特色園區與地方創生鏈結之研究—以土庫驛可可莊園為例

本研究以文獻分析法先蒐集相關資料，了解土庫驛的發展歷史及經營模式，作為本研究之基礎，再運用深度訪談法訪問各個與地方創生相關的專家學者，了解其對可可莊園的體驗心得與營運建議，進而探究特色園區與地方創生之間的鏈結，再將文獻資料與訪談所得加以整理、歸納、分析，形成本研究之結果。研究透過深度訪談法分析與資料歸納後，獲得以下結果：一、可可莊園與地方特色融合，結合當地文化，創造獨特的體驗，能夠帶給消費者不同於一般工廠的感受，讓消費者感到驚奇、有趣，也能將食品工廠變成吸引旅客的景點。二、結合在地特色的可可莊園，本身在市場上即具有獨特性與差異性，此種效果能增加食品工廠本身的附加價值，使其更有競爭力。三、可可莊園品牌無論在市場的定位、價格、設計風格上都顯出其差異性。四、因可可莊園有著良好的品牌形象，消費者連帶對土庫地方也會有較正面的聯想與肯定，同時也會維持一定的忠誠度。五、土庫驛是一個串連地方與國際、文化與產業最好的平台。一間與地方深入鏈結的可可莊園能夠展現出地方專屬的特色，更可復甦地方經濟產業、創造地方就業機會，讓地方文化永續經營，達到地方創生的實質效益。

關鍵字

特色園區；地方創生；土庫驛；產業整合

並列摘要

This study uses the literature analysis method to collect relevant data to understand development history and business model of Tukuyi, as the basis of this research, and then uses the in-depth interview method to interview various experts and scholars related to local creation to understand their views on the cocoa manor. Experience and operation suggestions, and then explore the link between characteristic parks and local creation, summarize and analyze the literature and interviews to form the results of this research. After analyzing and summarizing data through in-depth interview method, the study obtained the following results: 1. Cocoa manor is integrated with local characteristics, combined with local culture, to create a unique experience, which can bring consumers a different feeling from ordinary factories, make consumers feel surprised and interesting, and can also turn food factories into tourist attractions. 2. The cocoa manor combined with local characteristics has uniqueness and difference in the market. This effect can increase the added value of the food factory itself and make it more competitive. 3. The Cocoa Manor brand shows its differences in terms of market positioning, price and design style. 4. Because Coco Manor has a good brand image, consumers will also have positive associations and affirmations for Tuku, and at the same time maintain a certain degree of loyalty. 5. Tukuyi is the best platform connecting local and international, culture and industry. A cocoa manor that is deeply linked to the locality can show the unique characteristics of the locality, and it can also revive the local economic industry, create local employment opportunities, allow the local culture to operate sustainably, and achieve the substantial benefits of local creation.