政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/155852
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 114895/145933 (79%)
Visitors : 53866648      Online Users : 475
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/155852


    Title: 咖啡沉浸旅遊服務商業模式之研究 一 以R公司為例
    Exploring the Business Model of Niche Coffee Tourism - A Case Study of R Company’s Immersive Coffee Travel Service
    Authors: 周詩盈
    Chou, Shi-Yin Veronica
    Contributors: 詹文男
    Tsan, Wen-Nan
    周詩盈
    Chou, Shi-Yin Veronica
    Keywords: 商業模式畫布
    利基旅遊
    咖啡
    台灣
    咖啡旅遊
    Business Model Canvas (BMC)
    niche tourism
    coffee
    Taiwan
    coffee tourism
    Date: 2024
    Issue Date: 2025-03-03 13:29:06 (UTC+8)
    Abstract: 對許多人而言，飲用咖啡已成為現代生活中不可或缺的一部分。隨著咖啡文化的蓬勃發展，其不僅承載了社交互動的功能，也帶來了獨特的感官體驗與情境享受。即使是不喝咖啡的人，也常在咖啡館中進行工作、社交或旅行時的休憩。然而，當代的咖啡愛好者愈發追求超越單純商品層面的深度體驗，渴望更具文化內涵與沉浸式的咖啡旅遊。對此，咖啡主題旅遊或許正是滿足這一趨勢的最佳解方，讓人們得以透過旅程更深入地探索咖啡世界。本研究聚焦於咖啡旅遊領域，作為利基旅遊（Niche Tourism）的一環，旨在深入剖析台灣新興咖啡旅遊業者 R 公司的營運模式與策略。首先，研究運用 PEST 分析法（政治、經濟、社會與技術層面）評估影響台灣咖啡旅遊發展的主要外部因素。接著，透過商業模式畫布（Business Model Canvas, BMC）與 SWOT 分析（優勢、劣勢、機會與威脅），探討 R 公司的經營策略與市場定位。研究結果顯示，R 公司之利基咖啡旅遊模式在內外部因素的分析基礎上，已進行創新與優化，展現出具體的市場競爭力與發展潛力。
    To many, coffee drinking is an important part of modern day lives. The popularity of coffee culture has surged as it offers a unique blend of social interaction, experiential delight, and sensory pleasure. Even for non-coffee drinkers, a café is a common place where they meet for work, pleasure and during travel. Yet contemporary coffee enthusiasts seek experiences that transcend the basic commodity value of coffee, yearning for something more enriching and immersive. Coffee-centric tours might be the answer to this growing demand for deeper, more culturally rich coffee experiences. This research focuses on delving into the realm of coffee tourism, a specialized segment of niche tourism, with the objective of comprehensively analyzing the operations and strategies of R Company, a new player in Taiwan's niche coffee tourism sector. First, by using political, economic, social, and technological PEST analysis (Political, Economic, Social, and Technological), the study evaluates the major external factors influencing Taiwan’s coffee tourism. Then, the study formulates the tourism business management strategy of R Company using Business Model Canvas (BMC) and Strength-Weakness-Opportunity-Threat (SWOT) approaches. The results showed that every aspect of the niche coffee tour model by R Company has been innovated according to the analysis of internal and external factors.
