名人故居再利用之研究-以台北市藝文館所為例

本研究的目的是透過研究台北市文化局所轄的(1)孫運璿科技人文紀念館、(2)林語堂故居、(3)錢穆故居、(4)李國鼎故居等四棟名人故居，探討故居本身價值、觀眾與故居之間關係以及故居營運的三個方向，以此找出名人故居在營運時可能遇到的阻礙，做為未來嘗試改變的方向。本研究採用文獻分析法、案例研究及質性訪談。文獻分析法包括名人故居的定義、觀眾參觀名人故居的意願度、認知心理學、品牌行銷學等相關論述；案例研究是以英國的莎翁故居、國內的張雨生故事館、台灣棒球名人堂為對比，找出與研究案例的四間故居之間的差異之處；質性訪談的訪談對象則是名人故居的營運館方人員和台北市文化局業務承辦人員。本研究的結論有以下兩點: （1）名人故居如果僅是以過往設定的展示空間作為空間性質，在現代社會中的承載量會是有限的，所以我們應該將故居塑造為社交的載體，賦予更多如休閒娛樂的空間性質來吸引觀眾。（2）故居的宣傳方式應該以「品牌」作為經營策略，透過對品牌的建立來提升整體故居的形象與價值，使觀眾能夠更容易地了解到名人故居的存在價值與重要性。

關鍵字

故居再利用；名人精神；空間經驗

並列摘要

The purpose of this study was to explore the value of Celebrity house itself, the relations between audience and Celebrity house, and the management strategies of Celebrity house through the recent study of Sun Yun Suan Memorial Museum, Lin Yutang House, Chien Mu House, Li Guo Ding Hosue administered by Cultural Affairs Department of Taipei City; to find out the problems that may be encountered in the operation of Celebrity house, as a direction that Celebrity house can try to change in the future. This study used document analysis, case study and qualitative interview. Document analysis includes the definition of Celebrity House, audience willingness to visit Celebrity House, cognitive psychology, brand marketing and other related discussions. The case study compares Stradford-upon-Avon in UK, Chung Yu Sheng memorial Museum in Taiwan and Taiwan Baseball Hall of Fame in Taiwan to find out the differences between the four Celebrity Houses of the case study. The interview objects of the qualitative interview are the staff of Celebrity House and the business contractors of Cultural Affairs Department of Taipei City. The results of the present study show that: (1)The carrying capacity has limited in modern society if Celebrity Houses still use Exhibition space set up in past as Spatial nature.So we should take Celebrity Houses as social carrier, and give it more spatial nature such as leisure and entertainment to attract more audience. (2)The Celebrity Houses’ publicity should use “Brand” as business strategy to promote Celebrity Houses’ image and value through establish a brand, and let audience can realize the value and importance about Celebrity Houses more easily.