博物館書面指引功能探究——以國立科學工藝博物館參觀指引為例

Exploring the Printed Guide in the Museums --- a case study of National Science and Technology Museum

博物館為導引觀眾參觀，會提供不同型式的導引措施，包括指標系統、導覽人員、語音導覽系統及書面指引等。書面指引是導引觀眾的工具之一，然而其是否具備觀眾導引功能？除了觀眾導引功能之外，書面指引是否具有其他功能？本研究以國立科學工藝博物館（以下簡稱科工館）參觀指引為例，探討其書面指引是否具備觀眾導引功能，再探究其行銷功能，之後就觀眾購買書面指引的意願、願意購買價格與整體滿意度進行分析。研究方法係設計問卷訪問入館觀眾，再進行次數統計與卡方檢定，研究所得結果如下：（一）多數受訪觀眾表示科工館參觀指引能清楚介紹展示廳主題及特色，可以藉由參觀指引地圖標示找到特定地點，以及參觀指引對其決定參觀路線有幫助，顯示科工館參觀指引具備觀眾導引功能。（二）使用集戳頁蓋紀念章的觀眾願意將參觀指引帶回去或給親友看的比例比未使用集戳頁的觀眾高，且有使用參觀指引的觀眾超過九成比例願意將它帶回去或給親友看，表示集戳頁的設計與科工館參觀指引皆具有一定的行銷功能。（三）在提示「如果因經費考量，停止免費供應參觀指引而須付費購買」的情況下，仍有超過半數的觀眾願意付費購買參觀指引，定價在6至20元之間是觀眾願意購買的價格。

Museums use a variety of media and methods to guide visitors around their facilities. This includes everything from signage and tour guides to printed guidebooks and other drawings and written instructions. Printed guide is one among the tools used to help visitors find their way around a museum. But how effective is it in fulfilling this role, and what other functions does it offer for the visitor? This article looks at the visitor's guide used in the National Science and Technology Museum to evaluate their usefulness in directing visitors and in serving as marketing materials for the museum. Finally, we look at the willingness of visitors to purchase a printed guide of the museum, what prices they will accept and overall satisfaction with the visitor's guide. The article relies on a questionnaire handed out to visitors when they enter the museum as well as number calculation and chi-square statistics. Analysis of the results showed that 72.1 % of those surveyed felt the content of the visitor's guide was very clear in its introduction of the exhibition galleries and main display themes. 79.3% said the illustrations clearly pre­sented the themes and special features of the exhibits. This indicates that the visitor's guide used in the museum are highly successful in offering 'concept guides' for visitors that will explain the main themes and allow them to tour the museum without any problems. Most of those surveyed were able to locate specific points in the museum by following the printed maps and signs 82.4% easily found the exhibition galleries while 68.9% found a restroom and 486% were able to locate the sec­ond floor café. This indicates the value of the maps in finding spots throughout the facility. This is especially encouraging given the multi-level layout of the NSTM with six floors and one basement level; the large number of exhibition areas (18 permanent and three temporary exhibition galleries); and the considerable floor area (114,355 sq.m). The maps together with the signage around the museum helped the visitors to find the areas they were looking for quickly and effortlessly. In addition, 89.1 % said the printed guide had a definite effect on their selection of what to see in the museum. In short, the guides helped to enhance the use­fulness of the National Science and Technology Museum for visitors. The National Science and Technology Museum has set up stamping stations at each of the 18 permanent exhibition galleries where visitors can stamp their guidebook as a souvenir and record of their visit. Surveys showed that this marketing ploy attracted 84% of those surveyed to use the stamps. The chi-square test showed that those who stamped their guidebooks were far more likely to retain the printed materials and take them home or give them to others to use. A total of 92.8% of the sample ex­pressed intent to take the guides home for themselves or for friends and relatives. Thus the stamp pages and the guidebooks themselves have definite marketing value for the museum. The survey also polled visitors on their willingness to purchase printed materials as a part of the trend toward more self-sufficient public museums in Taiwan. 52% of those surveyed said that if free materials were discontinued due to cost considerations, then they would be willing to pay for the materi­als. Must suggest a price from NT$6 to NT$20 a copy, a price range which the museum should keep in mind in setting prices in the future. Willingness to pay was actually quite high, at 96.4% of the samples. Most visitors can accept the idea that 11 whoever uses the materials should pay for them', and such a move should be beneficial to both visitors and the museum if it is taken in the future.