如何發展咖啡旅遊地？以臺灣古坑為例

為了滿足遊客文化體驗需求的日益增長，咖啡旅遊近年來吸引研究學者與打造旅遊地行銷者的興趣。然而，這些咖啡旅遊相關研究仍處於基本概念階段，多集中在咖啡旅遊吸引力的分類上。咖啡旅遊地發展的實際應用，需要更多的研究投入。臺灣與許多發展中國家一樣，在過去十幾年以來一直致力於發展咖啡旅遊，吸引更多的國際遊客。臺灣幾個產區被視為具有吸引力咖啡旅遊地。例如，臺灣最早的咖啡產區之一 -古坑，自1999年以來一直作為咖啡旅遊地而逐漸發展，因此，本研究對象以古坑為個案，探討其咖啡旅遊發展的組成要素及發展程序，並歸納如何發展咖啡旅遊地，期望對日後在推廣咖啡旅遊行銷者有所貢獻。透過深度訪談，本研究發現除咖啡旅遊吸引力外，旅遊地品牌以及合作式行銷社群建立與咖啡旅遊地發展同樣重要。此外，這項研究亦發現，咖啡節和活動（如咖啡生豆評鑑、咖啡烘焙、杯測及沖煮）在咖啡旅遊地行銷和品牌權益建構中，扮演者著重要的角色。

關鍵字

咖啡旅遊；咖啡旅遊地；古坑；臺灣咖啡

並列摘要

Coffee tourism has attracted both academic researcher and destination marketers’ interests in recent years,in order to fulfill the growing needs of tourists’ cultural experiences. However, these researches are still at quite conceptual stage which focused mainly on the classification of coffee tourism attractions. More researches are still needed for practical application to the development of coffee destination. Taiwan, as many developing countries, has been devoting to the development of coffee tourism in last decade to attract more international tourists. Several areas in Taiwan have been viewed as coffee destination. For example, Gukeng is one of the earliest coffee plantation zones in Taiwan, has developed as a coffee destination since 1999. Thus, this study aims to use Gukeng as a case study target, to summarize its components and procedure for the exploration on how to build a coffee destination, which we expect to have contribution for coffee tourism practitioners. By interviewed six objects, this study find out that except for the coffee tourism attractions, the destination brand as well as a cooperative marketing network building are the same important in coffee destination development.Furthermore, this study also finds out that coffee festival and event (e.g. coffee beans evaluation, coffee baking, cupping and brewing) play vital role in coffee destination marketing and brand equity building.