我國觀光工廠產值由2013年的23億元增加至2017年的50.6億元，因此傳統工廠若能夠成功轉型為觀光工廠，不僅可以為產業本身賺進不少商機，更可以持續延燒品牌效益。隨著時代及產業結構的變化，消費者越來越重視觀光休閒活動與知識性、體驗式的消費活動，而文創觀光所展現的是文化和產業的配合、區域空間利用、在地居民和觀光客合作生產的新觀光型式。將文創產業及觀光兩種模式結合在一起，可以開創產業創新營運模式，找到在微利時代中再創事業高峰的新藍海，觀光文創將帶動台灣產業發展。
所以本研究以老樹根魔法木工坊進行個案探討，探討老樹根魔法木工坊如何經由經濟部觀光輔導計畫從傳統「木器工廠」，轉型為「觀光工廠」，再轉變為「文創園區」，甚至發展為教育部認可的「創擬學校」。因此，本研究希望藉由4P、SWOT分析及商業模式分析，探討老樹根魔法木工坊現有的經營模式的優劣勢與競爭優勢，最後整合各項經營方針與資源，提供其未來經營策略之參考。
The output value of Taiwan's tourism factories increased from NTD 2.3 billion in 2013 to 5.06 billion in 2017. If a traditional factory could be successfully transformed into a sightseeing factory, it would obtain more business opportunities for its industry, and continue to extend brand benefits. As the times and industrial structure change, consumers pay more attention to leisure activities, as well as knowledge and experiential consumption activities. Cultural and creative tourism is a new mode of travel which integrates culture with industry, uses regional space, and promotes cooperative production between local residents and tourists. The cultural creation and tourism can be combined to develop industrial innovation operation model and create a niche for greater profit margin. The cultural and creational tourism will promote industrial development in Taiwan.
This study discusses how Mutou Wood Magic Carpentry Workshop is transformed from a traditional “wooden workshop” into “tourism factory” and then a “cultural creative park” through the Tourism Assistance Program by Ministry of Economics. It further developed into a “creative simulation school” recognized by the Ministry of Education. The advantages, disadvantages, and competitiveness of the existing business model of Mutou Wood Magic Carpentry Workshop are explored through 4P, SWOT analysis and business model analysis, in order to integrate the operating principles and resources. The findings can serve as references for the future business strategies.
