| Summary: | 碩士 === 康寧大學 === 休閒管理研究所 === 104 === Since 1973, researches of Taiwanese opera seldom focus on its marketing. If Taiwanese opera troupes still adopt the old mode of negotiation with Temples Committee at temple gate or try to get subsidies from government sector but fail to emphasize on audience expansion, marketing and promoting, they will inevitably come to an end as a result of loss of audiences. In 2003, The National Culture and Arts Foundation (NCAF) became the first one to pay attention to the weakest parts of Taiwanese opera-marketing, planning and implementing. During participation in the “Taiwanese opera project” of NCAF, the troupes have learnt the method for expanding marketing resource network. Therefore, it is expected that Taiwanese opera troupes can find out appropriate marketing direction and try best to continuously make Taiwanese opera as people’s entertainment.
This study focuses on investigation of aesthetics experience of Taiwanese opera. By literature review and expert questionnaire design, five dimensions and nineteen criteria of aesthetics experience of Taiwanese opera are generalized. Purposive sampling is used to select five troupes which once participated in the “Taiwanese opera project” of NCAF. Survey via visit and questionnaire is conducted among production teams and administrative staffs of these troupes. Then, DEMATEL（Decision Making Trial and Evaluation Laboratory） is used to analyze influential factors between dimensions and between criteria.
Analysis results show that “entertainment” is the overall influence source that affects other aspects. Among criteria of the aspect “product knowledge”, “knowing Taiwanese opera” is the overall influence source. Among criteria of the aspect“joy”, “feeling of decompression and relax” is the overall influence source. Among criteria of the aspect “discussion behavior”, “topic discussed” is the overall influence source. Among criteria of the aspect “life value”, “important leisure” is the overall influence source. Among criteria of the aspect “enthusiasm”, “recognition as popular interest” is the overall influence source. Based on above results, following suggestions are proposed: creation objective should be definite; design of the story should increase the joy of the opera; create topics and continuously keep the topics hot; popularize the arts of Taiwanese opera; get like-minded audiences together by means of fans club and internet forum. The author hopes that results of this study can be used as references for promoting and marketing of aesthetics experience of Taiwanese opera troupe.
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