沉浸式劇場觀眾體驗及經營模式探討

Abstract

沉浸式劇場作為近年表演藝術領域中的創新展演形式，突破了傳統劇場的空間限制與觀演模式，強調觀眾的主動參與、情境融入與多感官互動，逐漸發展出獨特的文化體驗場域。然而，沉浸式劇場在觀眾體驗設計、經營策略建構、與制度支持系統等層面，仍存在明顯挑戰與研究空白，特別是對於觀眾主觀經驗與心流狀態的解析，以及其背後所支撐的行銷策略與營運邏輯，需進一步系統化探討。本研究以沉浸式劇場的觀眾體驗與經營模式為核心主題，透過質性研究方法，結合多重資料來源，包含：文獻分析、製作團隊與專家訪談、觀眾深度訪談與參與觀察等方式，建立一個跨理論與實務視角的分析架構。研究設計分為兩大面向：其一為觀眾端的體驗歷程，聚焦於觀演前的動機與期待、觀演中的參與與互動，以及觀演後的感知評價與情緒轉化，並區分具心流與無心流之沉浸類型；其二為製作端的經營實踐，探討其在創作開發、觀眾互動設計、品牌經營、商業模式與制度環境上的應對策略與挑戰。研究結果指出，在經營模式上，則顯示出沉浸式劇場不再依賴傳統票房，而須整合品牌敘事、空間經營、觀眾經驗設計與跨平台行銷策略，以因應日趨競爭的文化市場與多元化受眾需求。研究也指出臺灣目前在制度法規、版權保障與社會認知層面仍有不足，對於沉浸式劇場的永續發展構成潛在限制。本研究補足沉浸式劇場在觀眾研究與經營理論方面的知識空缺，並提出未來發展的策略建議，期望為臺灣文化內容產業注入創新視野，提供藝文實踐者、政策制定者與學術研究者具體參考依據。Immersive theatre, as an innovative form of performance art in recent years, breaks through the spatial boundaries and conventional viewing patterns of traditional theatre. It emphasizes audience participation, environmental integration, and multisensory interaction, gradually evolving into a distinct domain of cultural experience. However, significant challenges and research gaps remain in areas such as audience experience design, operational strategy development, and institutional support systems—particularly concerning the analysis of subjective experiences, flow states, and the underlying marketing strategies and business logics. This study centers on the audience experience and management models of immersive theatre. Adopting a qualitative research approach, it integrates multiple sources of data, including literature analysis, interviews with production teams and field experts, in-depth audience interviews, and participant observation, to construct an analytical framework bridging theoretical and practical perspectives. The research is structured around two key dimensions: the first focuses on the audience experience process—examining motivations and expectations before the performance, participation and interaction during the performance, and post-performance perceptions and emotional transformations, further distinguishing between immersive types with and without flow states; the second addresses the production side, analyzing strategies and challenges related to creative development, interactive design, brand management, business models, and institutional environments. Findings reveal that immersive theatre management is no longer reliant solely on traditional ticket sales but requires the integration of brand storytelling, spatial operations, audience experience design, and cross-platform marketing strategies to meet the demands of a competitive cultural market and increasingly diverse audiences. The study also highlights current deficiencies in Taiwan's regulatory frameworks, intellectual property protection, and public awareness, which pose potential limitations to the sustainable development of immersive theatre. This research fills a critical gap in audience studies and management theory within the field of immersive theatre and offers strategic recommendations for its future development. It aims to inject innovative perspectives into Taiwan's cultural content industry and provide practical reference for cultural practitioners, policymakers, and academic researchers alike.