現代博物館的角色已從收藏逐漸轉變成教育與休閒之功能,再加上台灣博物館競爭日益激烈,故了解博物館遊客的需求與體驗感受是一個很重要的課題。難忘的體驗是指,旅遊記憶中停留於遊客內心最久的感受,其可能會影響到遊客後續的心理感受與口碑推薦。因此,本研究目的主要為瞭解影響博物館遊客難忘體驗之要素,本研究以深度訪談的方式,訪問參觀過國立故宮博物院的遊客,以關鍵事件法去探索造成博物館遊客難忘體驗的因素,並利用內容分析法針對訪談內容進行萃取。研究結果顯示,博物館難忘體驗可歸納出4 個主類目:(1)展出內容與呈現方式、(2)場館設計與環境因素、(3)人員服務以及(4)周邊商品,此4 個主類目亦可細分為10 個次類目,最後,本研究並依此研究結果提出管理意涵與未來研究建議。
Nowadays, the role of museums has changed, not only administering collections, but also more attention has been given to educational and recreational functions. With drastic competition in Taiwan museums, it is imperative to understand the needs and experiences of museum visitors. A memorable experience usually lasts longer in visitors’ memories, and also influences their subsequent decisions and behaviors. Thus, the purpose of the research is to understand what factors will influence visitors’ experiences. We conducted a qualitative interview with those who visited the National Palace Museum, the critical incident technique was adopted to explore the causes of a memorable experience and the content analysis method was used to analyze data. The result showed that the memorable experiences can be divided into four main categories: (1) exhibit content and presentation, (2) the stadium design and environmental factors, (3) staff service, and (4) souvenir merchandise, the four main categories can be further subdivided into 10 sub- categories. Theoretical and managerial implications are discussed in detail and suggestions for future research are proposed.