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| 題 名 | 漢寶德紀念館非觀眾參觀阻礙因素與參觀意願探討=Exploring the Constraints and Intentions of Non-Visitors to the Han Pao-Teh Memorial Museum at the Tainan National University of the Arts |
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| 作 者 | 顏上晴; 陳雁妤; 鄭宇真; | 書刊名 | 博物館學季刊 |
| 卷 期 | 39:3 2025.07[民114.07] |
| 頁 次 | 頁91-113 |
| 分類號 | 069.753 |
| 關鍵詞 | 博物館; 觀眾研究; 非觀眾; 參觀阻礙; 參觀意願; Museum; Visitor study; Non-visitor; Leisure constraint; Visiting intention; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6686/MuseQ.202507_39(3).0004 |
| 中文摘要 | 隨著博物館由「以物為主」向「以人為主」轉型,吸引非觀眾(指未曾參觀或某一段時間未參觀博物館的人)參與已成為提升社會影響力與經營發展的關鍵。然而,博物館觀眾研究多數仍聚焦於既有觀眾,對非觀眾的研究較少,更少見探究參觀阻礙與參觀意願之關係。本研究應用休閒阻礙理論,以國立臺南藝術大學漢寶德紀念館為例,採用調查研究方式,探討非觀眾的參觀阻礙與參觀意願,並探究兩者的關係。研究發現漢寶德紀念館非觀眾的參觀阻礙以結構性阻礙為主,非觀眾具有參觀該館的意願,以及參觀阻礙對參觀意願具有顯著負向影響,其中個人與人際阻礙的影響最為顯著。基於研究結果,本研究建議博物館管理者應重視參觀阻礙,採取包括提升博物館資訊可見度、規劃多元的觀眾參與方式、提升館舍可及性等作法,以降低參觀阻礙,促進參觀意願與新觀眾開發。本研究並建議後續研究者可更精確定義非觀眾、發展博物館通用的參觀阻礙量表等作法,在博物館非觀眾領域進行更多的研究,以獲得更細緻的成果。 |
| 英文摘要 | As museums transition from being "object-centered" to "people-centered," engaging non-visitors, referring to those who have never visited or have not visited a museum for an extended period, has become a critical strategy for enhancing their social impact and sustainable development. Existing museum visitors research predominantly focuses on current visitors, with limited exploration of the constraints of non-visitors. In this study, the leisure constraints theory was applied to investigate the constraints on museum attendance and visiting intentions among non-visitors, with the Han Pao-Teh Memorial Museum at the Tainan National University of the Arts serving as a case study. A survey-based research method was employed to examine the relationship between attendance constraints and visiting intentions. The findings indicated that structural constraints are the primary factors perceived by respondents. Despite constraints, non-visitors generally expressed a willingness to visit. Furthermore, the research results showed that attendance constraints have a significant negative impact on visiting intentions, with personal-intrapersonal constraints being the most influential. Based on these findings, it is recommended that museum administrators place importance on eliminating barriers to visitation. Measures such as increasing the visibility of museum information, planning diverse methods of audience engagement, and enhancing accessibility should be adopted, with the aims of reducing visitation barriers, promoting the willingness to visit, and attracting new audiences. The results of this study also suggested that future researchers more precisely define non-visitors, develop a standardized scale for measuring visitation barriers applicable to museums, and employ probability sampling methods to obtain data. These approaches can support more in-depth research in the field of museum non-visitors and yield more refined results. |
本系統中英文摘要資訊取自各篇刊載內容。