臺灣製茶工廠發展觀光工廠指標建立與評估－DEMATEL法之應用

The indicators establishment and evaluation based on he Taiwan's tea factories transforming to tourist factory - An application of the DEMATEL method

顏曉玲(Hsiao-Ling Yen)

指導教授 ： 張德儀

國立高雄餐旅大學/觀光學院/旅遊管理研究所/碩士(2011年)

摘要

本研究旨為探討臺灣製茶工廠導入觀光策略、推廣茶文化並結合工廠製程參觀之模式，採用文獻回顧法、專家深入訪談法及決策實驗室評估法（Decision Making Trial and Evaluation Laboratory, DEMATEL），建構一套客觀評估模式。決策實驗室評估法具有分析問題間因果關係之優勢，爰此，本研究應用DEMATEL法評估製茶工廠發展「觀光工廠」指標項目間因果關係，提出「推動環境觀光化能力」、「茶資產體驗吸引力」、「組織經營創新能力」、「觀光服務人員專業能力」四大構面和14項影響指標。本研究評估結果更明確區分原因群與結果群指標，其結果顯示「製茶體驗/展演」、「茶產業文化」及「企劃行銷」為整體評估高重要性指標，而「財務資金」、「對外交通路線」及「製茶技能」為主要影響其他因素指標。最後結果期能更精確有效地提供給臺灣製茶業者及政府推動「觀光工廠」之發展及建議，並期盼業者善用茶產業資源，順利發展成為「觀光工廠」，增加茶業產值進而推廣在地文化觀光，此評估分析對後續從事相關研究有一定之參考價值。

關鍵字

指標 ； 觀光工廠 ； 文化觀光 ； 深入訪談法 ； DEMATEL法

並列摘要

This study aims is (1) to explore the strategy of Taiwan's tea industry into tourism (2) using the point of "tourist factory" to make the manufacturing process and promote of tea culture. Therefore, the method in the study is literature review, expert in-depth interviews and DEMATEL method to construct an objective assessment/evaluated model. Decision Making Trial and Evaluation Laboratory (DEMATEL) has a great advantage to analyze the relationship between cause and effect. Therefore, DEMATEL, one of methods in this study, is evaluated to tourism industry whose relationship of the indicators and divided into fourteen impact indicators from four dimensions— (1)" The capabilities to promote environmental tourism ", (2)"The attractive power of tea assets," (3)"Organizational and operational innovation "as well as (4)" The professional capacity of tourism service". According to this study, we can find these indicators on cause group and results group. The results showed that "experience / performance of tea produce ", "tea industry cultural" and "mrketing and planning" are the most important indicators to make great impact on "tourist factory" and three indicators which are "financial capital", " translation of external transport routes" and "skills of tea produce" are effected on others factors. The result of the study can give some suggestions and recommendations to tea-makers in Taiwan and government that wants to promote "tourist factory". On the other hand, in order to develop "tourist factory", the industries can make good use of the resource of tea increase the business value and promote the culture tourism in local. Finally, this evaluation model is also on the following studies in a certain reference value.

並列關鍵字

Indicators ； Tourist factory, ； cultural tourism ； In-depth interviews ； DEMATEL

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