探討五月天演唱會旅遊和香港五迷的哈台關係

Fandom Concert Tourism and “Ha-Tai” Behaviour of Hong Kong Fans: A Case Study of ‘King of Concert’ - Mayday

霍竣暘(Chun-Yeung-Rocky Fok)

指導教授 ： 朱子豪

國立臺灣大學/理學院/地理環境資源學研究所/碩士(2021年)

https://doi.org/10.6342/NTU202100477

摘要

「迷」是指鐘愛某一特定明星以及熱衷參加與其相關活動的人，而「迷文化」是指由「迷」所形成的次文化，可用來解釋流行文化和大眾的複雜關係。由於「迷」的行為、選擇和特徵都被其社會、文化、經濟資本等因素影響，故大眾、媒體和商人都十分關注他們的消費文化，例如世界各國政府都把「迷文化旅遊」視為新式旅遊並將其納入其推廣策略範籌之一。舉辦演唱會現已成為台灣音樂產業的主要收入來源。以 2009年台灣為例，平均每 3天便有一場演唱會舉行，加上旅行社推出演唱會旅行套裝吸引海外的「迷」來台參加演唱會，促使「演唱會旅遊」的發展。此新式旅遊雖被視為香港五月天迷「哈台」的背後原因，卻未被任何學者研究過。「哈」在台語中意指極度喜愛和渴望，而「哈」這個字源自「哈日」，用於形容極度喜愛日本文化的台灣人，因此「哈台」是用來形容極度喜愛台灣的人。被美國CNBC 電視台稱為「亞洲披頭四」的台灣樂團五月天是首組對香港歌迷推出演唱會旅遊的藝人，「迷」透過參與五月天在台灣的演唱會認識並愛上這個地方。此研究透過與 12位「五月天迷」作深度訪談後，發現結東和以往對「迷」的行為研究有不同的發現，以往學者都會認為他們的行為都是不理智和竭斯底理，但這次結果發現「迷」的行為是有理性存在的。即使抽出不談他們對五月天的愛，他們對台灣的喜愛仍然不減，並能從台灣的本地文化找到他們在自己家鄉得不到的慰籍，包括台灣的慢活及台灣人的人情味。此研究除了能分析台灣演唱會旅遊和文化觀光的可持續發展，更能探究「迷文化」怎樣改變文化旅遊的形態。

關鍵字

觀光旅遊 ； 迷文化 ； 五月天 ； 流行演唱會 ； 文化地理

並列摘要

A person who portrays enthusiastic behaviour about a celebrity and engaged participation in related activities is called a fan. The word “Fandom” can be used to refer to the community the fans form and it is introduced to connect between popular culture and mass audiences. As fans’ behaviours, choices, and characteristics are further structured through social, cultural, and economic capital, fan consumption has been recognised and appreciated by the greater public, media, and business sector. Therefore, fandom tourism has been identified as “niche tourism” in government tourism strategies worldwide. Currently in Taiwan, organising live concerts has become a major revenue source for the music industry. In fact, in 2009, the frequency of live concerts in Taiwan was one every 3 days, with travel agencies organising tour packages to local concerts of singers for both local and foreign tourists. The attractiveness of such concerts and the high involvement of its fans have led to the development of “fandom concert tourism”. However, this emerging form of tourism, seen as one of the driving forces behind the connection of the intense passion of Hong Kongers to their “utopia”, Taiwan, and/or cultural identification as Ha-Tai (哈台, ‘Taiwanophile’), has remained under researched. The term Ha, borrowed from Taiwanese, meaning ‘possessing a fanatic behaviour to an object’, was first used in the term Ha-Ri (哈日, ‘Japanophile’) describing people who are fanatic towards Japan. Thus, Ha-Tai refers to people having intense passion towards Taiwan, including but not limited to its culture, environment, and politics. The Taiwanese band Mayday, being dubbed as the “Asian Beatles” by the American television network CNBC, was the first to introduce concert tourism to the market by cooperating with travel agencies to sell travel packages. This paper investigates the Ha-Tai relationship between their Mayday concert travelling experience and the development and/or reinforcement of their passion for the region. After conducting in-depth interviews with twelve Ha-Tai Mayday fans from various walks of life, the findings of this study reveal the rather rational nature of their behaviour; despite a tendency in the literature to describe such behaviour as lunacy. It was also found that even without factoring in their love for Mayday, their passion for Taiwan persists, which is attributed to a multitude of reasons, namely slow pace of life and passionate and friendly Taiwanese locals. The research, first of all, gives insight to how tourism can be developed in a niche way in order to sustain its growth; secondly, it also investigates how sub-culture, in this case fandom, shapes the form of cultural tourism.

並列關鍵字

Tourism ； Fandom ； Mayday ； Pop Concert ； Cultural Geography

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