| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 99 === In Taiwan, coffee consumption has grown 200% in last five years with revenue of 450 million US dollars, and is expected to grow continually. With its geographical and historical uniqueness, Taiwan has been a coffee-grown country for more than a century. However, due to high labor cost and poor marketing strategy conveyed by the growers, local consumers have been hesitated in appreciating the local-grown coffee, even though the market is waking up with the rising interests of local food and sustainable tourism in Taiwan and around the world. Concept of the local food supply chain is used as the framework to investigate the supply chain of the local-grown coffee from Hualien Ruisui. The cost structure and value distribution within stages in the supply chain of the local-grown coffee were examined. Interviews with coffee growers and local organizational customers were conducted to understand the issues, advantages, risks, and opportunities of the Ruisui local-grown coffee. The results indicated that the cost of Ruisui coffee is comparable to imported green beans. Farmers are suggested to reduce the price of their coffees to encourage the organization customers to participate in the promotion of the coffees. Lower retail price of the coffee is also advised to enhance the chance of first-try of the tourists. The collaborative promotion involves the farmers of coffee, dairy, and tea, owners of hotel and hot spring resort, and government representative in Ruisui is suggested. They can integrate variety of activities into a traveling package to attract the tourists and, as expected, increase the accessibility and visibility of the local grown coffee. The efforts to improve the productivity and quality of the local grown coffee are also needed.
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