博物館之顧客為基礎品牌權益研究：以深度休閒觀點探討

Customer-Based Brand Equity for Museums: The Serious Leisure Perspective

本研究主要拓展博物館休閒研究理論，以深度休閒觀點探究博物館之顧客為基礎品牌權益。選擇以國立自然科學博物館之遊客進行問卷調查，獲得382份有效問卷。研究結果依深度休閒特性，將遊客區分為「認真型」、「興趣型」及「隨興型」等3個群體類型，研究結果顯示：在品牌知名度部分，三群體遊客皆因科博館知名度慕名而來；在品牌品質的想法，「認真型」、「隨興型」遊客對於環境設施與人員服務較為重視，「興趣型」遊客對於環境設施及品質體驗較為認同；三群體遊客對品牌形象均展現真實我較為認同；對品牌忠誠度的展現，「認真型」遊客均明顯高於「興趣型」及「隨興型」。本研究結果將能提供相關單位規劃品牌行銷之創新作法，以迎合遊客需求。

This paper aims to build on the theories of leisure research as it pertains to museums, as well as to be the serious leisure perspective at customer-based brand equity with regard to museum visitors. Research was conducted in the form of questionnaires distributed amongst visitors to the National Museum of Natural Science, resulting in a total of 382 valid responses. In line with the concept of leisure traits, visitor responses were categorized as “serious,” “interest”, and “casual.” These results show that with regard to brand awareness, all three categories of visitor were drawn to the museum because of its brand; with regard to perceptions of brand quality, the “serious” and “casual” groups both placed greater emphasis on facilities, staff, and service, while “interest” visitors were more focused on facilities and quality of experience. Generally speaking, all three groups of visitors felt the brand image reflected their real selves, while “serious” visitors showed a noticeably higher level of brand loyalty than both “interest” and “casual” groups. This study will help appropriate authorities plan innovative brand marketing methods and meet the needs of visitors better.