A Study of Communication Design for Local Museums Through Experiential Marketing Viewpoint

• Main Authors: Yu-Jung Jeng, 鄭愉蓉
• Other Authors: Fang-Suey Lin
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/53539720843081033273

碩士 === 雲林科技大學 === 視覺傳達設計系碩士班 === 98 === The orientation and function of a museum change with the times; it gives priority to people’s psychological demand, integrates leisure, recreation, and learning under one same goal, and hopes to bring visitors a visiting experience with deep feeling through good information planning. The research took three local museums: Suho Paper Museum, Banana New Paradise, and Shui-li Snake Kiln Ceramics Park as the research subjects, and the research objective was to understand the experiential types adopted by the case, as well as investigate the satisfaction degree of visiting to be the reference for future local museums. The research was divided into three stages: First of all, screening and selecting the local museum samples; secondly, doing the interview and present condition investigation at three museums in North, Central, and South Taiwan; thirdly, doing the museum visitor satisfaction questionnaire survey. The research findings are as follows: 1. The visitors had the deepest concrete feeling for three major dimensions of exhibition, space and activity. 2. Suho Paper Museum mainly provides creative manual papermaking experience to achieve the function of combining education with recreation; Banana New Paradise drags people’s hearts by scenes with real objects being imitated, and has a good image; Shui-li Snake Kiln exhibits its local features and cultural value with creative ceramic application and cultural space. 3. The local museum visitors’ chief visiting goals were “leisure and recreation” and “to be offered with life experience;” the visitors’ had the highest demand of “spatial environment,” and secondly “collection.” 4. Via the factor analysis, the researcher found that there were principally five factors that affected visitors’ satisfaction to the museum: (1) creative interaction (2) actual feeling on-site (3) learning and education (4) value-added on image (5) intensified impression. 5. The visitors had the best recognition and the highest satisfaction for “through experiencing the activity, the comprehension of the content can be boosted” and “the museum’s spatial planning is helpful for deepening the impression of the museum.” 6. The features that an experiential type local museum must have: (1) a theme that is close to the everyday life of common people (2) comfortable spatial planning (3) learning from creative activity (4) local cultural element extract (5) conception of story.