Challenges and Measures for Transformation of Betel Nut Farming in Pingtung Plain in the Case of Jutian Township

• Main Authors: Fu, Min-Hsiung, 傅民雄
• Other Authors: Cheng, Chun-Chun
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/ur3m4u

碩士 === 國立屏東科技大學 === 客家文化產業研究所 === 104 === Pingtung County was once home to the largest sum of betel nut farmlands in Taiwan. In the middle of Pingtung Plain, with the right soil and climate, Jutian Township is suitable for growing betel nut palms, which was once a major source of income for residents of the township. In recent years, the government implemented a “3-No’s” policy - no ban, no encouragement, and no guidance - for betel nut farming while educating the public on the harms of chewing betel nuts, which has caused the price of betel nuts to plummet, affecting the livelihood of Jutian residents. Political negligence, aging of farmers, and loss of soil fertility, among other concerns, have caused farmers to be hesitant about making decision for their future. The purpose of this study is to understand the challenges faced by betel nut farming and tourist resources in Jutian Township by investigating the decline of betel nut farming in Jutian from the perspectives of betel nut farmers, betel nut wholesalers, and betel nut retailers. This study also includes interviews with government agencies and the local Community Development Association regarding developing and marketing local cuisine and betel nut palm hand fan products, as well as survey of tourists, to propose transformation, restoration, and integrated marketing strategies for the betel nut industry. Results showed that because of the harms of chewing betel nuts, the prices of betel nuts have been falling for years, and it would be for the benefit of public health and soil conservation for farmers to abandon betel nut farming and convert to other crops that yield higher financial gain. However, challenges exist for the transformation of betel nut farming. For instance, the supply of betel nut stem is unreliable for the catering industry. Also, makers of betel nut palm hand fans lack complete sales channels and ways to train the next generation of makers, making it difficult to form a cultural environment around betel nut farming. This study suggests that the betel nut farming industry must form cross-industry alliances, develop micro-enterprises, enhance product development and upgrades, establish brand identity, and integrate betel nut farming with tourist resources to expand the applications of betel nut farming, transforming it into an industry of tourism, recreation, and knowledge, so that the culture of betel nuts can continue, and betel nut farming landscapes can be revitalized.