The Development of the Ziziphus Jujuba Characteristic Industry in Gongguan, Miaoli

• Main Authors: Chang, Ming Ho, 張明和
• Other Authors: Shiue, Ya Huei
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/27551852522846200438

碩士 === 國立臺中教育大學 === 區域與社會發展學系碩士班 === 99 === The ziziphus jujuba industry in Gongguan, Miaoli, has a history exceeding a hundred years and also carries local characteristics. Gongguan is also the only professional ziziphus jujuba production region in Taiwan. In recent years, due to growth of tourism, promotion of government policies, and devotion of operators of the ziziphus jujuba business, this historical industry has transformed into not only a local characteristic industry but also a local cultural industry. This study first investigated the geographical environment and the formation of the ziziphus jujuba industry in Gongguan. Through field survey and in-depth interview, this study explored how operators in this industry have coped with changes of the consumer market and social environment to achieve sustainable development by altering their management and marketing models. With the implementation of the two-day-off per week policy, there has been a fast growth in domestic tourism. Under promotion of authorities concerned, the operators process and pack ziziphus jujuba products with creative and local cultural ingredients to increase the tourism value of the industry. Their efforts have also facilitated local development and reinforced local images, turning the industry into a local cultural industry. Finally, based on research findings, this study suggested operators of the ziziphus jujuba business and authorities concerned “insist on management ideas”, “integrate resources of local industries”, “establish brands representative of local images”, and “set up multi-faceted tourism plan”, so as to show the local value of Gongguan’s ziziphus jujuba industry and retain the characteristics of the industry.