從古蹟紀念商品特色論析文化資產價值呈現

本研究透過古蹟觀光場域的紀念品特色討論，探討臺灣當前文化資產價值呈現的相關問題。研究對象以臺南市與臺北市國定古蹟賣店進行訪查，並且透過臺南古蹟紀念品徵選標準分析與相關業者訪談，瞭解紀念品設計開發的影響因素。研究針對395個紀念品樣本進行定價、屬性、種類分析，結果顯示民間開發商選擇「價格相對便宜」與「市場最大化」的策略，以及紀念品圖案多為單一建築圖案，多元的古蹟空間特色、園區景色、建築特色之呈現較少。本研究結論於古蹟紀念品的文化特色與內涵層面應表現古蹟特性與意象性、表現地方特殊性與真實性；美感與質感層面應具備工藝紋理並運用設計展現古蹟的魅力；包裝設計應以精緻包裝，同時以古蹟管理單位標識圖文、古蹟文化特色介紹呈現價值感。本研究提供古蹟管理者參考，期待更多設計者開發出專屬於古蹟風貌的古蹟紀念品，讓紀念品不只是好玩好看，更能帶觀光客看到古蹟的豐富度與深度。

關鍵字

古蹟紀念商品；古蹟管理者；文化資產；紀念品；設計開發

並列摘要

The purpose of this study is to discuss how a cultural heritage souvenir shows the value of cultural heritage in Taiwan historic sites. According to literature review, data were collected from 7 sites located in Tainan and Taipei. By examining “Tainan Historical Attractions Souvenir Wanted” and opinions of souvenir designer and store manager, relationships between souvenir development and cultural heritage management can be understood. This study analyzed prices, attributes, and types of 395 objects from souvenir stores in historic sites. Findings showed that souvenir developers tended to use “relatively low price” and “maximizing market size” strategy to enter the souvenir market, and therefore images of souvenirs were similar and customized souvenirs were rare. How does a souvenir play an intermediary role in connecting tourist and cultural heritage? This study made conclusions: In the aspect of cultural features, cultural heritage souvenirs aim to present visual imagery, characteristics, and even authenticity of historic sites. In the aspect of aesthetic qualities, aesthetic design and fine textures are required to show the charm of cultural heritage. An appropriate package design contains identification logo of cultural heritage management and introduction of historic sites. This may provide useful guidelines for design and development of cultural heritage souvenir.