十三行博物館導覽服務滿意度與重遊意願研究

Study on the Satisfaction of Exhibition Guide Service and Willingness to Revisit among Museum Visitors: An Example of the Shihsanhang Museum

李宜曄(I-Yeh Lee) ； 林詠能(Yung-Neng Lin)

《博物館學季刊》 22卷1期 (2008/01) Pp. 93-105

https://doi.org/10.6686/MuseQ.200801_22(1).0008

摘要

近年來博物館的休閒、教育、娛樂功能漸趨重要，其對文化教育的貢獻更為博物館參觀者所肯定，而導覽解說扮演著博物館與遊客之間的媒介，成功的導覽解說將是達到高品質服務的必要條件之一。目前相關文獻大多探討博物館服務品質、滿意度與忠誠度間的關係，較少研究探討導覽解說服務品質、滿意度及重遊意願間的關係。因此本研究目的在於了解十三行博物館導覽解說服務品質與觀眾滿意度，以及滿意度與重遊意願間的探究。本研究透過問卷調查方式進行，以十三行博物館假日觀眾為對象，回收有效問卷219份，研究結果顯示觀眾對導覽解說的滿意度越高，其重遊意願及推薦意願也會越高，因此博物館從業人員應加強博物館導覽解說的功能，不論是人員導覽或非人員導覽的部分，以提高服務品質以及觀眾的忠誠度，更提高觀眾的推薦意願，創造口碑。

關鍵字

博物館 ； 導覽解說 ； 服務品質 ； 滿意度 ； 重遊意願

並列摘要

Recently, the leisure, education, and entertainment functions of museums have been gaining in importance. The function of cultural education is one that is appreciated by visitors. Guide service is the interface between museums and visitors, and successful guide service is essential to achieving a superior level of service. Most related research has discussed the relationships among quality, satisfaction, and loyalty of museum visitors, rather than on the relationships among quality of the exhibition guide service, level of satisfaction, and willingness to revisit. Therefore, the purposes of this research are to analyze the relationship between quality of exhibition guide service and visitor satisfaction, as well as the relationship between visitor satisfaction and willingness to revisit the museum. A survey of visitors was carried out using questionnaires at the Shihsanhang Museum of Archaeology, and 219 responses were collected. The results show that the higher the level of satisfaction with the exhibition guide service, the higher the willingness to revisit the museum and to recommend it to others. Consequently, museums should focus on strengthening exhibition guide services, whether provided by a person or other method of delivery, to elevate service quality and visitor loyalty. This will increase the willingness of visitors to recommend the museum to others and create public praise and positive attention.

並列關鍵字

museum ； exhibition guide ； service quality ； satisfaction ； revisiting willingness

參考文獻

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