台灣北區食品類觀光工廠空間意象分析之研究

本研究以現階段公布於經濟部工業局的觀光工廠網站之觀光工廠名單計有一百家中經過台灣西部北區、食品類觀光工廠等篩選原則，篩選出本研究的12間觀光工廠為主要研究對象，每家觀光工廠選取三張典型的空間設計或消費者體驗圖樣，共計36張研究樣本，研究以KJ法為研究歸納的方法。研究主要目的是探討台灣北區食品類觀光工廠空間意象之分析，以提供台灣傳統產業轉型文化生活事業時設立觀光工廠之參考。「台灣北區食品類觀光工廠空間意象」研究結果發現共有產業策略、空間風格、品牌形象、室內空間設計等四大因子，觀光工廠規劃出以觀光的形式具有空間設計風格並符合品牌所傳達的理念且帶來商機的空間設計。在產業策略中以博物館規劃、體驗課程這種具有社會教育意義的方向為主，除了推廣產品也傳遞歷史人文中的品牌精神。空間風格方面，大致分為歷史風格、地域風格、建築外觀及建築材料等四部分。品牌形象方面以品牌視覺、營利產品、模型設計及虛擬代言人等四小項為特點。室內空間設計包含設計主題、室內裝修、空間色調、光源照明和裝飾紋樣等為設計重點。經由本研究分析發現，取樣中食品類觀光工廠的空間意象，初始構成可分為以現有工廠建築空間風格賦予主題造形及由品牌企業核心經營策略建造主題工廠等兩種方式。台灣北區食品類觀光工廠的空間意象大多由傳統建築附加了當代品牌形象與傳統意象的室內與空間設計風格，拉近了文創品牌與消費者之間的距離。而創新文創觀光工廠的空間意象，經由提升企業核心精神之經營策略導向高消費族群的市場行銷，將普級化地方特色的產品附加上文化創意之價值與高質感，迅速的成為新生代創意商品。

關鍵字

食品類；觀光工廠；空間意象

並列摘要

In this study, the list of tourism factories published at the Tourism Factories website of the Ministry of Economic Affairs of the Ministry of Economy was selected as the main study of the 12 tourism factories in the study of Taiwan's western North and food tourism factories. The object of this study have 36 study samples which each tourist factory selected three typical space design or consumer experience pattern. This study use the KJ method. The main purpose of the study is to explore the analysis of the spatial imagery of the food tourism factory in the northern part of Taiwan to provide reference for the establishment of a tourist factory in the transformation of Taiwan's traditional industries. The results of the study on the spatial imagery of the food tourism factory in the northern part of Taiwan found that there were four major factors: industrial strategy, space style, brand image and interior space design. The tourism factory planned to have a space design style and conform to the brand Concept and bring business opportunities in space design. In the industrial strategy to museum planning, experience courses of social education, in addition to the promotion of products also pass the historical and cultural spirit of the brand. Space style, roughly divided into historical style, regional style, architectural appearance and building materials. Brand image to brand vision, profit products, model design and virtual spokesperson and other four small features. Interior design includes design theme, interior decoration, space tones, lighting and decorative patterns for design. Through the analysis of this study, it is found that the spatial image of the food tourism factory in the sampling can be divided into two ways: the existing factory building space style is given the theme shape and the brand enterprise core business strategy construction theme factory. Most of the space images of the food category tourism factory in the northern part of Taiwan are attached to the interior and space design style of the contemporary brand image and the traditional image, which reduce the distance between the brand and the consumer. Innovation of the cultural image of the tourism factory, by enhancing the core business of the enterprise's strategy to guide the marketing of high consumer groups, the general characteristics of local products attached to the value of cultural creativity and high texture, quickly become a new generation of creativity commodity.