以劇場理論探討客家餐廳的創意經營策略與文化體驗設計

Abstract

客家菜近年來已成為臺灣美食產業的重要亮點之一。餐廳業者將客家文化元素融入創意經營策略和文化體驗設計，不僅使客家菜成為消費者喜愛的菜色，更讓客家餐廳成為一個文化載體，一個保存、展演與推廣客家文化的重要管道，無疑是值得深入探討的課題。

本研究的研究對象為2013年獲得客家委員會輔導的三家「客家美食HAKKA FOOD 認證示範餐廳」，分別為柚子花花青春客家菜、內灣戲院人文客家菜館與人田美濃客家菜。以劇場理論作為架構，對餐廳經營者進行半結構式訪談，從「導演」、「觀眾」、「演員」、「場景」、「表演」與「不協調角色」等六個要素切入，由此歸納出當前客家餐廳代表性業者的創意經營策略與文化體驗設計方法。

研究結論歸納有六項重點：一、導演要素：運用客家文化元素，融入經營者創意，建立品牌特色，才能為餐廳創造差異化的策略優勢。二、觀眾要素：創意新服務必須以消費者和市場為導向。三、演員要素：經營者要將品牌服務精神內化給從業人員，並且注重服務人員的衣著裝扮與專業訓練，才能讓消費者感受客家文化，提升服務品質，加強表演印象。四、場景要素：客家餐廳善用客家意象做空間設計，營造消費者心目中獨特魅力舞臺。五、表演要素：（1）須注重菜餚的創意展演，以提升表演的質感與內涵。（2）表演要能融入在地特色、安全食材，才能符合消費者的期待。（3）充分融入客家文化元素，打造深刻劇本，由故事行銷引發消費者的想像與感動。（4）南北客家菜的融合與創新，是經營者可以提供給消費者的整體性客家飲食體驗。（5）除了掌握服務流程與服務關鍵資訊，更要用心創造感動服務。六、不協調角色關係：餐廳經營者與公部門、社區成員、餐廳同業之間要保持良好互動，並且聯合演出，能有效提升行銷價值和經營效果。

Hakka cuisine has become one of the important spotlights of Taiwan’s gourmet industry in recent years.The restaurant operators put Hakka culture elements into both their creative management strategies and the cultural experience designs.They not only make Hakka cuisine receive a lot of favorable attention from the public but also make Hakka restaurants a culture carrier. How to keep, perform, and promote Hakka culture by way of Hakka food restaurants is undoubtedly worthy of doing study in depth. In this study, we select the three “ Hakka Food” demonstration restaurants supported by Hakka Affairs Council in 2013 as our study objects. They are Uefafa Hakka Food, Neiwan Theater and Ren Tian Mei Nung Hakka Restaurant respectively. Based on the dramaturgical approach, we adopt a qualitative method through semi-structured interviews on these three Hakka restaurants operators. The research aims to discuss and generalize the creative management strategies and the cultural experience designs of Hakka restaurants nowadays in Taiwan, especially focusing on the six elements of dramaturgical approach , respectively Director, Audience , Actors , Setting, Performance and Discrepant Roles. The conclusion of this study includes: 1. Director element: Put the Hakka culture elements into both the operators’ creation and the brand-building characteristics, in order to create differentiated strategic advantage for the restaurants. 2. Audience element: Provide new consumer-oriented and market-oriented innovation services. 3. Actors element: Restaurant operators help their employees internalize the spirit of brand services. Pay attention to improving the service provider’s dress and their professional training, which can make consumers feel the Hakka culture and the restaurants improve their service quality and then strengthen performance impression. 4. Setting element:They must put Hakka imagery into the space design of the Hakka restaurants, creating the unique stage with charm in consumers’ mind. 5. Performance element : (1) Focus on creative Hakka cuisine performances to enhance the texture and the connotation of performances. (2) Integrate the local characteristics and the safe food ingredients into the performance in order to meet consumers’ expectations. (3) Sufficiently use the Hakka culture elements by creating a good script. Try to arouse the consumers’ emotional connection with the marketing stories. (4) The innovative fusion of Hakka cuisines in different areas meets the consumers’ expectations. (5) Besides mastering the service processes and the critical information, they try hard with heart to create the touching services. 6. Discrepant roles element: Restaurant operators keep a good interaction with the government agencies, the community members and other Hakka restaurant colleagues to perform cooperatively, which can effectively enhance the marketing value and the operating results.