飲食類虛擬博物館體驗形式探討

The Study of Experience Model in Food Virtual Museum

王舜賢(Shun-Hsien Wang)

指導教授 ： 張明旭

國立高雄餐旅大學/廚藝學院/台灣飲食文化產業研究所/碩士(2010年)

https://doi.org/10.6825/NKUHT.2010.00007

摘要

觀光工廠乃藉由生產工廠複合經營，導入歷史文化、設計與美感，透過體驗，形塑具有獨特差異、感性化、符號認同的製造實體，深刻文化內涵與價值認同。但如果要將一個運作中的工廠直接轉型為一般實體觀光工廠，除了位址適當性及競爭力需要考量外，如何與現有的觀光工廠市場進行區隔亦是必要考慮的課題。
近年來，產業發展已從傳統行銷導向逐步移出，體驗行銷成為產業在體驗經濟時代競爭的主要利器。運用感官、情感、思考、行動與關連五個體驗構面去設計產品形塑差異化競爭的銷售方式，已成為各產業必須學習的主要課題之一，飲食產業亦不例外。參觀與體驗觀光工廠及博物館在現代台灣人的生活中已經是常見的休閒活動之一，然實體觀光工廠和博物館所需要的場地、資源和人力相當龐大，對大多屬於微型企業的飲食產業，建構虛擬飲食類博物館暨觀光工廠也許是一個更有效率的方向。
飲食文化存在於每個人的生活當中，但在快速變化的現在，很多文化都已流於空洞，藉由觀光工廠或博物館的建立，希望能將這樣貼近於日常生活的文化及歷史傳承給後世。以往是博物館作為被動的一方，等著顧客上門；現在變成博物館必須化被動為主動，提出吸引顧客的原因。博物館該如何行銷其本體，成為博物館經營者的主要目標。而虛擬博物館則是博物館化被動為主動的第一步。虛擬博物館，除了可以跨越時空、不限次數的參觀，更可以獲得比在實體博物館更多的展品資訊。本研究以問卷方式，透過體驗行銷五項形式與體驗價值來分析、探討、及建構飲食類數位博物館建構的必需要點，研究結果顯示參觀者對於五項期待體驗形式有所差異，以感官體驗、情感體驗及行動體驗為重；體驗形式對於體驗價值也具有部分正向影響，此研究結果可供飲食企業建構數位博物館暨觀光工廠參考。

關鍵字

飲食 ； 體驗經濟 ； 虛擬博物館 ； 觀光工廠

並列摘要

By compound management, the establishment of tourism factories infuses elements of historical culture, design and aesthetic sense to shape a unique manufacture entity with unique features, including variations of perceptions and mark approval. Hence A visit to tourism factories equals to experience cultural connotation and value approval. However, besides location and competitiveness, how to distinguish a tourism factory from existing others is a must consideration, if one factory encounters a reformation to a tourism style.
While this kind of experiential marketing has become the major flow in recent experiential-economic competition, the traditional marketing is growing out-of-date. This phenomenon is not exceptional in food industry. Factories specialize their products to build their brand images. Customers could find brand divergences by five senses, perceptions, emotional connections, cultural correlations, and brand actions. Visiting a tourism factory has become a cultural entertainment in Taiwan. However, considering the great consuming of land resource and human resource, a digital food tourism industry plus food museum could be a more efficient resolution to most mini-scaled food factories.
Food culture exists in everyone's daily lives, but is now rapidly changing; many cultures have become empty, or the museum through the establishment of the factory tour, hoping to close in the daily life of this cultural and historical heritage for future generations. Instead of passively waiting for visitors, how to actively invite visitors has become the major problem in museum marketing. Marketing of the museums become the operator of the main objectives of the museum. The virtual museum is the passive museums’ first step. Virtual museum, in addition to across time and space, an unlimited number of visits, but also can get more than museum exhibits in the physical information. In this study, through five forms of experiential marketing and experiential value to analyze, discuss, and construct several food categories of essential elements of the museum building, the results show visitors looking to experience the five forms for the difference in sensory experience, emotional experience and operational experience as the most important; experience forms part of the experience also has a positive effect on the value of this study for food businesses to build the Museum and tour the factory of digital reference.

並列關鍵字

Food ； Experiential economy ； Digital museum ； Tourism factory

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