台灣休閒茶業發展之思維

Rethinking the Development of the Tea Industry for Leisure in Taiwan

賴正南(Cheng-Nan Lai) ； 蘇雅惠(Yei-Fei Su)

《台灣農學會報》 10卷5期 (2009/10) Pp. 349-363

https://doi.org/10.6730/JAAT.200910_10(5).0001

摘要

近年來，低價進口茶逐年增加，影響台灣茶農之經濟效益，將茶園的經營形態轉型為「休閒茶業」，為當前的一種新趨勢。「休閒茶業」是結合茶園美景、茶藝以及鄰近地區的名勝風景區、古蹟、風俗民情成一道休閒區，是一種「生態休閒」與「文化」的結合。惟休閒茶業發展發展近30年來仍顯現下列問題，值得相關單位、經營者及休閒者正視：(1)休閒經濟化、休閒服務商業化，衍生消費者自主性及經營者生態保護的議題；(2)休閒消費呈現負效應，影響休閒產業發展；(3)休閒產品缺乏開發經營及創新觀念，影響休閒者消費意願。為使台灣休閒茶業發展愈趨完善，本文最後提出休閒茶業永續發展應省思的三項內容：(1)休閒茶業是否能夠提昇經營者收入及保障消費者？(2)經營者有無運用產業文化及體驗經濟理念於休閒茶業產品之開發？(3)休閒教育的功能有無提昇？

關鍵字

休閒茶業 ； 茶葉 ； 茶業 ； 休閒教育

並列摘要

In recent years, the increased importation of inexpensive tea has impacted the well-being of local tea farmers. Many tea farmers have since transformed their commercial farms into ”Tea Industry for Leisure” to attract the general public; therefore a new industry was born. The ”Tea Industry for Leisure” integrates the scenery in the surrounding area, tea art, and nearby resorts and tourist attractions with history and folklore into one package of eco-tourism and culture. However several issues have emerged in the industry's 30 year history. These problems warrant attention from related units, managers and consumers in the leisure industry.
(1) Due to the economization of leisure, commercialization and industrialization of leisure service, consumers choose leisure autonomously and manager's ecological protection.
(2) Due to leisure consumption, negative effects that have further impacts on the tea industry for leisure have appeared.
(3) Leisure products are short of developmental concepts and innovation, affecting consumer desires regarding consumption.
To move the tea industry for leisure towards maturity, this paper will address three items faced by the tea industry for leisure.
(1) What can be done to increase the revenues of the managers and protect the consumer?
(2) Should managers apply concepts from industrial culture and experience economy to develop products in the tea industry for leisure?
(3) Should functions of leisure education be promoted?

並列關鍵字

Tea Industry for Leisure ； Tea ； Tea Industry ； Leisure Education