Event Planning and Audience Analysis of NCKU Art Center

• Main Authors: Chin-Yuan Niu, 牛晉媛
• Other Authors: Shing-Tao Chang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/64017606422548745399

碩士 === 國立成功大學 === 工學院工程管理專班 === 97 === University art centers have been prevalent since the late 1990s. They play an important role in providing art and cultural activities as well as in promoting the humanistic ambiance at school and in the society. The NCKU art center was set up in 1999 and has been devoted to creating an artistic and cultural environment to promote the humanistic spirit of the students. Almost a decade has been passed ever since its establishment and hence there is a need for careful examination and a detailed analysis to serve as references for improvements regarding general operation of the center, event planning, audience demand and their degrees of satisfaction. The present study began with an analysis of the operation of the art center, and then incorporated the event planning by project management methods in order to make the timetable and resources under good control. To evaluate the general effects of art activities, evaluation criteria were established according to the event planning along with audience responses. Ticket business was investigated and questionnaires distributed to students at the ninth Art Festival in 2008 so as to understand the background of the audience, their opinions on the performances, and their participation. Questionnaires were also distributed to audiences and again to students at the two large-scale performances at the end of July 2009 to learn about the demand of audiences and of students which the improvements of the organization of future art activities can be based on. The results of this study are as follow. (1) The return rate of tickets or audience attendance ratio is approximately 40%. (2) The quality of an activity is a crucial factor in attracting potential audience. (3) The quality of service and facilities of the venue needs improvement. (4) What students consider first is the type of performance when they have to pay for it, and the accepted ticket price is between 200 and 800 dollars. (5) The convenience to obtain performance information was not satisfying so there is much room for improvement with regard to advertisement. (6) The most effective advertising media include posters, banners, large billboards, and people’s passing on information. (7) Reasons for not participating in performances are ignorance of the performance, short of time, lack of interest, and lack of company to go together. Comprehensive evaluation criteria and performance measures should be developed. The achievement of goals should be quantified from the aspects of the organization of activities and audiences to assess the holistic effects of the artistic activities at the art center.