博物馆观众参观服务质量感知评价实证研究——以西安博物院为例

An empirical study on the perception evaluation of museum visiting service quality:Take Xi'an Museum as an example

以西安博物院为例,在问卷调查和现场访谈的基础上,运用旅游服务质量单要素评价模型,考察观众群体对服务质量的感知评价,并通过单因素方差分析进一步探讨各人口统计学特征变量对博物馆满意度的影响差异。研究结果表明:(1)优美的环境是西安博物院的重要优势;(2)男性对博物馆服务质量的要求高于女性;(3)西安博物院在老年群体中具有较高的知名度和美誉度;(4)年轻人和单身群体对西安博物院的认知度和忠诚度最低;(5)西安博物院的文创产品尚不能满足观众的需求。根据研究结论,结合西安博物院的实际情况提出改进建议。

This essay takes Xi'an museum as an example.First,We use questionnaires and interviews for base information collection and apply the evaluation model of single factor of the tourist service quality and investigate the perception evaluation of visitors over the service quality of Xi'an Museum.Then by analyzing the single factor variance We further explore the differences of influence of each statistical characteristic variable bring to the degree of satisfaction about the museum.The results show that the beautiful environment is the top advantage of Xi'an Museum;male visitors have a higher requirement on the service quality of the museum than the females;Xi'an Museum gained a higher popularity and reputation among the elder visitors;both the young and the single visitors showed a low recognition and loyalty to Xi'an Museum;the cultural innovative products of Xi'an museum cannot meet the needs of the visitors.Finally,based on the conclusions of this study and take the actual situation of Xi'an Museum into consideration and put forward some suggestions for improvement.