如何以企業社會責任帶動一個地區觀光產業發展
─以Feeling18巧克力工房為例

由於國人生活型態改變之下，觀光發展的需求面與供給面大幅上揚，傳統產業逐漸轉型，政府透過鄉城特色產業推動觀光發展。Feeling18於地方發展之際，秉持回饋社會的理念，以企業的成功行銷經驗，結合非營利組織、地方政府、地方休閒產業及在地農特產品，帶動地方觀光產業的發展，活化地方經濟。本研究採用個案研究法，以Feeling18為研究對象，分別蒐集與研究主題相關的資料，進行分析、整理與綜合，並運用產品行銷策略與企業社會責任三大構面分析，以提供未來其他企業或地方政府觀光發展之參考。綜合上述，本研究所得之結論與建議為：(1)連結地方特色產業，發展獨特的商品；(2)強化企業核心價值，凝聚員工共識，實踐企業理念；(3)運用科技，企業聯手推動地方資源之整合與規劃；(4)成為地方觀光產業，從當地美學教育做起；(5)結合公部門共同參與，有效聯結政府公信力與企業執行；(6)建立地方觀光產業溝通平台，凝聚兼具發展觀光與保護生態環境之共識。

關鍵字

Feeling18 ；觀光產業；企業社會責任

並列摘要

Due to the changes in the lifestyle of people in Taiwan, the demand side and the supply side of the tourism development have risen sharply. The traditional industries have gradually transformed, and the government has promoted the tourism development through the local cultural industries. The business philosophy of Feeling18 chocolate workshop (Feeling18) is to contribute to the community. During the development of Feeling18 at local, it drives the local tourism industry and activates the local economy by combining non-profit organizations, local governments, local leisure industry and local agricultural products with its successful marketing experiences. In this study, case study was conducted with Feeling18 as the research object. The data related to the research were collected, analyzed, collated and integrated respectively. Product marketing strategy and three dimensions of corporate social responsibility were used to analyze the data to provide a tourism development guide for other enterprises or local governments. Based on the above, the conclusions and recommendations of this study can be summarized as six points. First, try to develop some unique goods which are linked to the local characteristics of the industry. Second, to strengthen the core values of enterprises, gathering consensus from staffs and to implement the corporate philosophy. Third, enterprises should take part in planning about integrating local resources by using scientific technology. Fourth, local aesthetic education is a starting point to develop a local tourism industry. Fifth, enterprises can cooperate with the public sector of government to improve the business implementation by linking with the government credibility. Finally, communication platform for local tourism industry can be established to gather consensus from society concerning the balance between the development of tourism and the protection of the ecological environment.