鄉村地區獨立咖啡店之社區功能研究-以雲林為例

Abstract

雲林縣是唯一沒有與直轄市相連的縣市，對於交通不便利的鄉村地區來說，咖啡店的生存勢必無法與擁有高人口密度的城市相比。長期以來，政府各單位與民間協力致力於社區營造、農村再生計畫等地方創生，協助地方發揮獨特產業特色，吸引相關產業進駐、人口回流，繁榮與振興地方的計畫，並鼓勵青年返鄉，企圖縮短城鄉差距與人口結構問題。咖啡店創業就成為許多青年返鄉的首選，除了咖啡的飲用是新創兼具潮流，亦可以活化閒置空間，促進社區連結，更有許多關鍵因素值得深入探討。一家咖啡店所提供的功能不再單純只有咖啡品項的販售，包含更多相關的文化活動並與社區連結。 本研究目的在探討咖啡店除基本經營要素外，選址位置與社區功能之間的關聯之於存活的關鍵要素分析（以雲林縣為例）。透過全雲林多數獨立咖啡店業主的經營經驗，將其所感受到在社區中扮演的功能與角色從鄰里互動、內外連結、親善互惠、環境友善與整體感受進行分析，了解獨立咖啡店能存活的主要因素以及與社區的關聯性。本研究透過敘述性分析、交叉分析與地理資訊系統套疊加上變異數分析以及質性訪談後發現，在農村再生地區裡開立的咖啡店對於該店所在社區活動的支持與認同度等都明顯活躍於都市計畫區裡的咖啡店，並且多數業者都認同咖啡店在營運的同時還可以作為社區活動的利用空間，並且與社區共榮共存。這些研究結果可為未來有意返鄉投入咖啡店行列的人，尤其是年青年創業者，透過本研究調查提供一份值得參考的依據。

Yunlin is the only county not connected to a Special Municipality under the Central Government. For rural areas with inconvenient transportation, the survival of coffee shops is bound to be incomparable to that of cities with high population densities. For a long time, government and private sectors have been working on regional revitalization activities such as community development and rural regeneration projects to assist localities in developing their unique, distinctive industries, attract related industries to move in population return, prosper and revitalize their localities, and also encourage young people to return to their hometowns in an attempt to narrow the gap between the rural and urban areas and the demographic structure problem. Coffee shops have become the first choice of many young people when returning to their hometowns; this industry is innovative and trendy and makes good use of idle spaces and community connections; many key factors are worth exploring in-depth. A coffee shop’s function is not about more than selling coffee but also about cultural activities and connecting with the community. In addition to the essential business operating elements, this research will take Yunlin as an example to further analyze the critical elements of survival factors by exploring the relationship between the location and community functions of the coffee shop. By knowing and analyzing the business experiences, internal and external points of view about the role and function, eco-friendly and overall impressions of the community to understand the survival of coffee shops through independent coffee shop owners. Through narrative analysis, cross-sectional analysis, GIS overlap, variance analysis, and qualitative interviews, this study found that coffee shops in rural regeneration areas are more active in supporting and recognising the community activities where the shops are located in the community of urban planning areas. Moreover, the coffee shop owners are more willing to share their spaces for community activities for co-existence, co-glory, co-benefit and co-survival. These findings provide a valuable reference for those who intend to return to their hometowns to run coffee shops, especially young entrepreneurs.