茶產業體驗經濟模式研究-以遊山茶訪與茶二指觀光茶園為例

Abstract

臺灣茶產業發展歷史悠久，從清領時期北部地區茶出口，帶動經濟重心漸由南往北移動，也形成特有的產銷供應鏈，從生產端的茶農、銷售端的茶商、茶莊與零售端的消費者，其消費型式也逐漸多元化，從傳統的茶道與現今年輕人人手一杯的手搖茶飲，可以看出茶產業發展的兼容並蓄。隨著時代的演進，現代人的工作壓力與日俱增，也因此更加重視周休二日的休閒活動，加上近年政府大力推展觀光政策與進行觀光行政組織改造，期能為臺灣「觀光立國」之願景，奠下穩固的基礎。本文以體驗經濟(包含教育、娛樂、美感與逃脫現實體驗)、遊憩涉入程度(包括中心性、自我表現與吸引力)、滿意度(包括活動規劃、空間規劃與產品價值滿意度)、忠誠度(包括購買、重遊意願)為主題，並以遊山茶訪觀光工廠與茶二指故事館觀光茶園兩地點為研究範圍，共計發放228份問卷，旨在探討製茶觀光工廠與觀光茶園之差別、遊客體驗經濟模式對遊憩涉入、滿意度與忠誠度之間的關係、遊憩涉入是否為體驗經濟與滿意度之中介變項與遊客背景是否對本研究變項產生差異。本研究以SPSS統計軟體進行資料分析，並以線性結構進行模式檢定。研究結果顯示：體驗經濟模式對遊憩涉入有正向且顯著影響，徑路係數為0.85；遊憩涉入對滿意度有正向且顯著影響，徑路係數為0.2；滿意度對忠誠度有正向且顯著影響，徑路係數為0.95；遊憩涉入對體驗經濟模式與滿意度的間接效果為0.17，結果顯示產生部分中介效果；不同遊客的背景屬性以獨立樣本t檢定與單因子變異數進行分析，結果顯示體驗經濟模式、遊憩涉入、滿意度及忠誠度部分子構面達顯著差異。本研究除了將遊客心理感知具體化外，亦從經營者角度探討觀光工廠法規、經營模式比較，從中瞭解遊山茶訪與茶二指間的異同，並以地理學角度探討在國中教學、產銷邊界與食安議題上能為學習者、經營者與消費者有所啟示。Taiwan has a long history in tea industry development. In Qing Dynasty, the tea export from the northern area led the economic center from the south to the north, and that also formed a specific supply chain. From the tea farmers, tea dealers, and the consumers, the consumption patterns gradually diversity. From the traditional tea ceremony to the hand-shaken beverages, we can find the tea industry development eclectic.Because of the economic development in Taiwan, people are under more pressure at work; therefore, they pay more attention to weekend leisure activities. With the vision of Tourism Nation, our government puts a lot of force to tour policies and reconstruct the tourism administrative organization these years.The research variables of this article are experience economic, which includes education, recreation, aesthetic, reality escapees, recreation involvement level, which includes, centrality, self-expression and attraction, satisfaction, which includes activity planning, spatial planning, product value satisfaction, and loyalty, which includes purchase and revisit intention. Yoshan tea tourism factory and Finger Tea Tourist Tea Farm are as the research field. There were 228 questionnaires sent out to explore the difference between the tea tourism factory and the tourist tea farm, tourist experience economic model on the relationship among recreation involvement, satisfaction and loyalty, whether recreation involvement is the intervening variable of experience economic and satisfaction, and whether the backgrounds of tourists have different effects on the research variables .Data was analyzed by SPSS, and tested by Linear Structure Relation Model. The research result shows that experience economic model positively and significantly effects the recreation involvement, and the path coefficient is 0.85; the recreation involvement positively and significantly effects satisfaction, and the path coefficient is 0.2; satisfaction positively and significantly effects the loyalty, and the path coefficient is 0.95; the indirect effect of the recreation involvement through experience economic model and satisfaction is 0.17, and the result shows partly intervening effect. The results from t-test and one-way ANOVA show the backgrounds of different tourists have significant differences on experience economic model, recreation involvement, satisfaction and partial loyalty sub-facets. Besides making the psychological perception concrete, the study also discusses the tourism factory laws and compare the business models to understand the similarities and difference between Yoshan and Finger Tea Tourist Tea Farm from the operator’s perspective but also explores the junior high school teaching, production and marketing boundaries, and food safety issues in terms of geography . It will give learners, operators and consumers enlightenment.