    Reference: REFERENCE

    1. 3 Reasons for Brewing Coffee in an Ibrik. (n.d.). Paulig - Barista Institute. Retrieved January 11, 2024, from https://www.baristainstitute.com/blog/liudmila-shagina/march-2017/3-reasons-brewing-coffee-ibrik
    2. 10 Steps from Seed to Cup. (n.d.). Retrieved December 28, 2023, from https://www.ncausa.org/About-Coffee/10-Steps-from-Seed-to-Cup
    3. Aguilar, F. J. (1967). Scanning the business environment. Macmillan. http://books.google.com/books?id=sn1EAAAAIAAJ
    4. Ahmed, Z. U., & Krohn, F. B. (1992). Marketing India as a tourist destination in North America—Challenges and opportunities. International Journal of Hospitality Management, 11(2), 89–98. https://doi.org/10.1016/0278-4319(92)90003-E
    5. Alfred Peet. (2023). In Wikipedia. https://en.wikipedia.org/w/index.php?title=Alfred_Peet&oldid=1170610334
    6. Alsbeai, A. (2023, September 13). How Starbucks Brews Exceptional Customer Experiences. Medium. https://medium.com/@m.sbeai/how-starbucks-brews-exceptional-customer-experiences-30ab9549b07b
    7. Avnery, T. (2017, December 4). 50 questions to help you build your startup business plan with the business model canvas. Re-Startup. https://medium.com/re-startup/50-questions-to-help-you-build-your-startup-business-plan-with-the-business-model-canvas-a76bc05777ae
    8. Brewista | Artisan Double Wall Glass French Press. (n.d.). Kohikona. Retrieved December 29, 2023, from https://kohikona.com/products/brewista-artisan-double-wall-glass-french-press
    9. Business Model Canvas – Download the Official Template. (n.d.). Retrieved December 20, 2023, from https://www.strategyzer.com/library/the-business-model-canvas
    10. Castle, T. (2016, January 23). The Future of Specialty Coffee and the Next Wave. https://coffeetalk.com/uncategorized/01-2016/21518/
    11. Clark, T. (2007). Starbucked: A Double Tall Tale of Caffeine, Commerce, and Culture. Little, Brown. https://books.google.com.tw/books?id=TrnglwEACAAJ
    12. Classic Pour-Over Bundle. (n.d.). Brewista. Retrieved December 29, 2023, from https://brewista.co/products/classic-pour-over-bundle
    13. CLEVER DRIPPER. (n.d.). My Site. Retrieved December 29, 2023, from https://www.cleverdripper.com.tw
    14. Coffea | Description, Genus, Coffee, Species, & Facts | Britannica. (n.d.). Retrieved December 28, 2023, from https://www.britannica.com/plant/Coffea
    15. Coffee. (2023). In Wikipedia. https://en.wikipedia.org/w/index.php?title=Coffee&oldid=1191713936
    16. Coffee Consumption by Country 2023. (n.d.). Retrieved January 1, 2024, from https://worldpopulationreview.com/country-rankings/coffee-consumption-by-country
    17. Coffee culture. (2023). In Wikipedia. https://en.wikipedia.org/w/index.php?title=Coffee_culture&oldid=1187774468
    18. Coffee Producing Countries 2023. (n.d.). Retrieved January 1, 2024, from https://worldpopulationreview.com/country-rankings/coffee-producing-countries
    19. Coffee production | Description, Cultivation, Process, Hulling, & Facts | Britannica. (n.d.). Retrieved December 28, 2023, from https://www.britannica.com/topic/coffee-production
    20. Coffee Tourism: New Opportunities. (2021, July 8). https://www.worldfoodtravel.org/coffee-tourism-new-opportunities
    21. Coffeehouse. (2023). In Wikipedia. https://en.wikipedia.org/w/index.php?title=Coffeehouse&oldid=1190283369#Espresso_bar
