國立海洋生物博物館之兩段式觀眾調查研究

A Two-Staged Visitor Survey of the National Museum of Marine Biology & Aquarium

本觀眾研究對國立海洋生物博物館（以下簡稱海生館）開館第一期觀眾進行參觀前與參觀後的二階段問卷調查，透過問卷內容以瞭解海生館觀眾行為與滿意度之間的關聯性。本研究結果發現海生館初期營運雖然觀眾容載量相當擁擠，但整體滿意度仍相當高（滿意者達60.7%），若以接受度呈現則高達99%，在所有展示主題中又以「大洋池」、「珊瑚礁谷」、「南灣珊瑚礁」滿意度排序最高，最不滿意的則依序是「觸摸池」、「牡蠣養殖」、「河口」。本文進一步分析受訪者相關特性，並依據結果提出海生館日後改進的具體建議。

Due to its unique location, the Museum of Marine Biology & Aquarium is very popular in Taiwan. Since the grand opening, it took the BOT approach to meet public anticipation. Thus, the National Museum of Marine Biology & Aquarium must maintain effective management and provide high quality services. This study focuses on a two-staged questionnaire in order to understand visitors' behavior and experience. A social survey was applied before and after their tours. This study found that overall satisfaction is significantly high in three tourist areas, which include ''the Open Ocean'', ''the Coral Canyon'' and ''the South Bay Reef''. In contrast, the lowest satisfaction areas are ''the Touch Pool'', ''Oyster Rack'' and ''the Estuary.'' From the perspective of statistical analysis, the overall acceptance is 99 percent and other important observations about visitors' behavior were identified on the basis of interpretation.