미술관 마케팅을 위한 관람객 연구

• 영문명: Visitor survey at the National Museum of Contemporary Art, Deoksugung : A study on the visitors of Korean art museums with implications for museum marketing
• 발행기관: 한국예술경영학회
• 저자명: 양지연(Yang Ji Yeon)
• 간행물 정보: 『예술경영연구』제1집, 32~61쪽, 전체 30쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2001.10.30

영문 초록

This study seeks to systematically understand Korean art museum visitors through the visitor survey at the National Museum of Contemporary Art, Deoksugung. Based on the result of the survey, it also aims to present implications for marketing strategy of art museums by responding to the needs, perceptions, and characteristics of their visitors. With paradigm shift of museums toward more customer-oriented and socially accountable institutions, their relations to the pubic have changed. The public is now considered “master” whose input and support is considered essential for sound museum management. And the most important public of museums are their visitors who actually use and support the museums. Visitor study is an essential tool for museums to improve their programs and management through the systematic investigation of their visitors. There has been little efforts in Korea, however, to understand their visitors, although some art museums began to study their visitors in an informal way. Philosophically and practically, the lack of systematic research on their visitors causes problems for Korean art museums to be more effective managed and more socially meaningful. U sing a standardized questionnaire, the survey was conducted at the museum when the exhibition “Impressionism and Modern Art: Collections from the Orsey Museum”(Oct. 26, 2000-Feb. 27, 2001) was being held. It was a blockbuster show which attracted over 300,000 visitors. The selection of the National Museum of Contemporary Art, Deoksugung and the Impressionism exhibition as a case for this study was purposeful. For the accessibility of the museum and the popular subject matter of the exhibition, most comprehensive and diverse scope of audience of art museums could be investigated in the survey. The contents of the survey was divided into three parts to explore: 1) the motivation for and pattern of art museum visits and reactions to art museums in general, 2) the pattern of visit and reponses to the “Impressionism and Modern Art” exhibition and to the National Museum of Contemporary Art, Deoksugung, 3) demographic make-up of art museum visitors. Based on the result of the survey, the implicatons for Korean art museum were suggested in marketing perspective to enhance visitor satisfaction and expand the audience. Such implications as “to strengthen educational services,” “to control the appropriate number of visitors for their aesthetic and confortable experience,” “to expand visitor facilities,” “to strengthen promotion and provision of information,” and “to consider appropriateness of admission price in terms of value to the visitors” were presented for the National Museum of Contemporary Art, Deoksugung and Korean art museums in general.

목차

Ⅰ. 서론

Ⅱ. 미술관 마케팅과 관람객 연구의 필요성

Ⅲ. 덕수궁미술관 관람객 설문조사

Ⅳ. 결론

참고문헌

Abstract