    22. Coffee_Report_and_Outlook_December_2023_ICO.pdf. (n.d.).
    23. Enthusiast 8-Cup Drip Coffee Brewer with Glass Carafe – SCA Certified. (n.d.). Bonavita. Retrieved December 29, 2023, from https://bonavita.co/products/enthusiast-8-cup-drip-coffee-brewer-with-glass-carafe
    24. Essense. (2019, June 21). Waves of coffee explained. Essense Coffee. https://essense.coffee/en/waves-of-coffee-explained/
    25. Gakuo, P. (2022, February 17). A guide to the Taiwanese coffee sector. Perfect Daily Grind. https://perfectdailygrind.com/2022/02/a-guide-to-the-taiwanese-coffee-sector/
    26. Goodwin, H., & Boekhold, H. (2010). Chapter 12. Beyond Fair Trade: Enhancing the Livelihoods of Coffee Farmers in Tanzania. In L. Jolliffe (Ed.), Coffee Culture, Destinations and Tourism (pp. 181–196). Multilingual Matters. https://doi.org/10.21832/9781845411442-014
    27. Guevara, J. (2017, April 9). What Is “Third Wave Coffee”, & How Is It Different to Specialty? Perfect Daily Grind. https://perfectdailygrind.com/2017/04/what-is-third-wave-coffee-how-is-it-different-to-specialty/
    28. HARIO│COFFEE TASTING LIFE. (n.d.). HARIO│COFFEE TASTING LIFE. Retrieved January 11, 2024, from https://www.hario.com/coffeelife/siphon.html
    29. Jamgade, S., & Suttakoti, V. (2019). Study of Agri-Tourism with Reference to Coffee Plantations in Kodagu. 05, 15.
    30. Jolliffe, L. (2010). Coffee Culture, Destinations and Tourism. Channel View Publications.
    31. Kleidas, M., & Jolliffe, L. (2010). Coffee attraction experiences: A narrative study. 58(1).
    32. Light, M. P. (2019, October 4). Trish Rothgeb coined ’third wave’—And is now looking toward coffee’s future. Los Angeles Times. https://www.latimes.com/food/story/2019-10-04/third-wave-coffee-trish-rothgeb
    33. Lyon, S. (2013). Coffee Tourism and Community Development in Guatemala. Human Organization, 72(3), 188–198. https://doi.org/10.17730/humo.72.3.00l1g4xj1m83x68j
    34. Moka pot. (2023). In Wikipedia. https://en.wikipedia.org/w/index.php?title=Moka_pot&oldid=1188731651
    35. Nast, C. (2023, July 19). The Supersized AeroPress XL Makes Twice as Much Coffee as the Original. WIRED. https://www.wired.com/review/aeropress-xl/
    36. Novelli, M. (2005). Niche Tourism: Contemporary Issues, Trends and Cases. Routledge.
    37. NOWnews今日新聞. (2023, June 24). 台灣有種咖啡豆！從產地能分出「3種特殊風味」 專家揭關鍵差異 | 生活. NOWnews今日新聞. https://www.nownews.com/news/6178265
    38. OCAC.R.O.C.(Taiwan) – News. (n.d.). Retrieved January 10, 2024, from https://www.ocac.gov.tw/OCAC/Eng/Pages/Detail.aspx?nodeid=329&pid=60476061
    39. Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. John Wiley & Sons.
    40. Osterwalder, A., Pigneur, Y., & Clark, T. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. Wiley.
    41. Özdemir Uçgun, G. (2019, September 28). EVALUATION OF THE IMPORTANCE OF TURKISH COFFEE IN TURKISH GASTRONOMY AND IN CULTURAL SUSTAINABILITY.
