由觀眾的時間序列分布檢視國立臺灣博物館土銀館展示策略之效益

Using Audience Time-series Distri bution Data to Examine the Strategic Effectiveness of Evolution Hall Exhibitions at the National Taiwan Museum

謝英宗(Ying -Tzung Shieh)

《國立臺灣博物館學刊》 64卷2期 (2011/06) Pp. 33-48

摘要

博物館是社會教育體系中的一環，這種教育體系需有服務的概念，也因此被稱為「知識服務業」。由於民眾就是顧客，觀眾就是服務的對象，因此博物館教育應依據民眾的學習需求來規劃，並透過觀眾研究以瞭解觀眾對博物館的需求與想法，讓博物館從業人員瞭解觀眾對博物館展示的認同程度，探討滿足觀眾的需求之道，強化博物館對觀眾的服務，使民眾樂於利用博物館，以達到博物館教育的目的。在現今市場經濟導向的社會體系，博物館經營績效的優劣也因此常被簡化為年度觀眾人數的多寡，但過份強調觀眾人數的績效，不僅會降低參觀品質，更可能會危及文物的安全。博物館事業既然歸屬於教育體系，就須保有更多的價值領域，致力於發展對社會教育有意義的事情，亦即應由過去行銷的概念逐漸轉化為營銷的實踐。本研究之目的是希望藉由觀眾的調查，以檢討國立臺灣博物館土銀展示館展示策略之效益，省思展示的架構是否符合觀眾的需求？並做為未來籌劃展覽和經營管理的參考，以實踐博物館教育的目標。由觀眾的時間序列分布顯示，觀眾集中在週末假期利用博物館的行為模式並未改變。由土銀館高比例的免票身分觀眾人數，說明各級學校充份利用博物館資源進行校外教學的現象，顯示國立臺灣博物館土銀展示館展示策略之設定，符合預期目標觀眾群的需求，且因土銀館展示主題內容與襄陽路本館的互補加乘效應，顯現於觀眾人數之時問序列分布。

關鍵字

觀眾研究 ； 展示策略效益 ； 觀眾的時間序列分布 ； 國立臺灣博物館土銀館

並列摘要

Museum exhibitions have a societal education function. As such, the education they offer and the system that incorporates it needs to address the concept of customer service. In this sense, a museum is in the business of knowledge services, where the public is the customer and the audience the object of the service. This means that in planning exhibits people's learning needs must be considered. This can be achieved through audience research to better understand the public's needs and wants. Therefore, museum employees need to understand how well exhibitions are accepted and seek to meet the needs of the audience. Such feedback provides a channel by which the museum can strengthen museum services to the public, so that people are willing to further use the museum as a source of museum based education. These days modern society is highly oriented around the market system. This can mean that the merits of a museum are simply measured by visitor rates with higher numbers preferable; however, too much emphasis on high visitor rates alone can have some detrimental effects and even expose some cultural relics to danger. Since the true purpose of a museum is to conserve cultural and scientific relics and provide societal education, museums need to place strong emphasis on retaining their educational value and commit to the development of societal education. This study uses audience time-series distribution data to investigate the effectiveness of the Evolution Hall's exhibition strategy at the National Taiwan Museum to see if exhibitions meet audience needs. The results will be useful for future exhibition planning and management of the museums educational function. The audience time-series distribution data show that audience visits are primarily focused around weekends and this is consistent with our existing understanding. On the other hand, the free of charge exhibitions in the Evolution Hall are popular, especially during weekdays from school visits, indicating that schools takes advantage of the museum's resources for teaching. This target audience is in keeping with the exhibition strategy the Evolution Hall pursues at the National Taiwan Museum. This is evidence that the Evolution Hall ‘s exhibition themes are in keeping with the contemporary education needs, which is in turn reflected in increased visitor numbers annually to the National Taiwan Museum.

並列關鍵字

audience research ； exhibition strategy effectiveness ； audience timeseries distribution ； National Taiwan Museum Evolution Hall

參考文獻

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