台中爵士音樂節建置與發展之研究

A Research on Planning and Development of Taichung Jazz Festival, From 2003 to 2008

周意紋(I-Wen Chou)

指導教授 ： 夏學理

國立臺灣師範大學/藝術學院/表演藝術研究所/碩士(2009年)

摘要

節慶活動是民眾最能感受到的文化項目。國內自1994年起，文建會輔導各縣市辦理「全國文藝季」以及推動「國際小型展演活動」；觀光局在2001年推動的「每月一節慶」，助長了全國各縣市鄉鎮舉辦節慶活動以行銷地方產業的想法，因此各地方縣市開始舉辦國際文化藝術節慶活動，從各異的在地特色與需求中，發展出不同類型之節慶活動型態。以「文化、經濟、國際城」為城市願景的台中市，將「爵士樂」做為藝術節慶的發展主題，期待透過爵士音樂節的辦理能與國際接軌，促進國際文化藝術交流，更結合藝術教育與表演活動，深耕在地的爵士樂手與欣賞人口。但爵士樂是外來文化，並非台中市的在地特色，如何透過台中爵士音樂節營造國際藝術節慶活動特色，又能帶動當地觀光休閒產業發展，確實是一項挑戰。
因此，本研究的研究目的在透過台中爵士音樂節，了解一個以非原生性的文化為主題的節慶活動，如何藉活動的舉辦，達成其活動目標，並結合在地產業、建立當地文化特色，並進一步與國際接軌。透過質性研究的次級資料分析與深度訪談的結合交叉綜合整理，了解台中爵士音樂節的建置歷程與辦理現況，進一步提出對未來活動發展的建議。
研究發現，台中爵士音樂節的舉辦六年，活動規劃日益擴大並漸發展出模式。不過在活動場地的容納量與交通卻難以負荷目前的參與人數；而在地化與在地產業的連結、經費的來源與媒體宣傳，皆顯不足；目前尚未有永續發展的機制，則是未來台中爵士音樂節能否繼續辦理的隱憂。因此，就台中爵士音樂節未來發展的建議，包括（一）完善的場地規劃、（二）增加活動特色促進宣傳、（三）擴大建立在地化的節慶特色，以及（四）建立永續發展機制。

關鍵字

節慶活動 ； 爵士樂 ； 台中爵士音樂節 ； 事件行銷 ； 議題行銷

並列摘要

Festival events are the cultural activities people feel the most about. Council for Cultural Affairs started assisting every city to hold “National Arts Festival” and”International Minor Performances” since 1994. Each city holds international cultural arts festival according to “One Festival Every Month” project promoted by Tourism Bureau on 2001, which enhanced every city to market local industries by giving festival activities, and developed different styles of events focus on local features. Taichung City, which sees “culture, economy and internationalism” as the goal of its city plan, choose “Jazz” to be the theme of the arts agenda, in hope to connect and interact with the whole world through Jazz Festival, which combines arts education with performance to wake up local jazz musicians and the prospective audience. However, jazz is not originated from Taichung, therefore it’s indeed a challenge to stimulate local tourism business by holding Taichung Jazz Festival at the same time infuse with international savor.
The object of this research is to understand a festival event based on an unoriginal culture, and to achieve its final goal by holding the cultural events, which combine with local industries and develop local cultural features, in a long run, connect with the entire world. This research help understand the organizing process and current situation of Taichung Jazz Festival through the cross-integration of the in-depth interviews and secondary data analysis of qualitative studies. Also, the suggestions of future activities are further discussed.
The research shows that Taichung Jazz Festival expands its scale year by year and gradually develops its own pattern. However, the arena seems to be unable to load current event-goers and massive traffic flow, and the linking with local industries is not strong enough. Besides, there is the deficiency of localization, as well as the expense resource and media promotion. One of the biggest problems of future Taichung Jazz Festival is the lack of sustainable development mechanism. Accordingly, the suggestions for the future development of Taichung Jazz Festival are: 1. to make a perfect arena operation plan, 2. to add more traits of the events to advertise the festival, 3. to expand characters of local cultural agenda, 4. to build sustainable development mechanism.

並列關鍵字

festival event ； jazz ； Taichung Jazz Festival ； event marketing ； cause-related marketing

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