Inheritance and innovation of art zone: a case study of Shanghai West Bund

This research will take the largest art zone in Asia: Shanghai West Bund as an example and focus on the emerging theatre cluster along the Huangpu River. The inheritance and innovation of art zone was important to research because it will help the venue to fully reflect its own advantages or make unique transformation to find its own competitive advantage, present the best results, and bring customers a better event experience. Previous literature The Marketing Environment for Venues says the normal event venues may over-supply and the venues should be designed to feel futuristic, as well as flexibility, security and accessibility. A separate study Donald Getz suggested that the venue management system will directly affect event planning and customer experience. The data was collected by Intercept interviews and QR code questionnaire (N = 60) will be carried out with passersby on West Bund who have just finished the visit to the art zone in a purposive way to participate in the study and who were approached “cold.” The main data collection instrument is planned to be principles of the constant comparative method, with an emphasis on combined analysis of codes generated through the analysis of different data sets (Questionnaires and interview transcripts). The main data collection instrument is based on Qualitative Analysis for Social Scientists which found people are not necessarily inclined to go to familiar venues for exhibitions. For venues, the participants preferred to go to well-equipped venues that suit their tastes. Venues of West Bund are highly recognized in the industry The public believed that the West Bund art venues have a relatively high degree of agreement with the event. The advantages of the West Bund venues themselves enhance the attraction of the event. West Bund Arts Center is the most popular venue. The public strongly supported the transformation and upgrading of industrial areas into art zones. The research endeavor involved the contributions of bring new inspiration to the event organizers, explore new challenging venues to complete the event planning, and bring new experience to the industry.

本研究以亚洲最大艺术区——上海西岸艺术区为案例，聚焦于黄浦江畔兴起的剧院集群。艺术区的传承与创新对于研究至关重要，因其有助于场馆充分展现自身优势，进行独特的转型以寻找竞争优势，呈现最佳效果，并为顾客带来更佳的体验。现有文献《场馆营销环境》指出，常规场馆可能存在供过于求的情况，场馆设计应体现未来感，同时兼具灵活性、安全性及可及性。Donald Getz的另一项研究提出，场馆管理系统将直接影响活动策划与顾客体验。数据通过拦截访谈和二维码问卷（N = 60）收集，旨在以目的性方式招募刚刚参观完艺术区的西岸行人参与研究，并对其进行“冷接触”。主要数据收集工具计划采用常量比较法原理，侧重于通过分析不同数据集（问卷和访谈记录）生成的代码的综合性分析。主要数据收集工具基于《社会科学家定性分析》，发现人们并不一定倾向于前往熟悉的场馆观展。对于场馆而言，参与者更倾向于前往设施齐全且符合其品味的场馆。西岸艺术区的场馆在业界享有高度认可，公众普遍认为西岸艺术区的场馆与活动具有较高的契合度，场馆本身的优点增强了活动的吸引力。西岸艺术中心是最受欢迎的场馆。公众强烈支持将工业区转型升级为艺术区。本研究致力于为活动组织者带来新的灵感，探索新的挑战性场馆以完成活动策划，并为行业带来新的体验。