另類英國酒吧觀光：CAMRA旅遊導覽書的研究

Abstract

當今文化創意產業為一新顯學，也間接推動文創旅遊此一新概念，文創與旅遊的結合，將會成為未來一種新的旅遊形式。旅行不再只是為了觀看世界指標性的文化景點或地景，文創旅遊結合旅行、體驗、以及學習三概念，利用不同的創意元素和背景，讓觀光從被動式的觀看，到提供更多元化不同的主題內容，形成一種互動式的旅遊模式，讓生產者、消費者和在地文化之間能彼此學習、促進地方發展，並形塑象徵性的地方品牌意象和文化認同。而近代，有關文化遺產保存的議題，隨著懷舊、復古的風潮，也漸漸受到重視。懷舊感作為一種具有社會性的新文創，與文化遺產和地方品牌意象連結，亦可作為ㄧ品牌策略，發展文創旅遊。

CAMRA 為一獨立運作、自發性的非營利組織，主張英國在地經濟復興與抵抗全球啤酒工業支配的新運動，鼓勵在地啤酒釀造與 pub 文化的復興、啤酒美食化的論述實踐，以及建構新的在地經濟和美食觀光。本研究旨在透過深入剖析一歷史悠久的英國黑麥酒復興運動 (Campaign for Real Ale) ，其如何保存並復興英國 pub 文化 (British pub) 和在地黑麥酒 (English real ale) 釀造 ，探究CAMRA如何作為一種新的文創旅遊模式，設計出屬於 CAMRA的另類英國酒吧觀光。

本研究選擇兩本CAMRA發行的旅遊導覽書作為研究個案，分別為 CAMRA’s London Pub Walks 以及 CAMRA’s Lake District Pub Walks，探究旅遊導覽書的中介作為一種再現政治和「轉變」，及黑麥啤酒復興運動「觀光化」的過程，導覽書會如何描寫兩個不同的酒吧地景。建築的保存和復興，亦是本研究的討論重點，探究 CAMRA 與在地社群文化之間會如何刻畫社群懷舊感，以及啤酒美食化的實踐過程如何建構新的品味和飲食文化。Public houses have long been celebrated as important social institutions and popular destination icons in British culture for centuries. Literatures on pub and beer tourism have been largely neglected and thus, the purpose of this study is to look into the possibility for an alternative British pub tourism to be developed, as well as CAMRA’s (Campaign for Real Ale) practice on preserving and revitalizing community pubs and real ales that further create a local community network to reinforce the making of cultural landscape and identity construction.

CAMRA is an independent, non-profit organization campaigning for community pub and real ale preservation for over 40 years. The campaign aims to revitalize local pub economy against globalization, as well as encouraging local-brewed ale to be recognized and ‘gastronomized’, establishing new local economy and food tourism to bloom.

Two specific guidebooks – CAMRA’s London Pub Walks and the Lake District Pub Walks are selected as case studies to explore how local pub scenes are described and represented via CAMRA guidebooks. This study attempts to explore the making of two different pub scenes located in two places – London and the Lake District. CAMRA’s guidebook emerges as a political representation, which is central to cultural representation and social identity formation via the making of indigenous cultural landscape. Guidebook’s influence on CAMRA illustrates a specific transformation, from being a social movement against bureaucratic and capitalism, to taste-making and food culture renovation via its pub tour design. The emergence of CAMRA guidebook typifies the process of tourismization and that tourists’ demand is increasing upon more diverse tourism products and travel experience. Through analysis of how each guidebook is written and how it portrays local pub scene, CAMRA’s endeavor on food culture renovation, community nostalgia and local pub business expansion can be understood from an innovative perspective.