休閒文化與運動場域的重構－以宜蘭國民運動中心為例

宜蘭國民運動中心的出現，促使宜蘭市近年趨於穩定的傳統休閒文化產生重構。本文以Bourdieu場域理論觀點，從自然環境、社會結構、團體習性，看宜蘭市運動場域內部慣習的結構與重構，以運動中心為場域帶來的改變與順應，形塑出宜蘭多樣、動態的休閒文化，並聚焦成運動中心經營的啟示。筆者採用民族誌方法，以深度訪談及親身進入田野參與觀察進行。研究發現為：（一）因應多雨氣候，運動休閒場域漸增，民眾付費觀念及生活方式的串連；（二）雪山隧道開通後宜蘭就業人口外移，高齡及幼年人口比例偏高的結構，休閒動機的生成使呼朋引伴的團體休閒文化為主流；（三）社會支持帶動宜蘭基層運動興起，在地認同及使命感促使運動員返鄉回饋。最後呈現休閒文化結構成的慣習以及中心出現帶來場域的重構現象，提出體驗策略、口碑行銷、扎根基層等運動中心營運策略，給予相關休閒業者實務建議，也提供學術領域未來研究方向的參考。

關鍵字

場域理論；慣習； Bourdieu ；民族誌

並列摘要

The establishment of Yilan Civil Sports Center has reformed Yilan City's traditional leisure culture which has been rather stable in recent years. Based on Bourdieu's field theory, the study focuses on the aspects of natural environment, social structure, and group habits so as to learn about how the habitus of Yilan City was formed and has been reformed in the field of sport and what changes has the Civil Sports Center brought about in terms of shaping a more diverse and dynamic leisure culture, and more importantly, to shed light on the management model of sports centers in Taiwan. The study adopted ethnographic methods to conduct in-depth interviews and field research in Yilan City. The research findings show that: (1)Due to the rainy weather, the number of indoor gymnasiums and courts have been increasing. Citizens' willingness to exercise goes up, and the concept of user charge is also gradually acquainted. (2)After the opening of the Hsuehshan Tunnel, working-age population has been moving out of Yilan, which causes the proportion of the elderly and youth population to go up. Older and younger citizens hence have more motivation for leisure and tend to get together, which makes group leisure activities a popular trend. (3)Support from the society has led to the rise of the grassroots sport in Yilan, and local identity has also prompted athletes to return to their hometowns as a result. Finally, through presenting the habitus formed by the leisure culture structure and the phenomenon of reformation of the field brought about by the appearance of the Civil Sports Center, the study discusses operation strategies for sports centers, including experience service, word-of-mouth marketing, local involvement, to provide practical advice to the leisure and sports industry as well as research direction to future academic study.