| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 94 === In many tourism destination plans,museums are considered to be a core element in the urban attraction and a crucial element in generating a “high quality” urban environment（Smith，1994）.This paper advocates that not only do museums have a preservation obligation to society,they also have an education and entertainment obligation to their visitors.To fulfil second task,management and marketing personnel must determine what customer actually wants from their visit（Thyne，2001）.
In this study, means-end theory and laddering methodology were employed in interviews with 40 consumers (20 from Chi Mei Museum and 20 from National Palace Museum) who visit museum, in order to investigate the value structures behind visit museum. The results of interviews categorized by content analysis were drawn into Hierarchical Value Maps.
Many of the values found in this exploratory research reiterate findings in previous research on the role of museum in fulfilling education and learning objectives and values. In addition, we find out that the visitors of Chi Mei Museum on the final personal values include“happiness and pleasure”、“self-achievement”；the visitors of National Palace Museum on the final personal values include“happiness and pleasure”、“life quality”.
According to the results, we suggest several strategies for museum managers：
(1) Emphasize on the value from products;（2）To fulfill the need of”learning something ” for museum visitors;（3）Add additional values for museum visitors;（4）The well capability of serve quality with museum; (5) Maintain the customers who value efficiency、spirituality; (6) The rising generation’s education; (7) Put stress on aesthetics values;
(8) Suggestions for promotion strategies.
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