- 學位論文
傳統茶行轉型之研究-以有記茶行為例
Research on the Transformation of Traditional Tea Shop-A Case Study of Wang Tea Enterprise
摘要
近年來文化觀光的旅遊盛行，大稻埕迪化街、貴德街昔日臺北市著名的茶街，具有發展文化觀光旅遊的良好條件。同時藉由老街、老建築的再利用與茶行轉型，可將大稻埕的文化內涵，透過茶文化的體驗使遊客了解地區文化觀光的關係。 本研究先以文獻研究法，探討大稻程與貴德街歷史淵源；再以深度訪談法，來瞭解受訪者對於大稻程與貴德街古蹟及老建築再利用與地方文化觀光行銷策略的現況，及日後地方文化觀光行銷策略等建議，提供地方政府未來施政之參考。經本研究得知有記茶行對其大稻程早期茶文化的文化資產保存，利用有形資產與無形資產結合的保存方式， 受到觀光遊客與公部門的肯定並已達到文化觀光的效能。 研究發現：大稻埕之古蹟、老建築再利用形成消費文化的一部分，大稻埕茶街、茶行促成臺灣茶文化消費社會的形成、古蹟老建築再利用、有記茶行產業轉型，讓茶文化保存、文化資產保存係利用茶行在經營理念的改變、茶行藝文活動的舉辦與空間使用轉型並與地區文化活動的結合，進而達到茶行轉型與文化觀光結合之目的。
並列摘要
Over recent years, cultural tourism has become very popular, the Dihua Street, and the Kweide Street in Tadowtsen were ever the famous tea-streets in Taipei City, they have favorable conditions to develop cultural sightseeing. By the reuse of old streets and old buildings, as well as the transformation of tea shops, the cultural contents of Tadowtsen can be realized by tourists through the experiencing of tea culture. At first, this study uses literature-research method to explore the history origins of Tadowtsen and Kweide Street; next to realize the opinions of interviewees about the marketing strategy of these ancient streets by means of depth interview method, and their recommendations for future marketing strategy of local cultural sightseeing as reference of local government’s policy. This research discovers that the Wang Tea Enterprise has contributed to the cultural asset preservation with respect to earlier tea culture in Tadowtsen through the combination of tangible and intangible assets, and its contribution has been approved by tourists and the public sectors, leading to the effectiveness of cultural sightseeing. This study discovers: the reuse of historical site and those old building of Tadowtsen had become parts of consuming culture, its tea streets, tea shops induced viii the formation of consuming society of Taiwanese tea culture, the reuse of historical old buildings and transformation of tea industry like Wang Tea Enterprise, facilitate the preservation of tea culture and cultural asset, through the change of operating idea, further, the arts events integrate local cultural activities, so as to achieve the purpose of tea-shop transformation and cultural tourism combination.