藝術經紀與導覽的商業模式研究 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 碩士論文政治. 大. 立Master’s Thesis. ‧. ‧ 國. 學 sit. y. Nat. 藝術經紀與導覽的商業模式研究 er. io. Research on Business Model of Art Agent and Art Tour. n. al v i - Lifetistic as an Example n C hengchi U. Student: Yu-Ching Lin Advisor: Professor Chester Ho. 中華民國一〇三年六月 June 2014.

(2) . 藝術經紀與導覽的商業模式研究 Research on Business Model of Art Agent and Art Tour. 研究生：林雨青. Student: Yu-Ching Lin. 指導教授：何小台. Advisor: Chestor Ho. 國立政治大學. 學. ‧ 國. 立. 政治大. ‧. 商學院國際經營管理英語碩士學位學程碩士論文. er. io. sit. y. Nat. A Thesis. n. a to International MBA Program Submitted iv l C n U NationalhChengchi University engchi. in partial fulfillment of the Requirements for the degree of Master in Business Administration. 中華民國一〇三年六月 June 2014.

(3) . Acknowledgements I will like to dedicate the efforts to my father, who has lived in heaven for some time but still influence me in many aspect; to my mother, to whom I caused a lot of trouble. Also, professor Chester’s guidance, my family’ support, my friends’. 治政大 in the good karma are understanding and many other who involve 立 ‧. ‧ 國. 學. indispensible to making this research possible.. n. er. io. sit. y. Nat. al. Ch. engchi. i. i n U. v.

(4) . Abstract Research on Business Model of Art Agent and Art Tour By Lin Yu Ching Research on business model of art agency and art tour originates from my passion for art. This passion intrigues me to construct a gateway to understanding the ongoing development of art. 政治大. in Taiwan. The origin of the idea is to design a business model for art services combining art. 立. agency and art tour after keen observation of the paradigm shift from manufacturing sectors to. ‧ 國. 學. service- oriented sector and by diligent practice on innovative art services. Catering to the niche art market, this type of creative art service may not only create a new trend but also. ‧. inspire more possibilities for art industries.. n. er. io. sit. y. Nat. al. i n U. v. Keywords: Art agency, Art agency, Art tour, Culture industry, Evaluation of artwork, Featured tour. Ch. engchi. . ii.

(5) . TABLE OF CONTENTS 1.. Introduction .................................................................................................................. 1. 1.1.. Purpose of the Study ................................................................................................... 2. 1.2.. Definition .................................................................................................................... 3. 政治大. 1.2.1. Definition of Art Agency ........................................................................................ 3. 立. 1.2.2. Definition of Art Tour ............................................................................................. 3. ‧ 國. Limitation and Disclaimer .......................................................................................... 3. ‧. Theoretical Background............................................................................................... 4. y. Nat. sit. 2.. 學. 1.3.. 2.2.. Overview of Taiwan Featured Travel ......................................................................... 6. n. 2.3.. al. er. Overview of Taiwan Visual Art Market ...................................................................... 5. io. 2.1.. Ch. engchi. i n U. v. 2013 Gallery Week Survey ......................................................................................... 8. 3.. Objective...................................................................................................................... 13. 4.. Method ......................................................................................................................... 14. 4.1.. Art Agency Research ................................................................................................ 14. 4.1.1. Art Exhibition-Theo Marmolejo........................................................................... 15. iii.

(6) . 4.1.2. Art Participation- Guillaume Hebert .................................................................... 24. 4.1.3. Art Dealing Research ........................................................................................... 25. 4.2.. Art Tour Research ..................................................................................................... 27. 4.2.1. 5.. Combination of Art Agency and Art Tour ................................................................ 39. 政治大 Specialized Market for Creative Art Service in Taiwan ......................................... 40 立. 學. ‧ 國. 4.3. Art Tour Via Travel Agency ................................................................................. 34. Content & Form ........................................................................................................ 41. 5.2.. Channel & Media ..................................................................................................... 42. ‧. 5.1.. y. Nat. io. al. v. Creative Art Agency and Art Tour-Lifetistic Illustration .......................................... 45. n. 6.1.. sit. Possible Entrepreneur Opportunity ......................................................................... 44. er. 6.. Ch. engchi. i n U. 6.2.. Marketing Strategy for Art Agency and Art Tour ..................................................... 46. 6.3.. Financial Returns of the Art Agency and Art Tour ................................................... 47. 6.3.1. Specific Financial Data for the Art Agency .......................................................... 47. 6.3.2. Specific Financial Data for the Art Tour............................................................... 47. 6.4.. Critic and Suggestion from Experts.......................................................................... 49. 6.4.1. Critic from Kaohsiung Fine Art Museum President, Mr.Hsieh ............................ 49. iv.

(7) . 6.4.2. Critic from Lion Travel Vice President, Mr. Chen ............................................... 49. 6.4.3. Critic from Artist, Mr.Chen Chun-Hao................................................................. 49. 7.. Updated Travel Plan for Art Agency and Art Tour ................................................. 50. 8.. Conclusion ................................................................................................................... 57. Reference ................................................................................................................................. 58. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. . Ch. engchi. v. i n U. v.

(8) . List of Figures and Tables Figure 1: Visual Art Industry Range ........................................................................................... 2 Figure 2: Average Revenue and Growth Rate Doe Cultural Industry in Taiwan ....................... 5 Figure 3: Change on the Objectives of Inbound Traveller to Taiwan......................................... 6 Figure 4: The Income Change of the Tour Industry ................................................................... 7 Figure 5: 2012 Gallery Week Sample Route ............................................................................ 11. 政治大. Figure 6: 2013 Gallery Week Sample Route ............................................................................ 12. 立. Figure 7: Theo with the Curating Team .................................................................................... 16. ‧ 國. 學. Figure 8: Theo’s External Power Point Introduction (Sample) ................................................ 17 Figure 9: Theo Painting List (Sample) ..................................................................................... 18. ‧. Figure 10: The Exhibition Site in the Breeze Center................................................................ 21. Nat. sit. y. Figure 11: Theo with his Brother and Friend on Exhibition Day ............................................. 22. n. al. er. io. Figure 12: Presentation at the Wine Gathering ......................................................................... 23. i n U. v. Figure 13: Guillaume Explaining His Artworks ....................................................................... 24. Ch. engchi. Figure 14: Mr. Hoe with Artist and Curating Team .................................................................. 26 Figure 15: Certificate of Authentication for Bob Dylan ........................................................... 26 Figure 16: Urban Adventure-Taiwan Art Tour Page................................................................. 34 Figure 17: Rachel Visiting Apollo Gallery ............................................................................... 38 Figure 18: Shanni and Her Father in the Galleries ................................................................... 39 Figure 19: Above: Theo Marmolejo Work. Below: Gupajuhe Work........................................ 41 Figure 20: Left: Gupajuhe. Right: Theo Marmolejo ................................................................ 42 Figure 21: Above: Theo Marmolejo. Below: Gupajuhe ........................................................... 43 Figure 22: The Ideal Incomes from Art Agency and Art Tour ................................................. 47. vi.

