The Impact of Tea Competitions to the Development of Local Tea Business--A Case Study of Tea Competitions of the Lu-Gu Farmer's Association
| Autor: | Tony Lin, 林獻堂 |
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| Rok vydání: | 2004 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 92 The main objective of this study was to explore the nature of tea competitions and the process of their development held by the Lu-Gu Farmer’s Association. Furthermore. The study also tried to analyze the relationship between holding tea competitions and the development of local tea business in order to figure out whether holding tea competitions and the related products would have an important impact on the development of tea business in Lu-Gu area. Case study was used as the main qualitative research strategy in this research, whereas descriptive analysis and consumer’s questionnaires were also utilized to provide quantitative data. A series of in-depth interviews were conducted within different levels of key persons who involved in the tea competitions such as the main conductor, referees, managers, and local tea businessmen etc. It is found that there were many aspects of profound impact on the development of tea business of Lu-Gu area since Lu-Gu Farmer’s Association started to conduct tea competitions in 1976. Aspects such as development of tea farm managing, tea picking, producing and baking was influenced. Even managing idea or concept of tea farmers and businessmen were also changed as a result of tea competitions. Regarding the functional change of tea competitions, it helped to build the packing classification system based on the quality of tea, strengthen the concept of name brand, influence the culture of tea consumption and accelerate improving tea making skills. As mentioned above, they had positive impacts on the development of economics, culture and tourism of Lu-Gu Township. However, These impacts were not all positive. There were also utilitarian and near-sighted negative impacts, such as young tea farmers tend to see tea competitions as a useful weapon of short term investment and lack the vision of managing sustainable tea farms. Therefore, tea competitions could not be seen as the only way to develop and improve the quality of Lu-Gu area. Multi-managing tea business will be the case for future development. Strengthening international marketing is of great importance. After all, improving the direction of tea competitions will be the first step to enhance the sustainability of tea business for Lu-Gu area. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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