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

• Main Authors: Ming-Erh Lin, 林銘二
• Other Authors: Mou-Chien Lee
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/40478317868623927879

碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 103 === 　　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.