| Summary: | 碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === In order to stop the depopulation in local cities and counties in Japan, the local governments have taken the initiative of "regional revitalization". The regional revitalization is one of the important themes for exploring domestic demand in the Japanese market, which has entered a period of population decline. There are two meanings of regional revitalization, one is the revitalization of the local economy and the other one is the revitalization of the community. The region revitalization emphasizes on not only the local economic development, but also the sense of security, or interpersonal relationship between the residents living in the local area.
Among all the researches, we found that the most common approaches to activate the regions and create regional values are to explore the regional resources, and take advantage to create the unique value. And this method can be regarded as the starting point of region revitalization. Regional revitalization is often used by economic point of views to determine whether it is successful. However, the point of views from other areas should not be ignored such as how to deliver the value of the regions. Moreover, the research of the relationships between the local residents and the core of values is still insufficient. In order to deliver the values to the society, the most common method is to host an event to attract people developing the tourism and consumption. There are some positive advantages, which has a great influence, on hosting an activity. They are expanding domestic demand by stimulating personal consumption, promoting regional promotion and employment through social capital improvement and private capital investment promotion, raising local residents identity, and creating unique communities.
In recent years, with the rapid development of the soft economy, peoples lifestyles have become more personal and diverse. The purpose of regional revitalization has also transformed the rational value to the emotional value. In many
areas, many events with the theme of "Art" have been held, which is to revitalize the region through art events. Though these events are highly creative to the theme and field of culture, it is difficult for existing industries to have a stake or impact. Nevertheless, during the art event is held, it is expected to foresee audiences participating. When the spectators walk through the venue, it is not only to watch various works of art with their eyes, but to experience or interact with the five senses to deepen their understanding of the local. The event can be ranging from art galleries to anywhere in local area. In this place, local residents can rediscover the new charm of local resources (such as natural landscapes, history, culture, local industries). Additionally, with interaction with the visitors, they will identify themselves and be re-established to their country, and willing to live longer. The successful art events in Japan would be taking the Echigo-Tsumari Art Triennale and Setouchi Triennale as examples.
In this paper, we found that the volunteers in the Echigo-Tsumari Art Triennale and Setouchi Triennale play an important role to the success of regional vitalization. Because that they are not only the key person as the link between the hostler and the local residents, but also attract the visitors to join the art events due to their credibility words. And according to the AIDEES model, which announced by Professor Hidetaka Katahira, just be applied to the consumer behavior so far. Actually, this model can also be used to explain some behavior as the volunteers in the art events. The volunteers in the Echigo-Tsumari Art Triennale and Setouchi Triennale play two roles depending on different situations. When they are participating to create the artworks, they are like the organizer (producer sight); but when they are just watching the artworks or taking around in the art events, they turn to be visitors (consumer sight).
As a result, to revitalize the regional through the art events is in addition to using the artworks to elicit the local existing various charm value, also including to hold the events with the participation of a third party, thus contributing effectively to convey information between the inside and outside areas. The exchanges and the word of mouth have enabled local residents to re-recognize the areas they originally lived in, and creating or increasing the identity with their local community.
|
|---|
