國立海洋生物博物館開館初期觀眾研究

The Visitor Studies of National Museum of Marine Biology & Aquarium

國立海洋生物博物館於民國八十九年二月開幕，得天獨厚的設立於全台遊客量居冠的恆春半島墾丁國家公園內，為全國第一所國立的海洋生物博物館且是全國率先將經營權以公辦民營方式經營的公營博物館，因此將承擔比任何公營博物館還要深遠的期許與經營成敗的壓力。因此館方為了海生館的永續經營及期許能提供更高的服務品質，自開館以來即設計此一簡單的問卷，方便一般觀眾反應基本的觀眾行為及對參觀結果的滿意度狀況， 透過此問卷的調查作為館方經營管理的參考。本研究即針對民國八十九年三月至八月近半年所回收的2, 255份有效問卷進行統計分析，以暸解開館初期一般民眾對海生館的基本觀眾行為與各項設施與展示主題滿意度狀況。本研究結果發現觀眾對海生館之「動線規劃」、「展場導覽解說」、「展出內容」、「服務態度」滿意度高，僅有「餐廳及禮品店的服務」滿意度較低。此外，若以接受度表現均高達80%以上，在所有展示主題中最受歡迎的前三項分別是「大洋池」、「魚的生態」、「珊瑚礁谷」。本文進一步分析受訪者相關特性，並根據結果做出海生館日後改進的具體建議。

National Museum of Marine Biology & Aquarium is the first museum of Marine biology and aquarium in Taiwan. It has attracted many visitors since it first opened in February 2000. The museum officials conducted a mailed survey of 2,255 visitors to evaluate their overall satisfaction toward the museum and to examine important factors that influence visitors' behavior in the museum. The results of this survey indicate that the visitors feel satisfied with the route design of the exhibition, the guidance provided by the docents, the content of the exhibition, and the service attitude of the museum staff. Also, the most popular display thesemes are 'the open ocean,' diversity of fish,' ahd 'coral canyon' . Implications for operating the museum are further discussed based on these results.