創意生活產業中創意餐廳之探討

Abstract

摘 要 全世界的產業結構都在變化，重視文化創意產業是必然趨勢。這幾年政府已經開始推廣台灣的文化創意產業，且列為國家發展的重點計畫，台灣絕對有這個優勢，趕上此世界潮流，重新創造另一波經濟奇蹟，重要的是建立出我們自己獨特的風格、形象，也就是所謂的台灣品牌形象。 想到法國立刻聯想到博物館、LV、名牌精品；想到義大利，蕃茄、Espresso跳入腦海；想到台灣，希望世人想到什麼呢？台灣是一個蛻變的品牌，優勢在哪裡我們的競爭力就在哪裡。運用創造力落實在產業，重新塑造「食」的形象，會是台灣建立品牌的一個優勢。 本研究篩選出兩家創意餐廳為研究參與者：食方餐廳及食養山房。他們提供顧客五感體驗，提升了台灣人「食」的精神。本研究採用質化研究，以個案研究法對兩家創意餐廳的負責人及主廚進行深度訪談，輔以餐廳內外場的觀察。目的是從研究得到的資料中探討創造性人格特質、創造環境、創造歷程、創造產品及創造力4P在系統論中串連的關係。 本研究主要發現與所得結論如下：一、創造性的人格特質成就事業。二、創造性人物的產生是與創造性環境互動的結果。三、創造的歷程是過去人生學習的累積，游刃有餘的自然發揮出來。四、創造力的發揮要能能符合個性與突破條件限制。五、賺錢不是成功唯一的定義。六、系統論完整呈現研究結果。七、創造力的產生是因緣際會。ABSTRACT The structures of global industries are changing and it is an inevitable trend to emphasize cultural and creative industry. In recent years, the government has been promoting cultural and creative industries in Taiwan and further made it one of the top priorities in national development. It is beyond doubt that Taiwan has the edge in keeping up with the global trend, regenerating another wave of miracles in economy. What really counts is how we build up our unique style or image, the so-called brand image of Taiwan. When it comes to France, people naturally think of museums, and brand-name clothing such as LV; when Italy is the topic, tomatoes and Espresso will soon come to our mind. But when Taiwan is mentioned, what associations do we want the world to have? Taiwan can be seen as a newly-born brand, whose competitively lies in its strengths. In order to realize this concept with creativity, it is certainly an advantage to reshape the image of gourmet food in Taiwan. This research has selected two creative restaurants as investigated subjects: Both aim at satisfying the five senses of their guests, thus enhancing the image of dining in Taiwan. The method employed by the research is qualitative, using case study with in-depth interview with the owners and chefs of both restaurants, and the observations of the actual operation of them. The aim of the research is, through examining the collected data, to discuss the connections of the four P’s of creativity which included person, place, process and product and its systematic relations. The discoveries and conclusions of this research are as follow: First, creative personality contributes to successful career. Second, Creativity is a product of the interaction between people and their creative environment. Third, the process of creation is the accumulation of the past learning experience, a natural and inevitable expression of an individual. Fourth, the key to expression of creativity lies in whether one can choose something suiting oneself and break through the limitation. Fifth, making profits is never the sole definition of success. Sixth, systematic theory exhibits the results of the research as a whole. Seventh, chances in counter produce creativity.