This research chose historical dynamic approach to study the fascination of Tainan snacks including of its traditional and new essences, the reason of its change, and the crises and possibility of it sustainability. By ways of interview and content analysis from the employers?local inhabitants and travelers, we recognized that the traditional essences of Tainan snacks include richness of variety, genuine materials, meticulous quality, history, the ability to giving rise to nostalgia, faith in tradition and human touch. Also we found that there are several new natures of it including of notability, meaningful packing, R&D, and environmental trim. The innovatory new fascinations resulted from the changes of new diet culture and the habits of customers and positive adjustments of new operators bringing new management styles and new knowledge into their careers. ?? But, during the process of adjustment, some crises like quality lowering, human touch decreasing, de-localization, de-individuality and skill breaking off happened on the fascination of Tainan snacks. Facing such problems, interviewees referred to several practical principles to reach for the sustainability of its fascination.
