得忌利士洋行之展示策略與觀眾溝通研究

A Study of the Douglas Lapraik & Co. display strategy and audience communication

不同於一般博物館，新北市立淡水古蹟博物館以古蹟空間為主體，身為文化資產空間，與其他展場空間不同的是，展示內容除了文本、圖像、一般展品或文獻、影音的展示之外，最重要且不可忽略的是「建物」、「空間」即為「展品」，這是古蹟空間作為展場的主要特色卻也同時是最大的限制與挑戰。
展示設計中，不論是主題內容、展場動線、展示手法、互動科技的應用的規劃，對於參觀者知識建構的方式及參觀體驗有決定性的影響；本文以淡水古蹟博物館102年辦理的「老洋行‧新淡水－得忌利士洋行復舊特展」為案例，探討文化資產空間作為展場所面臨的挑戰與觀眾溝通的效益，除進行文化資產空間展覽策略與展示手法、動線設計理論等面向之探討外；另藉由觀眾滿意度調查與分析研究，了解在這樣的展示規劃下，參觀者需求以及訪客對於展示傳達訊息之實際接收效益；此外，透過英國、荷蘭等地之國外文化資產相關案例分析，以及自97年起淡水古蹟博物館在推動結合復舊場景、戲劇導覽、以及行動劇等歷年執行成果，思考結合情境運用、感官體驗，以及將人的元素導入展覽解說模式的可行性與效益。
教育推廣是博物館的核心任務之一，而展覽則是博物館與觀眾溝通的重要橋樑，本文嘗試從文化資產空間作為展場的角度，探討在以古蹟為主體的博物館，其展示策略及觀眾溝通的效益，以及如何在觀眾需求與期待、古蹟歷史相關內容的知識傳達與空間條件的限制中權衡，思考未來展示設計結合多元手法的可能性與有效被接收理解的觀眾溝通方法。

Different from ordinary museums, Tamsui Historical Museum uses a historical building as its exhibition venue. In addition to exhibit regular items, the museum is different from other museums in that the architecture is an exhibit per se, which is the main attraction, but also the major limitation and challenge. Numerous aspects about the design of the exhibition have definitive influences on how audiences receive the exhibition, including topics, routes, display techniques, interactive technology. The present article discuss the case of “Tamsui Douglas Lapraik & Co. Exhibition,” hosted by Tamsui Historical Museum in 2013, in an attempt to shed light on the challenges and communication efficiency of using cultural space as exhibition venue. In addition to discussing strategies, display techniques, and route design, audience satisfaction survey is also conducted with a view to understanding audiences' needs and audiences' efficiency on receiving the messages that the exhibition tries to deliver. Besides, through other relevant case analyses conducted in England, Netherland, etc., as well as the results of all kinds of promotion activities that Tamsui Historical Museum has been devoted to since 2008, we discuss the possibility and efficiency of incorporating situation, sensational experience, and the element of “people” into exhibition commentary. One of the core missions of museums is to promote education, and exhibition is the bridge in the communication between the museum and audience. This article tries to discuss the display strategy and audiences communication efficiency of using cultural space as exhibition venue, as well as how to reach a balance in audiences' needs and expectation, history and information delivery, and venue limitation. We aim to consider the possibility of incorporating multiple display techniques in the exhibition and the communication approaches that can be received effectively.