觀光賭場表演節目現況研究─以澳門威尼斯人為例

溫智皓

指導教授 ： 何康國

國立臺灣師範大學/藝術學院/表演藝術研究所/碩士(2010年)

摘要

本研究以觀光賭場的表演節目現況，探討表演節目與博弈產業之關聯性。本研究目的為1.分析澳門博弈產業與表演節目消費的關係。2.了解博弈產業中娛樂性節目的類別屬性。3.藉由國外的賭場表演節目規劃策略，評估臺灣發展博弈產業中非博弈娛樂項目發展的可能性。4.了解觀光賭場提供表演節目之策略性目的。5.分析影響澳門威尼斯人之表演藝術節目規劃之因素，藉以提供表演團體作為日後節目行銷參考。本研究以半結構式的質性訪談進行資料蒐集，訪問澳門威尼斯人娛樂統籌部副總裁、澳門威尼斯人社會事務總監、澳門威尼斯人社會事務副經理、澳門大學博彩研究所所長、雲霓娛樂策劃顧問有限公司總監以及澳門威尼斯人表演人員等人。研究發現，表演節目雖未使觀光賭場實質收益增加，但可間接增加綜合性消費金額，但目前賭金收入比例仍高；且有鑒於中國中產階級興起，消費型態改變，澳門觀光賭場紛紛大量投資大型節目，將澳門賭場由高賭金收入比例轉變為綜合性消費型態，並將澳門型塑成為一個觀光勝地，發展多元化觀光業。臺灣發展博弈產業可參考威尼斯人模式，健全均衡發展觀光產業。

關鍵字

觀光賭場 ； 表演節目 ； 威尼斯人 ； 博弈產業 ； 觀光產業

並列摘要

This research was made to figure out the relation between performances and gaming business by studying the performances in casino. The purposes of this research are: 1. To analyze the relation between performances consuming and gaming business in Macao. 2. To know the sorts of entertainment events in gaming business. 3. By knowing the planning strategy, evaluate the possibility of gaming business development in Taiwan. 4. To know the strategic purpose of casino’s providing performances. 5. By analyzing the factors that affects the planning strategy of the Venetian Macao, as a reference to performance marketing. This research collected information by doing semi-structural interviews. Interviewees included the vice-president of entertainment department, the director of community affairs, vice-manager of community affairs in the Venetian Macao, also the president of the Institute for the Study Commercial Gaming and the director of Memento and artists performing in the Venetian. According to the research findings, even though the performances did not make any actual growth of the revenue of casino, it increases the remote consumption. However, the percentage of the revenue of gaming is still high. In addition, as the middle-class has been growing up in China in recent years, the pattern of consuming is changing; casinos are more likely to invest the big shows. By turning the pattern of consuming to integrated consumption, makes Macau a great travelling spot, and develops the multi-purpose travelling business. It is a great way to develop the travelling business in Taiwan by adopting the model of the Venetian.

並列關鍵字

Casino ； Performance ； Venetian ； Gaming Business ； Travelling Business

參考文獻

袁志宏 (2002)。《運用聯合分析法探討影響觀賞表演藝術付費意願因素之研究》。大葉大學休閒事業管理學系碩士班論文。

陳佳慧 (2003)。《消費者觀賞表演藝術活動付費意願因素評估之研究》。大葉大學休閒事業管理學系碩士班論文。

Gerald, Z., & Melanie, W. (1987). Consumer Behavior: Basic Finding and Management Implications. New York: John Wily and Sons.

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