    42. Pan, Q. (2023). The Past, Present and Future of Coffee Tourism. Open Journal of Business and Management, 11(02), 688–703. https://doi.org/10.4236/ojbm.2023.112037
    43. Portal, W. C. (2023, July 21). The rising market for premium and specialty coffee at home. World Coffee Portal. https://www.worldcoffeeportal.com/Latest/InsightAnalysis/2023/July/All-rise-for-coffee-at-home
    44. Setiyorini, H. P. D. (2019). Coffee Tourism Development Potential: Benefit and Consequences. Proceedings of the 3rd International Seminar on Tourism (ISOT 2018). Proceedings of the 3rd International Seminar on Tourism (ISOT 2018), Bandung, Indonesia. https://doi.org/10.2991/isot-18.2019.33
    45. Shop, M. E. (n.d.). Lelit PL41EM Anna Stainless Steel Multifunctional Espresso Machine. My Espresso Shop. Retrieved January 11, 2024, from https://www.myespressoshop.com/products/lelit-pl41em-anna-stainless-steel-multifunctional-espresso-machine
    46. Songyue Coffee Manor. (n.d.). Taiwan Leisure Farms Development Association. Retrieved January 10, 2024, from https://www.taiwanfarm.org.tw/zh-EN/Front/Farm/Detail/150
    47. Special Interest Tourism Market. (n.d.). Retrieved January 3, 2024, from https://www.futuremarketinsights.com/reports/special-interest-tourism-sector-overview-and-analysis
    48. Specialty coffee. (2023). In Wikipedia. https://en.wikipedia.org/w/index.php?title=Specialty_coffee&oldid=1182877167
    49. Taiwan COE Pilot. (n.d.). Retrieved January 10, 2024, from https://twn.coffee/index.html
    50. The evolution of coffee culture: From bean to bup to lifestyle. (n.d.). Retrieved December 27, 2023, from https://hospitalityinsights.ehl.edu/coffee-culture
    51. Third-wave coffee. (2023). In Wikipedia. https://en.wikipedia.org/w/index.php?title=Third-wave_coffee&oldid=1182344571#cite_note-7
    52. Travel & Tourism Economic Impact | World Travel & Tourism Council (WTTC). (n.d.). Retrieved January 2, 2024, from https://wttc.org/research/economic-impact
    53. Travel and tourism: Contribution to global GDP 2023. (n.d.). Statista. Retrieved January 2, 2024, from https://www.statista.com/statistics/233223/travel-and-tourism--total-economic-contribution-worldwide/
    54. Wang, Y.-C. (2016). The study of the critical success factors of coffee estates- a case of Taitung district. https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=xhJg4i/search?s=id=%22105NTTU5675022%22.&openfull=1&setcurrent=0#XXX
    55. Weinberg, B. A., & Bealer, B. K. (2001). The World of Caffeine: The Science and Culture of the World’s Most Popular Drug. Psychology Press.
    56. What is Specialty Coffee? (n.d.). Specialty Coffee Association. Retrieved January 1, 2024, from https://sca.coffee/research/what-is-specialty-coffee
    57. Xiang, Z., Magnini, V. P., & Fesenmaier, D. R. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services, 22, 244–249. https://doi.org/10.1016/j.jretconser.2014.08.005
    58. 張淑芬, 程永雄, 徐信次, & 朱慶國. (2006). 台灣咖啡之介紹. 農業試驗所技術服務．, 第67期.
    59. 楊敏芝敏芝. (2002). 地方文化產業與地域活化互動模式研究-以埔里酒文化產業為例 [國立臺北大學]. https://hdl.handle.net/11296/h96j3k
    60. 環島旅遊｜旅展第二人折2千｜「啡」凡之旅！深入台灣4咖啡產地.阿里山林鐵與藍皮解憂號.原民部落4日(24TN222CFE-T)-台灣環島|雄獅旅遊. (n.d.). 雄獅旅遊Lion Travel. Retrieved January 10, 2024, from https://travel.liontravel.com/detail?NormGroupID=c609e246-fbe1-4bd4-806e-4329c8c80af0
    61. 農業部農業試驗所. (2023, December 15). 農業試驗所引進最新咖啡一貫化自動設備 帶領臺灣咖啡產業升級 [Text/html]. 農業部農業試驗所; 農業部農業試驗所. https://www.tari.gov.tw/news/index-1.asp?Parser=9,4,25,,,,4783
    62. 阿里山部落行！ 鄒族9大部落讓你玩轉原民與山林文化—欣傳媒XINMEDIA 最懂生活的咖. (2022, April 1). 欣傳媒Xinmedia. https://www.xinmedia.com/article/202722
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    106932109
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106932109
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

    Files in This Item:

    File Description SizeFormat
    210901.pdf4271KbAdobe PDF0View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback