- 期刊
博物館發展之鑰－探討觀眾對會員制度之服務需求
The Key to Development of a Museum: Services that Visitors Expect from a Members Organization (Synopsis)
摘要
博物館會員制在國外已行之有年，但對國內大部份的博物館而言卻仍屬初步階段。以科工館為例，目前所實施的會員制雖有個人與家庭金卡兩種，但卻僅侷限於門票優惠之提供。為使科工館在未來規劃及推行會員制時能更合乎參與者的需求，本研究擬透過問卷調查的方式，了解受訪民眾參與會員制之目的與需求，並透過受訪者的基本資料，嘗試在當中找出認同科工館及具有意願加入會員制的族群，提供未來館方開發潛在會員之參考；並想藉此拋磚引玉，提供國內博物館有意發展會員制者能有個規劃方向，讓博物館同業能一齊努力，提供更完善的品質服務國人，使博物館發揮更大的功效。
關鍵字
無資料並列摘要
The members organizations operating in museums have developed over a long period of time in other areas of the world, but in Taiwan they are still in their infancy. At the National Science and Technology Museum, for example, two types of memberships are now available, the personal membership and the Gold Card or family membership. The advantages offered by membership currently apply only to discounts on ticket prices. The museum recently conducted a survey to determine how the members organization might be modified to better suit the needs and desires of museum visitors. The survey utilized the questionnaire method and collected basic background data on the interviewed subjects in order to help museum staffers better understand the needs of visitors and refine the members organization so it meets these needs as fully as possible. The information gathered here can be used to find ways to attract more members in the future and will serve as a guideline in determining the direction of the members organization in the future. It will help the museum to offer better service to the public and allow it to function more effectively and efficiently. Method of Survey This survey utilized a questionnaire to gain information from visitors to the National Science and Technology Museum (not including the IMAX 3D Theater). 1. Design of the questionnaire. There were three major parts: (a) What services should the members organization offer the public, what would motivate people to join a members organization, and what kind of fees would they find acceptable; (b) Determine how much the subjects know about the National Science and Technology Museum; and (c) Gather basic information about museum visitors for analysis and use in future planning and development. 2. Applications of the questionnaire. Systematic sampling was used to select subjects for interviews, approaching every 30th visitor to the museum for an interview. Questionnaires were given out by museumb staffers as well as part-time workers, and subjects were asked to fill out the questionnaires and return them to the museum Service Desk. 3. Limitations on research. Sampling was limited to visitors 13 years old or older. The composition of visitors to the museum varies according to the days of the week and the hours of the day, and accordingly there may be sudden increases in the number of people coming in. This makes it difficult to achieve an even sampling of museum visitors. In addition, there were times when a target sample was unable to answer question s or fill out a questionnaire, as in the case of elderly visitors, or when the target turned out to be too young. Since the subject rather than the interviewer turned the complete questionnaire in to the service desk, there was also a possibility that someone other than the subject might have filled out the form. All of these factors would have an effect on the validity of the sample. Results 1. Statistics on visitor backgrounds Data gathered in this survey indicates that there are more female visitors than male. Keeping in mind that the sample excluded those less than 13 years old and thus included junior high school age and older, the largest age group was those 30 to 39 years old. Although the period of the survey included one week of spring vacation from school, the breakdown by 'occupation' showed that 31 percent were students followed by 16.5 percent who were teachers. These two figures point up the importance of the museum's educational functions in the education of student visitors to the museum. In addition, a hefty 73.1 percent of the sample came from the southern part of the island (to the south of Chiayi), indicating an increased level of family travel during the spring vacation. Thus future membership recruitment for the museum should be targeted primarily on those living in nearby areas, in particular students and teachers in schools in southern Taiwan. These activities should take their needs into account in encouraging them to become members of the museum. 2. Services and Activities Open to Museum Members This survey asked visitors what kinds of service the members organization should provide. The most frequent replay was 'regular museum information' (26.5 percent) followed by reduced ticket prices (17.8 percent) and invitations to special exhibitions and previews (17.5 percent). Subjects also identified several secondary services they would like to see, including discounts on museum activities (15.8 percent); discounts on purchases in the museum (13.8 percent) and members-only activities (12.8 percent). This shows slightly higher interest in museum events over the offer of discounts for admission and items sold in the museum. This means the museum should develop regular media for information to keep members informed of the latest news and happenings at the museum. Such materials will keep members up to date on museum activities and also serve as guidebooks for members when they visit the museum. The relatively smaller interest in monetary incentives is a reflection of the rising living standards in Taiwan and a lower need for discounts as an attraction to visitors and members of the museum. Subjects indicated that they would like to see more information about scheduled events as well as invitations to special exhibits and previews. Thus the museum should make such information on exhibits and activities available in the future, and should make access especially easy for museum members in order to make membership more attractive. The survey indicated that some 60 percent of those polled would like to se more 'science camps' sponsored by the museum, for example during the summer and winter vacation periods. They also showed a desire for more ”DIY” displays on science, reflecting the great popularity of interactive displays and their value as a tool for involving and educating the visitor. Science and technology museums such as the National Science and Technology Museum have round events and interactive displays to be very useful in introducing weightier subjects such as scientific principles that might otherwise scare off visitors. In addition, news of such activities is quickly spread by word of mouth to other people, helping to attract more visitors to the activity and to the museum. They should also be effective in a ”member get member” approach to expanding membership. 3. Motivation for Joining the Member Organization and Public Understanding of What It Is The survey revealed three major reasons for wanting to be a museum member: (1) to broaden one's personal knowledge; (2) to learn more about the museum as a means of educating the public; and (3) in order to allow one's children to learn more. This shows that the public in Taiwan understand and support the formation of museums as educational institutions, and it indicates that organizing a wider rage of education-oriented activities for the museum should be very effective in attracting more visitors. In the future the museum's tasks of collection, display, research and education should be complemented by activities which will also amuse and entertain the public as well. This is something which very few museums in Taiwan do at present. Yet more than half of the subjects questioned in this survey indicated that they would like to see a greater role for entertainment in the museum, a point which cannot easily be overlooked. All of this indicates that the 'packaging' techniques that a museum uses topresent its materials are extremely important, especially in throwing off stereotypical images of the museum as a place for rigid, musty approaches to learning about science and technology. What is needed are new plans and new ways of promoting the museum to attract more visitors and then satisfy their needs. In addition, the second most mentioned reason for considering membership in the survey was to 'learn more about the museum as a means for educating the public'. The survey also included questions designed to find out how much visitors actually know about the museum. A look at responses against marital status showed that the question, ”If you had the opportunity and the time would you visit the museum frequently?” brought a positive reply from 84.3percnet of unmarried subjects and more than 90 percent of those in other categories including married-no children; married with young children; and married with grown children. Subjects who were married with small children showed a very high level of interest in frequent museum visits, both for the adding to their own knowledge and in order to further the education of their children. Other questions covered the effect of media reports and other people's opinions on the subject's image of the museum. More than 60 percent said that they would listen to other people’s ideas, while more than 75 percent said that after visiting the museum the had a better opinion of it than they had gained from reading reports in the media. Such media reports naturally will have their greatest effect on people who know little about museums or have never visited the National Science and Technology Museum. Thus it is important to try and improve the contents of the messages that the media are presenting in order to present museums in a better light. Also, 85 percent of those surveyed said they were delighted to hear about the success of museum evens at the National Science and Technology Museum, showing a high level of support for the museum among the public. Some 60 percent of the sample said that given the right circumstances they would be willing to do volunteer work on behalf of the museum. This percentage may seem somewhat low, but it should be kept in mind that many in the sample group were students who do not always have a lot of free time outside their studies and school activities and are thus usually less willing to take on voluntary roles. 4. Membership Dues Although consumers naturally feel that the lower prices are the better, still some 60 percent of the sample understand the need to change different classes of visitors at different rates. This indicates that the idea of rate charging based on the end user (or beneficiary of a service) is starting to take root in the national conscience. About half of the sample indicated that they would be willing to contribute their efforts or financial support to the museum in addition to membership fees and dues. This means that the museum should look to the public for more support in expanding the content and scope of its activities. Questions regarding acceptance of membership dues revealed that those with higher household incomes (NT$55,000 or more per month) are both more interested in becoming members of the museum and willing to pay the associated fees and dues. This would seem to indicate that those with more income have more available time to take advantage of the educational and entertainment opportunities offered by the museum in comparison with those who face economic pressure and other constraints. Conclusion Although most people are well aware of the value of museum visits they may be limited by the pressure of our competitive society and more conservative in their spending. In light of this the museum should put more emphasis on the educational benefits of museum visits in its promotional activities, and strive to provide more complete and friendly service to visitors in order to minimize the effects of varying income levels. The development of a strong and active members programs is essential to the continued development of the National Science and Technology Museum. Such an organization will attract more people and increase the frequency of visits. In addition, the interaction which occurs among members will give museum staff a better idea of the needs of visitors, what kinds of additional services are needed, what should be considered for collection and display by the museum, and how the museum can offer a better educational experience for the visitor. Even though the museum member organization is a fairly new phenomenon in Taiwan, it can function as a 'key' in opening up new areas of development for museums like the National Science and Technology Museum. This survey is intended to provide ideas and inspirations for putting together a members group and to give a more complete view of the visiting public and their needs and ways of thinking. Hopefully it will help the museum and the community around it to grow through a mutually beneficial relationship.