優良茶比賽對地區茶產業經濟發展影響之研究─以坪林文山包種茶為例

Abstract

本研究之目的旨在瞭解坪林優良文山包種茶比賽參賽者行為實態相關因素與參賽者之滿意度與認同度，並瞭解與比賽茶有關人士對優良茶比賽的看法，從而探討優良茶比賽對坪林地區茶產業經營型態與經濟發展之影響。研究方法採量化研究之問卷調查法與質性研究之深度訪談法、參與觀察法等綜合進行研究。問卷調查以曾參與坪林優良茶比賽之參賽者採簡單隨機抽樣之方式實施，得有效樣本286人為量化研究之對象；並以立意取樣的方式對坪林地區茶產業經濟發展活動有關人士共10人，作為質性研究之對象，進行深度訪談。研究結果得知：（一）10項參賽者行為實態相關因素的分佈狀況；（二）家庭農業經營年收入與所種植的茶園面積成正比，參賽者男性與女性並無顯著差異，參賽年資20年以上者以60-69歲者居多，比賽茶的銷售方式以自行銷售與經由盤商者占多數。（三）參賽者滿意度最高的項目為主辦單位的公平性，滿意度最低的項目為盤商收購批發價格。（四）舉辦優良茶比賽有助於地區茶產業之發展與對坪林地區茶產業經濟發展貢獻很大兩項目之認同度最高，而以政策推動產銷履歷驗證應用於優良茶比賽之認同度最低。（五）優良茶比賽促進茶園管理與製茶技術日新月異，重視分級包裝與品牌行銷，茶產業邁入多元化經營，改變了茶產業的經營型態。（六）優良茶比賽調節文山包種茶的市場供需，穩定市場價格、增加茶農與茶商收益，對坪林地區茶產業經濟發展影響深遠。本研究並依據研究結果與研究過程中的發現，提出改善建議，俾利坪林區持續舉辦優良茶比賽暨相關活動策畫之參考，或可做為政府農政單位與各地區農會輔導各地發展特色茶，振興茶產業之參考。

This study aims to understand the factors of participants’ behavior in Excellent Wenshan Baozhong Tea Contest in Pinglin and participants’ satisfaction and identification. It also reveals the views of related personnel toward the tea competition in order to explore the effect of tea competition on operation and economic development of tea industry in Pinglin area. The research methods include quantitative study (questionnaire survey) and qualitative study (in-depth interview and participant observation). In the questionnaire survey, this study conducted simple random sampling on the participants of the tea competition. A total of 286 valid samples were collected as subjects of quantitative study. By purposive sampling, in-depth interview was conducted on 10 subjects, which are related to the economic development of tea industry in Pinglin area. The research findings are below: (1) distribution of the 10 factors of participant behavior; (2) the annual revenue of family agricultural operations and tea cultivation area is positively correlated; there is no significant difference between male and female participants; participants who hos at least 20 years experience are mostly 60-69 years old; sales of the tea are mostly based on individual sales and distributors; (3) the highest participant satisfaction item is the fairness of the organizer; the item with the lowest satisfaction is the wholesale prices of excellent tea; (4) the participants mostly agree that the tea competition can enhance the development of local tea industry and significantly contribute to the economic development of tea industry in Pinglin area; most of them disagree with the production and sales certification implemented by policies in the tea competition; (5) The ted competition enhance plantation management skills, the progress of tea making technique grading & packaging and brand marketing thus, operation of tea industry becomes diverse and it changes the operation of the tea industry; (6) the tea competition moderates the supply and demand of Wenshan Baozhong Tea, which also stabilizes market prices, increases the profits of tea farmers and companies; it significantly influences the economic development of tea industry in Pinglin area. According to past research findings, this study proposes suggestions as reference for Pinglin area to hold excellent tea contest and related activities planning, which can serve as references for agricultural divisions of government and farmers’ associations in different regions to guide the development of local featured tea and enhance tea industry.