博物馆游客满意因素与价值追寻研究——以中国漕运博物馆为例

Factors Affecting Museum Visitors’ Satisfaction:China Water Transport Museum as a Case

运用手段目的链理论,通过阶梯访谈法对参观中国漕运博物馆的游客进行深入访谈,同时选取业内访问量较高、评价较好的网站,获取中国漕运博物馆的优质游客留言与评论。从中提取游客满意因素,运用内容分析法对各因素进行分层、编码,绘制出关联矩阵和价值层级图,探究博物馆游客价值追寻的形成机理及其深层次的内在结构关系。研究得出的若干价值链,揭示了博物馆游客感知的属性意义逐步上升为个人价值意义的内在过程。在五条重要价值链中,最重要的两条是漕运历史与文化—文化感受—文化传承使命感、解说系统—知识教育—自我提升成就感,体现了博物馆旅游的文化性特征;同时,另外三条价值链指向愉悦感,说明与其他旅游形式相似,愉悦感同样是博物馆文化旅游者主要的价值追寻之一。

Applying the Means-Ends Chain theory, we conducted laddering interviews with visitors to China Water Transport Museum and collected visitors' comments about the museum from popular quality reviewing websites,and then identified the factors that affected visitors' satisfaction. Content analysis and codification of the identified factors were performed and the implication matrix and hierarchical value map were constructed to explore the forming mechanism and internal structural relationships of visitor values.The research yields to several value chains, revealing the process of museum visitors' perception value gradually transiting to the self-fulfillment value. Among the five major value chains, the most important two are:history and cultural of the water transport system-cultural perception-sense of mission of cultural transmission;interpretation-knowledge and education-self-fulfillment, representing the cultural feature of museum tourism. The other three chains all point to enjoyment, demonstrating that like other forms of tou-rism enjoyment is also one of the main values pursued by museum visitors.