文創會展策展模式與關鍵成功因素之研究-以策展人暨參觀行為觀點探討

2014年全球會展產業年產值達1.2兆美元，為舉辦國家及城市帶來可觀的經濟效益，會展規模與類型影響人們旅遊動機。我國2014年全國藝文活動展演活動達64,685場次，所能帶動之產業關聯非常可觀，每投入1元支出，約可帶動7-10 元之周邊經濟效益，每增加1000平方米的展覽面積，可創造近百個就業機會，可見展覽活動興盛帶來的商機及發展。本文將從參觀者的參觀行為觀點、策展人策展重點及研究者執行經驗，探討推動文創會展的策展及執行，如何成功將展覽主題、內容等傳達給參觀者，並獲認同及帶動參與、體驗的重要因素。研究結果顯示，在參觀行為觀點部分，在展覽活動中首重主題演繹及特色呈現，其次是活動內容要能引起參觀者共同的情緒反應，適當的交通、合乎生活負擔的價格、適當展覽活動資訊及周全的設計，包括合宜的活動空間、場地氛圍、及善用科技設備等是辨理展覽活動的關鍵成功因素。在策展人部分，辨理展覽活動的關鍵成功因素首要在主題清楚、明確，讓參觀者充分體驗及瞭解主題，其次是展場設計優良、善用展覽空間特性、改變展覽的展現型式，展品豐富、寓教於樂，適當的互動及科技應用也是策展關鍵成功因素，策展失敗因素在於主題不明確、行銷沒重點、策展不用心及經費限制。最後，本研究建構策展FTCCP(Form/Theme/Context/Cost/Performance)模式，研究顯示結果為：一、建構之策展FTCCP模式為文創會展策展模式，兼具理論及實務操作性，具有策展規劃、決策及應用價值；二、策展FTCCP模式中呈現之各項工作分項，正為文創會展關鍵成功因素的重點；三、在五個項目評估向度中，最重要的是P（Performance）效益向度，使本研究的成功定義及應用，可以使文創會展由計畫性推廣執行邁向實際商業經濟運作；四、研究綜整參觀行為與策展人觀點、工作經驗及展覽活動規劃與管理規範，提出的策展FTCCP模式內容包含中項工作及呈現重點，該模式可作為文創會展策展規劃與執行管理規範，提供未來辦理文創會展及研究參考應用。

關鍵字

文創會展；策展人；參觀行為；關鍵成功因素；策展模式； FTCCP模式

並列摘要

In recent years, the MICE industries (meetings, incentives, conventions and exhibitions) have seen a rapid growth and reached a production value of USD1.2 trillion across the globe each year. In Taiwan, a total of 64,685 arts exhibitions and cultural activities were conducted in 2014. Every input of 1 dollar is likely to generate peripheral effects ranging from NTD7-10 (Bureau of Foreign Trade, 2008), while the increase of every 1000 m2 of exhibition space creates nearly 100 job opportunities (AEO, 2005), thereby raking in immense economic benefits to the host country or city. This demonstrates a positive relationship between the widespread development of exhibitions and business opportunities brought forth by them. The present paper examines the curation and execution of cultural and creative commerce-oriented exhibitions from the perspectives of the visiting behavior of spectators, the major concern of a curator, and the execution experience of researchers in hopes of pinpointing crucial factors that contribute to the success of an exhibition, where the themes and content of exhibits is well presented for spectators to have an engaging experience and fully appreciate them. Research results indicate that regarding spectators’ visiting behaviors, thematic interpretation and specific-feature presentations are what really matter as both elicit shared emotive responses in the audience. In addition, factors such as public transport, reasonable ticket price, information exposures, well-planned facilities and abundant space, the overall atmosphere, and other high-tech equipment are all considered indispensable for a successful exhibition. With respect to a curator, she/he should make every effort to proffer theme-specific presentations, while utilizing comfortable and spectacular space design, innovative ways to represent exhibits, a wide array of exhibits, enjoyable activities, and interactive technologies to make an exhibition a huge success. Conversely, unclear themes, unfocused marketing strategies, negligence in curating, and a tight budget might make an exhibition a nightmare. To sum up, as an integrative curating model, the FTCCP (Form / Theme / Context / Cost / Performance) model is well known for its planning, decision-making, and implementation values. Secondly, the FTCCP model can be optimally utilized as a criterion to list work items, which may contribute to the success of a cultural and creative commerce-oriented exhibition. Thirdly, among the 5 items of the evaluation scale, Performance is ranked as the highest in importance, which leads cultural and creative commerce-oriented exhibitions toward commercial implementation and meets the criteria of success set by this research study. Fourthly, this study compiles a number of aspects, such as visiting behaviors of the audience, a curator’s viewpoints, past work experience, activity planning and guidelines for management, so as to present a well-established FTCCP model. Since this model covers both work items and focal points, it can be used as the criterion for curation planning and guidelines for management, as well as a useful reference for future curators and researchers in the field of cultural and creative commerce-oriented exhibitions.