台北與上海：文化資本觀點的城市觀光意象

Abstract

近年來，「城市形象」已成為廣泛討論的議題，討論城市意象�形象的文獻極多，彼此切入的學術觀點也相當繁雜，本文從城市觀光這個脈絡下探討城市形象，城市透過什麼樣的文化特色來包裝自身？其中的文化社會意涵為何？為了細緻處理這個議題，本文選擇與自身文化接近性強的台北、上海兩岸城市進行研究，並且以文化經濟學者David Throsby所提出的「文化資本」作為理論視野。

Throsby文化資本的核心概念即是將文化視為一種資本財，亦即文化是區域經濟發展的燃料，他的終極關懷是文化作為資本財如何永續經營？本文透過這樣的研究取徑，分析城市行銷觀光形象的媒體資料以及進行城市主要觀光景點的田野調查，來說明城市觀光如何挪用文化作為資本包裝其形象。本文的主要發現為，城市觀光發展必定透過特定幾種歷史發展過程中的文化沉積作為資本，這種地方特色文化透過觀光產業的兩大步驟：白日夢的建構與景點實際參訪不斷的進行文化資本的積累。根據研究結果，台北的主要文化資本類型可分為：傳統�民國文化�現代化；上海則可分為：傳統�1930租界文化�現代化。這些文化資本類型都與城市本身的歷史發展與全球政經結構轉變的兩面夾擊有關，也同時說明兩岸城市為了經濟發展需求時所必須做出的回應。

As the issue of “city image” receives significant attention in the late decades, an extensive amount of academic works have also been contributing to the related subjects, although with approaches and perspectives that vary. In the current thesis, the researcher addresses the issue in the context of city tourism and attempts to answer the questions: how do cities use their cultures to present themselves, and what do these cultures mean? To provide a profound investigation of the researched issues, this research takes Taipei and Shanghai, two cities with cultural proximity, as subjects of case studies, and adopt David Throsby's idea of “cultural capital” as its approach.

The core idea of Throsby's 'cultural capital” is to take culture as a capital; in other words, culture could be fuel for regional economic development. With this premise Throsby inquires how culture capitals maintain their sustainability. Based on the approach of cultural capital, the researcher analyses the cities' images based on the city marketing documents, travel guide books, and field investigations in both cities. The research found that both cities use their original cultures as capitals for tourism development, and these cultural capitals are results of the historical accumulation, and at the same time responses to the structural changes of global political economy.