本研究試圖從經濟學的角度,利用「附加價值發展層級理論(Typology of value added)」觀點,探討台灣美食節慶觀光(Taiwan Food Festival Tourism)之成功發展因素。本研究藉由屏東黑鮪魚文化觀光季(Ping-Tung Bluefin Tuna Cultural Festival)之個案,以文獻探討及深入訪談來分析該地區該產業資源之層級發展現況,再透過焦點團體之討論來對該區域該產業作未來發展建議,其目的試圖推演出未來可提供作為台灣發展美食節慶觀光之合適模式。 2002年Hjalage透過經濟學的角度來分析美食觀光,並提出四個層級發展模式,分別為食物生產資源、服務部門資源、企業資源及知識發展,其每個層級都有不同的附加價值,Hjalage也發現層級越高,食物生產系統之供應整合越精密,經濟效益也越高,故建議在該過程之中,應不斷透過新的產業連結網絡或外部服務來增加產業附加價值;然而全球化之蓬勃發展造成了時空壓縮,使得在地資源及產業日趨式微,但透過體驗經濟之概念可知美食節慶觀光的發展須朝向更高層次之發展,方能提升地方整體之經濟效益。 綜合研究結果顯示,依據附加價值發展層級理論賦予不同發展層級之附加價值,進而繪製出美食節慶觀光發展四層次,包含核心產品、有形產品、引申產品及知識管理,並歸納以5W1H做為美食節慶觀光之參考模式,地方若透過附加價值的發展除了能充分展現地方傳統與價值外,更能協助地方飲食、文化創意及觀光等產業異業結合,創造新的產業聯盟網絡,提高台灣美食節慶觀光及地方旅遊之經濟效益。
Approaching from the perspective of economics and adopting Typology of value added, this research explores the factors why Taiwan Food Festival Tourism had been developing successfully. Additionally, through a case study of Ping-Tung Bluefin Tuna Cultural Festival, operated by historical method and in-depth survey with interviews in order to analyze the current developing situation of hierarchy of the industry resources in Ping-Tung and conducted by the focus group interview in order to advice on the development in the future of the industries, Ping-Tung Bluefin Tuna Cultural Festival. The main purpose of this research is to deduce an appropriate model for developing food festival tourism of Taiwan in the oncoming year. In 2012, Hjalage analyzed food tourism from the aspect of economics, proposing four developing hierarchy as the following: food production resources, resources in the service sector, entrepreneurial resources, and knowledge. Each hierarchy contains different value added; simultaneously, Hjalage observed that the higher a hierarchy was, the more precise the integration of supply of food production system was; also the greater economic benefits were brought. Hence, during the developing process, local industries should increase the valued added of industries through new network connection or outer service continuously. Yet, the rapid development of globalization causes time-space compression, leading to local resources and industries decline gradually. Through the concept of experience economy, people could perceive the development of food festival tourism should expand toward higher hierarchy to promote the integral economic benefits of an area. The final research result indicates that endowing value added to different developing hierarchy according to the theory of Typology of value added; furthermore, portraying developing-four-hierarchy of food festival tourism, including core product, actual product, augmented product, knowhow management; generalizing a conclusion of a reference model of food festival tourism according to 5W1H, through the development of value added an area could not only display local convention and value through the development of value added, but assist the combination of industries among local food, cultural creativity, and tourism. Through creating a new network of industry association, local industries could promote the economic benefits of Taiwan food festival tourism and the tourism of an area.
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