財務自主型文化園區餐飲消費型態之研究

A Study on the Catering Consumption Patterns in Cultural Parks with Financially Self-sustained Operation

陳一夫(Yi-Fu Chen)

指導教授 ： 林建元

國立臺灣大學/工學院/建築與城鄉研究所/博士(2014年)

https://doi.org/10.6342/NTU.2014.00472

摘要

文化園區之發展與經營乃世界各大都市推動文化創意產業發展的重要手段之一。對於政府委外經營的部分文化園區，如台北市之華山文創園區與松山文創園區，更被要求財務自主，為增加商業收益，營運單位必須引進餐飲、零售等附屬事業，卻引發餐飲設施所佔面積是否過大之社會爭議，可惜此一議題並未受到學術研究之注意。因此本研究首先區隔出政府補助型與財務自主型文化園區之差異，承認後者在財務收益之下，必須引進營利活動，惟其內容與規模應有適當規範，為此，本研究乃針對文化園區的餐飲消費型態進行深入分析，以作為未來規劃與經營文化園區之參考。
財務自主型文化園區一方面藉由遊客之文創消費體驗，培育文創人才，達到扶植文化創意產業之政策目標，另一方面則是餐飲設施增加財務收入。過去相關研究多偏向於文化園區創作與生產活動，忽略消費活動對文化園區發展功能、作用與影響之探討，特別是從消費者觀點。本研究之目的在分析文化園區之遊客消費型態及影響因素，並鎖定於餐飲設施，探討不同消費型態遊客對文化園區內餐飲設施所認知之重要績效差異，以釐清餐飲設施在財務自主型文化園區之功能、作用與影響。
本研究分從遊客、文創人士及園區經營者等利益關係人角度，建構出體驗、生產、市場等三大構面餐飲設施功能之分析架構，體驗功能可從遊客之生理、心理、社交與文創體驗來衡量，生產功能可從提供文創人士之網絡交流與市場機會來衡量，市場功能可從遊客消費與財務貢獻來衡量。本研究以華山文創園區與松山文創園區為個案，透過遊客問卷調查，以重要績效分析界定出遊客對餐飲設施各項功能之優先排序與績效表現，以集群分析(Cluster analysis)分析不同消費型態遊客之影響因素。
研究結果顯示，就餐飲設施之市場功能，餐飲是財務自主型文化園區中最受遊客歡迎、創造最多產值之消費活動，也是遊客高度重視之服務項目，但餐飲設施並非主要吸引遊客來園之因素，顯示餐飲設施為財務自主型文化園區最重要之商業引擎，對園區財務收益影響大；從遊客認知之餐飲設施重要績效顯示，生理體驗、心理增誼、文創體驗均是遊客認為重要且滿意之體驗功能，網絡交流功能則為以工作為目的來園遊客所認知較重要且滿意之生產功能，顯示餐飲設施除滿足遊客休閒需求外，具有培養民眾文創消費能力，促進創意階級網絡交流之效益，但對文創人士提供市場機會功能則較弱，主要受到文創人士所屬產業別特性，以及政府對園區附屬設施管制及財務收益壓力所影響。
根據統計分析，遊客消費型態可區分為「文化活動導向群」、「餐飲導向群」、「環境體驗導向群」三群，此三群遊客人數各佔約1/3。其特性分述如下:
1.文化活動導向群:此群遊客花費在購票活動之金額為三群最高，亦多會消費餐飲，較受文化園區之環境、活動、購物體驗所吸引，較重視餐飲設施之生理體驗、心理增誼及文創體驗功能，以及網絡交流及市場機會功能；此群遊客以24歲以下年輕族群較多，職業以上班族、學生、自我雇用者較多，半數職業與文創產業有關，將近7成屬創意階級，工作或上學地點較另兩群遠，來園目的超過9成與休閒有關，多半與朋友結伴來園，用餐以選擇外帶餐飲為主，其次是餐廳。
2.餐飲導向群:此群遊客花費在餐飲活動之金額為三群最高，鮮少購票參與文化活動，較受到文化園區之環境、餐飲與購物體驗所吸引，較重視餐飲設施之生理體驗、心理增誼與文創體驗功能，較不重視網絡交流與市場機會功能；此群遊客在各年齡層均有，職業以上班族、學生及家管或退休者居多，職業僅1成多與文創產業有關，將近6成屬創意階級，工作或上學地點較另兩群稍近，來園目的超過9成與休閒有關，多半與家人親戚及朋友結伴來園，用餐以餐廳為主，外帶餐飲次之。
3.環境體驗導向群: 此群遊客花費在購票與餐飲活動之金額為三群最低，較少從事各項消費活動，較受到文化園區之環境體驗所吸引，較重視餐飲設施之生理體驗、心理增誼與文創體驗功能，較不重視網絡交流與市場機會功能；此群遊客以24歲以下年輕族群較多，職業以上班族、學生居多，職業有4成多與文創產業有關，將近8成屬創意階級，工作或上學地點較近，來園目的7成多休閒有關，2成多與工作有關，以獨自前來或跟朋友來居多，用餐以外帶餐飲為主，茶店及餐廳次之。
綜合上述，文化園區為滿足遊客休閒需求必須以環境及活動體驗最能吸引遊客；進而衍生餐飲與購物消費。換言之，創意氛圍之形塑以文化活動最為重要，餐飲設施為次要；來園參與文化活動者，對於餐飲之網絡交流與市場機會等生產功能有較高需求，特別是流行音樂人才對餐飲設施提供市場機會功能較其他產業來得高。研究顯示餐飲設施同時具有滿足文化園區財務收益與公共利益之雙重特性，建議財務自主型文化園區未來應依生命週期各階段營運之所需，配合核心扶植之文創產業類別，尊重園區經營者篩選合宜餐飲業者進駐的彈性，甚至規劃以餐飲作為主體內容的中華美食文化園區。

