燈光節：里昂城市公共行銷研究

La Fête des Lumières – Au Service de la Communication Publique de la Ville de Lyon

黃信翰(Hsin-Han Huang)

指導教授 ： 梁蓉 ； Catherine DESSINGES

淡江大學/外國語文學院/法國語文學系碩士班/碩士(2018年)

https://doi.org/10.6846/TKU.2018.00498

摘要

一直以來大家對於里昂的印象就是美食與古城，而讓里昂這座城市在國際發光發熱的其中原 因之一，就是著名的「燈光節 (Fête des Lumières)」。這個節慶在 1852年被創立時，原來只是 一個屬於里昂人祭祀聖母瑪利亞(Vierge Marie)的地方節慶，卻在 1989年市長米歇爾·諾爾 (Michel Noir，1989-1995)、雷蒙·德巴雷(Raymond Barre，1995-2001)及傑哈·科隆(Gérard Collomb，2001-2017)持續經營後，這個一年一度的節慶逐漸從地方性轉換為國際性的大節慶， 也開始吸引全世界各個國家的旅客、贊助商及各國機構的關注；除此之外，裝置藝術及燈光表 演活動也成為了燈光節不可或缺的因素。而根據里昂旅遊局的資料顯示，在 2017年燈光節的 觀光收入已經達到里昂總城市年收入的 10％。而在這中間的轉變過程，正是我們所感興趣 的。
為了瞭解里昂燈光節的發展，本研究第一部分將運用公共行銷理論(Theory of Public Communication)了解燈光節的轉變過程中，說明公共行銷理論在燈光節中的重要性及策略性。 第二部分，透過燈光節不同面向探討燈光節所面臨的不同挑戰，例如，政治面、媒體面、國際 面…及城市面貌留給當地人及外國人的印象。第三部分則透過問卷及海報的製作與呈現，向參 與 2017年燈光節旅客做了完整性的問卷調查，問卷參與人數為 129人，根據性別、國籍、動 機、感覺、住宿、交通方式等…，進行量化交叉分析，經研究結果證實公共行銷理論與里昂燈 光節的發展策略配合地很完善；但經由研究後也發現一些現今的燈光節需要面對的新挑戰，例 如，社群網絡的興起及如何將傳統的燈光節及現今的燈光節做結合；最後，2015年因巴黎恐 怖攻擊事件而被迫取消一次的燈光節，導致後續的燈光節面對的公共安全題，舉辦場地縮小的問題，國家緊急狀態的撤除及之後的回復原本範圍的制度也成為新的政治方面挑戰。
經由這份研究我們可以發現，里昂燈光節，奠定了里昂這座城市在國際，經濟、觀光及行銷 方面，有一定的重要性，也讓這份論文更充滿了資料的完整性，而里昂燈光節每年所呈現的內 容是具有豐富的多樣性，也讓往後研究的人員更有探討的空間。

關鍵字

公共行銷理論 ； 里昂城市 ； 燈光節

並列摘要

For Lyon, the first impression that we have is the gastronomy and the ancient architecture. One of the reasons why Lyon shines internationally is for his Fête des Lumières. Once this festival was founded in 1852, it was just a local ceremony reserved for people lived at Lyon to worship Virgin Mary. However, from 1989 Mayor Michel Noir (1989-1995) and his successors, Raymond Barre (1995-2001) and Gérard Collomb (2001-2017) continued to operate this annual festival which has gradually changed from local to international festival, and has attracted the attention of travelers, sponsors and national institutions from all over the world. In addition, installation art and lighting performance activities have become an indispensable factor in the festival. According to the Lyon Tourism Bureau, the tourism revenue of the 2017 Fêtes des Lumières has reached 10% of the annual income of the city of Lyon. And the process of transformation in this middle is exactly what we are interested in.
In order to understand the development of the Lyon’s Fête des Lumières, the first part of this study will use the Theory of Public Communication to understand the importance and strategy of theory of Public Communication in Fête des Lumières. In the second part, through the different perspectives of Fête des Lumières, explores the different challenges faced by the festival, such as political, media, international... and the impression that the city is left for locals and foreigners. In the third part, through the production and presentation of the questionnaire and the poster, 129 participants in the 2017 Fête des Lumières helped us complete the survey according to gender, nationality, motivation, feeling, accommodation, transportation, etc... With quantitative crossanalysis, the results of the study confirmed that the theory of Public Communication and Fête des Lumières of Lyon’s development strategy is well-coordinated.
But after this study, we also found some new challenges that the current Fête des Lumières needs to face, such as the rise of social networks and how to combine traditional Fête des Lumières with today's Fête des Lumières. Finally, because of the forced cancellation of the Fête des Lumières in 2015 for the reason of terrorist attack taken place at Paris caused several problems. Security issue, shrinking of venues, withdrawal of national emergency situations and the subsequent restoration of the original space of Fête des Lumières are massively emphasized for subsequent Fête des Lumières. Therefore, they have become new challenges for political aspect.
Through this study, we can find that the Fête des Lumières of Lyon has established a certain importance for Lyon in terms of international aspect, economy, tourism and marketing. It also makes this dissertation with more completed information. Every year, the program and the content of the Fête des Lumières of Lyon is rich in diversity, thus, it also allows researchers who are willing to take the same subject to have a more profound aspect to discover.

並列關鍵字

Theory of Public Communication ； City of Lyon ； la Fête des Lumières

參考文獻

參考文獻

書籍

1. Bernard Perrin, Les aléas de la diversité dans la fonction publique territoriale, Ecole nationale d'administration (ENA), 2009

2. Caroline Ollivier-Yaniv, Discours politiques, propagande, communication, manipulation, ENS éditions, 2010

3. Caroline Ollivier-Yaniv, La « communication publique » comme « monde social » : une approche réflexive », Presses Universitaires de Rennes, coll. Res Publica, 2014