體驗策略組模應用於互動展示創作-以苗栗縣公館鄉之黃金雨展示空間為例

An Application with Strategic Experiential Module for Exhibit Design: Cassia Fistula of Kung-Kuan Exhibition Space in Miaoli County as an Example.

許端容(Tuan-Lung Hsu)

指導教授 ： 邱永中

中原大學/設計學院/商業設計研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100460

摘要

近年來許多地方文化產業因應政府推廣總體營造計畫，紛紛建立主題展示空間，除了塑造當地特色之外，更希望展示區域能夠吸引更多遊客前往，成為當地對外溝通的舞台。然而，這些地方產業展示館因普遍缺乏整體設計概念，展示形式大部分多為停留於傳統的單向資訊陳列方式，缺乏互動與參與感，較難以引起遊客閱覽的興趣。
苗栗縣公館鄉農會於2010年改建本部與分部，並設立展示空間，計畫轉型成為一個地方產業與觀光資訊之平台，目的除了展售當地農產品與宣傳觀光資源，更進一步希望建立苗栗公館鄉之地方產業特色。黃金雨之來由，是據當地人描述，每到仲夏時刻，沿著省道的阿勃勒樹盛開，與即將成熟的稻穗連綿一片，遠看就如黃金般閃耀。因此，農會與當地鄉公所、社區大學等發起協進會，向政府註冊黃金小鎮之名，設立服務處與展示空間說明其景觀資源，希望能打造黃金小鎮於公館鄉中之美名。
本創作欲以互動的方式，為當地以黃金雨的主題創作互動展示，利用體驗行銷中的體驗策略組模與互動模式，營造具有參與感之展示設計。由文獻探討中可以發現，透過體驗的方式互動，能夠在短時間內加強人們對展示物的印象，增加觀眾對於展示內容的了解與認同。整理並分析相關案例作為創作執行之參考原則，並為黃金小鎮加入故事性，設計出具有體驗效果之互動展示。
藉由互動展示設計，本創作嘗試將公館鄉的黃金雨編寫成短篇故事，讓人們可以透過與故事內容互動去了解、認識黃金雨以及黃金小鎮的緣由，從互動後所得到的回饋將鏈結觀眾與展示物之間的關係，更期望觀眾能夠從中獲得屬於自己與公館鄉黃金雨的體驗與認同。

關鍵字

公館鄉 ； 體驗策略組模 ； 互動展示 ； 黃金雨

並列摘要

During the last few years, many local cultural industries established exhibition spaces for specific themes to cope with the overall construction plan promoted by the Government. In addition to creating local features, the exhibition space is expected to attract more tourists and become the communication medium to other places. However, these exhibition halls in general lack overall design concept. The exhibition format mostly stays in the traditional one-way information display format which lacks interaction and sense of participation and is difficult to attract tourists’ reading interests.
Kung-Kuan Farmers’ Association of Miao-Li County was reconstructed into a main office and branch offices in 2010. An exhibition space was also established. The plan is to transform the Association into the platform for local industry and travel information. In addition to sale local agricultural products and promote tourism resources, the goal is also to establish the characteristics of local industries in Kung-Kuan Township of Miao-Li County. According to local residents’ description, Golden Shower Tree gained its name as the flowers of Indian Laburnum along the highway flourish in summer and join matured rice in the distance without breaking which is like seeing shiny gold from a far away distance. Therefore, the Farmers’ Association, Township Office and Community College launched an association to register the name, Golden Town, from the government and establish a service center and an exhibition space to show its landscape resources. The good name of Golden Town is hoped to be created for Kung-Kuan Township.
This creation uses the means of interaction to interactively show the theme of Golden Shower Tree. By using the experiential strategy module and the interaction model in experiential marketing, the exhibition design that is full of the sense of participation is created. From literature review, it is found that experiential interaction enhances the impression of the display objects on people’s minds in a short period of time and allows people to understand and identity more about the display content. An interactive exhibition that is full of experiential effect is designed by collecting and analyzing relative cases and using them as the reference for the creation while adding stories to Golden Town.
Through interactive exhibition design, we tried to write short stories about the Golden Shower Tree in Kung-Kuan County to allow people to know about the Golden Shower Tree and the Golden Town by means of interacting with the story content. The feedback gained from people after the interaction shows the relationship between the audience and the display object. Hopefully people can gain their own experience and identification for the Golden Shower Tree in Kung-Kuan Township.

並列關鍵字

Kung-Kuan Township ； Interactive Exhibition ； Golden Shower Tree ； Strategy Experiential Module

參考文獻

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