論無形文化資產的提昇暨商業契機之互動--以文化古都台南市為例

ON THE PROMOTION OF THE INTANGIBLE CULTURAL PROPERTY AND INTERACTION WITH COMMERCIAL OPPORTUNITIES: CASE STUDY ON THE CULTURAL ANCIENT CITY --TAINAN

陳怡安(I-An Chen)

指導教授 ： 王德育

元智大學/人文社會學院/藝術管理研究所/碩士(2004年)

摘要

對許多人類族群而言，無形文化資產 (Intangible Cultural Property) 是根植於內心深處不可或缺的的重要源頭，也是人類追尋昔日生活軌跡的重要依據。然而，戰爭、自然災害、工業的發展帶來人為的環境毀損以及人類生活軌跡的消逝，也導致無形文化資產逐漸喪失殆盡。因此，本論文從保存的角度上來研究如何適當和永續地運用無形文化資產，以保存與推廣無形文化資產為出發點來帶動觀光，並且避免過度的觀光化而損害無形文化資產之本質。
分為四個章節進行研究。第一章以無形文化資產為主題，首先釐清無形文化資產的定義，並研究其種類與範疇；繼之以國外保存管理的作法與經驗，作為提昇我國運用無形文化資產之參考。第二章係從無形文化資產保存中的推廣觀念，來論述行銷對無形文化資產的助益，以及觀光為無形文化資產帶來的經濟效益。第三章則詳述台南市的歷史背景，探討其悠遠的文化發展，並歸結出台南市所擁有之無形文化資產的特色。第四章是以台南市無形文化資產之特色，構思整合文化、觀光及經濟等活動之永續經營的整體規畫，並善用無形文化資產的研究與創新，作為無形文化資產新生與發揚的利基，以提供我國運用無形文化資產作為發展契機的參考與建議。
　　本論文認為在繼承無形文化資產的同時，也需要鼓勵創新，以使之與現代生活結合，進而拓展無形文化資產的新生命，使不論是現代人或是日後的子孫們，都會使用到這些無形文化資產。政府也應鼓勵各個產業把無形文化資產運用到活動或是產品的創新上，並促進無形文化資產和所有產業的結合，以提昇府城無形文化資產之價值，同時也是保存無形文化資產之契機，如此才是府城無形文化資產的永續經營之道。

關鍵字

無形文化資產 ； 無形文化遺產 ； 威廉斯堡 ； 京都祇園祭 ； 觀光 ； 商業契機 ； 台南 ； 節慶

並列摘要

Intangible Cultural Property is an indispensable resource rooted in people’s mind, which is also the important grounds for people to track their past. However, with the occurrences of wars, natural disasters and industrial development, the environment of human being and traces of human life have been destroyed, leading to the gradual lost of Intangible Cultural Property. Thus, this paper, based on the points of conservation and promotion of Intangible Cultural Property, is devoted to the study on how to exert the Intangible Cultural Property appropriately and continuously so as to help properly develop sightseeing industry without any detriment to the nature of the Intangible Cultural Property caused by the over-development of sightseeing.
　　There are four chapters in this paper. The first chapter aims at clarifying the definition of Intangible Cultural Property, studying its categories and scopes, and then referring the international practice and experience of conservation management to the promotion of Intangible Cultural Property employed in our nation. The second chapter, depending on the promotional ideas derived from the conservation of Intangible Cultural Property, explicates how marketing is helpful to Intangible Cultural Property and sightseeing is beneficial to Intangible Cultural Property in economy. The third chapter expounds the historical background of Tainan City as well as its cultural development, and induces the characteristics of Intangible Cultural Property indigenous to Tainan. The fourth chapter, based on the characteristics of Intangible Cultural Property of Tainan, conceives an overall planning of sustaining development in integrating culture, sightseeing and economy, and makes use of the research and innovation of Intangible Cultural Property as the beneficial ground for rejuvenation and development of Intangible Cultural Property. It provides references and suggestions of development keys in employing Intangible Cultural Property of our country.
　　Although referring to heritage of Intangible Cultural Property, the author also thinks it important and imperative to encourage creation and make it associated with modern life, so as to further develop a brand-new life of Intangible Cultural Property for generations to come. The government should hold responsibility as well, giving industries enough incentives to apply Intangible Cultural Property to activities or creations of products. Accordingly, the value of Cultural Property of Tainan will be promoted and conservation of Intangible Cultural Property ensured; that is the way to sustain development of Intangible Cultural Property of Tainan.

並列關鍵字

Intangible Cultural Property ； Intangible Cultural Heritage ； Williamsburg ； Kyoto ； Tourism

參考文獻

簡上仁。《台灣福佬系民謠：老祖先的台灣歌》。台北：漢光文化事業股份有限公司，1998。

〈府城老街〉。在華夏經緯網站。Available [Online]:＜

光彩繡莊網站。Available [Online]:

Company, 1995.

Chon, K. S.; Inagaki, Tsutomu; and Ohashi, Taiji. Japanese Tourists: Socio-Economic,Marketing and Psychological Analysis. New York: The Haworth Press, 2000.