(9) . Table 1: Information Path Question............................................................................................ 8 Table 2: Preference Question ...................................................................................................... 9 Table 3: Time Duration Question ............................................................................................... 9 Table 4: Finance Question ........................................................................................................ 10. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. vii. i n U. v.

(10) . 1. Introduction As Taipei is heading to host the world design capital 2016, more and more innovative services emerge to serve the booming demand of the expected incoming visitors. This is an excellent opportunity to expect what this city, Taipei can offer as a creative and innovative metropolitan capital. For short term, these international visitors attracted to the cultural events may pose business for current cultural industries. But for long term, the cultural industries themselves. 政治大. have to have sustainable form and content to continually bond their customers not just. 立. nationally but also internationally.. ‧ 國. 學. One of the already booming cultural creative industries is the visual art industries, especially. ‧. in Taipei. The word “Art” was not capitalized until 18th century and thus has no independent identity. The modern art has been recognized and canonized since then. Taiwan’s modern art. y. Nat. er. io. sit. originated from the Japanese period (AD1895-1945) when talented artists received higher education in Japan and returned to Taiwan. But the mechanism of artwork transaction is not. n. al. Ch. i n U. v. well established until 1990s when the internationally well know auction house Sotheby’s and. engchi. Christie’s entered Taiwan market respectively in 1992 and in 1993. As their entrance to Taiwan’s art market marked a milestone; their exit in 2000 and 2001 also announced the stagnation of the Taiwan art market replaced by more tax free Honk King.. Even though many of the galleries either closed or moved to China before 2014, new galleries or experimental space on the other hand established another trend for art. From this perspective, other innovative services should be available to enrich the art industries.. 1.

(11) . 1.1.. Purpose of the Study. 政治大. 立Figure 1: Visual Art Industry Range. . ‧ 國. 學. This graph from ministry of Culture 2013 annual publication is to depict the visual art. ‧. industry “territory” or the business within the category. The two main purposes of this. sit. y. Nat. research are to find out if art agency is sustainable and to find out if art tour is acceptable. I. io. er. personally am attracted to fine art ever since I took the course “History of art” at my undergraduate level. I have wondered if it could be possible to make art-related service as. al. n. v i n C hI put my idea intoUpractice. By putting up an exhibition occupation. Last year (2013), finally engchi for a fellow artist, unconsciously, I already managed to be an art agent. In addition, by. operating with a travel agency, I also test the market about the art tour mainly focused on foreign tourists. . . 2.

(12) . 1.2.. Definition. 1.2.1. Definition of Art Agency The art agency discussed in this research is specifically referred to an institution a person dealing with visual artwork transaction between at least two different parties.. 1.2.2. Definition of Art Tour. 政治大. The art tour discussed in this research in specifically referred to a tour package position art. 立. 學. 1.3.. ‧ 國. element in designing travel plan.. Limitation and Disclaimer. ‧. This research is based on my observation, experimental practices and feedback from experts.. sit. y. Nat. Not all of possibility of the form and contents of the art agency and art tour are exhaustively. io. al. er. discussed in this research. In addition, this research is based on the assumption that the word. n. “art” described in this research refer to any innovative form of visual art. All the images used. Ch. engchi. here are taken by me for academic use only.. 3. i n U. v.

(13) . 2. Theoretical Background “The forms of cooperation may be ephemeral, but often become more or less routine; producing patterns of collective activity we can call an art world.” By Becker in Art worlds is the official definition of art in modern sense. Originating from Danto’s Art world, modern definition of art is no longer limited to discussing the artwork itself. Rather it is more about how an artwork is called art, namely how can a piece of art be called art at all? Danto’s. 政治大. follower, Dickie in “What is Art?” asserts that there is custom and rules that make an artwork. 立. called art. In the artwork, all the regulations and practices follow a certain pattern that allow. ‧ 國. 學. some art work with the attributes authorized into the Artworld.. ‧. Before going into elucidating the subject of art agency and art tour, it is essential to position the definition of art in theoretical framework. In “The Role of theory in Aesthetic,”Weitz has. y. Nat. er. io. sit. suggested that the theories on art have help distinguish the recognition and qualification of some artwork from others. The modern art world has emphasized more the social aspect. n. al. Ch. i n U. instead of pursuing the form and content only as before.. engchi. v. The audience in this perspective also has more dimensions than the past. To cater to their needs, more and more creative art product and service are in demand. In this research art service includes the art agency and art tour is the main focus.. 4.

(14) . 2.1.. Overview of Taiwan Visual Art Market. From the graph stating the revenue and growth rate of the visual art industries compared to art cultural creative industries, visual art industries have seen steady growth since 2009. The first column indicates that the visual art industry has grown to 2,188,000 NTD on average revenue.. Average income and growth rate for each company . Visual art industry . 立. 政治大. Average Growth rate . ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 2: Average Revenue and Growth Rate Doe Cultural Industry in Taiwan. 5.

(15) . 2.2.. Overview of Taiwan Featured Travel. Art tour also involves in the touring side so I also collect data from Tourist Bureau. The graph I compiled below is an indication showing the changing in numbers of the inbound sightseeing visitors growing from steadily to 68.35% of 5,479,099 people in 2013 from 36% of 1,021,572 people in 2001 and 43% of 1,510,207 in 2006.. % Change on the objectives of inbound traveller to Taiwan. 立. ‧. ‧ 國. 學. medical care 100,083 1.25% education Meeting 75,938 61,608 0.95% business Family 0.77% 927,262 469,877 11.57% 5.86%. sightseeing. sightse. people representing 36% of total visitors. sit. 2006. Ch. 2013 sightseeing 5,479,099 people representing 68.35% visitors. er. al. n. sightseeing 1,021,572. io. 2001. y. Nat. sightseeing. 政治大. sightseeing. engchi. 1,510,207 people representing 43% of total visitors. i n U. v. other 886,097 11.05%. Figure 3: Change on the Objectives of Inbound Traveller to Taiwan The following two pages are an example of a creative art tour different from visiting tourist hotspots like Taipei 101 only. The first page covers two routes of the gallery tour in 2012 and the second page covers the same route in the following year 2013.. 6.

(16) . 近十年觀光外匯收入及國內旅遊支出及總收入. unit:NTD 100 million. The income change of the tour industry for 10 years from 2003 to 2012 6,363 . 6,184 . 5,140 3,818 3,196 2,181 1,015 . 3,905 . 2,243 . 2,193 . 2,478 1,926 1,585 . 1,340 . 1,651 . 94年. 3,713 . 4,081 . 3,260 . 1,712 . 3,485 . 2,759 3,103 . 1,842 1,871 . 1,828 2,253 . 2,381 . 2,699 . 政治大. 立 95年. 93年. 96年觀光總收入. 97年 98年外匯收入. 99年 100年 101年國人國內旅遊收入. Foreign income. Domestic income. 學. Total income. ‧ 國. 92年. 3,511 . 3,894 . . Figure 4: The Income Change of the Tour Industry. ‧. From this graph4, the foreign income contributing to the touring industry has been steadily. y. Nat. er. io. sit. growing since 2003. As the unit is in 100 millions, the 348,500,000,000 foreign incomes in 2012 has surpassed domestic income which just dwindled to NT269, 900,000,000. Not only. n. al. Ch. i n U. v. the numbers for sightseeing tourists are growing, the money they spent during their tour in. engchi. Taiwan also increased. By this trend, the tour industry will rely more and more on foreign tourists’ contribution to the overall tour industry. The tour product and service then have to focus more on the needs of the foreign tourists. As long as s light part of this group has a slight interest in the art tour, the effects will not only be on the art tour itself but also the significance of developing creative product and service in the cultural industries as a whole.. . 7.

