以國立自然科學博物館特展吸引力探究遊客參與動機、阻礙與滿意度之關係

Exploring The Relationships Among Visitors’ Participant Motivations, Participant Constraints and Satisfactions by the Attractions of Special Exhibitions at National Museum of Natural Science,Taiwan

吳麗鶯(Li-Ying Wu)

指導教授 ： 羅鳳恩 ； 陳瀅世

亞洲大學/管理學院/休閒與遊憩管理學系碩士在職專班/碩士(2009年)

摘要

國立自然科學博物館（以下簡稱科博館）是國內首屈一指的自然史博物館，擁有許多豐富的自然、科學、歷史及文化資源，除了常設展外，過去也曾舉辦過許多精采的特展，吸引為數眾多遊客觀展，是中部地區重要的遊憩場所。對博物館發展來說，最重要是如何滿足參觀者期望與需求，同時兼具傳遞教育、娛樂等功能，吸引遊客不斷前來參觀。
本研究以參與科博館特展的遊客進行調查，針對遊客在參與歷程中，以特展吸引力探究遊客參與動機、阻礙與滿意度的影響及關連性，以不同基本背景屬性的遊客，來了解科博館特展吸引力、參與動機、參與阻礙，與其滿意度間的關係，並更進一步了解遊客喜歡何種特展類型，以及分析具有參與特展動機的遊客屬性。2009年2月1日起至2009年2月28日共發出530份問卷，回收512份有效問卷，有效回收率為96.6%，所得資料進行資料分析，研究結果顯示：
一、遊客對於科博館特展吸引力方面：以「獨特文物展示」同意度最高；其次依序是「休閒娛樂與知性兼備」與「教育啟發及傳承意義」等項目。特展較不具吸引力的項目以「科博館名聲」，吸引力最低；其次依序為「科博館特展優質形象」與「特展知名度」等項目。
二、遊客對於科博館特展參與動機方面：以「學習成長」同意度最高；其次依序是「滿足求知慾」與「個人興趣」。遊客認為科博館特展參與動機較弱的項目以「提升社會地位」，參與動機最低；其次依序為「獲得他人尊重」與「促進友誼」等項目。
三、遊客對於科博館特展參與阻礙方面：以「特展門票太貴」與「預期展場人潮擁擠」並列最同意項目；其次是「科博館離家太遠」。遊客認為參與阻礙較低的項目以「與參與者互動不佳」，參與阻礙最低；其次依序為「缺乏合適參與夥伴」與「到科博館大眾交通工具不便利」等項目。
四、遊客對於科博館特展滿意度方面：以「增廣見聞增加知識」同意度最高；其次依序是「嘗試新事物」與「滿足自然科學好奇心」。遊客認為滿意度較低的項目以「結交好友」，滿意度最低；其次依序為「提升自信心」與「參觀特展的遊客很友善」等項目。
五、遊客參與動機與休閒參與阻礙並無顯著相關；特展吸引力認知與遊客參與動機有顯著性相關；特展吸引力認知與滿意度有顯著性相關；遊客參與動機與滿意度有顯著性相關。
六、曾參與過科博館特展的遊客，最喜歡且滿意度最高的特展類型是「考古、文物類」；其次是屬於「科學類」。
七、遊客參與意願最高的特展類型是「考古、文物類」；其次是屬於「科學類」與「藝術類」。
八、遊客「性別」、「教育程度」與「職業」對特展吸引力認知與滿意度皆有顯著差異；而「年齡」則無顯著差異。
九、遊客「性別」、「職業」等對參與動機及休閒參與阻礙皆有顯著差異，而「年齡」、「教育程度」則無顯著關係。
依據本研究之發現，提出八項建議，以供科博館經營之參考，期望本研究有助於未來在推展特展時，作為規劃出符合遊客期望之展覽與客源開發之重要參考，並敦促博物館特展文化產業蓬勃發展，作為努力方向及後續相關研究之參考。

