大學生博物館經驗初探：以觀眾認同與服務品質為核心

A Preliminary Visitor Study on College Students' Museum Experience: In the Views of Identity and Museum Service Quality

隨著博物館轉向以人為主的經營方針，博物館觀眾研究成為專業領域的重要趨勢。有鑑於臺灣的觀眾研究正持續進展，但過去多為量化、整合性的研究，缺乏針對不同群體的深度探詢。本研究設定以大學生為研究對象，採取質化深度訪談方式取得資料，試圖整合以認同為基礎的博物館學觀眾研究架構、觀光領域研究獲益基礎管理（BBM）對遊客特質的分析，行銷管理領域對服務品質評估等三個向度的取徑，共同建構出理解大學生博物館經驗的研究方法。依據Falk（2008）的五種博物館觀眾類型，臺灣大學生觀眾類型分布以「設施利用者」最多，占了43.48％；其次為「經驗找尋者」，34.78％。第三為「探索者」，占17.39％。專業嗜好者占了4.35％。缺乏所謂的心靈朝聖者。第一種「設施利用者」對博物館學習與教育功能的需求強度最低。再以觀光領域獲益基礎管理對遊客研究分類來看，所謂「無心的觀眾」較關切博物館經驗的休閒娛樂面向；其他四類屬於「有心的觀眾」，依其分類類型可以區分出對博物館知識學習不同強度的需求，以此架構來討論不同主體在博物館經驗中的受益感受。最後本研究建議，依據臺灣大學生觀眾現況，將此五種觀眾類型重新調整為三類，分別為「知識探索者」（explorer）、「休閒與社交行動者」（leisure and social actor）與「機能性使用者」（functionalist）三類。Following the visitor-oriented operational guidelines of New Museology, museum visitor's studies become more and more important trends in academic profession. Nevertheless, here in Taiwan, the museum visitor's studies in these years were emphasizing on integrated research and mostly conducted by quantitative method, focusing mainly on audience in general, instead of on certain sub-groups. Therefore this study adopts the five types of museum audience proposed by Falk (2008), including 'explorers', 'facilitator', 'professional/hobbyists', 'experience seekers' and 'spiritual pilgrims', which are classified basically by visitors' identity with museums. Secondly, this study takes college students as research subject, and collects data through qualitative depth interviews to investigate the museum experience of college students. Moreover, in order to explore how audience evaluate the facilities inside the museums they ever visited, this study also utilizes the framework of benefit-based management (BBM) in tourism, attempting to integrate with the other two disciplines, research structure of museum visitor's studies and marketing management evaluation on quality of service, to analyze college student visitors and their museum experience.As a result, Taiwan college students' audience type distribution is as follow: 'facilitator', the most, accounting for 43.48%; followed by 'experience seeker' for 34.78%. The third is 'explorer', accounting for 17.39%. 'professional/hobbyist' is accounted for 4.35%. But none of the result is the so-called 'spiritual pilgrim'. That is, the most one, the 'facilitator' demands the educational function of museum least. Then in the benefit-based management (BBM) analysis, the so-called 'mindless visitors' concern more about the entertainment experience at the museum; the other four are 'mindful visitors', their classification type, distinguishing according to different knowledge intensity of learning needs towards the museum, and the same framework to discuss diverse experiences in the museum's main benefit experience. Finally, this study suggests that status of the Taiwan college students as the audience, namely the five audience types should be re-adjusted to three categories, 'knowledge explorer' (explorer), 'leisure and social actor' and 'functionalist'.