台灣客家美食推廣策略之研究－文化中介者的觀點

Study on Taiwan Hakka Gourmet Promotion Strategy - the Perspective of Cultural Intermediaries

林義斌(Yi-Ping Lin)

《觀光與休閒管理期刊》 9卷2期 (2021/12) Pp. 40-50

https://doi.org/10.6510/JTLM.202112_9(2).0005

摘要

許多國家都將該國的特色美食作為一種國際行銷和文化輸出的媒介，其中，尤以泰國政府推動的「世界廚房」模式，是透過餐飲產業有系統地輸出農產品、廚師、廚具、食材與文化商品等，已成為國際典範。近年來，行政院客家委員會積極推動客家文化，希望能夠結合客家特色文化和飲食料理，透過創新改良與行銷，帶動客家美食風潮，並致力邁向國際市場。本文旨在規劃客家美食推廣策略，首先透過文獻探討客家文化與飲食特色；其次，藉由文化中介者觀點，說明美食人才對行銷推廣的重要性；接著，透過焦點座談和公聽會取得利害關係人的共識；最後，研擬提出客家美食推廣策略架構。本文結果可運用於客家美食人才培訓，以及客庄特色產業和文化旅遊的推廣行銷，帶動地方經濟繁榮與促進地方創生。

關鍵字

客家飲食 ； 客家料理 ； 客家文化 ； 文化中介者 ； 美食推廣策略

並列摘要

Many countries use the country's special cuisine as a means of international marketing and cultural export. Among the world, especially the ＂ Kitchen of the World ＂ model promoted by the Thai government, it systematically exports agricultural products, chefs, kitchenware, food materials and cultural products through the catering industry, and has become an international paradigm. In recent years, the Hakka Committee of the Executive Yuan has actively promoted Hakka culture. It is hoped that it can combine Hakka characteristic culture and cuisine, with innovative improvement and marketing methods, to drive the Hakka cuisine trend, and strive to enter the international market. The article aims to plan the promotion strategy of Hakka cuisine. First, it explored Hakka culture and food characteristics through literature; secondly, it discussed the importance of gourmet talents to marketing and promotion from the perspective of Cultural Intermediaries. Then, through focus discussion and public hearings, the consensus of the stakeholders was obtained; finally, the research proposed a framework for the promotion of Hakka cuisine. The results of this article can be applied to the training of Hakka gastronomy talents, as well as the promotion and marketing of Hakka characteristic industries and cultural tourism to drive local economic prosperity and promote local revitalization.

並列關鍵字

Hakka Catering ； Hakka Cuisine ； Hakka Culture ； Cultural Intermediaries ； Food Promotion Strategies