都會健身房空間之場所體驗研究
—以世界健身俱樂部臺北南京店為例

健身房自古希臘時期發跡，迄今已有三千多年歷史，歷經古羅馬、中古黑暗、文藝復興、啟蒙運動等時期演變，健身房逐漸發展成熟，開始孕育人們對體態、健康、審美之觀念。二十一世紀，健身房帶動一股全球熱的風潮，更著實影響各國基礎建設、科技、經濟、運動等產業發展，此時，各類新式概念健身房順應不同族群需求推陳出新，不僅空間型態被賦予生活情境，服務漸趨及設備也漸趨多樣化，琳瑯滿目的體驗項目甚至結合醫療與科技，持續衝擊人們的感官，故本研究希冀在如此蓬勃發展的產業背景下，探究如何提升健身房各項體驗品質，符合現代人日亦漸增的使用需求，並賦予其更為創新之價值。經統計，近年來健身房相關文獻，多聚焦商業模式與策略、消費動機、滿意度研究，明顯缺乏空間設計規劃相關議題，因此，本研究期結合體驗行銷策略與室內空間規劃，探討我國都會型健身房空間對現代民眾所代表的意義，並揉合田野調查、次級資料法蒐集資料。分析階段擇產業發展相對成熟、高運動人口率、重行銷體驗之歐美品牌為優良案例，運用Strategic Experiential Models歸納出精確的策略體驗項目，再針對個案品牌分析、會員訪談，提出有效之策略體驗項目及空間規劃方針，敦促運動場館業與室內設計產業革新之餘，也以宏觀的視野，洞悉未來運動場館發展趨勢。研究結果顯示，位居都會區的健身房正逐漸展現具備娛樂性、科技性、藝術性、社交性及高度品牌化等產業趨勢。於政府政策、基礎建設、國際賽事、娛樂傳媒等多重影響下，民眾認知健身房空間具備綜合性功能，包含社交、娛樂、運動休閒之場域機能，並已於社會大眾心中佔有一席之地，作為工作與家庭之場域，健身房不僅提供了日常生活起居及公司以外的空間，更賦予人精神心靈層面之調劑與能量，更形似一種現代人生命中不可或缺的「第三場域」。此外，本研究建議品牌可進行全盤考量，融合感官體驗五感特色項目、以情感、思考、行動、關聯等各項體驗細節，加上本研究詳列之空間設計要素進行規劃，以完善健身房整體空間體驗，讓會員達到全方位深度體驗之效果。

關鍵字

都會區；健身房；策略體驗；室內設計；第三場域

並列摘要

Gym has existed since ancient Greece, and has a history of more than 3,000 years. After evolution of ancient Rome, medieval darkness, the Renaissance, and the Enlightenment, gym gradually matured and began to affect people's cogitation of body, health, and aesthetics. In 21st century, gymnasiums have led people to a global craze, which has actually affected the development of infrastructure, science and technology, economy, sports and other industries in various countries. At this time, various new concept gyms have been developed to meet the needs of different ethnic groups. Life situations, services and equipment are becoming more diversified. A dazzling array of experience projects, even combined with medical treatment and technology, continue to impact people’s senses. Therefore, this research hopes to explore how to improve the gym’s various experiences under such a booming industry background. The quality meets the increasing demand of modern people and gives it more innovative value. In recent years, gym-related literature has focused more on business models and strategies, consumption motivation, and satisfaction research. It is obviously lacking in space design and planning related topics. Therefore, this research period combines experience marketing strategies and indoor space planning to discuss my country's metropolitan gyms The meaning of space to the modern people, combined with field surveys and secondary data collection methods. In the analysis stage, European and American brands with relatively mature industry development, high sports population rate, and re-marketing experience are selected as good cases. Strategic Experiential Models are used to summarize accurate strategic experience projects, and then based on case brand analysis and member interviews, effective strategic experience projects are proposed. And the spatial planning guidelines urge the sports venue industry and the interior design industry to innovate, but also to gain insight into the future development trend of sports venues from a macro perspective. The research result shows that gyms located in metropolitan areas are gradually showing industry trends, such as entertainment, technology, artistry, sociality, and high branding. Under the multiple influences of government policies, infrastructure, international competitions, entertainment media, etc., the public recognizes that the gym space has comprehensive functions, including social, entertainment, sports and leisure field functions, and has a place in the hearts of the public as work and In the field of the family, the gym not only provides space for daily life and outside the company, but also gives people spiritual adjustments and energy, which is more like a "third field" that is indispensable in modern life. In addition, this research suggests that the brand should be considered in a comprehensive manner, integrating sensory experience with five-sense features, using emotions, thinking, actions, and associations and other experience details, plus the spatial design elements detailed in this research to plan to improve the overall space of the gym. Experience, allowing members to achieve a full range of in-depth experience. Keywords： Metropolis, Gym, Strategic Experiential Models, Interior Design, Third Place.