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論文名稱 (中)：藝術觀光之形塑：以東海岸大地藝術節為例

論文名稱 (英)：Creation of Art Tourism: Taking the Case of East Coast Land Arts Festival as Example

論文作者：邱資雅 ( Chiu Tzu Ya )

所屬系所：進修部公共與文化事務碩士專班(假日)

指導教授：張育銓 (Chang,Yu-Chuan)

公開時程：一年後公開 [公開日期：2019-07-28] ( 下載論文 )

學位類別：碩士

畢業年月：民國 107 年 7 月

論文語言：中文

論文頁數：85

關鍵詞 (中)：東海岸大地藝術節、藝術觀光、觀光凝視

關鍵詞 (英)：Taiwan East Coast Land Arts Festival, Art tourism, Tourist gaze

中文摘要： 近年來台灣各地陸續舉辦「大地藝術節」、「地景藝術節」、「濕地藝術節」、「斜坡藝術祭」等大型藝術節慶活動，呈現對地理空間與土地人文的重新省思，無論官辦或民間自籌，這類將藝術家、作品與觀者從美術館空間解放到自然或社區等時空，或人文脈絡更為複雜紛呈空間中，必須處理的不只是純粹的美學問題，還有因場域而衍生的空間政治、產業經濟、環境教育、文化詮釋等等新的挑戰。 東海岸處處是景致絕美的世界級觀光景點，如何長遠且生生不息地媒合自然與人文的元素，創造人與環境和諧共生的優質觀光，藝術觀光應該是一個值得關注的發展領域。東海岸大地藝術節逐漸受到地方重視及遊客關注，在持續深入在地部落人文，並延展至國際視野之實踐過程，透過現代的文化觀光策略，凝聚在地與國際藝術力量，使得文化藝術產業與觀光產業密切相關推廣觀光的同時，更能了解觀光意象的形塑以及觀光意象形塑出明確的目標市場定位。 本文係以三屆「東海岸大地藝術節」為研究個案，研究從2015至2017年間東海岸大地藝術節三年執行成果及引發效應，再透過與國外、內藝術活動，如日本越後妻有大地藝術節及台南土溝藝術村進行比較，了解往後可參考的執行策略方向。本文主要研究問題：藝術結合觀光發展的可能性、建立藝術觀光品牌的可能、東海岸大地藝術節與國內、外藝術活動執行的對比。 本文的研究結論包括：一、東海岸大地藝術節已導入觀光品牌，可以創造更優質的深度旅遊的觀光環境。二、東海岸大地藝術節具有原住民生活文化醞釀出獨特核心價值。 本文研究建議為：一、未來相關文化、觀光、交通建設等主管機關能跨域整合。二、國際化的腳步必須逐步踏實，並非以邀請國外著名藝術家，或者以國際觀光客多寡來論定國際化標準。

英文摘要： In recent years, there have been large art festivals held throughout Taiwan, such as “Land Arts Festival”, “Landscape Arts Festival”, “Wetland Arts Festival” and “Slope Arts Festival”. Regardless of the organizers being the government or the private sector, these festivals present the reflections on geographic space and land culture, which liberate artists, their works and viewers from art galleries to the time and space of nature or communities, and place cultural context into more complex and diverse space, where the pure aesthetic issues are the only problems to be tackled, there are also new challenges derived from the location differences, such as spatial politics, industrial economics, environmental education and culture interpretation. The East Coast is full of breathtaking world-class attractions. Its art tourism shall prove a noteworthy developmental area, which will address the issues of integrating natural and cultural elements in a long-lasting and sustainable manner and creating quality tourism with harmonious coexistence of humans and the environment. Taiwan East Coast Land Arts Festival has been gradually attracting the attention of locals and tourists; it concentrates the local and international artistic force through modern cultural tourism strategies and promotes tourism through an intimate relationship between cultural arts industry and tourism industry, while continuously exploring the local tribal culture and practically extending towards international vision, so as to understand the creation of tourism images and the creation of a definite target market position for tourism image. This study took the third “Taiwan East Coast Land Arts Festival” as the example to investigate the achievements and effects from the 3-year implementation of the Festival (2015-2017) and compared it with the similar domestic and foreign arts events, such as Echigo-Tsumari Art Triennale in Japan and Togo Rural Village Art Museum in Tainan, Taiwan, to understand the future direction of implementation strategies for reference. The main objects of this study are: the possibility of combining arts with tourism development, the possibility of creating art tourism brand, and the implementation comparison between Taiwan East Coast Land Arts Festival and other art events held at home and abroad. The conclusions of this study include: (1) Taiwan East Coast Land Arts Festival has introduced a tourism brand, which will create a tourism environment for quality and in-depth travel. (2) Taiwan East Coast Land Arts Festival possesses unique core values based on the indigenous living culture. The suggestions of this study include: (1) The competent authorities such as culture, tourism and transportation development should be integrated inter-disciplinarily. (2) Internationalization should progress steadily, and the level of internationalization should not be evaluated based on the number of foreign renowned artists or international visitors invited.