餐飲劇場營運困境與挑戰之研究

Abstract

餐飲劇場營運困境與挑戰之研究，從臺灣早期的那卡西、紅極一時民歌西餐廳、茶館、ＰＵＢ駐唱，到近年發展為餐館、咖啡廳也積極在與表演藝術團體合作，餐廳搖身一變成為藝文場地，舉辦音樂會、表演成果展、甚至出現小型舞展及音樂劇的形式，有越來越多的觀眾看表演不是進劇場，而是走進餐廳。

本研究旨在歸納餐飲業者與表演藝術的合作模式，分析因兩者結合產出的合作效益，透過訪談餐飲空間個案業者、藝文工作者、觀眾，從三個面向整理現今表演藝術跨領域至餐飲業的發展狀況，建構餐飲業者與表演工作者合作的參考依據。

研究者以自身經營表演藝術團體和餐飲業的經驗，與餐飲業者、表演藝術者、顧客對談，用更能感同身受的方式去綜合記錄各方角度經驗談。更要鑑往知來、溫故知新，整理過去到現在的餐飲空間和表演藝術結合的發展脈絡，歸納出目前時下流行的產業結合方式。

企盼本研究能探討餐飲及表演藝術，異業結盟卻有所相同的商業環境生態，探究雙方合作之優點及缺點，將成功合作案例立案分析，以評量指標提升餐飲空間引入表演藝術之品質，促進表演藝術與餐飲業合作之價值，推廣雙方合作方式能更為健全並蓬勃發展之可能，而這一切就和「行銷」息息相關。

Research on the operational dilemmas and callenges of dinner theatres is becoming a trend for audience to enjoy performances in restaurants instead of in theaters. From the that nakashi flourished in Taiwan in the early days, the once popular folk song restaurants, teahouse and the PUB singers, to recent collaboration between restaurants and cafes with performing artists, restaurants have become art venues for not only concerts and performances, but even for small dance shows and musicals.

The purpose of this study is to synthesize the operation model between restaurant and performing arts by analyzing their cooperative benefits. Based on interviewing the restaurant owners, the performance groups, and the audiences to analyze the development between this cross-industry cooperation, this study aims to establish a solid reference for future collaboration between performance artists and restaurant owners.

By utilizing my personal experience running businesses in both performing arts and catering industry, I am relatable and open to recording various point of views from different performing artists and customers. It is important to learn and review the past knowledge to apply and organize the developmental roadmap between performing arts and dining space from then till now, as well as summarizing the current trend in industry cooperation.

This research aims to explore the performing arts and catering industry - how cross-industry alliances can result in similar business ecology. This study will explore the advantages and disadvantages of the cooperation, and provide successful case studies to improve the quality of performing arts in restaurants with evaluation criteria. The end goal is to promote the value and healthy cooperation models between the performing arts and the catering industry through “ultimate marketing.”