以博物館為方法之古蹟活化策略探討－淡水古蹟博物館觀眾經驗研究個案

Museum Establishment as a Conservation Strategy for Historic Sites: From the Viewpoint of the Audience Experience at the Tamsui Historical Museum, New Taipei City, Taiwan

殷寶寧(Pao-Ning Yin)

《博物館學季刊》 28卷4期 (2014/10) Pp. 23-53

https://doi.org/10.6686/MuseQ.201410_28(4).0002

摘要

臺灣自1982 年《文化資產保存法》立法迄今超過30 年。檢視臺灣建築類文化資產保存實務經驗，以古蹟做為靜態文物陳列館等「類博物館」(quasi-museum) 的型態構成文化觀光的一環，或古蹟空間資源再生轉型設置為博物館，為國內大量採用的模式。但如何經由古蹟活化再生，轉化為推動歷史教育的文化資源，避免空間再度閒置或資源耗費，實務與政策上似乎欠缺較為明確的分析工具與評量指標，缺乏足夠的經驗研究與實證資料論述此政策方向。本研究試圖提出以博物館為古蹟活化再生方法之假設，以博物館觀眾研究方法切入，以新北市立淡水古蹟博物館為研究個案，藉由問卷調查，以博物館核心產品、實質產品、附加產品3 個層面，借用重視滿意度分析工具，瞭解觀眾在參觀前後，對在地歷史、文化、古蹟等認識與參觀經驗的滿意程度，做為建立古蹟活化可能的取徑之一，及評估其硬體空間再生對軟體文化資源應用與教育效益。研究結果發現，觀眾參觀紅毛城之前，普遍對博物館核心產品與服務，即對淡古館的古蹟建築歷史文化重視程度不高，但參觀後得到最高的滿意度。即從淡古館個案來看，以古蹟做為博物館的活化模式，提供博物館觀眾古蹟與文化資產教育資源，應屬成功的博物館行銷方案，且可做為後續相關課題持續探討的參考方向。

關鍵字

博物館教育 ； 文化資產 ； 古蹟活化再生 ； 博物館行銷 ； 觀眾經驗

並列摘要

It has been more than 30 years since the Cultural Heritage Preservation Act was passed in Taiwan in 1982. Since then, the most popular model for the adaptive re-use of historic monuments has been the creation of museums and quasi-museums as cultural tourism resources. However, useful analytical tools and assessment indicators for studying the re-use of historic monuments as cultural resources in the promotion of history education and avoidance of waste of cultural spaces and resources are lacking. This deficiency in experiential research and practical information has made it difficult to improve practices and create appropriate policies. In this article, the author attempts to discuss the establishment of museums as a conservation strategy for historic monuments and sites. Museum visitor research methods were implemented and the Tamsui Historical Museum in New Taipei City, Taiwan was used as a case study. Based on survey questionnaires, three aspects were analyzed: museum marketing models of core/actual/augmented products. The Importance- Performance Analysis served as the research tool to evaluate how audiences viewed and understood this historic monument after visiting the museum. The results showed that, before audiences visited Fort San Domingo, their understanding and ranking of this historic monument were not high, which included the core products and services of the museum. After their visit, satisfaction reached the highest level. From these results, this is a successful case of museum marketing. The creation of the museum has brought this historic monument to life, while offering visitors educational resources and a better understanding of cultural heritage. Thus, the results of this study provide a valuable reference for future exploration of related research topics.

並列關鍵字

museum education ； cultural heritage ； adaptive reuse of historic sites ； museum marketing ； audience experience

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