在地產業產品開發設計之研究—以南投縣信義鄉梅子為例

近年來在地產業觀光休閒文化風行，對於認識鄉土文化特色，活絡鄉村地區產業經濟具有莫大激勵的意義。從南投縣政府主計處公佈的觀光旅遊人次通報顯示，98年度南投觀光遊客人次突破到1,323萬9千人，101年度更是達到2,284萬3千6百多人次，對地方帶來巨大的經濟效益。而在梅子產業上，行政院農業委員會的年度年報顯示，從95年度至101年度，南投縣梅子種植面積及產量均為全台之冠。基於南投縣歷年的梅子產銷數據及觀光旅遊人次逐年增加，本研究利用問卷調查法、心智圖法(Mind Map)及層級分析法(Analytic Hierarchy Process, AHP)等分析工具進行學術研究，探討南投縣信義鄉「梅」特色農業產品所帶動相關的梅子產業和觀光餐旅等活動，期能對促進在地鄉村產業活動有所助益。本研究根據問卷調查呈現的分析資料，應用心智圖法將遊客的需求歸納簡化成六項重要指標。再依層級分析法進行成對比較矩陣與一致性檢定，計算求得各項指標的權重值，再由總分法評審出產品開發之優先順序。研究成果得知其中最重要指標為「美食之旅」，「體驗在地」次之，並提出最佳方案為開發「梅子風味餐」以促進在地產業的競爭力。關鍵字：產品開發、在地產業、心智圖、層級分析法

關鍵字

產品開發；在地產業；心智圖；層級分析法

並列摘要

In recent years, rural culture and ecology attracts the tourism and leisure development. It is significant in expanding the local industries and rural agricultural economic activities. According to the statistics of tourists published by Nantou County Government, tourists visited Nantou has increased to 13,239,000 in the year of 2009, and even up to 22,843,600 in the year of 2012, it has created enormous commercial benefits for local townships. According the annual report by the Council of Agriculture, the plum planting acreage and yield in Nantou County were the highest from 2006 to 2012 in Taiwan. Due to the increasing plum production and tourists, the researcher tried to analyze how the plum industry affects tourism applying questionnaires, Mind Map and Analytic Hierarchy Process (AHP). It is expected to further discover the value of the plum-related products in Sinyi township of Nantou and contribute to local industry development. Base on the results of questionnaires, we categorized 6 significant indices applying mind map method. Then, AHP was applied to measure the indicators’ weights and obtain the priority of product development. The result showed that the most important indices are “delightful cuisine” and “local culture and humanity experience” accordingly. Based on this result, plum-meal is the most recommended approach to improve the competitiveness of local industries. Keywords: product development, local industry, mind map, analytic hierarchy process (AHP)