A Survey of Library Marketing and Librarians’ Attitudes toward Marketing in Rural Libraries

• Main Authors: Liu Li-hsuan, 劉莉萱
• Other Authors: 林麗娟
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/71619477242227721589

碩士 === 輔仁大學 === 圖書資訊學系 === 96 === Marketing has played an important role in our society. In recent years, marketing library services has drawn great attention in the field of library and information science. In Taiwan, rural libraries are in the majority of public libraries. Librarians’ attitudes toward marketing might relate to how rural libraries’ use of marketing strategies to improve library services. The purposes of this study were to survey the activities and involvement of marketing activities in rural libraries, and librarians’ attitudes toward marketing of library services. The results of this study indicated most rural libraries did not have full-time marketing personnel and lack of budget for marketing. The most majority of marketing activities among rural libraries was promoting library services. Publicity and promotion were two marketing activities most frequently done by rural libraries. Overall, respondents had positive attitudes toward library marketing. However, differences were observed among different background of librarians. Factor analysis from the survey of questionnaire items also revealed several constructs in librarians’ attitudes toward marketing that can be applied in future studies.