The audience’s priority factor for visiting fine arts museum: using conjoint analysis to National Taiwan Museum of Fine Arts’(NTMoFA) audience

• Main Author: 蕭斐云
• Other Authors: 林詠能
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/za5rj5

碩士 === 國立臺灣師範大學 === 美術學系 === 103 === Following the increasing trend of modern recreation life，the museum has considered one of “culture travel business”. According Taiwan Tourism Bureau’s data，6.0% to 9.5% Taiwan people choose to visit exhibition or activities，almost one-third visitors choose those culture activities. This thesis took National Taiwan Museum of Fine Arts’ (NTMoFA) audience as the sample，observed the behavior and favorite of the museum audience，and used conjoint analysis to study the interaction between the factors. Hope the study is useful for the museum to know the preference of museum visitors. Six dimensions “exhibition environment，instrument，friendly instrument， information service， consumption service，education” were inducted to 14 factor. The study found audience most prefer the “exhibition environment” dimension， the second is “education”and“information service”. To prove the most important service of the museum is to hold exhibition. The study also found the audience preference factor，the rank one is“the fame of curator and artist”，and the other rank is “exhibition content”，“education activity”，“interactive instrument”，“guide service” and “place design”. The most attractive combination is “High fame curator and artist，thematic content， more interactive instrument，well-designed place，use guide machine，and practice education activity.”