[예술경영] 박물관전시를 통한 이용자만족 전략연구

• 영문명: A Study of Strategy for User Satisfaction by Museum Exhibition - Focused on Gyeonggi Provincial Museum -
• 발행기관: 한국예술경영학회
• 저자명: 김동석(Kim Dong seok) 장덕호(Jang Duk hoo)
• 간행물 정보: 『예술경영연구』제12집, 1~25쪽, 전체 25쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.12.30

영문 초록

Life is becoming more complex with generational and social changes. In order to counteract to such an environment, museums need to understand open structures with a receptive attitude and provide users with valuable cultural values. Museums especially need to be aware of exhibition characteristic factors and continuously work on finding a method to maximize good ‘exhibition effectiveness,’ and able to change these into ‘user satisfaction.’ However previous studies until now have not focused on relationship factors such as the factors, effects and satisfaction of museum exhibitions. This study analyzes what effects the ‘general exhibition quality’ of a museum have on ‘exhibition effectiveness’ and ‘user satisfaction,’ and what effects ‘exhibition effectiveness’ have on ‘user satisfaction.’ It also analyzes in detail what effects ‘exhibition effectiveness’ and ‘user satisfaction’ have on ‘intension to revisit’ and ‘recommend to others.’ This study aims to reveal useful strategic points to help museums with active counteraction and useful and practical aid for specialized museums. This study makes a study model and hypotheses based on previous studies, and surveys users of Gyeonggi Provincial Museums. SPSS and AMOS are used to analyze the results and verify the hypotheses. The results of the study showed that the overall characteristics of museum exhibition were highly related to ‘tangibles’ and ‘quality of outcome’ factors, but had a low relation to ‘reliability’ and ‘responsiveness.’ The ‘general exhibition quality’ of museums had a significant effect on ‘exhibition effectiveness,’ ‘user satisfaction,’ ‘intension to revisit,’ and ‘exhibition effectiveness’ had a significant effect on ‘user satisfaction,’ ‘intension to revisit’ and ‘recommend to others,’ ‘user satisfaction’ had a significant effect on ‘recommend to others,’ and ‘intension to revisit’ had a significant effect on ‘recommend to others.’ However, ‘general exhibition quality’ had to relation with ‘recommend to others,’ and ‘user satisfaction’ had no relation with ‘intension to revisit.’ This study reveals the relationship between the establishment of an advisable idea of the significance and effect of museum exhibitions, and factors, for museum exhibitions to take on new forms. It also measures the effect between factors to optimize environmental factors of museums in a systematic and scientific way. Such positive analyses helps museums and museum exhibitions to find ways to be continuously active for effective operation, and furthermore aims to present a policy alternative in museum management.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 실증연구 결과의 분석 및 해석

Ⅴ. 결론

참고 문헌

Abstract

키워드

museum museum exhibition exhibition effectiveness user satisfaction intension to revisit recommend to others