本研究以臺北市貓空地區一間傳統餐廳為個案，探討其在 COVID-19 疫情衝擊下所面臨的營運困境、策略調整與跨產業轉型歷程。疫情造成觀光與餐飲需求大幅萎縮，亦引發供應鏈斷裂、人力短缺與地方產業連動衰退等連鎖效應，使傳統依賴觀光客流的餐廳經營面臨高度不確定性。研究發現，個案餐廳雖受疫情衝擊嚴重，但透過文化根基、品牌合作與體驗活動的多元策略，成功展現中小型觀光餐廳的韌性。
首先，餐廳以茶文化為核心價值，透過深化地方文化、推出茶系商品與文化體驗課程，形塑具有文化辨識度的品牌定位。其次，藉由與知名品牌合作推出聯名酒款、季節活動及特色商品，使餐廳得以突破地域限制，增加曝光度並吸引新客群。此外，引入手作料理課程等參與式體驗，不僅延長顧客停留時間、提升再訪意願，也形成「文化—體驗—餐飲」三位一體的營運模式。
本研究結論指出，文化導向、跨產業整合與數位行銷為餐廳在後疫情時代建立韌性的關鍵策略。最後，本研究提出餐飲業者、政府及地方產業鏈之實務建議，並指出研究侷限與未來研究方向，以期為地方觀光與餐飲產業的永續發展提供參考。

This study investigates the transformation of a traditional tourism restaurant located in Maokong, Taipei, focusing on its strategic responses to the operational challenges caused by the COVID-19 pandemic. The pandemic led to a sharp decline in tourism and dining demand, resulting in supply chain disruptions, labor shortages, and cascading impacts on surrounding local industries. As a restaurant highly dependent on tourist flows, the case enterprise faced significant uncertainty. Nevertheless, the findings reveal that the business demonstrated resilience through cultural positioning, cross-industry collaboration, and experienceoriented service innovation.
First, grounded in the local tea culture, the restaurant transformed its cultural value into tangible offerings by introducing tea-based products, tea-tasting workshops, and storytelling-driven branding, strengthening both cultural identity and differentiation. Second, cross-industry partnerships—such as co-branded craft beverages, seasonal events, and collaborative products—enabled the restaurant to expand market exposure and attract new customer segments beyond its geographic limitations. Third, the introduction of hands-on cooking and DIY experiences shifted the business model from passive dining service to participatory engagement, effectively increasing customer involvement, lengthening stay duration, and fostering repeat visits. These strategic actions ultimately reshaped the restaurant into an integrated “culture–experiencedining” model.
The study concludes that cultural embeddedness, cross-industry integration, and digital marketing are key factors enhancing the resilience and sustainability of tourism restaurants in the post-pandemic era. Practical implications for restaurant operators, local industries, and policymakers are provided, along with research limitations and suggestions for future studies to further explore cross-sector collaboration and long-term consumer behavior.

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