駁二藝術特區文創觀光發展對高雄市城市意象與行銷影響之研究

近年來，文化觀光已蔚為風潮，文化遺產的活化與再利用亦成為時勢所趨及世界主流發展。文化創意產業，是全球化的潮流，對於台灣來說是產業轉型的新契機。由「創意資本」替代「人力資本」，轉向發展以知識經濟為主，附加價值高的文創產業。高雄市利用高雄港第三船渠第二接駁碼頭邊的舊倉庫打造了駁二藝術特區，開啟高雄市文創觀光的新紀元。駁二特區的閒置倉庫空間再利用，連結過往歷史與文創的時空交會，並帶動城市的文化氣息，改變了城市意象。本研究目的在於探討建構駁二藝術特區，發展文創觀光產業，對高雄市城市意象與城市行銷的影響，以及市民對地方依附與認同感受。由研究結果顯示，駁二遊客背景屬性不同對遊憩態度會有不同之影響，使其對文創活動之知覺價值改變。遊客對駁二藝術特區的文創活動參與意願高，彼此間會互相影響參與之企圖心，並且對於文創展演活動感到滿意時，會更加強與活動間的互動。遊客對駁二歷史發展與文創資訊瞭解越深，越容易促使遊客依附認同文化創意產業的資源及設施，而遊客對駁二的整體環境感到認同及獨特性時，對駁二文創產業經濟生活認同感越高並產生歸屬感，也影響其對城市的意象感知，同時有助於地方生活經濟的成長。

關鍵字

駁二特區；文創觀光；都市意象

並列摘要

In recent years, culture tourism has become the world's popularity. To Taiwan, the development of cultural creative industries is a new challenge for the conversion of industries, and also a new trend toward globalization. Currently, it is toward the development of high value knowledge economic industries to replace ＂manpower capital＂ with ＂creative capital＂. Kaohsiung City Government has used Kaohsiung Harbor's old warehouse to build The Pier-2 Art Center (P2), opening new era of Kaohsiung City cultural creative tourism. P2 old warehouse space reused linking to history and cultural creative time and space rendezvous, stimulating the cultural atmosphere of the city and the change of urban image. The purpose of this study was to explore P2 development of the cultural creative tourism industry to impact on Kaohsiung city image and city marketing, and citizen feel about place attachment and local identity. The study results showed, visitors have different background properties of P2 would have different influence on recreation attitude. It will change their perceived value of cultural creative activity. P2 visitors' participation of cultural creative activity is high, visitors will interact with each other in mind. When visitors are satisfied with the showcase of cultural creative activities will strengthen the interaction with activity. Visitors understand more the historical development information of P2, the more easily to identify with the resources and facilities of cultural creative industries. When visitors feel the identity and uniqueness of overall environment in P2, they will be higher the sense of identity and sense of belonging of cultural creative industries of the economy. It will impact on the city's image perception, and contribute to local economic growth.