地方特色戲院經營與行銷之探討－以台南市麻豆戲院為例

Operation and Marketing of Special Theater - Tainan City Madou District Theater as an example

鍾美齡(Mei-Ling Chung) ； 呂銀益(Ying-Yi Lu) ； 侯仰霞(Yang-Hsia Hou)

《中原體育學報》 12期 (2018/12) Pp. 21-32

https://doi.org/10.6646/CYPEJ.201812_(12).0003

摘要

台南市麻豆區是個充滿人文素養且具地方特色的城鎮，而其中台南市的麻豆戲院是一個獨特且具傳統性的地方戲院。但因看戲的人日益減少，所以決定結束營業，但在兩個月之後又重新開張，這種戲劇性的變化是少見的。因為大多結束營業的地方戲院都就此吹熄燈號，然而麻豆戲院卻又重新開幕，這其中的原因是值得探究的。為瞭解其因素，因此選擇麻豆戲院作為本研究的研究對象，以藉此瞭解消費者對於麻豆戲院的體驗感受與認知。本研究採質性研究，透過訪談10位消費者，分析瞭解消費者對於麻豆戲院的感受與認知。本研究結果發現：一、台南麻豆戲院是當地居民的休閒娛樂看電影的地方與重心，當消費者敘述麻豆戲院的演變，在消費者的記憶是懷舊與歡樂的。二、消費者對麻豆戲院的認知是價格便宜公道的戲院，且大多以當地居民及學生為主要的客群。三、消費者對台南麻豆戲院的體驗感受是如同在自家看電影般的輕鬆自在，與其他有關戲院的氛圍和環境不同。四、台南麻豆戲院是位於濁水溪以北唯一的戲院，經營者秉持回饋鄉民的理念繼續經營。

關鍵字

地方特色 ； 麻豆戲院 ； 休閒體驗

並列摘要

The Madou District of Tainan City is a town full of humanistic qualities and local characteristics, and the Madou Theatre in Tainan City is a unique and traditional local theater. In order to understand and worth exploring the factors. This study to understand the consumer experience and perception of the Madou Cinema. This study of quality research, through interviews with 10 consumers, analyzes consumer perceptions and perceptions of the cinema. The results of this study found that: (1) Tainan Madou Cinema is the place and focus of local residents' leisure and entertainment watching movies. When consumers describe the evolution of the Madou Cinema, the memories of consumers are nostalgic and joyful; (2) Consumption The cognition of the Madou Cinema is a cheap and fair theater, and most of them are mainly local residents and students. (3) Consumers experience the Tainan Madou Cinema as if they were at home. The atmosphere and environment of other theaters are different; (4) Tainan Madou Theatre is the only theater located north of the Zhuoshui River. The operators continue to operate with the concept of giving back to the villagers.

並列關鍵字

Local Characteristics ； Madou Cinema ； Leisure Experience

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