藝文場館觀眾之消費需求與活動績效分析—以中壢藝術館為例—

由於文化展演設施之展演種類與比重不盡相同，所處之環境也因諸多因素交互影響，導致吸引之觀眾客群及消費情形有所差異。在現今休閒活動已多元化、數位化的現在，表演藝術觀眾的開發及需求研究已是表演藝術團隊及文化展演設施均不可忽略的重要課題。本研究選擇以公立表演藝術場館為切入點，進行長達一年的資料收集，期望能以此看出南桃園地區觀眾對藝文節目之偏好，提供表演藝術場館以「顧客導向」為主體的服務方式與想法，以及未來公立表演藝術場館選擇演出節目時之參考依據。本研究分別從問卷調查與個案訪談方式進行。經由上述研究，可得知以下結論：一、南桃園地區的觀眾組成以女性、20歲以下或40-50歲及31-40歲，婚姻關係無顯著影響，教育程度以大專及高中職為主。二、該館舍之觀眾偏好之節目屬性以音樂類為最多，其次為舞蹈類及親子類演出。三、高度參與者參與需付費之藝文節目之意願較高，並且呈現高度相關性；另，高度參與者對場館之滿意度也較高。四、南桃園地區之觀眾偏好之行銷方式仍為傳統之師長朋友推薦、海報及其他網路平台，一方面可見口耳相傳之行銷方式仍為行銷主力，另一方面也可以針對較弱之網路、平面宣傳方式進行調整或加強。

關鍵字

觀眾滿意度；藝文場館營運；顧客價值；消費需求；表演藝術

並列摘要

Cultural display facilities vary in their audience and consumption pattern, as a result of the interplay among types of performance, compositions thereof, and location. At a time when leisure activities are diverse and digitized, exploring audiences and researching their needs are of pivotal importance, both to performing arts teams and cultural display facilities. The study looks at a year’s worth of data collected at a public performing art venue, in an effort to find out artistic activity preferences of the South Taoyuan audience, and to provide venues with “customer-oriented” thinking and service models, as well as a future reference for scheduling programs. Through surveys and case studies, this paper arrived at the following conclusions: 1. Audience in the South Taoyuan area are mostly female either under 20, in the age group 41 to 50, or 31 to 40 years, and most respondents have a college degree or a high school diploma. There was no statistically significant difference in marital status. 2. Music is the most popular type of arts at the venue, followed by dance and performances for the family. 3. With a high correlation, active viewers are more likely to attend paid performances. They also show greater satisfaction with the venue. 4. Recommendations by teachers or friends, poster campaigns, and internet platforms remain the preferred marketing channel for the South Taoyuan audience. Whereas the traditional words-of-mouth apparently still serves as the primary marketing tool, it is advisable to adjust or strengthen ill-performing internet and print media campaigns.