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研究生： 李美華
Lopez Aldana, Maria Jose
論文名稱： 在沉浸式藝術展覽中探索整個訪客旅程的價值共創
Exploring value Co-creation across the visitor journey In Immersive Art Exhibitions
指導教授： 陳明惠
Turner, Ming
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年： 2026
畢業學年度： 114
語文別： 英文
論文頁數： 118
中文關鍵詞： 沉浸式藝術 、價值共創 、觀眾旅程
外文關鍵詞： Immersive Art , Value Co-Creation, Visitor Journey
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    • 近年來，沉浸式藝術已成為文化領域中備受關注的展覽形式，反映出觀眾參與模式朝向以體驗為中心與共創導向的趨勢。本研究以美國邁阿密的 Superblue 沉浸式展覽為個案，探討觀眾如何在參觀前、參觀中與參觀後三個階段中，與展覽共同創造價值。研究理論基礎結合服務主導邏輯（Service-Dominant Logic, SDL）與博物館體驗轉型理論（Kotler & Kotler, 2008），強調觀眾作為主動意義建構者的角色。
    透過半結構式訪談與質性方法，本研究分析觀眾在展覽旅程中如何啟動八項價值維度——情感、知識、社會、美學、功能、經濟、體驗與轉化——並進一步將其對應至六個價值共創構面：知識、公平、互動、體驗、個人化與關係。研究結果顯示，沉浸式展覽透過多感官互動與高度自主的體驗設計，促使觀眾成為意義共創者，尤其吸引原本較少接觸傳統美術館的新興觀眾群。
    本研究在理論與實務層面皆具貢獻。在理論上，擴展了 SDL 框架，將價值共創具體化為分階段、多構面的實踐歷程；亦實證支持博物館研究中關於體驗轉向的論述。在實務層面，研究提供沉浸式藝術策展者與傳統博物館整合共創策略的具體建議。未來研究建議擴大實證範疇至多個沉浸式展覽空間，採用混合方法，並納入策展人、設計師與技術團隊等多元利害關係人的觀點，以更全面理解沉浸式藝術的共創生態系統。本研究最終指出：觀眾已不再僅是被動接受者，而是沉浸式藝術經驗中意義建構的共同作者。

    In recent years, immersive art has emerged as a prominent format within the cultural sector, reflecting a broader shift toward experience-centered and participatory engagement. This thesis investigates how value is co-created between visitors and immersive art exhibitions, using the Superblue Miami installation as a case study. Drawing from Service-Dominant Logic (SDL) and experiential museum theory (Kotler & Kotler, 2008), the study examines how visitors contribute to and shape the meaning of their experiences across three distinct phases: anticipation, immersion, and reflection.
    Through a qualitative methodology grounded in semi-structured interviews, the research explores how different value dimensions—emotional, epistemic, social, aesthetic, functional, economic, experiential, and transformational—are activated by the visitor in interaction with the exhibition. These dimensions are further contextualized through six value co-creation constructs (knowledge, equity, interaction, experience, personalization, and relationship), showing how each is differentially enabled by the exhibition and utilized by the visitor across the co-creation journey. Findings reveal that immersive exhibitions uniquely empower visitors to co-produce meaning and affective resonance through personalized, sensory, and interactive engagement, often serving as a gateway for new audiences who may not typically participate in traditional art museum contexts.
    The study contributes both theoretically and practically. It expands the SDL framework by operationalizing co-creation as a phased, multi-dimensional process, and it supports museum theory by evidencing the experiential turn in cultural institutions. Practically, it offers actionable insights for immersive art producers and museums seeking to integrate co-creative strategies into exhibition design. Recommendations for future research include broadening the empirical scope to multiple immersive environments, adopting mixed-method approaches, and incorporating the perspectives of curators, designers, and other institutional stakeholders. Ultimately, this thesis highlights the evolving role of the visitor as not only a recipient but a co-author of meaning in the immersive art experience.

    ABSTRACT i 摘要 ii ACKNOWLEDGEMENT iii TABLE OF CONTENTS iv LIST OF TABLES vii LIST OF FIGURES viii LIST OF SYMBOLS AND ABBREVIATIONS x CHAPTER 1 INTRODUCTION 1 1.1 Research Background 1 1.1.1 Immersive Art as Phenomena 1 1.1.2 The shift to Visitor-Centered experiences in Museums 3 1.1.3 Value co-creation within the Visitor Experience 3 1.2 Research Motivations 5 1.2.1 Academic Motivation 5 1.2.2 Personal Motivation 6 1.3 Research Objectives and Questions 7 1.4 Terminology 9 CHAPTER 2 LITERATURE REVIEW 11 2.1 Immersive Art Experience 11 2.1.1 Defining Immersive Art 11 2.1.2 Evolution of Immersive Art 13 2.1.3 Characteristics of Immersive Art And types of immersive art exhibitions 15 Characteristics of immersive art 15 2.2 Value Co-Creation 18 2.2.1 Value 18 2.2.2 Defining Value Co-creation 19 2.3 Value Co-Creation Process 19 2.3.1 Construct of Value Co-creation Process 19 2.3.2 Value Co-creation Models 23 Value Co-Creation in the Visitor Experience 23 2.3.3 Value Co-Creation Process 27 2.4 Museums Visitor Experience 28 2.4.1 The Evolving Role of Museums 29 2.4.2 Traditional Visitor Categorization and its evolution 30 CHAPTER 3 research design and Method 33 3.1 Research Framework 33 3.2 Research Methods 34 3.2.1 Case study 35 3.2.2 In-Depth Interview 35 3.2.3 Purposive Sampling 36 3.2.4 Thematic Analysis 36 3.3 Case Selection 37 3.3.1 Immersive Art Exhibition 37 3.3.2 Visitor Segmentation 38 3.4 Data Analysis Method 39 CHAPTER 4 Data analysis 41 4.1 Case Introduction 41 4.1.1 Superblue 41 4.1.2 The Visitors identities 58 4.2 Type of Co-created Value 60 4.2.1 Intrinsic Values 61 4.2.2 Extrinsic Values 67 4.3 The Co-Creation Process Across Phases of the Visit 71 4.3.1 Anticipation Phase- Curiosity Ignited Before the Visit 72 4.3.2 Immersion Phase 73 4.3.3 Reflection Phase 74 4.4 Development Mechanism of Value Co-Creation Process- A Consumer-Centric Adaptation 75 4.4.1 Co-Production Dimension 75 4.4.2 Value-in-Use Dimension 77 CHAPTER 5 FINDINGS 79 5.1 Findings 79 5.1.1 Co-created Value in the Value Co-Creation Process 79 5.1.2 Co-created Strategies in different Value Co-creation process 80 5.2 Implications for theory 82 5.3 Implications for practice 84 5.4 Research limitations 85 5.5 Recommendations for future research 86 REFERENCES 88 Appendice 95

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