以體驗行銷結合探索教育探究台灣地區的博物館休閒－以台北二二八紀念館為例

Combined with Experiential Marketing and Adventure Education to Explore the Museum Leisure - Case of Taipei 228 Memorial Museum

江坤勱

《高應科大體育》 14期 (2015/12) Pp. 12-24

摘要

博物館涵括文化資源、娛樂，具有教育功能，提供從休閒中得到知識的學習方式。越來越多的博物館採用探索教育的「做中學」的活動方式，提供合適的空間，搭配館藏資源，讓遊客親身體驗。然而有關體驗行銷結合探索教育應用在博物館休閒的相關研究並不多，本研究以體驗行銷結合探索教育探究台灣地區的博物館休閒的代表意義、現象與困境以及對策與建議，以台北二二八紀念館為例，運用策略性體驗行銷模組的感官、情感、思考、行動、關聯等五個體驗元素綜觀分析，做出規劃公眾發聲與反思的空間、改善展示與動線的設計、增加探索體驗的多元模式等建議，加強體驗行銷與探索教育的結合，實為重要課題。

關鍵字

探索教育 ； 博物館 ； 體驗行銷

並列摘要

Museums own cultural resources, have recreational and educational function, providing the knowledge from leisure. More and more museums using the ＂learning by doing＂ activities of adventure education, providing appropriate space、collection resources, let visitors to have personal experience. However, research of combined with Experiential Marketing and Adventure Education in museums leisure is not much, this study combined with Adventure Education and Experiential Marketing to explore representatives、 phenomenon and dilemma、countermeasures and suggestions of museum leisure in Taiwan, in case of Taipei 228 Memorial Museum, using the five elements: Sense、Feel、Think 、Act 、Relate of strategic experiential marketing module to analysis, and make the following conclusions： planning the space for public speaking and Reflection、improving display and tour route, increasing the multivariate models, toincrease the combination of Experiential Marketing and Adventure Education, that is an important issue.

並列關鍵字

Adventure Education ； Museum ； Experiential Marketing