游客对常德市博物馆感知的实证研究

An Empirical Study of Tourist＇ s Perception for Changde City Museum

博物馆是城市重要的旅游吸引物，然而，当前我国博物馆在经营过程中忽视了游客对博物馆的感知，一定程度上影响了游客的满意度。文章以常德市博物馆为研究对象，对游客的人口统计学特征、游客获取信息的渠道、游览动机、游览后的感知评价及满意度进行了分析。结果发现：常德市博物馆的游客以省内中青年为主，常德市博物馆的营销手段过于单一，高总体满意度与低重游度并存。在此基础上文章提出了一些建议。

Museum is the important attractions in the cities, However, Chinese museums have been neglecting the visitors＇ perceptions toward them during their operating ,which have some impacts on visitors ＇degree of satisfaction. This paper makes the Museum of Changde City, explores the visitors ＇demographics, the places of acquiring the tourism information, tour motivation, the perception evaluation and degree of satisfaction toward museum. The results show that：（1）the museum visitors mainly come from younger.（2）a single marketing method is used by The Changde City Museum.（3）a static technique is adopted by The Changde City Museum to show their heritages and other materials.（4）there exist high level of satisfaction and low level of revisiting in visitors. Finally, some suggestions are proposed by author on the basis.