公私合夥觀點之古蹟再利用委外經營決策影響因素之研究：多群體分析

Key Factors Influencing the Decision-Making of Contracting Out of Heritage Reuse from the Viewpoint of Public-Private Partnership: Multiple Group Analysis

加強古蹟保存規劃與再利用的結合，在維持歷史文化價值的前提下，透過公私合夥來引入適當的活動，以增進古蹟與民眾的互動，已成為全球重要的趨勢。然而，如何透過符合公私合夥理念的委外經營，來創造古蹟與經營者的雙贏，卻仍為亟待探討的課題。基於此，本研究以台南州知事官邸為例，透過系統性的分析來探討古蹟委外經營的關鍵決策影響因素。經由田野調查及案例分析，以及模糊德爾菲法與層級分析法的運用，本研究提出一套綜合性的古蹟再利用委外經營決策評估架構，並經由主要決策群體的調查分析，探討架構內容的適當性，以及公私部門對決策關鍵因素的認知差異。研究結果顯示，古蹟委外管理措施及獎勵誘因是公私部門皆相當重視的部份，此外，公部門也較重視歷史文化價值的呈現，而民間企業則較重視財務與成本的考量，至於基金會則較重視形象營造與行銷管理。最後，依據分析結果及古蹟的公共性價值，本文對古蹟委外經營提出具體的建言。

Encouraging the integrated consideration of cultural heritage conservation and heritage reuse by employing the concept of Public Private Partnership (PPP) to introduce suitable activities for better public-private interactions while maintaining the cultural values of heritages has become a global trend. However, how the contracting out of heritage reuse management should be implemented through PPP so as to create a win/win situation remains a critical issue. Using the Old Tainan Magistrate Residence as a research case setting, this study attempts to explore this issue. By incorporating research methods involving case studies, field survey, fuzzy Delphi, and the AHP method, this research proposes a comprehensive framework to explore the key factors influencing the decision-making of contracting out heritage management. After our empirical investigation, the proposed framework was tested, and the relative importance of the key elements of the framework were compared based on the opinions of three major decision-making groups. The result shows that all decision-making groups emphasize the practical measures of the contracting out and relative policy incentives. In addition, the public sector is concerned about the cultural values of heritage, while the private companies are concerned about the financial management and associated costs, and the NGO groups emphasize their brand image and marketing management. According to our research findings and the values of heritage to all people, this paper provides some operational suggestions for the contracting out of heritage reuse management.