新冠肺炎疫情下美術館觀眾參觀需求：以臺北市立美術館為例

A Study on Visitors' Demands of Taipei Fine Arts Museum Under COVID-19 Outbreaks

陳映廷(Ying-Ting Chen)

《博物館與文化》 22期 (2021/12) Pp. 109-132

摘要

嚴重特殊傳染性肺炎（COVID-19），以下簡稱新冠肺炎。新冠肺炎在全球蔓延，國際間減少不必要的觀光行程，導致博物館遊客數下降、收入減少，全球近9成博物館暫停開放，部份博物館將因此永遠關閉；而美國博物館聯盟（American Alliance of Museums, AAM）與威爾肯諮詢（Wilkening Consulting）報告指出，部份觀眾希望能儘快重返參觀博物館，但前提是博物館必須提供安全無虞且令人感到舒適的環境(AAM & Wilkening Consulting, 2020）；顯示疫情下，觀眾仍希望進入博物館參觀，而博物館該提供何種服務以滿足疫情間觀眾參觀需求為本研究重點。本研究以北美館15歲以上之本國觀眾為研究對象，使用問卷調查方式於2021年1月底至北美館出口處邀請觀眾使用個人行動載具掃描QRCode進行線上問卷填寫；問卷經回收有效樣本數為306份，研究結果顯示疫情期間北美館觀眾仍以女性且教育程度高之典型博物館觀眾為主。參觀需求重視程度依序為社交需求、學習需求、安全需求，與馬斯洛需求階層理論安全需求優於社交及學習不同，推測與問卷施測時臺灣疫情相對平緩有關。另外，國中以下學歷觀眾對於北美館所帶來「社交需求」較研究所以上學歷觀眾更加強烈，建議未來博物館在進行展示規劃時，除深化展示內容知識性外，亦需提供觀眾與家人、朋友連繫情感之展示環境及內容，以滿足觀眾疫情期間之社交需求。

關鍵字

新冠肺炎 ； COVID-19 ； 美術館 ； 參觀需求 ； 觀眾研究

並列摘要

COVID-19 is spreading around the world. The reduction of unnecessary sightseeing trips internationally has led to a decline in the number of museum visitors and a decrease in income. Nearly 90% of museums around the world have been closed, and some museums will be closed forever. And the American Alliance of Museums (American Alliance of Museums, AAM) and Wilkening Consulting report pointed out that some visitors hope to return to visit the museum as soon as possible, but the premise is that the museum must provide a safe and comfortable environment. (AAM & Wilkening Consulting, 2020); It shows that audiences still want to visit the museum under the epidemic situation, and what kind of service the museum should provide to meet the needs of the audience during the epidemic is the focus of this article. This article takes visitors from the North America Pavilion over 15 years of age as the research object. At the end of January 2021, at the exit of the North America Pavilion, the audience is invited to use personal mobile vehicles to scan the QR Code to fill in the online questionnaire; the number of valid samples recovered from the questionnaire is: In 306 cases, the research results showed that during the epidemic period, the audience in the North American Pavilion was still mainly female and highly educated typical museum audience. The importance of visit needs is social needs, learning needs, and safety needs in order. It is different from Maslow's demand class theory that safety needs are better than social and learning. It is presumed to be related to the relatively smooth epidemic in Taiwan when the questionnaire was administered. In addition, audiences with junior high school education and below have a stronger ＂social demand＂ for the North American pavilion than those with graduate school education. It is recommended that the museum in the future should not only deepen the knowledge of the content of the display, but also provide audiences, family members, and friends. Connect the emotional display environment and content to meet the social needs of the audience during the epidemic.

並列關鍵字

Novel Coronavirus Pneumonia ； COVID-19 ； gallery ； visitors' demands ； visitor studies