文化資產再利用經營策略之探討-以「青田七六」為例

在古蹟、歷史建築空間再利用的政策下，各地方政府積極投入歷史建築與古蹟的保存維護與再利用，隨著建築類文化資產重新開放為人所用，古蹟再利用在理論與實務上，產生諸多討論，目的皆是為了讓再利用後的古蹟、歷史建築，處於穩定的經營狀態，並持續地向大眾介紹背後蘊含的歷史，追求永續經營的發展。本研究試圖透過個案研究，找尋一個植基於古蹟周邊環境而為的古蹟活化案例，而非限縮於老建築群的硬體修復，從中探討文化資產保存與商業活動間共存共榮關係，進而達到古蹟再利用永續發展的目標。透過「青田七六」的案例，探討古蹟再利用的經營歷程、各項活動的規劃、營運現況，再依據經營團隊的組織架構、財務資源等，分析文化資產永續經營以致永續利用之道。根據個案背景資料及訪談分析，據以分析經營管理之道，本研究將結論歸納為以下幾點，作為文化資產經營之參考：一、專責管理組織：文化與餐飲兩部門各司其職，造就出古蹟與餐廳共存、不互相干擾的經營方式；二、穩定財務來源：以經營餐飲收入支應維修舊建築的費用，透過永續經營達到永續利用創造文化資產再利用雙贏的經營模式；三、多樣經營策略：從文史愛好、茶道、攝影、手作課程等等，以展覽、活動的形式，讓觀眾能夠在參與時，接觸老屋本身所欲傳達的訊息或經營理念。

關鍵字

文化資產再利用；古蹟保存；古蹟活化；永續經營

並列摘要

With policies on revitalizing historic sites and historic buildings, the governments have actively invested in the preservation, maintenance, and revitalization of historic places. As many cultural architectures are reopened and in use again, we have seen growing discussion on the theory and practice of reusing historic places with the purpose to introduce historic places to the public and pursue the sustainable development of historic sites. This study deals with a specific case of revitalizing historic buildings, in which the revitalizing plan was not limited to the restoration of the old building complex itself it took into account the building's surrounding area. This case study focuses on the relationship between the preservation of cultural heritage and commercial activities. This case study explores the management process of revitalizing the historic place, event planning scheme of "QingTian 76", and its current status of the operation. Moreover, the organizational structure and financial resources of "QingTian 76" also served as material for the analysis of the approach toward the business sustainability of cultural heritage. Based on detailed information on "QingTian 76" and the analysis of interview data, this study performed an analysis of the managing strategies of "QingTian 76", and draw conclusions as below, which can be used for future reference in discussions about revitalizing historic places. 1. Specialized Managing Bodies: Two separate bodies - culture department and catering department - are operating the business, creating the operation method of coexistence of historic sites and restaurants without interference with each other. 2. Stable Financial Sources: Profits of the catering department is used to support the cost of repairing the old buildings. In this manner, "QingTian 76" can achieve sustainable use through sustainable operation, and to create a win-win business model of revitalizing cultural heritage and achieving business sustainability. 3. Diverse Managing Strategies: There are various exhibitions and events being carried out at "QingTian 76", from cultural and historical interests, tea ceremony, photography to hand-made courses, hoping that participants in these activities and the community can know more about the historic buildings and business philosophy of "QingTian 76".