表演藝術在節慶活動中之定位探討—以「2012臺中媽祖國際觀光文化節」政府舉辦表演活動為例

The position of the performing arts in festival—a study on the "2012 Taichung Mazu Cultural Festival"

曾美華(Mei-hua Tseng)

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(2012年)

摘要

表演藝術為二十一世紀新經濟—文化創意核心產業，也是許多相關行業的創意與創新的重要來源，更已成為歐美日等先進國家之重要發展項目，在臺灣也列入國家教育與經濟重大發展政策之領域與學門，然而在許多如雨後春筍般的節慶活動席捲著臺灣每個角落的同時，愈來愈多的城市將節慶活動當作城市發展的重要觀光活動，進而提升知名度與塑造重視文化形象。
表演藝術雖與節慶活動同為文化創意產業中之重要項目，但前者經常性的出現在後者之中。「臺中媽祖國際觀光文化節」以宗教活動為基礎，納入表演活動之後，如何能藉由表演活動引發觀眾對於該文化節的共鳴？是否如規劃能增進觀眾之參與？能否達至將原本之宗教活動轉型為「文化節慶活動」的期待？
本研究以政府舉辦「2012臺中媽祖國際觀光文化節」九天八夜遶境進香活動以外之龍騰媽祖慶元宵表演藝術活動為觀察案例，除了利用歷年來每場表演活動的次級資料分析在不同場地所吸引觀眾參與之成效外，加以2012政府舉辦表演活動中參與者之便利抽樣方式，進行問卷調查後，獲致下列結果：
第一：節慶活動中之表演藝術參與者的社經背景特性大多以學生族群居多，這顯示出政府舉辦免付費的表演活動吸引了大多數的學生族群參與，有助於表演藝術活動向下紮根，同時加以推廣。第二：研究結果顯示，觀眾參與活動以「本身對於節目有興趣」的因素佔最多，可以顯見藉由表演藝術，能讓觀眾了解節慶活動的內涵。惟政府單位在活動場域上與宣傳行銷操作上似乎還未能對民眾造成相當程度的吸引力。第三：本次活動分析結果顯示，不同人口統計變項的參與者，在其參與行為與參與動機上具有顯著差異，其中較常在「海報與DM」及「親友/師長介紹」留意相關訊息。第四：研究分析顯示，不同人口統計變項的觀眾對未來政府舉辦的表演活動以「民俗技藝」類型居多，其次是「現代音樂」類型。
研究者針對本次問卷調查結果得到以下結論。結論一：觀眾認同政府推廣表演藝術文化政策，卻造成表演活動定位的困境。結論二：政府將表演藝術整合並納入觀光節慶中，惟活動時間的不確定性影響雙贏。結論三：多元化表演活動吸引社會多元族群參與，卻無法提高觀光效益。結論四：政府以傳統手法宣傳節慶活動中表演藝術，未能達到行銷城市。
針對上述結論，研究者提出下列幾項建議。建議一：將表演藝術與地方特色結合，集中於文化活動中方能獲得居民認同。建議二：定期舉辦表演活動以提供創新表演藝術與保存傳統文化。建議三：提供更精緻化的表演藝術。建議四：政府擴大舉辦表演藝術活動行銷城市，將臺中市打造城市美學之都。

關鍵字

表演藝術 ； 節慶活動 ； 臺中媽祖國際觀光文化節 ； 地方行銷

並列摘要

Performing arts have become the innovated economy/new economy policy of the 21st centuries, as known as the core project of the cultural creative industries. Performing arts are the vital sources of the creation and innovation in many related industries, also the important development project of the world-advanced countries nowadays such as U.S.A, Japan and Europe; in Taiwan, have been included in the field and academy of national education and major economic policies. Art festivals in Taiwan, springing up all over the place like mushrooms after spring rain, at the meantime, more and more cities regard festivals as the important tourism activities to promote the popularity and to rebuild the imagine of the culture.
Performing arts and festivals both are the important projects in the cultural creative industries, but the former are usually included in the latter ones. "Taichung Mazu International Festival" is based on religious activities, but how to arouse the attention of the audience to the festival by adding performances in the activity? Does it increase the participation of the audience as it planed? How to accomplish the expectations of the cultural festival from the original religious activities? This research is selected performing arts activities: "2012 Taichung Mazu Cultural Festival" as the observed case. In addition to analyze the secondary data in each performance in different venue over the years, the author also conducted a questionnaire survey on the participants of the activities from the governmental festival by convenience samples. The results are showed as follows:
The social background of the performing arts participants in the festival are mostly students, it shows that toll-free activities which organized by the government, draw considerable participation from the student groups, helps to promote intercity culture and establishes the foundation of performing arts. Second, the results say that the facts made audiences to participate activities are based on the interests to the performance itself, it’s obvious that audiences get to know more about the connotation of the festivals trough the performances. However, the government seems unable to attract audiences in operating promotion marketing activities. Third, the event analysis results show that participants of different demographic are variable, the motivations and behaviors of participants are wildly different, "posters and DM" and " introduction by friends" are more common for the audiences to notice the relevant information of the performances in the festival.
Forth, the analysis demonstrates that participants of different demographic variables, pay more attention to the "folk art " of the performance from the government events in the future, then followed by “modern music ”.
The conclusion of the study is divided into four parts. First, the audiences agree with the government to promote the performing arts and cultural policies, but it caused the plight of the performances position. Second, performing arts integrate and include in the tourism festivals from the government, it’s hard to create a win-win due to the uncertainty of activities. Third, although the diversity of the performances gain participations form the community, but it can’t improve the effectiveness of tourism. Fourth, although performing arts promote festivals in the traditional way from the government, but it couldn’t reach the marketing city.
In response to these findings, researchers have proposed several recommendations: First, the combination of performing arts and the local culture have to get the recognition from the residents, performing activities need to be arranged into the cultural events. Second, to hold the performances regularly to provide innovative performing arts and to preserve the traditional culture. Third, to provide finer performing arts. Fourth, to expand the activities of performing arts for marketing the city itself, making Taichung City as the city of art and beauty in order to achieve the ultimate goal of cultural activities.

並列關鍵字

performing arts ； festivals ； Taichung Mazu International Festival ； the local marketing

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