沙美紅龜粿的創生策略設計模型：雙鑽思維與文化價值鏈的應用實證

A Strategic Design Model for Regional Revitalization of Sa-Mei Turtle-Shaped Rice Cake: An Empirical Application of the Double Diamond Approach and Cultural Value Chain

本研究運用雙鑽石設計思維模型（Double Diamond Design Process），探討金門沙美地方創生的方式。研究結果揭示，紅龜粿蘊含豐沛在地文化，並為促進社區情感連結與文化認同的重要媒介。然而，作為地方創生工具，紅龜粿面臨技藝傳承斷裂、創新動能薄弱及行銷推廣困難等結構性問題。
為解決沙美地方創生問題，本研究整合雙鑽石模型與文化價值鏈框架，提出三項策略：（1）藉由設立紅龜粿文化保存中心，活化在地文化資產並加強技藝傳承；（2）設計多元的參與式體驗活動，並培養專業的導覽人才；（3）建立地方產銷班，整合在地資源，創建跨部門合作平台。此研究為沙美紅龜粿產業發展提供策略，並為其他地區的文化資產活化與地方創生提供參照。

With the rise of digital technology and online platforms, online reviews as a form of electronic word-of-mouth (eWOM) have become a critical influence on consumer decision-making. This impact is particularly significant in food and beverage tourism factories, where service and experiential quality play a central role. While operators often focus on managing five-star reviews to maintain a positive brand image, today’s increasingly discerning consumers are frequently more influenced by negative feedback. Against this backdrop, the present study investigates negative online reviews of beverage tourism factories in Taiwan. A total of 968 Google reviews, posted between September 2023 and August 2024, were collected and analyzed using content analysis to identify the key sources of visitor dissatisfaction. Drawing on the concepts of service failure and comfort theory, the reviews were categorized into five primary themes: outcome failures, process failures, physiological comfort, functional comfort, and psychological comfort. Based on these findings, this study provides practical recommendations to help tourism factory operators improve review management and enhance environmental experience and comfort, thereby creating a more pleasant and visitor-friendly environment that contributes to better overall experiences and greater customer satisfaction.