(17) . 2.3.. 2013 Gallery Week Survey. This survey was conducted by me during 2013 gallery week. These 30 interviewees were joining one of the gallery tour routes offered by the Taiwan art gallery association. Originally I asked 14 questions and condensed the survey related to art agency and art tour as below. The two major conditions are age and education for each question.. Table 1: Information Path Question. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. i n U. v. I am curious about how the participants obtain the related information. It turns out. engchi. surprisingly that 11 people are notified by friends, who might have information from Facebook. The age group “22~30” is more significantly following the pattern while the education group is approximately equally distributed. For targeting interest group, the initial information can be spread via social network such as Facebook, which is the most popular in Taiwan. . 8.

(18) . Table 2: Preference Question. This question aims at finding out which type of artwork could be the most attractive in. 治政 participants’ point of view. It turns out that the modern visual 大 art, which is also the main focus 立 of the gallery tour prevalently leads the vote following the western classic. Actually the ‧ 國. 學. division of arts is not limited to these categories’ let alone even within modern visual art, there. ‧. is a lot more classification. This is just a brief indication that modern visual art is more favorable than other type of art type.. n. al. er. io. sit. y. Nat. Table 3: Time Duration Question. Ch. engchi. i n U. v. From this question, 1 hour below is the most acceptable time duration for art tour. On average, 1 hour is only enough to visit one gallery in depth unless the visitors are not interested in thorough understanding of the galleries. The visitors’ education will be needed to let the potential guest aware the ideal length of a proper art tour.. 9.

(19) . Table 4: Finance Question. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. The finance part is the most interest part, from which, I get to know that very few people value the art tour service. In Taiwan, many of the art tour are for free and no art work will be sold after art tour. It is clear from the tables that over two third of the people will only pay less than 300 for the art tour service. Half of them will not buy art work and for the other half who are interested in purchasing artwork only has below NTD50, 000 budget. By this standard, few excellent works are available for purchase.. 10.

(20) . 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. . Figure 5: 2012 Gallery Week Sample Route . 11.

(21) . 立. 政治大. ‧ 國. 學 . ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 6: 2013 Gallery Week Sample Route . 12.

(22) . 3. Objective This research aims at figuring out a sustainable business model for commercial art agency and art tour. At the same time, by doing this research, my previous experience in art agency in cooperation with other teams will contribute to the understanding of how visual art industry woks and its related potential business opportunity. In addition, the hands- on experience of the art tour hopes to inspire more innovative ways for travelling.. 治政 In addition to personal experience observation, I hope大 to get more insight of the consumer 立 behavior and their logic in attending art tour or buying artwork. The promotion chart above ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. is a demonstration of how the promotion activity can be advanced by perceptual and learning constructs before the final output. . . 13.

(23) . 4. Method There are a lot of academic discourse concerning the definition of art and artwork. From this perspective, I position my center of research on the possibility of building up a business model related to art especially visual art in the fine art category. By narrowing down my focus, I start by reviewing the literature about how art obtain its status as artwork originating from Danto’s Artworld (1964).. 治政大 cases presentation based on a This study is a systematical examination of the present 立 theoretical framework as well as empirical survey and personal observation. For the art ‧ 國. 學. agency part, I have prepared the past personal experience on doing artwork exhibition,. ‧. transaction and other efforts pertaining to art agency. For the art tour part, I had done a survey about the possibility of art tour service for interested public. This survey was conducted. y. Nat. al Art Agency Research n. 4.1.. er. io. sit. during the gallery week from June 8 to16 in 2013 hosted by Taiwan art gallery association.. Ch. engchi. i n U. v. In this part, I would like to share the pattern for art agency by two case studies both from my own experience. The functions of art agency including finding artist, curating artists’ artwork, publishing catalogue, attending art fair for promotion, dealing with curators in Taiwan are mostly galleries’ responsibility. However, in this digital age, without a gallery as back up, there is still possible ways for doing art-related service.. 14.

(24) . 4.1.1. Art Exhibition-Theo Marmolejo The most essential ingredient for art agency is goal setting for me. To deal with artwork transaction, art exhibition is one of the ways to showcase an artist’s pieces of work. In this digital world, all the exhibitions can be held either in real world or in virtual world. For the initial idea to promote the artist, Theo Marmolejo who is also an IMBA student, I decided to host an experimental exhibition. By this belief, I contacted a group of art-enthusiastic people. 政治大 for putting up the art exhibition: preparation, progression and presentation. 立. about further elaborating an art exhibition for the artist, Theo. There are three necessary steps. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 15. i n U. v.

(25) . Preparation . 政治大 Figure 7: Theo with the Curating Team 立. ‧ 國. 學. Ever since the idea to host an exhibition was born, our team had met regularly once a week, three months before the exhibition on November 2nd. The photos were taken on September. ‧. 18th when our team members had a meeting with the Richman Café boss on the fifth floor of. y. Nat. sit. Nang King Breeze center, where we decided to open the exhibition. The materials I presented. n. al. er. io. to the boss include vision explanation, team members’ introduction, and artist introduction,. i n U. v. information of the activities, guest list, marketing exposure, and expectation. What is most. Ch. engchi. difficult part is to accommodate each party’s interest as each party represents an unique way of thinking and has their own consideration.. For my part, I have prepared as more adequate materials as possible including the introducing slides, the painting lists, the central idea for the exhibition and etc. On the next page, there are some samples to indicates what kinds of documents are necessary.. 16.

(26) . . . 學. ‧ 國. 立. 政治大 . ‧. . n. al. Ch. . engchi. er. io. sit. y. Nat. . i n U. v. . . Figure 8: Theo’s External Power Point Introduction (Sample) 17.

(27) . 立. 政治大. ‧. ‧ 國. 學 Figure 9: Theo Painting List (Sample). sit. y. Nat. n. al. er. io. The power point introduction has two versions; the internal one is used to list the checkpoints. i n U. v. and responsibility for each team member while the other external one is used more for. Ch. engchi. promoting our mission. The mission is also restated in the central idea from page 18 to 20. These materials involve solid interviews and discussions with the artists who will provide the ideas and raw data of his artworks. In addition to the primary data, the theoretical discourse wouldn’t be possible without academic searching on related theories. At last, the content has to be arranged in an orderly fashion for exposure in different media such as Facebook, blogger or prints.. 18.

