可为与难为:目标导向下博物馆观众评估的实践价值研究

Feasible and Challenging:A Study on the Practical Value of Visitor Evaluation in Mu⁃seums from a Goal-Oriented Perspective

观众评估对博物馆工作具有重要作用已是当下共识,但学界对于不同类型的评估能够分别帮助博物馆解决怎样的问题,尚未形成具象的认识。以往对于这一问题的讨论多集中在文献层面、经验层面、关系层面和应用层面四种视角,在此基础上,“目标导向下的观众评估体系”结合了现阶段的实践成果,进一步厘清了观众评估的外部范畴和内部结构。该体系认为,观众评估能够从观众需求、观众认知和参观效果三个维度对博物馆实践提供支持;但在项目内容的学术建设、项目之间的横向比较以及评估实践的主体分离这三个方面,观众评估通常难以实现预期的目标。这一结果将有助于博物馆明确观众评估的工具化属性,强化博物馆实践工作中的目标导向与问题意识。

The significant role of visitor evaluation in museums is widely acknowledged,but there is still a lack of concrete understanding regarding the specific issues it can help museums address.Previous discussions on this matter have focused on four perspectives:literature,experience,relationships,and appli⁃cations.Building upon these foundations,the Goal-oriented Visitor Evaluation System incorporates the practical achievements in field to further clarify the external scope and internal structure of visitore valua⁃tion.This system believes that visitor evaluation can provide support to museum practices from three di⁃mensions:visitor needs,visitor cognition,and visit effects.However,it is often challenging to achieve the expected goals in the academic development of project content,comparisons between projects,and the sepa⁃ration of the evaluating party.This finding will aid museums in recognizing the instrumental nature of visitor evaluation,reinforcing goal-oriented and problem-conscious approaches in museum practices.