| Summary: | 碩士 === 國立高雄餐旅大學 === 餐飲創新研發碩士學位學程 === 103 === The number of tourists visiting Alishan has grown year by year; in 2014 the annual number of visitors in Alishan reached two million and seven hundred sixty thousand people. Every month, an average of 230,000 tourists visit Alishan, however there are only a few types of cultural related agricultural souvenir products made in Alishan. This study was therefore developed to research Alishan’s Fenchihu area edible souvenirs through the use of data collection and a field survey technique: surveys of consumer preferences were conducted, where the whole area was randomly sampled by questionnaires that were sent out as well as by web-based questionnaires. In total 500 questionnaires were distributed, and 469 valid questionnaires were retuned giving an overall questionnaire return rate of 93.8%. The survey results found that: 60.3% of the respondents were most interested in buying hand-made biscuits; 49.2% of the respondents were willing to spend 251~400 NTD to buy a room temperature edible souvenir; and 57.3% of the respondents were willing to spend 301~500 NTD to buy a room temperature edible souvenir that included shipping. The survey results also found that: 60.5% of the respondents were most interested in buying ice cream and tea; 46.0% of the respondents were willing to spend 41~60 NTD to buy an ice cream and a drink; and 72.2% of the respondents were willing to buy an Alishan fusion cuisine package. This study is combined with local field survey of the cherry blossom season, Mayasv (warring) Festival, Homeyaya (millet) Festival, Fona (bean) Festival and other cultural influences. Using the local ingredients in the development of Alishan Fenchihu hand-made biscuits (Cherry blossoms love、passion coffee and Wulong Academy) as room temperature souvenirs, and frozen souvenirs (such as ruby ice cream) and local cultural for fusion cuisine (warrior soup、triumph package、harvest soup、Homeyaya package、golden soup、cherry soup and cherry package) received the highest preference scores on a five-point questionnaire scale by consumers. The results of this study can provide reference examples of tourism development of specialty products in the catering industry.
Keywords: Alishan、Souvenir、Story Marketing、Sensory evaluation、Field Study
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