國內博物館參觀季節性探討

The Seasonality of Museum Visitation in the Nation

「季節性」為觀光業一種暫時性的不平衡現象，因其對於經濟、社會文化及生態環境的影響，一直受到觀光休閒產業公私部門的重視。季節性具空間性及暫時性等特性，並非單純地只是單一地方或機構的議題，國家層級季節性模式為一整體平均狀態，往往掩蓋了通常差異很大的區域季節性模式，亦不能準確反映個別部門的經驗。博物館的參觀活動，同樣受到季節性的影響。本文即從博物館層次探討國內博物館參觀季節性現象，自文化部登載之 71 間博物館名錄中，取得 35 間在交通部觀光局登錄參觀人數之博物館，以及 3 間在官網上揭露參觀人數的館所，共 38 間統計資料量足夠之博物館為對象進行分析。首先將國內博物館參觀人數之時間序列，以季節性型態予以分群後，再檢驗各集群博物館季節性幅度，最後由所得之集群特色及樣態分布情形，分析國內博物館參觀季節性特性。結果發現國內博物館季節性型態，並未與國內觀光季節性完全相同，以雙旺季為主，且具有空間性。在季節性幅度方面，國內博物館參觀季節性幅度不大，且與型態相關，而多數博物館參觀季節性幅度之穩定相對較高，已經有固定之季節性現象。本文最後提出結合地方資源調整或制訂行銷策略、進一步探討影響國內博物館季節性空間性的因素，及探討平衡季節性對博物館參觀需求的影響等三建議。

"Seasonality is a temporal unbalanced phenomenon of tourism, and it has always been a concern for private and public sectors in tourism due to its impact on the economy, society, culture and ecology. Seasonality is characterized by spatiality and temporality. It’s not simply an issue for a single location or institution. Seasonality at national level does not give the total picture because it is an average which usually conceals the divergent regional and sectoral patterns. Museum visitation is also influenced by seasonality. This study examines the seasonality of museum sector in the nation based on visitor arrivals. A total of 38 museums are selected as the object of the study from the 71 museums listed by the Ministry of Culture, among which 35 museums disclose their number of visitors on the Tourism Bureau’s official website, and 3 museums disclose their number of visitors on their own official website. First, a clustering approach is performed to analyze the seasonal patterns of museum visitation in the nation based on the time series of the number of museum visitors, and then the seasonal amplitude is evaluated. Finally, the characteristics of the seasonality of museum visitation in the nation are analyzed according to the specific patterns and features of the clusters. It is found that the “two-peak pattern” accounts for the major seasonal pattern of the museum visitation, which features spatiality, and is not exactly the same as the national seasonal pattern of tourism. The seasonal amplitude of museum visitation in the nation is not significant, and is correlated to seasonal patterns. The seasonal amplitude is relatively stable in most of the museums in the nation, indicating its fixed seasonality phenomenon. Finally, three suggestions are submitted: adjust or formulate marketing strategies which incorporate local resources, further investigate the spatial factors that influence the seasonality of museum visitation, and investigate the influences of balancing seasonality on museum visitation. "