以電信信令分析第四屆及第五屆臺灣科學節客群

Audience Analysis of the 4th and 5th Taiwan　Science Festival Using Mobile Phone Data

臺灣科學節是教育部及國家科學及技術委員會共同主辦，經過五年的努力，由已經舉辦8,203場的多元科普活動，累積2,249,001人次參與。雖然國內各博物館都會針對觀眾做相關研究，但國內少有國立的科學類博物館每年同時並且連續多年推出大型科普活動，除了可比較各館間的觀眾情形，還可以連續多年觀察客群變化。故本研究透過電信信令資料，了解在臺灣科學節期間各館的觀眾輪廓及變化，進而將臺灣優質的科學活動提供給全國民眾。
分析結果發現即便第五屆臺灣科學節受到颱風影響，參觀人數仍持續增加，但天候因素使觀眾停留時間減少，及降低跨縣市參加活動的客群，大型活動針對天候因素的應變速度要快且精確。主要觀眾客群為親子家庭及60歲以上的高齡長者，因此各館所可以拓展高齡科普活動。研究結果顯示，如搜尋引擎的關鍵字可以讓臺灣科學節有較前的網站排序，口碑效應及持續經營社群都相當重要，應持續多管道經營及規劃廣告投放方式，培養臺灣科學節品牌。

The Taiwan Science Festival is co-hosted by the Ministry of Education and the National Science and Technology Council. After five years of efforts, 8,203 diverse science events have been held, with a total of 2,249,001 participants. Although all museums conduct audience analysis, Taiwan Science Festival is the only opportunity for national science museums in Taiwan that launch varied science activities at the same time and for many consecutive years. In addition to comparing the audience situation among different museums, we can also observe changes of participants for consecutive years. Therefore, this study uses mobile phone data to understand the audience profile during the Taiwan Science Festival, and then provide Taiwan's high-quality scientific activities to the public nationwide.
The analysis shows that although the 5th Taiwan Science Festival was affected by the typhoon Kong-rey, the number of visitors was increasing. However, the length of the visitors' stay in the museum and the number of visitors who crossed cities both reduced from the 4th to the 5th Taiwan Science Festival. Taiwan Science Festival must respond quickly and accurately to the weather. The main audience groups are families with children and people over 60 years old. The results show that search engine keywords can help the Taiwan Science Festival have a high website ranking. Word-of-mouth effect and continuous social network management are very important. We should continue to operate through multiple channels and plan advertising methods to cultivate the Taiwan Science Festival brand.