關鍵字

國立自然科學博物館 ； 科博館 ； 特展 ； 吸引力 ； 參與動機 ； 參與阻礙 ； 滿意度

並列摘要

National Museum of Natural Science (hereafter abbreviated as Museum of Science) is the top one domestic museum for natural history, which has many rich natural, scientific, historical and cultural resources; in addition to the constant exhibition, there are also many gorgeous exhibitions in the past that attract so many people to visit; therefore, it is a very important recreation area in central Taiwan. To the museum, the most important thing is to satisfy the expectation and need of the visitor and to possess the function of education as well as entertainment, that is, to attract the visitors to come uninterruptedly.
In this study, tourists visiting Museum of Science exhibition will be used as the survey targets. During the tourists’ participation process, the attractive power of the special exhibition will be used to investigate the influence and correlation of tourists’ participant motivation, participant constraint and satisfaction; moreover, tourists of different basic background and attribute will be used to understand the correlation among attraction, participant motivation, participant constraint and the satisfaction of the special exhibition of Museum of Science; moreover, what type of special exhibition the tourists prefer will be further understood, and the tourist attribute that has participant motivation will be analyzed too. Five hundred and thirty people were selected in this cross-sectional, descriptive study by using a structured questionnaire. Five hundred and twelve valid data were used to analyze as the results, the valid corresponding rate was 96.6%. The surveys were conducted during the period of February 1 to February 28 2009. The results of this study are the followings:
1. For the attraction of the special exhibition of Museum of Science, tourists all show highest agreement on “unique historical relic exhibition”; the next are items such as: “the possession of recreation, entertainment and knowledge content” and “education, enlightening and inheritance meaning”. For item with less attraction, the result shows that “the reputation of Museum of Science” has the lowest attraction; the next is “good image of the special exhibition of Museum of Science” and “the visibility of the special exhibition”, etc.
2. For the participant motivation from tourists on the special exhibition of Museum of Science, “learning and growth” has the highest agreement; the next are “the satisfaction of the desire of knowledge” and“personal interest”, respectively. For the item with weaker participant motivation in the special exhibition of Museum of Science, tourists thought that “the upgrade of social status” has the lowest motivation; the next are respectively “the acquisition of respect from others” and “promotion of friendship”, etc.
3. For the participant constraint from tourists on the special exhibition of Museum of Science, “the ticket of the special exhibition is too expensive” and “it is expected that the exhibition site will be very crowded” are listed together as the most agreed items; the next is “Museum of Science is too far away from home”. Tourists thought that item such as “bad interaction with the participators” has the lowest participant constraint; the next are items such as: “no partners suitable for the participation together” and “no convenient public transportation vehicle to Museum of Science”, etc.
4. For the satisfaction from tourists on the special exhibition of Museum of Science, “the expansion of vision and the increase of knowledge” has the highest degree of agreement; the next are “trying of new things” and “the satisfaction of the curiosity of natural science”, respectively. Tourists thought that “the making of good friends” has the lowest satisfaction; the next are items such as “the increasing of confidence” and “the tourists participating in the special exhibition are very friendly”, etc.
5. There is no significant correlation between the tourist’s participant motivation and recreation participant constraint; there is significant correlation between the recognition of special exhibition’s attractive power and tourist’s participant motivation; there is significant correlation between the recognition and satisfaction of special exhibition; there is significant correlation between the tourist’s participant motivation and satisfaction.
6. Tourists ever participated in the special exhibition of Museum of Science prefer most and have the highest satisfaction on special exhibition such as “archeology and historical relic type”, the next is “scientific type”.
7. Special exhibition type with the highest participant willing by the tourists is “archeology and historical relic type”; the next is “scientific type” and “artistic type”.
8. Significant difference exists for the recognition and satisfaction on the special exhibition’s attraction as seen by tourists in terms of “`gender”, “education” and “occupation”; but for “age”, no significant difference can be seen.
9. Significant difference exists for the participation and recreation participant constraint as seen by tourists in terms of “gender” and “occupation”, etc.; but for ”age” and “education”, no significant difference can be seen.
Based on the results of this study, eight suggestions are proposed to be used as reference for business operation by the Museum of Science; it is hoped that this study can be helpful and important reference, in the future promotion of special exhibition, to the planning of exhibition that can meet the tourist’s expectation and to the development of tourist resource; we also hope that the cultural industry of special exhibition of the museum can have a prosperous development and that the result of this study can be used as a guiding for future efforts and as reference for subsequent related researches.

並列關鍵字

National Museum of Natural Science ； Museum of Science ； special exhibition ； attraction ； participant motivation ； participant constraint ； satisfaction

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