羅東藝穗節品牌認同與文化凝聚力之研究

Abstract

羅東藝穗節做為宜蘭地區代表性的藝文活動之一，自創辦以來，已逐漸成為臺灣地方藝文活動的重要品牌之一，透過多元的節目安排、創意市集，逐漸塑造獨特的品牌形象，並吸引觀光客前往，促進地方經濟與文化發展。本研究旨在探討羅東藝穗節如何建立地方居民對藝術節品牌的認同，並分析其對地方文化凝聚力的影響。本研究將同時採用深度訪談法，及問卷調查法，透過主辦單位、地方政府、當地企業、當地演出團體的深度訪談內容，以及針對羅東在地鎮民（居住地為羅東及戶籍設在羅東鎮者）進行問卷抽樣調查，整理多方想法並加以分析，結合文獻分析，望從多方視角瞭解羅東藝穗節的品牌形象、核心價值與地方認同、凝聚的關聯性。研究結果為羅東藝穗節仍獲得多數鎮民的正面回饋與認同，尤其是社區居民與高齡參與者為主，普遍認為藝穗節不僅展現地方特色，也有效凝聚社區情感與提升城鎮形象。然而，青年的參與度、認同度都偏低，主題不夠鮮明、在地文化呈現不明確等問題亦浮現，需透過策略改善與制度創新吸引更多年輕族群參與，才能確保節慶永續。在影響社區參與層面，羅東藝穗節透過主題引導、派遣專業老師輔導與居民共同創作歷程，有效促進社區交流與社區凝聚力。羅東藝穗節在2019年以前設有工坊制度可促進社區間互動與觀摩，但隨著取消，此功能削弱，建議未來可透過短期工作坊、聯合創作等方式恢復交流機制；對社區參與者而言，羅東藝穗節有助於深化地方文化認同，但對於非表演者或一般居民而言，普遍認為在地文化呈現相對薄弱、分散，缺乏整體連結與創新，影響其感受，建議未來以統整性的文化主軸串聯各社區內容，提升整體文化辨識度與感染力，讓藝穗節真正成為具有深度與連結力的地方文化品牌。

The Luodong Fringe Festival, as one of the representative cultural and artistic events in Yilan, has gradually become an important local arts festival brand in Taiwan since its inception. Through diverse program arrangements and marketplaces, the festival has shaped a unique brand identity, attracted tourists, and contributed to the development of both the local economy and culture. This study aims to explore how the Luodong Fringe Festival builds brand recognition among local residents and to analyze its impact on local cultural cohesion.The research adopts both in-depth interviews and questionnaire surveys. Interviews were conducted with key stakeholders including event organizers, local government, local businesses, and performing groups. Additionally, a sample survey was administered to Luodong residents. These findings, combined with literature analysis, provide a multi-perspective understanding of the festival’s brand image, core values, and its connection to local identity and cultural cohesion.Results show that the Luodong Fringe Festival still receives mostly positive feedback and recognition from residents, especially community members and older participants. They generally believe that the festival effectively showcases Luodong’s local characteristics, strengthens community bonds, and enhances the town’s public image. However, the participation and sense of recognition among the younger population remain low. Moreover, concerns were raised about the lack of a clear theme and the fragmented presentation of local culture. These challenges indicate a need for strategic improvements and institutional innovations to attract and engage more young people, ensuring the festival's sustainability. While the festival enhances cultural identity for participants, non-performers and general residents tend to perceive the presentation of local culture as weak, fragmented, and lacking innovation. Therefore, establishing a unified cultural theme that connects performances from each community is advised. This would enhance the festival’s overall cultural coherence and resonance, further solidifying its role as a meaningful and influential local cultural brand.