| 摘要: | 博物館承載了豐富的知識與文化，是一個國家的文化象徵及重要建築地標，能吸引觀光客進行文化朝聖，建立國家的正面形象。本研究採質性與量化方法併用的方式，探討旅遊前及旅遊後，西方國家旅客對國立故宮博物館的意象為何，據以瞭解觀光客的期待，知曉故宮在觀光發展上的優勢與劣勢，以及應如何規劃及行銷。質性分析發現，受訪者在旅遊前及旅遊後，對於國立故宮博物院之整體意象主要均包括History, China等面向，知曉這是一座展示中國歷史文物的博物館。在情感意象部份，旅遊前的Quiet, Calm, Peaceful, Education等正向期待，在實際造訪後轉換為Crowded, Noisy, Dark等負面意象。在獨特意象部份，受訪者指出故宮的中國式建築外觀Architecture以及所展示的翠玉白菜Jade Cabbage是故宮最特別之處；量化研究另發現，西方國家旅客在旅遊後，對於故宮之解說服務及紀念品商店之滿意程度較行前期待低，且相較於旅遊前所期待的愉悅Pleasant、興奮Exciting及驚奇Surprising感，在旅遊過後轉而較偏向認為參訪經驗是不愉快Unpleasant、沉的Gloomy及平庸的Indifferent。研究結果有助於學術界對博物館旅遊意象之瞭解，在實務面另可提供建議給予國立故宮博物院參考。
Museums are carriers of culture and knowledge. It is also a symbol of national culture as well as an important architectural landmark of a country, which could help to build positive image of a country and attract attention of foreign tourists. For realizing tourists’ expectation as well as the advantages and disadvantages of National Palace Museum, Taipei, Taiwan, this study used both qualitative and quantity methods aimed to understand Western tourists’ image about the museum. The qualitative analysis found the holistic image of the National Palace Museum before and after visiting both included History and China which. It means Western tourists realized the museum collects the artifacts of Chinese history. About psychological image, the museum provided Quiet, Calm, Peaceful, and Education expectations to tourists before visiting. However, the psychological image had converted into negative image such as Crowded, Noisy, and Dark after actual visiting. About unique image section, the Chinese architectural appearance of the museum and the collection of Jade Cabbage were viewed as the most unique features. Quantitative research found that Western tourists had lower satisfaction about the interpretation service and souvenir shop of the museum. In addition, they feel more unpleasant, gloomy, and indifferent after actually visiting. The results of this study could increase the knowledge of museum images, as well as providing suggestions to museum management authorities. |
