國立海洋生物博物館觀眾參觀行為之研究

The Study of Museum Visitor Behavior an Example of National Museum of Marine Biology and Aquarium

陳鈞坤(June-Kuen Chen)

《生物與休閒事業研究》 3卷2期 (2005/12) Pp. 196-224

https://doi.org/10.30133/BLIR.200512.0008

摘要

本研究主要探討國內第一個文化類社教機構博物館公辦民營BOT的個案－國立海洋生物博物館（以下簡稱海生館），觀眾對館內各項設施、展示、服務等之參觀行為，瞭解各類型不同的觀眾在海生館參觀之時間、地點、展示之環境因素狀況中不同的參觀行為。探討觀眾參觀該展示時對展品的吸引力，以分析海生館觀眾參觀滿意度與觀眾屬性的關係，然而海生館觀眾參觀行為難以純粹量化或質化的理論單一種方法得窺全貌，故本研究乃針對觀眾整體之參觀行為過程作為研究之內容，使用質化之參與觀察法與問卷調查法，希望能夠藉此對觀眾參觀行為研究之完整性。

關鍵字

博物館 ； 觀眾特性 ； 參觀行為 ； 觀眾滿意度

並列摘要

This individual case is the first study of Museum own by government but run by local people under the category of society institution-National Museum of Marine Biology and Aquarium (NMMBA). As NMMBA has mentioned ”Museum own by government but run by local people which using BOT operating method” as the base of the national museum operation which establish the trust between partners and their cooperate relationship. And more to the visitors' behaviors during the visit to museum's facilities, exhibitions, and services, we try to understand different types of visitors in terms of tour time, places, and different behaviors of visitors due to different factors of exhibitions' environment. In order to analyze NMMBA's visitors satisfaction and their attribute by discovering the attraction of that display topic during the visitors visiting exhibitions area. This research focuses on previous museum's visitors' research for discussion probe and its history. To understand if the visitors of NMMBA having different effect on the exhibitions, services, or factors on different environment and result in different visitors' behaviors after they are in the museum. However, it is hard by using the theory of quantitative or qualitative research to know the behavior of NMMBA's visitors. So this study focuses on the process of all the visitors' behavior during the visit in the NMMBA as the research content. Also by using observing and questionnaire methods as qualitative research, I hope this would be more complete for this study of visitor's behaviors.

並列關鍵字

Museum ； Visitors' characteristic ； visiting behavior ； and visitor's satisfaction