(28) . The central idea for the exhibition “In Between” is written by me. To work out the content and the relationship of Theo’s work, I have done several discussions with Theo to make sure that his idea of creation can match the theories that I searched.. Start of the content---------------------------------------------------------------------------------------When colour has its greatest richness, then form has its plenitude. -Paul Cézanne. Color has been the most essential element to reflect reality for artists. The Ecuador artist,. 政治大. Theo Marmolejo once states from his official website that “”Color itself is our first perception. 立. of reality.” He believes that color itself is the first impression left by reality. On November 2nd. ‧ 國. 學. 2014, he is going to have his first exhibition on the fifth floor of Nanking Breeze center. The paintings he prepared mingled with music and motion represents his artistic expression. The. ‧. subject “in Between” connotes an obscure area between two worlds full of uncertainty as well. y. Nat. sit. as mobility. The portraits that Theo depicted have concrete human shape but the background. n. al. er. io. is filled with mobile lines, blue, green or red bringing the subject, the portrait, into motion.. i n U. v. Clement Greenberg(1900-1994) once asserted that modernism strengthens that on two. Ch. engchi. dimensional surface, color itself can express the properties of art.. In term of subject, Theo chose the popular totem-rock stars and girls. Willingly or unwillingly, people can’t escape the popular totems scurrying around. But surrounded by this world with broken and scattering meaning, he hopes to elevate the popular culture into art level and to enable a holistic life expression into art. These iconic rock stars including Bob Marley (1945-1981), John Lennon (1940-1980), and Sting (1951-) intertwine the collective awareness of that passionate era. By Theo’s own words “In Life, there are certain moments that we must preserve. The emotion inspired by music is so profound; the best way to preserve it is by art.”. 19.

(29) . These artworks had travelled across the Pacific Ocean and landed in Taiwan. The energy of mobility disseminates along with the artist. In the book, “mobility,” Peter Adey explains “Mobility is a way to connect with the world, participate and analytically understand the world.” Owing to Theo’s moving to Taiwan for studying NCCU IMBA, he is able to meet art agent, Nancy who is also an IMBA student, who connects Theo to the curating company, ARTWALK so that the exhibition “In Between” is possible. After this series of mobility, each individual body involved has different corresponding relationship and position, which further. 政治大. authorizes the meaning to mobility itself.. 立. ‧ 國. 學. In this exhibition, artworks are not displayed conventionally as is in the galleries. They will be arranged closer to life arena situation. There will also digital projection to present dimensional. ‧. outlook for multiple mediums. In addition, a music DJ will also respond to the artworks in his. sit. y. Nat. own musical language. These two artist expression, painting and music interact to inspire. io. er. unlimited imagination and energy, from which each participant can experience what Tolstoy, affirms in his art theory, “The objective and mission of art is to transmit feelings.”. n. al. Ch. engchi. i n U. v. In “Pictures and Tears” James Elkins endeavors to answer a question, “Why we lack profound feelings when facing pictures?” He uses almost 400 pages and has his conclusion: “Because of lacking of love…,”In other words, Because of lacking of love, we can’t have profound meanings toward pictures, which is astonishing since every artist has poured endless love into their artwork in the hope that their audience will be able to appreciate and receive it. Poet, Hsia Yu once said in the pamphlet, saying “ The space let by the author is more like an invitation.” for a drama “Only secrets can tract secrets” co-produced with Riverbed theatre. Put in this perspective, the space left by the artist is also like an invitation, inviting every participant to enter the space that the artist left behind, and to project their own meaning and 20.

(30) . imagination. Within this kind of atmosphere, artist’s belief can be transmitted. That is the passion and love for life.. End of the content------------------------------------------------------------------------------------------Progression. 立. 政治大. ‧. ‧ 國. 學 sit. y. Nat. n. al. er. io. Figure 10: The Exhibition Site in the Breeze Center. . . Ch. engchi. 21. i n U. v.

(31) . On November 2nd, the on-site arrangement is settled down. Since the main focus is called “In between, ” so the style is more relaxing and friendly for access. The paintings are displayed depending on the original site, which are a wine cellar, a bar and a VIP room. I will host an opening tour along all of the. 立. 政治paintings大as well as introduction in the VIP room.. In addition, there is also an open. ‧ 國. 學. discussion with another distinguished guest, Mr, Wu Moching.. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. 22. i n U. v.

(32) . 立. 政治大. ‧ 國. 學 ‧. . Figure 11: Theo with his Brother and Friend on Exhibition Day. sit. y. Nat. n. al. er. io. After the exhibition, I also hosted an after party in ELEMENT, LMNT in Xinyi district for. i n U. v. relaxation. The combination of day and night activity totally exhausted me and my family was. Ch. engchi. also suffered from a loss of a family member at that time. Since this event, I have obtained enormous valuable experience in exhibiting.. .. The team members are critical. They will be the support to carry out the whole project originally discussed and designed. Carrying out the project in an effective and efficient way relies heavily on coordinating each party’s interest and considering each individual’s condition and concern. The exhibition did make the first debut for the curating company as well a successful display of the artist, Theo, with his talented artwork and ideas.. 23.

(33) . Presentation. 立. 政治大. Figure 12: Presentation at the Wine Gathering. ‧ 國. 學. After the exhibition, I also presented Theo’s materials in other places to promote his artworks.. ‧. On one occasion, I proposed to make introduction as well as review of the exhibition to a private wine gathering club. This club holds regular meeting every Thursday in a wine. y. Nat. n. al. er. io. sit. chamber. Their members are interested in art, dance music and wine.. i n U. v. Besides simply showing the portraits that Theo had already done, I also include those rock. Ch. engchi. stars’ music as a way to demonstrate the vitality of the music artist. Despite being painted on canvas, these rock stars do have their glamorous aspect of life worthy of more exposure. By paying tributes to the classic music, the painting itself seems to have its own independent life. For example, story of Kurt Cobain’s story even made some of the audience sensitive. Finding the common interest is the initial step for marketing.. 24.

(34) . 4.1.2. Art Participation- Guillaume Hebert. 立. 政治大. ‧. ‧ 國. 學. Nat. sit. y. . n. al. er. io. Figure 13: Guillaume Explaining His Artworks. Ch. i n U. v. I found this artist when I had visited Wistaria Tea House. He happened to have exhibition. engchi. about the Chinese classic “Book of Change” there from October 5th to November 17th, 2013. As a French artist, he was fascinated by Chinese ancient wisdom especially the mysterious “Book of Change,” and his work constantly displays the 64 signs indicated in the book. However, he said that Chinese favor his artwork than Taiwanese. This situation can be attributed to Taiwan’s unique taste in art collection that is running after the big names. Encountering this artist inspires me to work hard on art agency and to get him exposed.. 25.

(35) . 4.1.3. Art Dealing Research After the exhibition, though the inquiries are plenty, there were no further positive confirmation from collectors. However, one collector, Mr. Ho heard of this exhibition afterwards and further contacts us.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 14: Mr. Hoe with Artist and Curating Team. Mr. Hoe once visited NCCU for getting to know the artist. Later in December, he decided to purchase the painting, Bob Dylan. The process took about two months to close, involving a presentation again as is indicated in 4.1.1. The formal part also requires a COA, certificate of origin. I have personally designed the style and ask the artist to sign as authentic proof of the origin. Buying a piece of artwork is not like buying a commodity such as a shopping bag. Artwork transaction is more delicate and more related to relationship building.. 26.

