A study on the effect of special exhibitions on revisit intention in Taiwan museums.

• Main Authors: Yu-Wen Fang, 方于文
• Other Authors: Rui-Hsin Kao
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/60192775122569537326

碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === In recent years, people do leisure activities more than before. There are more and more leisure activities. However, one of leisure activities is museum visiting. Therefore, the intense museum competitions is increasing. On the other hand, museums seldom change the permanent exhibitions, so people haven’t interested in museums. Therefore, museums cooperate with company or media to host special exhibitions. It not only let people know the new information but also let people visit the museum. Special exhibitions could help upgrade people’s civil life. This research attempt to explore when people visited the special exhibition whether it will affect people’s brand attachment toward the museum, or it will affect people’s revisit intention. This research survey seven museums in Taiwan. Totally 500 questionnaires are responsed. The result shows that the special exhibition satisfaction has significant difference in revisit intention of special exhibition and permanent exhibitions. Brand attachment has significant difference in revisit intention of special exhibition and permanent exhibitions. Finally, the research proposes and discusses a few managerial implications based on these findings.