| 摘要: | 近年來出現許多重視傳統與本土文化的研究，而我國政府亦參考日本在地創生政策，行政院宣示2019年為「台灣地方創生」元年，政策目標為因應地方人口流失問題、吸引青年返鄉、活絡地方經濟及創造就業機會。基於上述緣故，使得傳統產業轉型和再創老街新豐華成為一個影響相當深遠並且需要努力實踐的研究課題。本研究將以老街裡的傳統手工藝和傳統文化如何在地創生為研究方向，以美濃傳統手工藝品油紙傘為例，進行深入的探究與研析。在旅遊觀光發達的現代社會，具有豐富客家傳統文化的手工藝品備受重視，而由於新興產業發展下，歷史文化傳統手工藝品逐漸沒落，且老街商業活動缺乏特色，使各地老街呈現同質化現象，及傳統手工藝品失去過往風華，無法帶動整體地方產業的發展。為了解決此問題，傳統手工藝品也成為地方文化改造創新過程中的重要議題。本研究首先針對過去相關文獻進行回顧與摘要，從中了解台灣傳統手工藝發展的歷史與背景，進而彙整出屬於在地存留珍貴的人文資產。接著透過對於兩個台灣與一個日本傳統手工藝產業順利轉型與再造案例的介紹與分析，作為美濃油紙傘的參考案例。由於年輕人對於傳統手工藝的看法與興趣，對於傳統手工藝產業是否能夠成功繼續保存至關重要，因此本研究以美濃油紙傘為調查主題，針對年輕人採用問卷調查法，進行敘述統計分析與迴歸分析，提出影響年輕人對於美濃油紙傘購買意願與美濃旅遊意願的關鍵影響因子。最後歸納出推動地方創生發展傳統手工藝品之特色與經驗，進而針對美濃油紙傘進行產業轉型與再造，提出行銷策略與建議。
In recent years, there have been many studies focusing on tradition and local culture in Taiwan. The Taiwan’s government has also referred to the local creation policy of Japan, and the Executive Yuan declared 2019 as the first year of “Taiwan's local creation”. The policy goal is to solve the problem of local population loss and attract young people to return home, revitalize local economies and create jobs. Based on the above reasons, the transformation of traditional industries and the reconstruction of old streets have become research topics with far-reaching influence and need to be practiced.This study will take the traditional handicraft and traditional culture in the old street as the research direction, and take the paper umbrella of the traditional handicraft of Meinong as an example to conduct in-depth exploration and analysis.In the modern society with developed tourism and tourism in Taiwan, handicrafts with rich traditional Hakka culture are highly valued. However, due to the development of emerging industries, historical and cultural traditional handicrafts are gradually declining, and the commercial activities in the old streets lack features, which makes the old streets appear homogenous, and traditional handicrafts have lost their past glory, unable to drive the development of the overall local industry. In order to solve this problem, traditional handicrafts have also become an important issue in the process of local cultural transformation and innovation.This study firstly reviews and summarizes the relevant literature to understand the history and background of the development of traditional handicrafts in Taiwan. Then, through the introduction and analysis of two cases of successful transformation and reconstruction of traditional handicraft industries in Taiwan and one in Japan, as a reference case for Meinong paper umbrellas. Since young people's views and interests in traditional handicrafts are very important to the success of the traditional handicraft industry, this study takes Meinong paper umbrellas as the research focal object, and uses questionnaire survey method to conduct statistical descriptive analysis and regression analysis, and find the key factors that affect young people's willingness to buy Meinong paper umbrellas and Meinong's travel willingness. Finally, it summarizes the characteristics and experience of promoting local creation and development of traditional handicrafts with cases studies, and then proposes marketing strategies and suggestions for the industrial transformation and reconstruction of Meinong paper umbrellas. |