(36) . 立. 政治大. ‧. ‧ 國. 學 . Figure 15: Certificate of Authentication for Bob Dylan. sit. y. Nat. n. al. er. io. During the process, getting to know the client is essential. Mr. Ho likes rock music back to. i n U. v. 1960s. The portraits that Theo painted are the well-known iconic rock stars. Bob Dylan. Ch. engchi. happened to be one of his favorite singers. Our team members and Theo first went to a pub for chatting without mentioning any artworks. Even after he decided to buy the piece, we still need to head for his house and have another chat. And I do think the interesting part of art transaction is really about networking. I will never know who might be the potential buyers. The communication skills including chatting are indispensible seeing from this perspective.. 27.

(37) . 4.2.. Art Tour Research. From my prototype of the art tour, my main target are foreigners. In order to hit the target clients with least resources needed, I have cooperated with a travel agency called Topology travel, who are professional in bring the foreign visitors the authentic real Taiwan experience rather than just the tourist hot spots. Topology travel also has alliance with other foreign travel agencies such as Urban Adventure and Viator, both of which serve as gateways for foreign. 政治大. tourists to pick local tours worldwide which will be later explained via 4.2.2.. 立. The following four pages are ideas for art tours and sample for art tours. The first two pages. ‧ 國. 學. are about the prototypes for private galleries, and the last two pages are about the prototypes for public museums. These divisions from my personal observation are that the people willing. ‧. to go to museums mostly will not go to the galleries while people willing to visit galleries also. y. Nat. sit. find comfort in visiting museums. Though my target mainly focuses on people preferred. er. io. gallery, I also offer the alternative route for guests to choose from.. al. n. v i n C h so that the example Both of the tours can be customized e n g c h i U tour is just a sample from the numerous combinations of possibilities. The main mission to bring art to life; thus these methods are the enticement for long term network building.. 28.

(38) . Private gallery (This tour is designed to be incorporated in one of the Topology package tour.) Time duration: 3hr in total Target customer: Gender: Female 80%. Male 20%. Background: who might have the potential to buy artworks Estimated spending: 1000 per trip (not including food &beverage) Education: college above with basic or little understanding of art Group size: ideally under 10 people. 政治大. Objective: enjoy the artistic side of Taiwan gallery space and share with others. 立. ‧ 國. 學. Prototype. schedule . Stay . memo . Parking info . 14:00 14:30 . Capital Art Corporation . 30m . 1. Briefing from the gallery Within walking manager distance 10m 2. Appreciation of the artworks 14:30~14:40 3. Interaction and questions from audience . sit. io. n. al. er. Nat. y. ‧. time . Ch. i n U. v. e1.n gBriefing from the gallery chi. 14:40 15:10 . Apollo Art Gallery . 30m . 15:20 15:50 . Pata art gallery . 30m . 1. Briefing from the gallery Within walking manager distance 10m 2. Appreciation of the artworks 15:50~16:00 3. Interaction and questions from audience . 16:10 17:10 . Mon marche . 1hr . Time for relaxing talk and sharing . manager 2. Appreciation of the artworks 3. Interaction and questions from audience . 29. Within walking distance 10m 15:10~15:20 . .

(39) . Normally private gallery will plan in 2~3 months advance and then exhibit featured artist’s’ work for around 1 month. Depending on the schedule and our guests’ preference, we will arrange 3 galleries and 1 afternoon tea for a relaxing and meaningful afternoon. We will ensure the art tour is abundant in knowledge acquiring and sharing in a cozy environment. Below is an example of the package art tour:. Private gallery example tour(2014.6) Place . Photo . Capital Art Corporation http://www.capital. . Max Liu(劉其偉) artwork. It was . ‧ 國. 學. art.com.tw/ . 立. Introduction 治政大Capital Art Gallery was established in 1984 featuring . ‧. surrounded by financial centers such as Fubon banks and thus served the purpose of balancing business intensity and art casualty the in the area. . sit. n. al. er. io Apollo art gallery http://www.artgall eryapollo.com/ . y. Nat . Ch. engchi. 30. i n U. v. Apollo art gallery was the first gallery in Taiwan in 1979.Its establishment marked the prosper gallery development in the following decades. .

(40) . Place . Photo . Pata art gallery http://www.patagal lery.coml . Pata art gallery featured modern expression artwork and also displayed sculptures of different materials such as wood and steel in order to showcase the variety of modern art. . Mon Marché 什物（Tutti Lab） . Mon Marche was a cozy restaurant. It would be an ideal place for our guests to relax and share their thoughts here. What is the most important is their mushroom pies rock in your stomach and heart as well. . . 政治大. 學. . Nat. y. ‧. io. n. al. sit. . er. ‧ 國. 立. . Introduction . Ch. engchi. 31. i n U. v.

(41) . Public museum :( This tour is designed to be incorporated in one of Topology package tour.) Time duration: 4hr 15m in total Target customer: Gender: Female 90% Male 10% Background: who prefer non-commercial public art Estimated spending: NT500 per trip (including one drink) Education: college above with basic or little understanding of art Group size: ideally under 10 people. 政治大. Objective: enjoy the artistic side of Taiwan museum and share with others. 立 Public museum 2.5hr . 15:45 16:45 . Sharing time in coffee shop or tea house . Parking info . 1. Briefing from the tour guide 2. Appreciation of the artworks . y. 13:00 15:30 . memo . io. n. al. Time for relaxing talk and sharing . er. 1.5hr . sit. ‧ 國. Stay . ‧. schedule . Nat. time . 學. Prototype. Ch. engchi. i n U. v. Within walking distance 15m 15:30~15:45 . In comparison, public museum will plan over 3 months in advance and then exhibit a certain theme for example Taipei biennale around 1 to2 months. Public museum has amazing collections owning to government funding and also their unique function in education. From one point of view, museum can display world famous works on a large scale; and from another point of view, viewers are kept from a distance from the artworks because of the restriction imposed in the process. Depending on our guests’ preference, we will offer one museum visit with featured theme such as Milo and also one break time in a coffee shop or tea house for sharing the findings during the visit in the museum.. 32.

(42) . Public museum example tour(2014.6) Place . Photo . Introduction . Taipei Museum of contemporary art http://www.mocat aipei.org.tw/blog . MOCATaipei demonstrates the avant‐garde arts in the contemporary era. It was reborn in an historical building‐city hall and aimed at distributing the new generation of artists from Taiwan and the world. . Taipei Spot http://www.spot.or g.tw/intro/ . 立. 政治大Spot Taipei was originally the U.S. embassy in Taiwan. It was now . sit. n. al. er. io. It was established in 1976 with an objective to enhance citizens’ cultural lives. Through these years, it represents the collective taste for fine art. Recently, the exhibition includes “Women adventurers” and the “New horizon.” . y. Nat. Taipei fine art Musuem http://www.tfam.m useum/Index.aspx . ‧. ‧ 國. 學. transformed into a building with movie theater, and tea houses At this place, our guests can find a place to rest and share their learning. . Ch. engchi. Is Taiwan is Chocolate . i n U. v. This sweet shop is proud of its handmade chocolate and related byproducts. With its delicate space, our guests can enjoy a relaxing afternoon for sharing with a mug of exquisite chocolate. . http://www.istaiwa n.com.tw/news/ . 33.

