雲林古坑華山地區以咖啡帶動地方觀光發展的轉型經驗

Transforming Local Tourism: A Case Study of the Coffee-based Tourism of Hua-shan, Gu-keng Township

黃躍雯(Yuen-Wen Huang)

《生物與休閒事業研究》 6卷1期 (2008/06) Pp. 41-62

https://doi.org/10.30133/BLIR.200806.0004

摘要

台灣近些年來在全球化的浪潮席捲下，尤其在加入WTO之後，許多地方傳統產業都面臨轉型的壓力。雲林縣古坑鄉即為一典型的例子。本研究即以該一曾被譽為「台灣咖啡」的生產重鎮，目前又為咖啡屋林立的華山地區為對象，以結構化理論為分析架構，透過田野調查及深度訪談等質性方法，解釋該地區在其產業轉型至觀光發展的過程中，哪些特定作用者如何改變既有結構，同時產生了哪些問題。 本研究發現：華山地區在九二一地震等災變之後，以國家為首的幾個作用者，為了地方的重建及經濟發展，投入大量的經費與人力；而地方社會則選定以具有歷史文化價值的咖啡，來進行觀光發展。在舉辦幾屆的咖啡節，透過媒體大肆報導之後，雖引進大量人潮、創下頗高產值，然卻也因發展過於躁進及忽略咖啡文化遺產真實性的呈現，以致引發了不少問題，也使得華山地區未來的觀光發展，面臨嚴峻的考驗。

關鍵字

古坑咖啡 ； 華山地區 ； 地方觀光發展 ； 結構化理論

並列摘要

Swept by the waves of globalization, especially after the WTO accession, Taiwan's numerous traditional industries are under the pressure of structural transformation. A typical example is Yunlin County's Gu-keng Township. This research focuses on the area of Hua-shan, a major of ”Taiwan Coffee” production center as well as an area with a large number of coffee shops. Utilizing structuration theory as the analytical framework, this study employs qualitative methods such as field research and in-depth interviews to explore how particular agents have changed the original structures of the area in the process of transformation into the tourism development and analyzes the causes of some new problems.
The research results reveal that Hua-shan, after the September 21 Earthquake and successive other catastrophic events, experiences a transformation led by the State as the main agent in the process of rebuilding the community and promoting regional economic development. During the process, the State injects a large amount of financial and human resources into this area. The local society, including local government, associations, and the community, chooses coffee production as the key tourism industry because of its particular historical and cultural values. After several annual coffee festivals with huge coverage by the media every year, the area of Hua-shan have successfully attracted a large amount of tourists and created substantial economic benefits. However, because of hasty implementation and a failure to convey the authenticity of cultural heritage, the future of Hua-shan tourism might face severe challenges in the future.

並列關鍵字

Gu-keng Coffee ； Hua-shan ； Local tourism development ； structuration theory