當今文化創意產業為一新顯學，也間接推動文創旅遊此一新概念，文創與旅遊的結合，將會成為未來一種新的旅遊形式。旅行不再只是為了觀看世界指標性的文化景點或地景，文創旅遊結合旅行、體驗、以及學習三概念，利用不同的創意元素和背景，讓觀光從被動式的觀看，到提供更多元化不同的主題內容，形成一種互動式的旅遊模式，讓生產者、消費者和在地文化之間能彼此學習、促進地方發展，並形塑象徵性的地方品牌意象和文化認同。而近代，有關文化遺產保存的議題，隨著懷舊、復古的風潮，也漸漸受到重視。懷舊感作為一種具有社會性的新文創，與文化遺產和地方品牌意象連結，亦可作為ㄧ品牌策略，發展文創旅遊。

CAMRA 為一獨立運作、自發性的非營利組織，主張英國在地經濟復興與抵抗全球啤酒工業支配的新運動，鼓勵在地啤酒釀造與 pub 文化的復興、啤酒美食化的論述實踐，以及建構新的在地經濟和美食觀光。本研究旨在透過深入剖析一歷史悠久的英國黑麥酒復興運動 (Campaign for Real Ale) ，其如何保存並復興英國 pub 文化 (British pub) 和在地黑麥酒 (English real ale) 釀造 ，探究CAMRA如何作為一種新的文創旅遊模式，設計出屬於 CAMRA的另類英國酒吧觀光。

本研究選擇兩本CAMRA發行的旅遊導覽書作為研究個案，分別為 CAMRA’s London Pub Walks 以及 CAMRA’s Lake District Pub Walks，探究旅遊導覽書的中介作為一種再現政治和「轉變」，及黑麥啤酒復興運動「觀光化」的過程，導覽書會如何描寫兩個不同的酒吧地景。建築的保存和復興，亦是本研究的討論重點，探究 CAMRA 與在地社群文化之間會如何刻畫社群懷舊感，以及啤酒美食化的實踐過程如何建構新的品味和飲食文化。

Public houses have long been celebrated as important social institutions and popular destination icons in British culture for centuries. Literatures on pub and beer tourism have been largely neglected and thus, the purpose of this study is to look into the possibility for an alternative British pub tourism to be developed, as well as CAMRA’s (Campaign for Real Ale) practice on preserving and revitalizing community pubs and real ales that further create a local community network to reinforce the making of cultural landscape and identity construction.

CAMRA is an independent, non-profit organization campaigning for community pub and real ale preservation for over 40 years. The campaign aims to revitalize local pub economy against globalization, as well as encouraging local-brewed ale to be recognized and ‘gastronomized’, establishing new local economy and food tourism to bloom.

Two specific guidebooks – CAMRA’s London Pub Walks and the Lake District Pub Walks are selected as case studies to explore how local pub scenes are described and represented via CAMRA guidebooks. This study attempts to explore the making of two different pub scenes located in two places – London and the Lake District. CAMRA’s guidebook emerges as a political representation, which is central to cultural representation and social identity formation via the making of indigenous cultural landscape. Guidebook’s influence on CAMRA illustrates a specific transformation, from being a social movement against bureaucratic and capitalism, to taste-making and food culture renovation via its pub tour design. The emergence of CAMRA guidebook typifies the process of tourismization and that tourists’ demand is increasing upon more diverse tourism products and travel experience. Through analysis of how each guidebook is written and how it portrays local pub scene, CAMRA’s endeavor on food culture renovation, community nostalgia and local pub business expansion can be understood from an innovative perspective.

Bennett, Tony & Watson, Diane. 2003. Understanding Everyday Life. Wiley-Blackwell; 1st edition.

Bishop, John. 2011. St Albans: sowing the seeds in CAMRA at 40. Campaign for Real Ale Ltd.

Blakey, Christina. 2012. Consuming Place: Tourism’s Gastronomy Connection. University of Hawaii at Hilo. HOHONU 2012. Vol. 10

Boniface, Priscilla. 2003. Tasting Tourism: Travelling for Food and Drink. Ashgate Publishing Limited.

