建築投影製作與評估研究：以集集車站對位投影為例

近年來，體驗經濟與行銷的出現改變了服務過程和消費習慣。人們參加慶典與展演活動時，從中獲得的不單純只是活動中販賣的商品或飲食，而是生活體驗、甚至情緒感受的連結。因此一個城鎮透過節慶顯露的文化表現更為有價值，因為能從參觀者體驗展演的過程中，達到地方文化行銷與傳播的目的。本研究目的以集集車站建築投影《燦燦集光》個案研究為例，以參與式行動研究執行個案並探討建築投影之設計製作方法，並以體驗行銷的概念評估集集車站建築投影《燦燦集光》此體驗媒介，在策略體驗模組各構面的影響以及其傳播效果，提出建築投影設計製作與應用於地方文化傳播的建議。本研究透過建築投影《燦燦集光》的設計製作與展演，以體驗行銷理論發展量測問卷與訪談內容，透過問卷量化分析、開放性問卷及參觀者訪談資料的歸納編碼之質性分析，研究結果顯示，建築投影《燦燦集光》於各體驗構面的皆有正面的效益。在建築投影中加入地方特色元素、故事劇情、人物角色的設計，可提升其完整性與連貫性，同時可觀眾獲得情感連結與學習到當地文化特色。將建築投影推廣到地方小鎮，可為當地帶來創新形象與正面效益，提高民眾參與相關新形式展演活動的意願。將建築投影應用於地方文化之傳播效果具可行性且有達到預期之目標。

In recent years, experimental economy and marketing has apparently changed a variety of service processes and consumption habit. When people attend festivals or shows, they not only obtain goods or cuisine from events’ businesses, but also life experiences, connections and their emotional feeling. However, cultural expression of a town reveals more valuable in a festival because it could be benifical to market and disseminate local culture by attracting attendees to experience. Thus, the aim of this research is to explore how to design and evaluate an architectural projection show in a festival. Adopt participatory action research to implement a case of Jiji train station architectural projection show named “Sparking light in Jiji” and propose the suggestions of an architectural projection production model. In addition, use experience marketing theory to evaluate its cultural dissemination efftects on the strategic experience module. Execute questionnaires investigation and interview to collect participants’ responds which are analyzed quantitatively and qualitativly. It results that local features, story narration, and some characters could bring integrality and consistency into an architectural projection show. It could induce audiences’ emotional sympathy and cultural learning. Besides, an architectural projection shows significant positive effects on each experience module. Conclude that an architectural projection, one new media art, could prestnt the innovative image which increase people’s willingness to participate and visit to local towns. It should contribute to disseminate local culture that architectural projections show in a light festival.