| 摘要: | 本研究旨在探討台灣山村發展茶葉觀光旅遊之關鍵成功因(KSF)。我國茶葉產業擁有良好的茶葉種植之生態環境，悠久的歷史文化，健全的管理推廣制度，專業與先進的製茶技術，常能產生優質的各種茶葉商品；卻因產業投機客引進劣質品打擊在地茶農、茶農守舊經營管理風格、人力資源匱乏、山區生態環境破壞，導致茶產業整體發展受到阻礙。本研究首先透過文獻探討發現：山區開發研究茶葉商品，須連結茶藝文化、生態環境、餐飲住宿、活動體驗等活動規劃，吸引人力資源回流，鼓勵青年回鄉發展，提高服務品質，增加遊客的文化認同及充實活動體驗，改變單調解說導覽活動，增加或帶入茶葉採收或製作體驗活動，給予遊客實做產品紀念，讓遊客帶來不同的視覺與體驗，將可改善茶葉山村現況，活絡遊客休閒旅遊，成為發展觀光休閒旅遊的新契機。 以專家問卷方式進行調查，而問卷內容係整理自相關理論文獻後經由專家修正而成， 因此問卷題項均具有內容效度與專家效度，並採用層級程序分析法進行茶葉山村發展休閒旅遊關鍵成功因素之因子權重值，檢定結果顯示茶葉山村發展休閒旅遊KSF之權重排序，以「茶業山村遊憩資源稟賦」為最重要之KSF；其後依序為：「茶村組織與運作」、「提升茶產業附加價值」、「市場行銷策略」、「體驗活動規劃」，而在次因素中「交通便利性」亦得到各界專家最高度重視，權重值最高，由此可見交通建設之重要性，因此建議以山區部落為中心，擴展現有交通路線之相互連結性；改善大眾運輸工具服務機能，實施週邊人車疏導配套，提高運輸效能。 研究結果可知休閒旅遊可提升茶葉附加價值創造龐大市場消費力、增加工作機會與帶來相關產業商機外，更可提升山村文化素養和形象。 根據上述結論，本文提出促進阿里山鄉達邦村經濟發展之行銷策略建議，供地方政府、觀光推展相關單位、各民間觀光企業，訂定行銷策略及改善經營管理之建議。
The purpose of this study is to explore the key success factors (KSF) in the development of tea sightseeing tourism in Taiwan's mountain villages. China's tea industry has a good ecological environment for tea cultivation, a long history and culture, a sound management and promotion system, professional and advanced tea making technology, often can produce high-quality tea products, but because of the introduction of shoddy by industrial speculators in the ground tea farmers, tea farmers old-fashioned management style, lack of human resources, mountain ecological environment Damage, Leading to the overall development of the tea industry has been hindered. This study first found through the literature discussion: mountain development and research of tea goods, should link tea culture, ecological environment, catering accommodation, activity experience and other activities planning, attract the return of human resources, encourage young people back to the countryside development, improve the quality of service, increase the cultural identity of tourists and enrich the experience of activities, change the monotonous interpretation of the tour activities, Increase or bring in tea harvesting or production experience activities, to give visitors real product remembrance, so that visitors bring different vision and experience, will improve the current situation of tea village, active tourists leisure tourism, become a new opportunity to develop sightseeing and leisure tourism. By means of expert Questionnaire survey, and the content of the questionnaire was modified by experts after the relevant theoretical literature, so the questionnaire items have content validity and expert validity, and the factor weight value of the key success factors of developing leisure tourism in tea village is used by hierarchical program analysis method, and the verification results show that the development of leisure tourism in tea village The weight is sorted to ＂Tea Village Recreation Resource Endowment＂ as the most important KSF; then in order: ＂Tea villages Organization and operation＂, ＂enhance the added value of tea industry＂, ＂Marketing Strategy＂, ＂experience activity planning＂. In the sub-factor, ＂traffic convenience＂ has been the highest attention of experts from all walks of life, the most important weight value, which shows the importance of traffic construction, so it is proposed to take mountain tribes as the center, expand the interconnection of existing traffic routes, improve the function of mass transport services, implement peripheral vehicle guidance support, improve transport efficiency. The results show that leisure tourism can enhance the added value of tea to create a huge market consumption force, increase job opportunities and bring related industrial business opportunities, but also enhance the mountain village cultural Literacy and image. According to the above theory, this paper puts forward some suggestions on marketing strategies to promote the economic development of Alishan Township village, for local governments, tourism promotion related units, various folk tourism enterprises, to set marketing strategies and improve management. |