Boudieu, Pierre. 1984. Distinction: A social critique of the judgment of taste. Translated by Richard Nice. Harvard University Press (January, 1984)

Cherni, Judith. 2001. Social-local identities in Globalism, Localism & Identity. Earthscan Publications Ltd.

Clark, Peter. 1983. The English Alehouse: A Social History 1200-1830. Addison Wesley-Longman Limited.

Cohen, Erik. 1985. The Tourist Guide: The Origins, Structure and Dynamics of a Role. Annals of Tourism Research. Vol.12. pp.5-29. 1985

Cohen, Erik. 1988. Authenticity and Commoditization in Tourism. Annals of Tourism Research, Vol. 15, pp. 371-386, 1988.

Copeland, Tim. 2010. Site Seeing: street walking through a low-visibility landscape in Culture, Heritage and Representation. Ashgate Publishing Limited

Culler, Jonathan. 1990. The Semiotics of Tourism. University of Oklahoma Press.

Das, Biswajit. 2005. Mediating modernity: Colonial discourse and radio broadcasting, c. 1924-1947 in Media and Mediation. Sage Publications, pp. 229-255.

David Else, Oliver Berry, Fionn Davenport, Belinda Dixon, Peter Dragicevich, Nana Luckham, Etain O’Carroll & Neil Wilson. 2009. Lonely Planet: England 5th Edition. Lonely Planet. Mar 2009

Des de Moor. 2011. The language of beer: A long journey in CAMRA at 40: Still Campaigning for Real Ale and good pubs. Campaign for Real Ale Ltd.

Duruz, Jean. 1999. Cuisine Nostalgie? Tourism’s Romance with ‘the Rural’. Communal/Plural, Vol. 7, No. 1, 1999

Edensor, Tim. 1998. Walking, Gazing, Photographing and Remembering at the Taj in Tourists at the Taj: Performance and Meaning at a Symbolic Site. Routledge: London

Edensor, Tim. 2001. Performing tourism, staging tourism: Reproducing tourist place and practice. Tourist Studies. Vol 1(1) 59-81. Sage Publications: London.

Edensor, Tim. 2002. Representing the Nation: Scottishness and Braveheart in National Identity, Popular Culture and Everyday Life. Published by Berg: Oxford International Publishers Ltd.

Edensor, Tim. 2011. ‘Tourism and performance’, in Sage Handbook of Tourism Studies, edited by Tazim Jamal and Mike Robinson, London: Sage. pp. 543-557

Everitt, John C. & Bowler, Ian R. 2003. Bitter-Sweet Conversions: Changing Times for the British Pub. EBSCO Publishing

Everett, Sally & Aitchison, Cara. 2008. The Role of Food Tourism in Sustaining Regional Identity: A Case Study of Cornwall, South West England. Journals of Sustainable Tourism. Vol. 16, No.2, 2008

Gill, Rosalind. 2000. Discourse Analysis in Qualitative Researching with text, image and sound: A practical handbook. SAGE Publications: London

Gilmour, Alastair. 2011. The danger of becoming a national treasure in
CAMRA at 40: Still campaigning for real ales and good pubs. Campaign for Real Ale Ltd.

Gottdiener, M. 1997. The Theming of America, Oxford: Westview Press.

Hodges, Matt. 2001. Food, time and heritage tourism in Languedoc, France. History and Anthropology, Vol. 12, No.2, pp.179-212

Holloway, J. Christopher. 1981. The Guided Tour: A Sociological Approach. Annals of Tourism Research 1981 VIII(3):377-402

Johansson, Rolf. 2003. Case Study Methodology. A key note speech at the International Conference “Methodologies in Housing Research” organized by the Royal Institute of Technology in cooperation with the International Association of People–Environment Studies, Stockholm, 22–24 September 2003.

Knudsen, D.C. & Greer, C. E. 2008. Heritage tourism, Heritage Landscapes and Wilderness Preservation: The Case Study of the National Park Thy. Journal of Heritage Tourism. Vol. 3, No. 1. 2008.

