文化展示與品牌權益-以遊山茶訪茶文化館為例

本研究透過訪談以及田野調查等研究方法，探討遊山茶訪茶文化館如何透過地方文化館的展示模式，建立起獨特的茶葉文化展示，以及茶文化館如何透過展示要素來中介於與觀覽者之間的互動及認知，並催生出對地方、地方文化館、地方特色產品的認同，進而衍伸出各種感受與消費行為。本研究同時透過館內各類型視覺、觸覺、味覺展示與實際體驗，延伸探討茶文化館如何透過以上幾種方式來形塑觀覽者對於茶文化館內產品的認知與感受，並從中探討遊山茶訪的品牌權益與其獨特品牌形象的產生過程，以及探討茶文化館透過品牌化使消費者對地方的理解為何？本研究發現，館內的各種展示物件得以作為與觀覽者雙向溝通的媒介，在展示物件傳播文本涵義的同時，觀覽者可以主動建立起對於茶葉以及地方文化的具體認知，此認知超脫茶葉物質與口味本身，更廣泛的連結起了地方的歷史故事、情感與價值，並同時讓觀覽者兼具休閒娛樂、精神層面等等價值，空間體驗、茶文化展示、製茶體驗、茶道文化、品茗、獨特產品等等要素相加，而這些要素也同時更加鞏固了觀覽者對於遊山茶訪與其茶葉產品的獨特感受與想法，使的遊山茶訪在觀覽者與遊客腦海中的品牌形象更為具體且深刻，從而建立起遊山茶訪茶文化館獨有的品牌權益。

關鍵字

展示；品牌權益；遊山茶訪茶文化館

並列摘要

Through interview survey and qualitative research methods, this study explores how the Yoshan Tea's Tea Culture House established a unique tea culture exhibition through the exhibition mode of the local cultural center, and how the tea culture house bridges the gap between the viewer and the viewer through the exhibition elements. The interaction between them give birth to the recognition of places, local cultural centers and local characteristic products, which in turn leads to various feelings and consumption behaviors. At the same time, through various visual, tactile, taste displays and actual experiences in the culture house, this research extends to explore how the tea culture house can shape the viewers' cognition and feelings for the products in the tea culture house through the above methods, and explores the Yoshan Tea's brand equity and the generation process of its unique brand image, and discuss how the tea culture house makes consumers understand the place through branding? This study found that various exhibition objects in the museum can be used as a medium for two-way communication with the viewers. While the exhibition objects convey the meaning of the text, the viewers can actively establish a specific understanding of tea and local culture. This cognition is beyond teas. The material and the taste itself connect the historical stories, emotions and values of the place more extensively, and at the same time allow the viewers to have both entertainment and spiritual values, such as space experience, tea culture exhibition, tea making experience, tea ceremony culture, Tea tasting, unique products and other elements are added together, and these elements also further consolidate the viewers' unique feelings and ideas about Yoshan Tea and its tea products, making Yoshan Tea a brand in the minds of viewers and tourists,The image is more specific and profound, thus establishing the unique brand equity of Yoshan Tea and visiting tea culture house.