(43) . 4.2.1 Art Tour Via Travel Agency. 立. 政治大. ‧. ‧ 國. 學 y. Nat. . n. al. i n U. The Urban adventure(http://www.urbanadventures.com/). Ch. engchi. er. io. sit. Figure 16: Urban Adventure-Taiwan Art Tour Page. v. is a portal for tourists to have a. light city tour worldwide. In Taiwan, it has cooperated with Topology travel (http://www.topologytravel.com/) I have prepared the itinerary of the art tour and the urban adventure editor revised the itinerary and uploaded it to the web page. The following two pages are the content of the itinerary shown on the website. By allying with the website, I have guests coming from Australia, U.K., U.S.,and Hong Kong. This portal allows me and the travel agency access to different type of visitors.. 34.

(44) . Start of the content------------------------------------------------------------------------------------------. Itinerary:. Did you know that Taipei has been nominated as the world design capital for 2016? Taipei might not be the first place you’d think of as an art lover’s destination, but in recent years the arts scene in this thriving city has developed and matured into something that’s definitely worth paying attention to. If you’re an art fanatic and looking for something fresh, cutting. 政治大. edge, and offbeat - you just found it!. 立. ‧ 國. 學. This Taipei art tour will take you through a number of galleries in the city, all independently-owned and within walking distance from each other. As well as having a local. ‧. guide by your side to talk to, the staff at the galleries will be happy to answer questions where. sit. y. Nat. possible, and if you’re lucky you might even get to meet an artist or two!. n. al. er. io. Your first stop on this Taipei city tour will take you to a gallery that was established in. i n U. v. 1984 and focuses on printmaking artists. This simple and elegant space is full to the brim with. Ch. engchi. prints to satisfy your art cravings, and here your guide will give you plenty of time to peruse the works. This gallery is located in the financial district, giving it an interesting juxtaposition between art and business.. The next stop on this Taipei tour will take you to the very first gallery to have opened in Taiwan, back in 1978. This gallery marked the beginning of the arts movement in both Taiwan and Taipei, making it unmissable for any art lover in the area. Here you’ll find a range of artwork including oils, watercolours, ink work, and pastels, so it’s fair to say that there will be something for everyone! This gallery is also used for musical performances from time to time,. 35.

(45) . making it a very happening place in the city of Taipei.. The next gallery you’ll visit was established in 1987, and will take you into the world of sculpture in Taiwan. Here, you’ll be able to admire sculptures made from wood, steel, jade, and stone, giving you some fascinating insights into Taiwanese sculpture. Not only that, but there are numerous modern expressionist artworks here as well, and with the help of your local guide you’ll be able to ask any questions you may have about the pieces on show.. 政治大. The final stop on this Taipei city tour will give you a chance to rest up, sip on some tea,. 立. and discuss your thoughts on the art you’ve seen in the galleries. Here your local guide will. ‧ 國. 學. also be able to answer any more questions you may have, whilst you fill your stomach with delicious Taiwanese treats from a local café. Once you’ve had your food and art fix for the. ‧. day, your local guide will be happy to give you some more tips for things to do in the Taipei,. y. Nat. al. er. io. sit. or point you in the direction of the route back to your accommodation.. n. End of the content-------------------------------------------------------------------------------------------. Ch. engchi. i n U. v. The next page is a practical demonstration of how the prototype can be practiced in reality.Art tour-Taipei Zhongxiao Donoghue is a sample of how an art tour can be conducted.. 36.

(46) . April. 30 Art Tour-Taipei Zhongxiao Donghue 1. 形而上畫廊 Metaphysical ART Gallery 2014.04.19~05.18 路邊劇場台北市敦化南路一段 219 號 7 樓. 學. ‧ 國. 立. 政治大. ‧. 2. 百藝畫廊 Gallery 100 2014.3.29~4.27 集食行樂台北市大安區敦化南路一段 252 巷 13 號. n. er. io. sit. y. Nat. al. Ch. engchi. 3. 赤粒藝術 Red Gold fine art 2014.04.18~5.31 究竟無極台北市大安區大安路一段 116 巷 15 號. . 37. i n U. v. .

(47) . 政治大. Figure 17: Rachel Visiting Apollo Gallery. 立. On January 5th, 2014, Rachel from Perth, Australia booked first art gallery tour via urban. ‧ 國. 學. adventure. I have prepared materials according to the prototype I used. The galleries I planned. ‧. we went to includes Apollo gallery, IMAVISION gallery and East gallery, all located in the Apollo building. These. y. Nat. n. al. generation of Taiwanese artists as they witness the. er. io. sit. galleries are famous for its rich in collecting the older. Ch. i n U. v. booming era of the gallery business in the 1990 prosperity.. engchi. And later, we went to Chini gallery, which has an exhibition for Jo Hsieh’s non space. This exhibition impressed Rachel as the curator is both from Australia and the artist Jo also has different expression of art. Let alone the gallery prepared a piano concert as well as afternoon tea.. 38.

(48) . 4.3 Combination of Art Agency and Art Tour. 立. 政治大. ‧. ‧ 國. 學 y. Nat. . er. io. sit. Figure 18: Shanni and Her Father in the Galleries. al. v i n C h art tour by accident. is a combination of art agency and e n g c h i U On that day, I planned to visit n. On 2nd May, Shanni from U.S. has booked the art tour via urban adventure as well. This case. Metaphysical gallery, Nou gallery and 1839 photo gallery. In the Metaphysical gallery, she just bought the Mao-Lin Yang’s work by the support of her father. Before they signed up for the trip, I have briefly surveying what she might favor. And it turns out that the galleries we visited turn out to have the collection that attracted her attentions. This experience reminds me of the importance that identifying guest’ needs and matching that with possible solutions could be instrumental in making a deal possible.. 39.

(49) . 5. Specialized Market for Creative Art Service in Taiwan After reviewing the cases of the art exhibition, artwork transaction and art tour, there are definitely other possible creative services emerging to cater the specialized market. My idea is that virtual space could replace real gallery space as an arena for carrying our exhibition, displaying artworks and posting artists ‘ideas without the interference of the real space.. 治政大 blogger or Facebook. They can Gupajuhe. Their works are perfectly displayed on website, 立 also be reproduced in other mediums as well. The creative market longs to see more possible. In the following three pages, I have chosen some of the works from Theo Marmolejo and. ‧ 國. 學. solution on art not just limited to two dimensions.. ‧. As artwork dealing is not only commodity trading, it is more relationship building. The. Nat. sit. y. reproduction of the original artwork also holds this belief that the interaction between artwork. n. al. er. io. reproduction and artists still possesses a kind of delicate relation. For example, if Theo’s. i n U. v. artworks are reprinted for commercial use, how to massively circulate Theo’s works with. Ch. engchi. retaining the original value can be an issue. I think a specialized and customized market, though might serve certain people can post sufficient profit enough for reproduction cost. Of course, some other possibilities are available to figuring out what can be done to the original artworks.. . 40.

