心24節氣.食藝趣-二十四節氣概念形塑餐飲文創利基之研究

Abstract

二十四節氣已不僅僅關乎氣候與生存，更深植於群體記憶，是當代華人認同之所繫。本研究以現代觀點，型塑非物質文化遺產「二十四節氣」的運用丶思維與價值。研究過程先以大量且豐富的「二十四節氣」相關資料蒐集來奠定思考架構；再經由「設計思考」丶「馬斯洛需求理論」等文獻分析來帶出文創餐飲經營模式的研究假說；最終有幸與本研究三大個案進行深度訪談，其背景跨越臺灣「節氣文創餐廳」丶「節氣文創啤酒品牌」與「節氣文創零售食品」。

分析上採用嚴謹的「三角驗證法」思維，先將逐字稿摘錄成「商業模式」的模型以分析利基的投入根本；再進行質性研究的內容分析，運用逐字稿內容重點要素摘錄，對應文獻思考及研究問題問題來進行歸納整理，以得出分析結果和提出觀點與結論。

期望透過本研究，可以洞察出節氣應用在文創餐飲商的重要利基點，重新演繹「全新」與「全心」臺灣二十四節氣的概念與價值，使其成為對環境友善的時尚潮流，與自然共生的生活哲學。透過本論文呈現的節氣，不只是傳承古人的智慧，更是有志者共同將其發揚，且為大眾開啟全新的「心．時尚」視野。Twenty-four solar terms are not only related to climate and human survival, but also deeply rooted in people’s memory, which is the recognized by all Chinese communities. This research values the importance of "24 solar terms" as intangible cultural heritage, and apply it by using modern perspectives as frame work.

In the research process, a large and rich collection of relevant information on the "24 solar terms" was first used to lay out the study framework; then this thesis hypothesis of the cultural and creative catering business model was brought out through the literature analysis of "Design Thinking" and "Maslow Demand Theory". Finally, I was fortunate to have an in-depth interview with the three major cases study, whose Taiwanese Cultural and Creative industry based on solar terms, including "Restaurant", "Beer Brand" and “Snacks".

The analysis adopts a rigorous "Triangular Verification Method", and first extracts the verbatim manuscript into a "Business Model" which helps to analyze the fundamental investment of the niche; then conducts a qualitative research content analysis, using the key elements of the verbatim manuscript to extract, corresponding to the literature study and research questions to summarize and the results of analysis and put forward opinions and conclusions.

It is hoped that through this research, we can gain insight into the important niche of the application of solar terms in cultural and creative restaurants, and re-interpret the concept and value of the "new" and "full-heart" Taiwan solar terms, making it an environmentally friendly trend, and philosophy of life that lives with nature. The solar terms presented in this paper not only inherited the wisdom of the ancients, but also promoted them together with aspirations, and opened up a new "heart. Fashion" vision for the public.