Feasibility study on the combination of sightseeing goods and baking

[[abstract]]近年來，隨著台灣烘焙產業的產值持續上升，許多台式烘焙坊陸續展店，同 時國外烘焙甜點品牌陸續引進，積極瓜分市場，甚至連便利商店及大賣場都加入 戰局。也隨著觀光旅遊活動而產生購買觀光紀念品或伴手禮的行為，是遊客與親朋好友分享觀光旅遊經驗的證物。不只各縣市政府也展開十大伴手禮甄選活動，各縣市商業會以及各大專院學校也開始推動特色伴手禮的選拔活動，選拔出具有地方特色、創新、或具獨特風格品味等等的臺灣伴手禮，設計內涵具創意、創新、創造的觀光商品，商品市場推廣性為主要規畫重點，結合餐飲菜色、「伴手禮」、創意旅遊商品、旅遊用品用具、電子商務、觀光自動化設施設備等等，且融入市場實際推廣銷售可行性。 如何掌握消費者偏好是烘焙產業賴以生存的不二法門，而不是盲目的製作、研發，有效的運用分析市場、將資源用在迫切刀口上將是生存的重要因素，並了解伴手禮對於消費者購買選擇偏好與認同感，藉由烘焙產品策略規劃之行動研究，並利用臺灣花卉博覽會為案例來設計符合該主題之烘焙伴手禮產品。 本研究主要採取行動研究法(Action research)，探討烘培的產品從一般變成具有花博主題實驗過程，整個實驗執行過程中將在「觀察(Look phase)」、「思考(Think phase)」及「行動(Act phase)」的基礎的行動研究步驟進行反覆循環，以及研究生對於自己所處的角色的反思等過程進行反覆，完成第一次循環後，由研究者與期間參與實驗者共同回顧結果，重新觀察、再思考、修正製作流程、改善產品外觀跟味道以及付諸行動。實驗過程中強調依花卉博覽會為主題之創意理念於實驗行動中自我反映，提升自我創意發想。 In recent years, as the output value of Taiwan's baking industry continues to rise, many desktop bakeries have been on display, and foreign baked dessert brands have been introduced one after another, actively dividing the market, and even convenience stores and hypermarkets have joined the battle. It is also the act of buying sightseeing souvenirs or accompanying gifts with sightseeing and sightseeing activities, which is an evidence that tourists share their sightseeing experience with friends and family. In 2003, the Tourism Bureau of the Ministry of Communications selected the top 100 companion gifts in Taiwan through the online voting campaign. Since then, the counties and municipalities have also launched the top ten ceremonies. Not only the government launched related activities, but also the county and city business associations and colleges and universities have also promoted the selection of featured gifts, and selected Taiwanese companions with local characteristics, innovation, or unique styles. Gifts, design connotation of creative, innovative, creative tourism products, product marketing is the main focus of planning, combined with food and beverage dishes, "with gifts", creative tourism products, supplies, e-commerce, automation facilities and equipment, etc. Etc., and into the market to actually promote sales feasibility. How to grasp consumer preferences is the only way to survive in the baking industry, rather than blind production, research and development, effective use of the analysis of the market, the use of resources in the urgent edge will be an important factor in survival, and understand the gift Consumers purchase choice preferences and identity, use the action research of bakery product strategy planning, and use the Taiwan Flower Expo as a case to design a bakery companion product that fits the theme. This study mainly uses Action Research to explore the process of baking products from general to flower-themed experiments. The whole experiment will be carried out in "Look phase" and "Think phase". The basic action research steps of "Act phase" are repeated, and the graduate students' rethinking of their role is repeated. After completing the first cycle, the researchers and the participants in the period review the results together, re-observe, rethink, correct the production process, improve the appearance and taste of the product, and put into action. During the experiment, the creative concept of the theme of flowers is emphasized in the experimental action, which enhances self-creative thinking