Koshar, Rudy. 1998. ‘What ought to be seen’: Tourists’ Guidebooks and National Identities in Modern Germany and Europe. Journal of Contemporary History, Vol.33, No.3 (Jul., 1998), pp. 323-340

Lane, Christel. 2013. Taste makers in the “fine-dining” restaurant industry: The attribution of aesthetic and economic value by gastronomic guides. Poetics 41 (2013) 342-365

Leyshon, Michael. 2008. ‘We’re stuck in the corner’: Young women, embodiment and drinking in the countryside. Drugs: education, prevention and policy, June 2008; 15(3): 267-289

Lippard, Lucy R. 1997. The Lure of the Local: Senses of Place in a Multicentered Society, New York: The New Press.

Longden, John. 2011. Taking the helm at the village local in CAMRA at 40. Campaign for Real Ale Ltd.

Love, Bridget. 2007. Fraught Fieldsites: Studying community decline and heritage food revival in rural Japan. Critical Asian Studies, 39:4 (2007), 541-559

Lury, Celia. 2006. Brands. London: Routledge.

MacCannell, Dean. 1989. The Tourist. New York: Schocken Books.

MacCannell, Dean. 2011. Toward an ethics of sightseeing in Ethics of Sightseeing. London: University of California Press

MacDonald, Sharon. 2011. Difficult Heritage: Negotiating the Nazi Past in Nuremberg and beyond. London: Routledge. (Introduction)

Maffesoli, M. 1990. “Post-modern sociality”. Telos, 85: 89-92

Maye, D., Ilbery, B. & Kneafsey, M. 2005. Changing Places: investigating the cultural terrain of village pubs in south Northamptonshire. Social & Cultural Geography, Vol. 6, No. 6, December 2005

McKercher, Bob & Du Cros, Hilary. 2002. Cultural Tourism: The Partnership between Tourism and Cultural Heritage Management. Haworth Hospitality Press 2002

Meethan, Kevin. 2001. Tourism in Global Society: Place, Culture, Consumption. Published by Palgrave MacMillan.

Mulholland, Greg. 2011. Time for government to save the British pub in CAMRA at 40: Still campaigning for real ale and good pubs. Campaign for Real Ale Ltd.

Nadel-Klein, Jane. 1991. Reweaving the fringe: Localism, tradition and representation in British ethnography. American Ethnologist, Vol. 18, No. 3, Representations of Europe: Transforming State, Society, and Identity (Aug, 1991), pp. 500-517

Niester, Jeremy. 2008. Beer, Tourism and Regional Identity: Relationships between beer and tourism in Yorkshire, England. University of Waterloo, Ontario, Canada

O’Riordan, Tim. 2001. Globalization and localization in Globalism, Localism and Identity: Fresh Perspectives on the Transition to Sustainability. Earthscan Publications Ltd.

Palmer, Catherine & Lester, Jo-Anne. 2013. Maps, Mapping and Materiality: Navigating London in Current Developments in the Geographies of Leisure and Tourism: Mediating the Tourist Experience: From Brochures to Virtual Encounters. Brookfield, VT, USA. Ashgate Publishing Ltd, 2013.

Pine, Joseph & Gilmore, James. 1998. Welcome to the Experience Economy. Harvard Business Review July-August 1998

Protz, Roger. 2011. CAMRA at 40: Still Campaigning for Real Ale and Good Pubs. Campaign for Real Ale Ltd.

Protz, Roger. 2013. CAMRA’s Good Beer Guide 2014. Campaign for Real Ale Ltd.

Puczko, Laszlo & Ratz, Tamara. 2007. Trailing Goethe, Humbert, and Ulysses: Cultural routes in tourism.

Rabotic, Branislav. 2010. Tourist Guides in Contemporary Tourism. International conference on tourism and environment, Sarajevo, March, 4-5, 2010

Rectanus, Mark. 2002. Culture Incorporated: Museums, artists and corporate sponsorship. Chp 1. London: University of Minnesota Press.

