觀光工廠空間環境加值設計之研究—以屏東福灣莊園為例

「觀光工廠」以基本觀光服務外，兼具整合歷史文化、產業教育，為地方帶來創新轉型發展的新契機，及延續文化的傳承，減少產業外移等，同時也具備了博物館展示的意義。台灣觀光產業的蓬勃發展，消費者對於品質要求的提升，傳統產業的轉型勢在必行，近年來台灣屏東可可的興起，許多小農自創品牌，如何在眾多品牌脫穎而出，本研究以2017年首度拿下世界大賽金牌的福灣莊園進行分析，如何成功以精品巧克力一舉打響「屏東巧克力」的名號，帶動了屏東可可產業。追求創意生活、營造美學，是形塑現代台灣創意產業的主要目標，但仍然許多觀光工廠缺少了設計的美感存在，而「核心知識、高質美感、深度體驗」是創意生活產業對於企業提出的成功關鍵要素，本研究以室內設計的角度，透過色彩與空間的功能、形態、大小、構築材料、照明等，結合創意生活產業三大要素進行觀光工廠案例分析，而經由國內外成功案例分析的結果擬定出觀光工廠加值創新設計的六大原則。經本研究分析結果得知觀光工廠轉型成功要素分別為:訂定品牌的DNA、地方特色與品牌的鏈結、空間展示的規劃、觀光工廠的核心知識、觀光工廠內外空間美感加值設計、觀光工廠知識教育體驗等，而研究結果可作為後期傳統產業欲轉型的參考與指標。

關鍵字

觀光工廠；創意生活產業；體驗行銷；室內設計

並列摘要

"Tourism Factory" not only provides basic tourism services, but also integrates history, culture and industrial education, brings new opportunities for innovation, transformation and development for the place, continues cultural heritage, reduces industrial relocation, etc. It also has the significance of museum display. Taiwan’s tourism industry is booming, consumers’ demand for quality has improved, and the transformation of traditional industries is imperative. In recent years, Taiwan’s Pingtung cocoa has emerged. Fuwan Manor, which won the gold medal of the World Series for the first time, analyzed how it successfully made the name "Pingtung Chocolate" with its fine chocolates, which drove the cocoa industry in Pingtung. Pursuing creative life and creating aesthetics are the main goals of shaping modern Taiwan’s creative industries. However, many tourist factories still lack the aesthetics of design, and "core knowledge, high-quality beauty, and in-depth experience" are what the creative life industry proposes to companies. The key elements of success. From the perspective of interior design, this research uses color and space function, form, size, construction materials, lighting, etc., combined with the three major elements of creative life industry to conduct case analysis of tourism factories. As a result, six principles for value-added innovative design of tourism factories were drawn up. According to the analysis results of this research, the factors for the successful transformation of tourism factories are: the DNA of the brand, the link between local characteristics and the brand, the planning of space display, the core knowledge of the tourism factory, the aesthetic value-added design of the interior and exterior space of the tourism factory, and the tourism factory. Knowledge, education, experience, etc., and the research results can be used as a reference and indicator for the later transformation of traditional industries.