(50) . 5.1.. Content & Form. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. Figure 19: Above: Theo Marmolejo Work. Below: Gupajuhe Work. Both artists are excellent in showing their ideas either by acrylic on canvas or digital prints. While the content are attractive, the form can be freely transferred into art object to attact more people to appreciate art. The fabric might be a solution to imprint these patterns. The art authorization can be an outlet for more possibilities.. 41.

(51) . 5.2.. Channel & Media. 立. 政治大. ‧. ‧ 國. 學 er. io. sit. y. Nat. . Figure 20: Left: Gupajuhe. Right: Theo Marmolejo. n. al. Ch. engchi. i n U. v. The social media, Facebook has predominantly served as the contact point for each individual getting access to their friends, who are more connected with the individual within their social interest and network. Take the two artists, Theo Marmolejo and Gupajuhe, for example. Both of them have independent Facebook pages to update their own latest painting or artwork. Either on Facebook or on websites, these artists can get access to visitors worldwide as long as they have their searching engine strategy.. 42.

(52) . . 立. . ‧ 國. y. sit er. al. n. . io. . Nat. . ‧. . 學. . 政治大. Ch. engchi. i n U. v. Figure 21: Above: Theo Marmolejo. Below: Gupajuhe . 43.

(53) . 6. Possible Entrepreneur Opportunity The idea for entrepreneurship after doing this research is that I would like to offer incentives for general public to take one more step and try another kind of art atmosphere in gallery and obtain more reflective experience different from just public museums. There would be three stages in developing this more intimate relationship between gallery and public. Initially, I would offer discounted tickets of guided tours which would include an art orientation and food. 政治大. & drink package. At the second stage, viewers after they have a better understanding of a. 立. specific exhibition could design their own package and pay for a general fee according to their. ‧ 國. 學. respective demands. In the final stage, viewers who already accept the idea of going to private gallery is as inspiring as going to public museums can rely loyally on the services and become. ‧. part of the broad art network.. y. Nat. er. io. sit. In this framework of service, the art services including art agency and art tour play a role in bridging gallery dealers and general viewers. On the one hand, I can help gallery managers. n. al. Ch. i n U. v. promote their exhibition to reach a wider range of viewers and build up a network for potential. engchi. buyers; on the other hand, we help general viewers experience different arenas of art and cultivate a more diversified perspectives toward art. The next page is an illustration of my idea focusing mainly on art tour and later on art agency. . . 44.

(54) . 6.1.. Creative Art Agency and Art Tour-Lifetistic Illustration. . LIFETISTIC arts your life Art level up Life . Current situation 1. Gallery needs to perk up gallery space, increase visitors and interaction. 2. The general public will not enter gallery alone but would like to join the art tour 3. The current art tours are mostly free and less interactive. . Possible Solution . ‧ er. sit. y. 1. Designate in‐depth art tour package The art tour will have within 10 people quota, 4~5 hour gallery visit, and one hour afternoon tea or coffee for sharing and interacting. . io. . 政治大. Nat. . 1. How to be an effective platform between galleries and public 2. How to attract galleries into long term and stable relationship? 3. How to attract general public into continual participation? . 學. . ‧ 國. 立. Problem awareness . al. n. v i n 2. Integrate industry, government academic resources Ch engchi U. . The art tour will be in alliance with Taiwan art gallery association, association of the visual arts and other organizations. 3. Improve on the service based on the collecting data The collection of the data can be used to improving the art tour service continuously and further to applying to other art‐related services. . . 45.

(55) . 6.2.. Marketing Strategy for Art Agency and Art Tour. 立. 政治大. ‧. ‧ 國. 學 er. io. sit. y. Nat. . In the marketing strategy scenario, the phase 1 is figure out internally what are the key value a. n. al. Ch. i n U. v. company has and transmit these values externally to customers in phase 2 via phase 3 the. engchi. design of the service which will be channeling in phase 4, the touch point/line/face.. The phase 1 is the essential to lay the ground for the creative art agency and art tour by offering a delicate private tour to visit public museums and private galleries not only to appreciate art work but also support artists and encourage art business by making artwork transaction. This positive industry cycle can be further strengthened as the trend reinforces itself.. 46.

(56) . 6.3.. Financial Returns of the Art Agency and Art Tour. 立. 政治大. ‧. ‧ 國. 學 . Figure 22: The Ideal Incomes from Art Agency and Art Tour. sit. y. Nat. n. al. er. io. Ideally for art agency and art tour, I expect that there will be commissions from gallery for. i n U. v. artwork transaction, education expense from sponsoring institutions, promotion fee from. Ch. engchi. Advertisement Company and tickets income from general public.. 6.3.1. Specific Financial Data for the Art Agency For the transaction of artwork, normally gallery will occupy 40%~50% in current market. If an agent is involved, he or she will take up 20~40% transaction fee of the total selling price.. 6.3.2. Specific Financial Data for the Art Tour For every art tour, the price is USD 49, which is considerably low compared to the ideal price. In the initial stage, the price is considered as promotion to build up the reputation first. 47.

(57) . 損益表 Projected Income Statement For the Year Ended [31, Dec, 2014] 收入 Revenue: 套票 Tickets($200*1000p). $200,000.00. 傭金 Brokerage ($1000*50p). $50,000.00. 贊助 Sponsor ($20,000*5p). $100,000.00. 會員 Membership($500*200p). $100,000.00. 政治大. 立. ‧ 國. $50,000.00. 雜支 Miscellaneous. $20,000.00. 辦公 Office Expenses. $15,000.00. 電話 Telephone. $5,000.00. Nat. $5,000.00. 薪資 Wages($20,000*2p*3m). $120,000.00. io. 車馬 Vehicle Expenses. n. a 總費用 Total Expenses l 營運收入 Net Operating Income. Ch. engchi. y. $15,000.00. sit. 旅遊 Travel. ‧. 廣告 Advertising. 學. 支出 Expenses:. $450,000.00. er. 業務收入 Net Sales. i n U. v $220,000.00 $230,000.00. 其他收入 Other Income: Interest Income. $5,000.00. Donation($1000*50p). $50,000.00. 總其他收入 Total Other Income 總收益 Net Income. $55,000.00. NTD. $285,000.00. 48.

(58) . 6.4.. Critic and Suggestion from Experts. Every idea needs to be tested in professional standard. The well-known and experienced experts are the best critics to validate if the idea of art agency and art tour could be sustainable. On different occasions, I am honored to these guidance as below.. 6.4.1. Critic from Kaohsiung Fine Art Museum President, Mr.Hsieh. 政治大 Kaohsiung fine art museum. She suggest that if the final objective is to attract potential buyers, 立 On one occasion, I have the chance to present my idea to Ms. Hsieh, who is the president of. ‧ 國. 學. the tour package should focus on tailoring the high end clients’ needs from obtaining specific artist’ artwork, negotiating for the prices, delivering artwork abroad or even service afterward.. ‧. 6.4.2. Critic from Lion Travel Vice President, Mr. Chen. sit. y. Nat. io. er. In a class about leisure travel design, I also discussed with Mr. Chen about the possibility on. al. n. the art tour. He said that this kind of specific service is less known in the current market. i n C compared to the popular tourist attraction as Taipei 101. h e nsuch gchi U. v. 6.4.3. Critic from Artist, Mr.Chen Chun-Hao Mr. Chen as an famous artist who sold his art work NT 15,000 every 22.5*17.5 cm2, the highest in his age rank, suggested that illustration style artwork will not increase in value and thus advised me to avoid this type of artist when dealing artwork transaction.. 49.

