[[alternative]]A Study on Key Success Factors in the Combination of Tea Industry and Gourmet Toursim

[[abstract]] 隨著農產品貿易自由化後，開放茶葉進口，在其他海外產茶國家的競爭之下，茶產業面臨大量的進口廉價茶業的衝擊，嚴重打擊國內茶產業市場，茶葉所能提供的經濟效益嚴重退縮，成為台灣茶葉新的挑戰，台灣茶農逐漸走入精緻化、有機化生產，導入觀光意涵，以更好的服務品質，搭配當地民宿、旅遊景點，規劃茶園套裝行程，介紹茶園生態及茶葉製作過程，讓遊客親自參與，獲得茶葉知識並體驗茶園生活，並結合在地的美食及茶文化生活方式體驗旅遊等方式，創造更大的經濟效率。在眾多的茶產業結合美食觀光的因素中，何種內容較符合消費者的需求，茶產業結合美食觀光評估的要素之排序為何，這正是本研究想加以探討的重點。 研究結果顯示：（1）分析茶產業結合美食觀光在消費者心目中參考時的權重排序（2）善加利用資訊建立通路關係，推廣行銷權重明顯高於其他準則，為首要重視的準則因素（3）食品安全問題引起社會輿論，為消費者所關注的議題，茶美食安全衛生為次準則最高。依研究結果建議：建議定期辦理各項茶節慶活動或展售會，透過行銷與包裝，結合教育、展覽農業產品、社區營造等活動連結，吸引更多消費者蒞臨參觀，增加民眾對茶葉文化的了解，提升整體產業，帶動地方繁榮。[[abstract]] With the liberalization of agricultural products trade and lifting the ban of tea imports, the tea industry faces great impact of large sum of imported low-price tea under the competition from overseas tea producing countries. The domestic tea produces are under severe impact and the ecomomic profits gained from the tea industry retreat seriously. It has become the new challenge to Taiwan tea industry. Tea growers in Taiwan gradually lead the industry to elaboration and organic production with sightseeing prospectives. With better service quality, excellent local B & Bs, tourist attractions, planned traveling package routes, introduction of tea garden ecology and of the tea-manufacturing processes, tourists participate in the activities in person, gaining knowledge about tea and experiencing life in tea garden. Combined with local gourments and tea cultural lifestyle by means of experiencing tourism, the even greater economic efficiency is created. The research aims to explore , among plenty of factors about the combination of tea industry and gourment tourism, which kind of combination is better qualified to consumers’ needs and how the sequence order of the combination of tea industry and gourment tourism is arranged. The results of research are shown as follows: (1) the analysis of the ranking in consumers’ thoughts as the reference about the combination of tea industry and gourment tourism; (2) the promotion weight in making the best use of IT to establish pathways relationship marketing is significantly higher than other criteria and becomes the headed factor to pay attention to the guidelines; (3) the food safety problems which arouse public attention are the concerning issues to consumers. So as for the second criterion, food safety and health tea are the highest. According to the findings: it is strongly recommended that the tea festival and exhibition shoud be held regularly. Through marketing and packaging, combined with education, exhibition of agricultural products, community-building and other related activities, more consumers will be attracted to come to visit and have a better understanding of the tea culture in order to improve the overall industry and promote local prosperity