碩士 / 朝陽科技大學 / 休閒事業管理系碩士班 / 90 / This individual case is the first study of Museum own by government but run by local people under the category of cultural society institution -National Museum of Marine Biology and Aquarium (NMMBA), and starts its operation on July in the year 2000. It also uses newly constructed operation management method. As NMMBA has mentioned “ Museum own by government but run by local people which using BOT operating method” idea is a “relationship between public and private department’s untie efforts” 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 behaviors 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 visitors’ behaviors.
The conclusions of this research that private department of NMMBA, which use BOT operating method was established in April 2000. Also start its operation out to people on July the 4th in the same year. Under the depression of the economic, the numbers of visitors achieve one million and eighty thousand person per visit on December 2000 and it is a remarkable achievement as a private department. Even though the operation of a national museum already using NMMBA’s operation method, but in almost two years it is still hard to judge its success. Even NMMBA is one of the public department association cases, but this small achievement means a lot to our museum operating system in Taiwan. Due to the other research’s result on visitors’ behaviors, the most time that visitors spend on are Coral Kingdom, Waters of Taiwan for about 35 minutes; and the second are the cafeteria of Coral Kingdom, Lobby, Cetacean plaza, and the La View Mer Restaurant. In the utility rate (attraction), the Cetacean plaza, Lobby, Coral Kingdom, Waters of Taiwan, and the Seawall visitors’ must-visit places. Among the 15 exhibitions in Waters of Taiwan, The open ocean, Children’s Deck, and Discovery of Fishes are the 3 exhibitions where visitors spend most of their time at and in order. The opposite are “The water’s edge, Waterfall, and Conservation of Water World” are 3 exhibitions, which the visitors spend the fewest time at in order. The average of the longest time spend in Coral Kingdom are list as follow in order: Discovering shark zone, Coral Reef Preview, and The Reef Wall. The shortest time spends in order are: Reef Crest, Reef Cave, and the Reef Margin. About the tour route decision during the visit, Coral Kingdom is the first visiting stop by most visitors, followed by the Seawall, and special exhibition. Tourist service and facilities of the museum usage is not highly enough because most visitors decided the tour route by themselves or discussing with their group members.
By using survey as the research method, we could get the conclusion of the variation of research sample population, characteristic of visitors, and visitors’ satisfaction. In overall population statistic, most visitors of those who visit the NMMBA are female, ages 21 to 30, and most visitors’ careers are service industries or business. 78 % of interviewers had at least finished high school, vocational school, college, or had their education above university. Most visitors are married and their income are between 20 to 40 thousand dollars or below 20 thousand dollars are the most usual range among the majority of NMMBA’s visitors. In the characteristics of visitors and numbers of visiting NMMBA, most of the visitors are first time visit. The groups of 4 visitors are the most out of the sample population in this category of types of visitors that visiting NMMBA. Among the visiting visitors, groups visit are the majority from the sample population. Most visitors choose one-day-visit in the analysis of how long do visitor’s stay in the NMMBA. In the category of the resources where the visitors get information about the NMMBA are from the newspapers or magazines. Tour buses are the main transportation used by most visitors. The average of the visitors’ satisfaction out of the 13 questioned-survey are 3.2187, and among those questions, employees’ service attitude have the highest satisfaction, and followed by the guided tour services; but the most unsatisfied are as follow in order: activities in the plaza, product of the museum, and cleanness of the museum. The conclusions of the difference in examining the satisfaction of visitors are list below:
I. NMMBA’s tourist facilities:
Visitors in different age have the satisfaction rate higher than the visitors’ age below 20 years old. In different occupation’s visitors have better satisfaction rates than others. Satisfaction of visitor’s income have 20 to 40 thousand dollars per month are the highest. Visitors’ have 80 thousand dollars have the lowest satisfaction.
II. In the museum (cleanness):
Different education levels of visitors are higher than elementary school level’s visitors.
III. Satisfaction about the restaurant’s services
Male’s satisfaction is higher then female in this category.
IV. Satisfaction of museum’s produces
Male’s satisfaction is higher then female in this category.
V. Satisfaction on the landscape of museum
Visitors’ ages 41 to 50 have the highest satisfaction; and the ages below 20 years old. Visitors have the lowest satisfaction rate.
VI. Overall satisfaction
Male’s satisfaction are better than female.
Keywords: Museum, Visitors’ characteristic, visiting behavior, and visitor’s satisfaction
| Identifer | oai:union.ndltd.org:TW/090CYUT5675015 |
| Date | January 2002 |
| Creators | June-Kuen Chen, 陳鈞坤 |
| Contributors | Chao Cheng Wang, Yih Chaung Chen, 王昭正, 陳益壯 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 106 |
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