(59) . 7. Updated Travel Plan for Art Agency and Art Tour After reflecting on the professionals’ critics, the original travel plan focusing on the one leisure afternoon walk is updated to a five day theme-oriented tour as illustrated below. As the feedback from lion travel indicates, this specialized art tour might attract certain high art-interested people, but the art tour alone may not attract enough visitors to support the operation.. 治政 The major theme of the art tour package is focusing on 大 “Shapes of life, Taipei’s past to future.” 立 The first day is about the original development of Taipei since the chin dynasty in the west ‧ 國. 學. Taipei and its related district. The second day is about a historical perspective on Beitou hot. ‧. spring and the Palace museum in the north Taipei. The third day is the major attract of this package tour including the modern public museums and the private galleries in central Taipei.. y. Nat. er. io. sit. The fourth day is a demonstration of the rich humanity atmosphere south Taipei. The fifth day is a gateway to the modern east Taipei including the prosperity index-Taipei 101.. n. al. Ch. engchi. i n U. v. The major activities correspond to the spirit of the tour with the essential daily life events including gods worshipping, tea tasting, dessert tasting, hill patrolling, alley walking and most important of all, art visiting. This holistic design aims at attracting professional art dealers as well as potential interest groups who are tempted to join to explore more.. 50.

(60) . Travel plan for “Shapes of life, Taipei’s past to future” Week Day. 7/1/2014 Tues. 停留點. →Dadaocheng→artyards visiting. 大稻埕→造訪小藝埕. →Xia-Hai temple. →霞海城隍廟. →Lunch:shrimp rolls→Wang Tea. →金仙蝦捲飯→有記茶行. →art space(art&café cielo). →揚曦藝文空間. →Lee cake→Ningxia night market →李亭香餅舖→寧夏夜市 →CKS memorial hall. →中正紀念堂(九點衛兵交接). →National Palace museum. →故宮→午餐:故宮晶華小吃街. →Beitou libaray→Thermal 政治 Valley →北投圖書館→地熱谷大 →Beitou Musuem →北投文物館立 →晚餐:滿來溫泉拉麵 Day2 →hot spring noodle. →當代藝術館. →lunch: HK Dim sum. →午餐:京星 part1(24 小時). →metaphysical gallery. →形而上畫廊. →eslite bookstore→Nou gallery. →誠品書店(24 小時)→新畫廊. →dynasty gallery. →朝代畫廊. →Moon 12 space. →夢 12 美學空間. 7/5/2014 Sat. sit. Day3 →dinner:shintori. Ch. →treasure village. 7/4/2014 Fri. er. al. ‧. →Musuem of modern art Taiepi. n. 7/3/2014 Thur. 學. →台北市立美術館. io. →Taipei fine art musuem. Nat. ‧ 國. 7/2/2014 Wed. Day1. Stops. y. Date. iv n U→寶藏巖藝術村. →晚餐:新都里泉五餐廳. engchi. →National Taiwan University. →台大校園巡禮→午餐:紫藤廬茶館. campus→lunch:wistariateahouse. →安卓藝術→青田七六. →ART msac→geo76. →罐子茶書館. →cans tea house. →晚餐:鼎泰豐. Day4 →Dinner:Din Tai Fung→Da-an park →大安森林公園 →flower&jade market. →建國玉市&花市. →Songshan cultural park. →松山菸廠. →Wupaochun bakery. →吳寶春麵包. →Chu Shu Tang teahouse. →午餐:春水堂. →military village. → 四四南村. →elephant mountain. →象山. Day5 →dinner:Japanese Lzakaya. 51. →晚餐:竹村居酒屋.

(61) . 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. 52.


(63) . 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. . 54.



(66) . 8. Conclusion As is seen throughout this study, the obstacles for promising art agency and art tour mostly lies in the inadequacy of the robust infrastructure for art industry to become prominent in public awareness. Put in a capitalism framework, in the process of art production, artists compete for scarce resources in getting attentions of galleries, collectors, academics and the public. The first level market for artwork is dominated by galleries; the second level market is. 政治大. also circulated around the few auction houses in Taiwan. Young artists have to attend other. 立. minor types of art fairs such as Young art Taipei or New Art Taipei, which also cost artists. ‧ 國. 學. dearly since booth fees might amount to at least 2,000,000. Let alone foreign artists owing to language and culture are not able to join in the local art circle.. ‧. The good news is that the general public’s interest in art has steadily growing observed from. y. Nat. er. io. sit. visitors’ number to attend more art fairs such as ART Taipei. “It was the best of times, it was the worst of times,” even the economic, political and social situation seems turbulent; there is. n. al. Ch. i n U. v. still some traces that can strengthen the art industries. Art agency and art tour are both. engchi. potential ways as innovative art services in playing the roles. . . 57.

(67) . Reference 1. Chipp, Herschel B. 現代藝術理論. 2. Danto, Arthur. 1964. “The Artworld.” American Philosophical Association 61(19): 571–84. 3. Derek, Robbins. 2010. Bourdieu and Culture. Sage. 4. Peter Adey. 2009. Mobility (Key Ideas in Geography). 1st ed. Routledge. 5. Rick Battistoni . 2002. Civic Engagement Across the Curriculum . Campus. 政治大. Compact.http://www.apa.org/education/undergrad/civic-engagement.aspx.. 立. 6. Weitz, Morris. 1964. “The Role of Theory in Aesthetics.” In Philosophy of the arts,.. ‧ 國. 學. 7. Hertog & Bilderbeek, 1999. 8. 殷曼楟. 2009. “藝術界”理論建構及其現代意義. 社會科學文獻出版社.. ‧. 9. 2013 Gallery week official website: http://www.galleryweek.tw/. sit. y. Nat. 10. 藝術慣例與藝術圈：喬治‧迪基 http://chianweilee.blogspot.tw/2010/11/blog-post.html. n. al. er. io. 11. 台北市立美術館 Taipei Fine Arts Museum http://www.tfam.museum/. v. 12. 台北當代藝術館 Museum of Contemporary Art www.mocataipei.org.tw/. Ch. engchi. i n U. 13. 影響力藝術中心 X power gallery http://www.xpgallery.com.tw/ 14. 新畫廊 Nou gallery http://blog.sina.com.tw/leisureart/ 15. 非池中藝術網 Art Emperor http://artemperor.tw/ 16. 2.2010 台北藝術博覽會 2010 Taipei Art Expohttp://www.artsdealer.net/. . 58.

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