Taste Taiwan! 為世界上臺灣味 休閒農場烹飪課程商業模式探討

美食是一種可深入了解另外一個國家之生活方式、歷史與文化的展現，越來越多人為了美食而旅行，當以美食作為推廣國際觀光重要元素，臺灣鄰近國際觀光客源競爭國紛紛以體驗經濟概念發展不同體驗模式如烹飪課程、烹飪體驗，泰國觀光局更依附「世界廚房」的計畫下傳遞美食魅力，帶動國際客品嚐泰式料理，泰式飲食文化遂自然而然走進國際旅客家中的餐桌，美食觀光的廣度從單一國家拓及至世界餐桌。臺灣推廣美食觀光與近年講究之安心食材、產地到餐桌等潮流實有可鏈結之處－臺灣休閒農場。本研究目的一、瞭解臺灣以及鄰近旅遊競爭國泰國、韓國、新加坡為推廣美食發展烹飪課程商業模式；二、提供臺灣休閒農場參考並找到自身獨有特色，以發展具競爭力之烹飪課程商業模式。　　本研究方法採用半結構式深度訪談法，採Osterwalder 與Pigneur (2010) 所提出的商業模式，以9大組成要素之商業模式理論，研究者透過走訪臺灣、泰國、韓國及新加坡等國之7間烹飪教室，參與6堂烹飪課程並採用半結構式訪談法。研究結果，臺灣休閒農場導入烹飪課程商業模式，開創臺灣休閒農場烹飪教室獨有品牌「農村廚房」，短期鎖定國內市場為「目標客群」，中長期著眼國際客源市場，以有機農場、在地食材主張「價值」，投入資源建立烹飪教室等「關鍵資源」，鼓勵產學合作引進年輕人力資源，設計產地到餐桌等農事體驗、烹飪課程「關鍵活動」，創造休閒農業新體驗風潮及永續「收益」。

關鍵字

烹飪觀光；休閒農場；商業模式

並列摘要

People learn foreign country’s lifestyle, history and culture through foreign cuisines. At the time more and more people are traveling for cuisines, there is no doubt that cuisines have become an important part of international tourism. The neighboring countries of Taiwan are progressively developing their tourism industry, introducing all kinds of experiential models related to experience economy, such as culinary courses and cooking experience, in an attempt to compete for international tourists. The Tourism Authority of Thailand took one step further and designed the “World Kitchen” plan, using Thai cuisines to attract international tourists. As a result, Thai culinary culture has become a part of international tourists’ daily meals. There is no doubt that the cuisine tourism has expanded from a single country to many countries across the world. Taiwan, too, spares no effort to promote cuisine tourism. In Taiwan, leisure farms are an ideal connection point for safe ingredients, place of production and dining table. Therefore, this study intended to: 1. find out the cooking classes business models developed by Taiwan and by the neighboring countries – Thailand, Korea and Singapore – to promote cuisine tourism, and 2. formulate tangible measures for Taiwan leisure farms to explore their unique features in order to design the most competitive cooking classes business models for their development. 　　This study employed semi-structured in-depth interviews, using the business model introduced by Osterwalder and Pigneur (2010) and the business model theory made up of 9 elements as the research methods. The author visited 7 cooking classes in Taiwan, Thailand, Korea and Singapore, attending 6 culinary courses and using semi-structured interviews to obtain data for analysis. According to the research results, cooking class business models are suitable for the cooking classes established by Taiwan leisure farms with the unique brand “Farm Kitchen” aiming at domestic market as the short-term goal, international customer source as mid-term and long-term goals, using organic farms and local ingredients to signify “value”, and cooking classes to represent the “critical resource.” Moreover, industry-university cooperation has to be encouraged in order to motivate young human resources and inspire young people to participate in the “key activities” including the place of production, dining tables, culinary programs, and thereby enhance their agricultural experience. By doing so, Taiwan can create a trend of new experience and sustainable “revenue” for itself.