Richards, Greg & Marques, Lenia. 2012. Exploring Creative Tourism: Editors Introduction. Journal of Tourism Consumption and Practice Volume 4 No.2 2012

Richards, Greg. 2003. What is Cultural Tourism? In van Maaren, A. (ed.) Erfgoed voor Toerisme. Nationaal Contact Monumenten.

Richards, Greg. 2011. Creativity and Tourism: The State of the Art. Annals of Tourism Research, Vol. 38, No. 4, pp.1225-1253, 2011

Richards, Greg. 2011. Rethinking Niche Tourism in the Network Society. ATLAS Annual Conference in Cyprus, November 2011.

Richards, Greg. 2012. Food and the tourism experience: major findings and policy orientations. In Dodd, D. (ed.) Food and the tourism experience. OECD, Paris, pp. 13-46

Richards, Greg. 2013. Pre-publication version of the article Creativity and tourism in the city. Current Issues in Tourism, 2013

Scarles, Caroline. 2004. Mediating landscapes: The processes and practices of image construction in tourist brochures of Scotland. Tourist Studies. Vol. 4(1). 43-67.

Schivelbusch, Wolfgang. 1986. Railroad Space and Railroad time in The Railway Journey: The Industrialization of Time and Space in the 19th century. The University of California Press, 1986.

Schmidt, Catherine J. 1979. The Guided Tour: Insulated Adventure. Journal of Contemporary Ethnography 1979 7: 441

Sims, Rebecca. 2009. Food, Place and Authenticity: Local food and the sustainable tourism experience. Journal of Sustainable Tourism. Vol. 17, No. 3, May 2009, Pp. 321-336

Sklair, Leslie. 2010. Iconic architecture and the culture-ideology of consumerism. Theory, Culture & Society 2010 (SAGE, Los Angeles, London, New Delhi, and Singapore), Vol. 27(5): 135-159

Soliman, Dalia Mohammad. 2011. Exploring the role of film in promoting domestic tourism: A case study of Al Fayoum, Egypt. Journal of Vacation Marketing July 2011. vol. 17. no. 3. 225-235

Spracklen, Karl., Laurencic, Jon & Kenyon, Alex. 2013. ‘Mine’s a Pint of Bitter’: Performativity, gender, class and representations of authenticity in real-ale tourism. Tourist Studies 2013 13: 304 originally published online 30 August 2013

Steel, Bob. 2011. CAMRA’s Lake District Pub Walks. Published by the Campaign for Real Ale Ltd.

Steel, Bob. 2013. CAMRA’s London Pub Walks. Published by the Campaign for Real Ale Ltd.

Thurnell-Read, Thomas. 2014. Craft, Tangibility and Affect at Work in the Microbrewery. Emotion, Space and Society. April 13, 2014.

Tierney-Jones, Adrian. 2011. CAMRA’s Great British Pubs. Campaign for Real Ale Ltd.

Urry, John. 1995. ‘The making of the Lake District’ in Consuming Places. London: Routledge.

Urry, John & Larsen, Jonas. 2011. The Tourist Gaze 3.0. London: Sage. Chap 1

Urry, John. 1996. ‘How society remembered’, in Sharon MacDonald and Gordon Fyfe (eds) Theorizing Museums. Oxford: Blackwell Publisher

Wang, Ning. 1999. Rethinking Authenticity in Tourism Experience. Annals of Tourism Research, Vol.26, No.2, pp. 349-370, 1999

Warde, Alan. 2009. Imagining British Cuisine: Representations of Culinary Identity in the Good Food Guide, 1951-2007. Food Cult Soc 12 no2 Je 2009

Waterton, Emma. 2010. Branding the past: the visual imagery of England’s heritage in Culture, Heritage and Representation. Ashgate Publishing Limited.

Waterton, Emma & Watson, Steve. 2010. “Chapter 1: Introduction: A Visual Heritage” in Cultural, Heritage and Representation: Perspectives on Visuality and the Past. Ashgate Publishing Limited.

Wynn, Jonathan R. 2005. Guiding Practices: Storytelling Tricks for Reproducing the Urban Landscape. Qualitative Sociology, Vol. 28, No. 4, Winter 2005