日治時期臺南伴手禮之分析

An Analysis on Souvenirs in Tainan during the Japanese Occupation Period

陳靜寬(Chen Ching-Kuan) ； 張靜宜(Chang Ching-I)

《臺陽文史研究》 2期 (2017/01) Pp. 85+85i+85ii-108

摘要

日治時期觀光活動日盛，攜帶旅遊當地的土產品作為紀念、或饋贈的禮物，成為觀光旅遊業附屬品，在各種行銷宣傳資料中，官方及各地產業團體為吸引觀光客的到來，紛紛推出各地的伴手禮。因應觀光活動而產生的伴手禮，目前尚未有專章討論。本文以日治時期臺南的伴手禮為探討，除前言、結語外，共分為臺灣名產型塑及臺南特色土產品等層面加以討論，理解臺灣伴手禮行銷方式及其特色。臺灣伴手禮發展是因觀光興盛所致。透過《臺灣鐵道旅行案內》等刊物、舉辦展覽會與成立展館等方式加以行銷，讓更多人了解各地的特產，進而促使臺灣各地以此為契機，發展出具有各地特色的伴手禮。臺南伴手禮一來承襲清領以來的技術，以此為基礎，加入臺灣元素打造出具有特色的金銀細工，二來接受日本傳入日本和菓子的技術，以臺南歷史名所為題，以盛產的水果為餡，烘焙出具有臺南特色的糕點。臺南伴手禮即是在接受不同區域文化的影響下，創造出屬於臺南的特色。

關鍵字

臺南 ； 伴手禮 ； 名產 ； 金銀細工 ； 糕餅

並列摘要

Tourism activities were popular during the Japanese Occupation Period. The purchase of local products as souvenirs or gifts during a trip becomes an affiliate to tourism industry. According to various marketing and promotion data, in order to attract tourists, government and industrial organizations in various places promote local souvenirs one by one. To date, souvenirs created in response to tourism activities have not been investigated in any study. This study investigates souvenirs in Tainan during Japanese rule. In addition to Introduction and Conclusions, this study also discusses various aspects, such as staple shaping in Taiwan and featured local products in Tainan, to understand the marketing methods and their features of souvenirs in Taiwan. The development of souvenirs in Taiwan was triggered by prosperous tourism. To market the souvenirs, books, such as ＂Guidebooks of Taiwan Railway Tour,＂ were published, fairs were held, and exhibition halls were established, which enabled more people to understand the staples in various places and further enabled various places in Taiwan to take the opportunity to develop souvenirs with local features. The souvenirs in Tainan pass down the techniques from Qing Dynasty, and use them as the basis to integrate elements in Taiwan and develop featured gold and silver fine work. In addition, Tainan also received the training of cooking techniques of Japanese confectionery. Therefore, pastries of Tainan history where fruits produced in Tainan are used as fillings have been baked as featured pastries in Tainan. Souvenirs in Taiwan create the unique features of Tainan under the influence of cultures in different regions.

並列關鍵字

Tainan ； Souvenirs ； Staples ； Gold and Silver Fine Work ； Pastries