Food Design Overturns the Tribal Marketing as New Momentum

• Main Authors: CHANG,YU-HSUAN, 張妤瑄
• Other Authors: PENG,LI-HSUN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/26udb3

碩士 === 國立雲林科技大學 === 創意生活設計系 === 105 === Taiwan is an island of fertility and splendid landscape as well as an island country of diverse cultures. The ethnic groups in Taiwan include aborigines belonging to Austronesian peoples, Hoklo people, Hakka people, Mainlanders, and the new residents from Southeast Asia who moved here in recent years. Despite the various ethnic groups, we can communicate and bond with each other with the delicacy of each group and the care for this land. However, consumers have had distrust and anxiety about food due to the food safety crises these years. Therefore, this study investigated the methods to advance the visual images, package designs, brand building, and promotion of local, traditional agriculture operators with a focus on assistance design. The research subject was Ishingan of Bunun in Xinyi Township, Nantou County. The food in Ishingan was the core of the study. Along with food design, field research, data collection, cultural identity, and storytelling marketing were adopted. Accompanied by the interviews with experts, Grounded Theory was used to conclude and analyze the contents of the interviews. A trip focusing on the tribal food design hosted by the researcher was analyzed with fs/QCA (Fuzzy set/Qualitative Comparative Analysis) to examine the tourists’ feelings for the trip. Finally, a promotion design pattern suitable for the tribe was devised. The research results found out that through the pattern of promotion design, the consumers were first attracted to the characteristics of the design and package. They were later brought to the tribe. Through the tribal food design, activity design, and travel planning, the producers and consumers were connected with “experiencing design.” People were able to know the beauty of traditional culture of the tribe through the design and the experience and then establish themselves in the tribe with emotions and experiencing design. From visual design to food design, the consumers’ taste buds were stimulated, and they further identified with the brand image and culture of the tribe and became willing to purchase the agricultural products of the tribe. Adopting the various design patterns in the study, the identification and brand image were hoped to build in order to promote the sales of tribal products and the recognition of the tribal culture. Through the food design and travel experience, it was hoped that the youth of the tribe would stay in their hometown and pass down the beautiful tribal culture because of economic incentives.