社區觀光工廠之社會資源移轉與體驗學習歷程研究—以宜蘭餅發明館為例

Abstract

這是一篇欲瞭解觀光工廠推動過程中的社會資源移轉及創造體驗學習環境歷程的個案研究。

產業轉型觀光工廠已推行十多年，經濟部訂定評鑑標準，讓有意轉型的產業能在基礎上建立多元發展方案，促進產業再生，亦有助國內觀光產業發展。本研究探究在制度樣版下轉型的觀光工廠，如何運用有限社會資源，創新開發具自我特色的經營模式與體驗活動。

本研究選擇「宜蘭餅發明館」，擇定地方政府部門及產業經營團隊進行觀察和訪談，透過社會資源移轉的觀點及體驗學習理論，嘗試從中探索與發現產業創新經營的歷程。

「宜蘭餅發明館」是全臺唯一製作牛舌餅的觀光工廠，研究發現因為產業經營者的企圖心，促使產業得以導入知識經濟轉型成功，除善用產、官、學各項資源調整體質、爭取曝光外，更推出具獨特性的體驗活動，企圖深化旅遊教育意義並營造社群媒體的聚焦，無形中提高產業附加價值，並成功打造企業正面形象。

This is a case study to better understand the transfer of social resources and the environment set up for experiential learning in the process of promoting the tourism factory.

It has been more than 10 years for some industries transited to tourism factories. The Ministry of Economic Affairs set up the evaluation criteria to establish projects with diverse development for the industrial transformation. That way will promote industrial rebirth and support the development of domestic tourism industry. This study explores how the tourism factories under the institutional model use the limited social resources to innovate and develop business model with its features and relevant experiential activities.

"Yilan Cake Factory" has selected to be case studied. I observed and interviewed the local government departments and industrial management team to explore and discover the process of industrial innovation management through the perspective of social resources transfer and theory of experience learning.

"Yilan Cake Factory" is the only tourism factory for making ox-tongue-shaped biscuit in Taiwan. It is found in this case study that the ambition of the management team promotes the industry to implement knowledge-based economy which makes the industrial transformation of "Yilan Cake Factory" successfully. "Yilan Cake Factory" makes a good use of various resources among industry-government-academia to adjust its structure and increase media exposure. Furthermore, it introduces experiential activities with specialities that attempt to deepen the meaning of tour education and to be the focus of social media. Meanwhile, it is the way to increase the value-added of the industry invisibly and create a positive industry image successfully.