以體驗經濟為導向之觀光茶園研究

Research on the experience economy-oriented of tourism tea plantation

馮郁婷(Yu-Ting Feng)

指導教授 ： 陳文亮

中原大學/設計學院/室內設計研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500928

摘要

台灣茶產業源自清朝時期，於日治時期帶入企業管理的做法將台灣茶產業組織整合。經過不斷的推廣，台灣茶開始在世界嶄露頭角且成為經濟發展的重要產業，讓台灣茶產業到達頂峰。1971年後台灣茶產量減少且被大量進口取代，競爭力逐漸下滑沒落，現今台灣茶產業的繁華風光已不如從前。自體驗經濟時代來臨後，台灣茶產業為增加競爭力而不斷地發展與創新。近年來觀光產業興起，部分茶產業隨著這股趨勢轉型成為觀光茶園。有別於以往茶園單純的生產製造，觀光茶園讓民眾身處在茶產業的源頭，也讓民眾更進一步接觸茶葉的製造流程。觀光茶園有著更深層的體驗，成為民眾接觸及推廣台灣茶產業的重要媒介。
本研究透過實地探訪及分析台灣運營中之觀光茶園，歸納或塑造觀光茶園之元素。輔以文獻資料探討體驗經濟、台灣茶產業、創意生活產業及空間感知等相關論述，並以上述資料建構研究架構。以從日治時期開創至今的「台灣農林股份有限公司」下所運營之觀光茶園作為研究對象及案例，其中選定案例為位於台中日月潭周邊的「日月老茶廠」以及位於桃園大溪角板山的「大溪老茶廠」。收集觀光茶園之現況資料並以體驗經濟之三大元素-「核心知識」、「深度體驗」及「高質美感」做資料整理。最後將舊式茶園與觀光茶園做比較，歸納出轉型前後之差別並整合出觀光茶園所需之元素。透過歸納及研究整理期望能對台灣茶產業之轉型發展有所貢獻，更能推廣台灣好茶與台灣茶產業的文化精神。

關鍵字

體驗經濟；觀光茶園；核心知識；深度體驗；高質美感

並列摘要

Tea industry in Taiwan dates back to the Qing Dynasty, and was organization integrated by introducing business management during the Japanese colonial era. With sustained promotion, Taiwan’s tea began to make itself known internationally and became an important industry for economic development, enabling Taiwan's tea industry to hit its peak. After 1971, tea production in Taiwan declined and was replaced by imports, this industry gradually loss its competitiveness and cannot be compared with that of the past. Since the age of the experience economy has became, the Taiwan tea industry has been ceaselessly improving its competitiveness. In recent years, with the rise of the tourism industry, a part of the tea industry has followed this trend and restructuring itself into tourist tea plantations. Unlike the conventional manufacturing procedures, tourism tea plantations allow customers to step into the source of the tea industry, and become more familiar with tea manufacturing processes. Tourism tea plantations offer people a deeper experience and have become an important medium, by which people can contact and promote Taiwanese tea.
This study concluded elements of tourism tea plantation by on-site visiting and analysing business operations of tourist tea plantations in Taiwan. The research framework was constructed by reviewing references of experience economy, Taiwan's tea industry, and the cultural and creative industries. Two tourism tea plantations operated by Taiwan Tea Corporation since Japan’s rule was selected as case study subjects- the Antique Assam Tea Farm located near Sun Moon Lake, Taichung; and the Daxi Tea Factory located on the Jiaoban Mountain in Dasi, Taoyuan. Collecting current state of these two tourism tea plantation and data of three core elements of experience economy: “core knowledge”, “deep experience”, and “high aesthetic quality”, and comparing old style tea plantation and tourism tea plantation, this study summed up the differences before and after the tea industrial transition. By these research and inductions, hope that we can contribute to the transformation and development of Taiwan's tea industry, and also promote the spirit of Taiwan's fine tea and tea industry further.

並列關鍵字

experience economy； tourism tea plantation； core knowledge； depth of experience,；high aesthetic quality

參考文獻

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