经济发达地区地方性博物馆旅游发展研究——以广州南越王墓博物馆为例

A Study of Regional Museum Tourism Development in the Economically Developed Areas: A Case Study of Nanyue Mausoleum Museum in Guangzhou

本文以广州南越王墓博物馆为例,在游客行为分析的基础上,探讨了其发展规律和动因。作者采用结构性问卷调查的方法现场收集游客行为问卷,运用SPSS软件进行统计分析,并辅之以案例地博物馆游客结构的二手资料。在对所收集资料进行定性定量分析后,作者认为,南越王墓博物馆作为地方性博物馆,属于区域性的文化观光旅游产品,重游率低,潜在市场规模有限,且呈现随出游游客增加而不断萎缩的特点,因此形成持续下滑的接待曲线。与Butler旅游产品生命周期曲线对比发现,南越王墓博物馆缺少探查、参与、发展和巩固阶段,而直接进入衰退阶段。这一结论对于经济发达地区地方性博物馆旅游开发管理具有重要意义。

The paper studied the Nanyue Mausoleum （the Western Hart Dynasty Mausoleum of the Nanyue King） Museum in Guangdong as a case in point and explored its lifecycle and motive of development. The author applied structured questionnaire survey methodology and did an onspot survey on tourist behaviors, used SPSS software to make a statistic analysis coupled with second - hand data collected from the museum and made a qualitative analysis of the data. The findings include that the museum, a regional cultural sightseeing product, characterizes limited potential market volume and low revisit rate, and incurs steady decreasing visitors. According to Bulter＇ s TALC Theory, the museum directly enters the decline stage without experiencing exploration, involvement, and development and consolidation periods. The conclusions have great implications on the development and management of regional museum tourism in the developed areas.