea factory. It is also provided to be a reference of future plan consideration for entrepreneur.

並列關鍵字

Resource-Based Theory ； Tea Industry ； Modified Delphi Method

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