本研究試圖以動態觀點,深入探討台南小吃魅力之新舊內涵、魅 力變遷的原因以及魅力永續的危機和可能。經過與店家、本地人及遊 客三種對象的深度訪談以及訪談內容的敘事分析,本研究發現,台南 小吃具有「種類豐富」、「真材實料」、「品質細緻」、「歷史悠久」、「懷 舊」、「忠於傳統」和「人情味」等舊有魅力以及「知名度」、「注重故 事包裝」、「產品研發」和「環境衛生」等創新的魅力內涵。而其創新 魅力的改變,則是來自新時代飲食文化與消費習性的外在壓力以及新 一代經營者將新的經營理念與經營知識的積極帶入。然而,在經營調 整過程中,卻也潛藏著「品質下降」、「虛有其名」、「缺少人情味」、「去 在地化」和「去個性化」等可能造成魅力中斷的永續危機。對此永續 課題,本研究也從訪談中找到了幾項有助於確保台南小吃魅力不墬的 永續發展準則。
This research chose historical dynamic approach to study the fascination of Tainan snacks including of its traditional and new essences, the reason of its change, and the crises and possibility of it sustainability. By ways of interview and content analysis from the employers、local inhabitants and travelers, we recognized that the traditional essences of Tainan snacks include richness of variety, genuine materials, meticulous quality, history, the ability to giving rise to nostalgia, faith in tradition and human touch. Also we found that there are several new natures of it including of notability, meaningful packing, R&D, and environmental trim. The innovatory new fascinations resulted from the changes of new diet culture and the habits of customers and positive adjustments of new operators bringing new management styles and new knowledge into their careers. But, during the process of adjustment, some crises like quality lowering, human touch decreasing, de-localization, de-individuality and skill breaking off happened on the fascination of Tainan snacks. Facing such problems, interviewees referred to several practical principles to reach for the sustainability of its fascination.