Department of Shiliangcai Journalism and Communication School, Zhejiang Sci-Tech University, Hangzhou, Zhejiang, China.
PLoS One. 2024 May 9;19(5):e0303026. doi: 10.1371/journal.pone.0303026. eCollection 2024.
As museums shift their responsibilities and functions towards audience-centered approaches, research on exploring museum cultural communication strategies through visitor experiences has gained increasing attention from both academia and industry. This study focuses on the newly opened Nan Song Deshou Palace Relics Site Museum in Hangzhou, China, completed at the end of 2022, and its visitors. Data were collected through on-site surveys and in-depth interviews. The research findings indicate that the current motivations of museum visitors manifest primarily in three forms: knowledge exploration, social interaction, and psychological restoration. After evaluating the existing museum service quality based on the field of experiential value in marketing management, two main issues and features were identified. The issues include sub-optimal visitor pathways and layout, dissatisfaction with staff services, and shortcomings in promotion and communication. The overall cultural learning and interactive experience for the entire visitor base also require improvement. The features are characterized by differentiated cultural and creative consumption in the museum and the emergence of interrelated consumer demands. Based on these findings, the study provides targeted recommendations for future museum construction and communication strategies.
随着博物馆的责任和功能向以观众为中心的方法转变，通过游客体验探索博物馆文化传播策略的研究受到了学术界和业界越来越多的关注。本研究以 2022 年底建成开放的杭州南宋德寿宫遗址博物馆及其游客为研究对象。通过现场调查和深入访谈收集数据。研究结果表明，目前博物馆游客的动机主要表现为三种形式：知识探索、社会互动和心理恢复。在基于营销管理领域体验价值评估现有博物馆服务质量后，确定了两个主要问题和特点。问题包括游客路径和布局不理想、对员工服务不满意以及宣传和沟通不足。整个游客群体的整体文化学习和互动体验也需要改进。特点是博物馆内的文化创意消费存在差异，以及相关消费需求的出现。基于这些发现，本研究为未来的博物馆建设和传播策略提供了有针对性的建议。