關鍵字

文化園區 ； 餐飲設施 ； 消費型態 ； 財務模式 ； 創意氛圍

並列摘要

The development and operation of cultural park is one of the important ways to promote cultural and creative industries in major cities in the world. Some of the cultural parks are operated with financially self-sustained requirement such as Huashan Creative Park and Songshan Cultural and Creative Park in Taipei. As a result, part of the space have to be used for commercial purpose such as restaurant and retail, however, how much of spaces to be used for catering service becomes a political issue without academic analysis. It is argued in this study that the financial constraints should be recognized before any further policy debate on how much of space should be used for catering service. Based on the operator viewpoint of cultural parks with financially self-sustained requirement, this research is to investigate and analyze the consumption patterns of catering service in both Huashan and Songshan cultural parks in Taipei so that findings can be applied to the future planning and management of cultural parks.
Through visitors’ consumption experience of cultural and creative product, cultural parks can foster creative talent to develop cultural and creative industries. While most of previous studies focused on the creating and producing activities, this study aims at the consumption patterns of visitors and influencing factors in cultural park, with focus on catering facilities. In addition to the discussion of important performance differences among various consumption patterns, the role and influence of catering facilities in cultural parks will be identified.
In this study, based on the viewpoints of visitor, creative talent and park operator, an analytical framework is developed to evaluate the function of catering facilities, including experience, production and market. Both Huashan Creative Park and Songshan Cultural and Creative Park are used as targets for case study, by means of questionnaire survey and the application of Important Performance Analysis (IPA), the visitors’ consumption preferences of catering facilities are identified.
It is found that catering is the most popular and profitable among various park activities. It is evident that catering facilities is the financial engine for both cultural parks. Through Important Performance Analysis of visitors, both physical experience and mental relaxation and creative experience are important and satisfactory functions. Networking in productive function is important and satisfactory for visitors for working purpose.
Based on the statistics of cluster analysis, consumption patterns can be divided into 3 groups, namely, “Cultural Activity Oriented Group”; “Dining Oriented Group”; and “Environmental Experience Oriented Group”, each group has shared about 30% of the total visitors. Their characters are as follows:
1.Cultural Activity Oriented Group: Visitors in this group spend the most in buying tickets of cultural activities and most of them also consume in dining. They are mainly attracted by cultural activities and shopping experience in the cultural park. Most visitors in this group are young people who are under 24 years old students and self-employed. More than half of them work in cultural and creative industry and almost 70% of them belong to creative class. Over 90% in this group come for leisure with friends. Taking out of foods is preferred than dining in restaurant.
2.Dining Oriented Group: Visitors in this group spend the most in dining. They are attracted by the environment, dining, shopping experience in the cultural park. The age of visitors in this group is diversed and most of them are office-worker, student, housekeeper and retired people. Over 90% of this group come to culture park for leisure with their family and friends. They prefer dining in restaurant than taking foods out.
3.Environmental Experience Oriented Group: Visitors in this group spend least in both dining and buying tickets for cultural activities. They are attracted to the cultural park mainly for environmental experience. Around 40% more of them work in cultural and creative industry and almost 80% of them belong to creative class. Over 70% of the visiting purpose in this group is for leisure; 20% more of them is for working.
In summary, to satisfy the visitors’ leisure needs with different consumption types, cultural parks have to provide cultural activities to attract visitors, and then demand for catering and shopping can be derived to bring in financial income. In other words, cultural activities are the keys to attract visitors while dining is only the second place. However, it is evident that catering facilities have brought in both benefits of financial income and public cultural experience in cultural parks. It is suggested that based on operational requirement in different stage of life cycle, and to cope with the type of cultural and creative industry included, more flexibility should be provided for park planners and operators in their arrangement of catering services in cultural parks.

並列關鍵字

cultural park ； catering facility ； consumption pattern ； financial model ； creative milieu

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