應用DEMATEL法探討臺灣製茶工廠發展觀光工廠之核心能力與影響指標

Taking a resource-based view (RBV) approach, this study aimed at exploring the factors responsible for correlations between resources and operational performances for commercial tea factories developing into touristoriented ones, in order to build a framework of touristic indexes and competence model for tea couture. In order to understand the core resources and capabilities of the tea industry, in-depth interviews were initially conducted with professionals in industry, government, and academia to obtain capability indexes of developing tourism factories. Second, the Decision Making Trial and Evaluation Laboratory (DEMATEL) methodology was applied to distinguish cause-effect groups. The results of this study were categorized into four main dimensions- ＂development of environmental tourism＂, ＂attraction of tea property experience＂, ＂creativity of organization management＂, and ＂professional ability of tourism employee＂- and fourteen effect indexes. ＂Presentations/experiences of tea manufacturing＂, ＂tea industry culture＂, and ＂sales marketing＂ were ranked as highly important in the overall analysis, and ＂financial capital＂, ＂external transportation＂, and ＂skills of tea manufacturing＂ were highly influential causative factors in the cause-effect indexes. In summary, this study developed strategic indexes and a competition model of tea culture tourism in Taiwan based on an RBV approach. By elucidating the competitive advantages of the Taiwanese tea industry and providing specific plans to guide transformation of commercial facilities into tourism-oriented ones, the research results also contributed practical value to both the tourism industry and academic theory.