文化資產活化創新商業模式之研究-以沉浸式體驗科技為例

Abstract

本研究旨在探討在當代科技迅速發展與文化消費型態轉變的背景下，如何結合沉浸式體驗技術與創新商業模式，促進文化資產的保存與活化。隨著虛擬實境（VR）、擴增實境（AR）與混合實境（MR）等沉浸式科技的普及，文化產業的展示方式逐漸由靜態傳播轉為強調互動與參與的多元體驗。本研究以商業模式九宮格、精實畫布與 SWOT 分析為主要分析工具，透過深度訪談與三個沉浸式文化科技個案（双融域、夢想動畫、波翼藝術）之多重個案研究，探討沉浸式體驗如何影響使用者對文化資產的認知與行為，並進一步分析其背後的創新商業運作邏輯。研究結果指出，高品質的內容製作、科技的創新融合及深度的使用者互動是沉浸式體驗成功的關鍵要素。本研究從個案中歸納出場域營運型、技術服務型與平台資產型等三種創新商業模式，反映了沉浸式體驗在文化場域中多樣化的商業化可能性。研究強調，活化策略必須在維持文化核心價值與商業發展間取得平衡，避免過度商業化削弱文化內涵。最終，本研究不僅填補了沉浸式科技與文化資產整合應用的研究空缺，亦為文化機構、文創企業與政策制定者，提供可操作的活化策略與創新商業模式建議。This study investigates how immersive experiences and innovative business models can contribute to the preservation and revitalization of cultural heritage amid rapid technological advancements and evolving consumer behaviors. With the growing adoption of virtual reality (VR), augmented reality (AR), and mixed reality (MR), cultural presentation has shifted from static communication to interactive, participatory experiences. Utilizing the Business Model Canvas, Lean Canvas, and SWOT analysis as core analytical tools, this research employs a multiple case study approach—focusing on three representative Taiwanese cases: AMBI SPACE ONE, MoonShine Animation, and POSTWINGS—to explore how immersive technologies influence user perceptions and to analyze the underlying logic of these emerging business operations.The findings reveal that the success of immersive experiences relies on a synergy of high-quality content, technological innovation, and meaningful user engagement. The research identifies three distinct business models from the case studies: site-based service integration, technical content services, and platform-driven digital asset strategies, showcasing the multifaceted commercial potential of immersive technologies. This study emphasizes that revitalization strategies must balance cultural authenticity with business viability to prevent the dilution of cultural meaning. Ultimately, the research not only enriches the theoretical understanding of cultural-tech integration but also provides actionable insights for cultural institutions, creative industries, and public policy development.