How would junior high school students visit museums?-- A study from the perspective of special exhibitions
| Autor: | Jia-Jen Tsai, 蔡佳真 |
|---|---|
| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Many museums have been vitalizing their operations by taking up vigorous marketing activities and hosting ever more special exhibitions. Based on the marketing principle of “understanding the needs of audiences,” could we promote museums by targeting certain groups of infrequent visitors? Thus, my research aims at junior high school students, who rarely go to museums but remain potential audiences. Taking special exhibitions into consideration, this study discusses factors determining why junior high school students visit a special exhibition and what appeals to them, for the purpose of building the junior high school audience in museums. From the perspective of special exhibition marketing, my research explores (1) what are the features of junior high school students and what motivates them to visit special exhibitions, and (2) factors contributing to their visits, in order to find out what attracts them to special exhibitions. Using descriptive statistics, factor analysis, t-test, one-way ANOVA, and discriminant analysis, my research surveyed students at three municipal junior high schools in Taipei City. The results are as follows: (1)Overall features: A.Source of information: television commercials, recommendation of family and friends, social media. B.Ways of ticketing: on site, on campus, at convenience stores. C.Visiting companions: family members only, friends only, together with family and friends. D.Preferences for special exhibition themes: entertainment/popular/life, ancient civilizations, pre-history. (2)Extent to which motivations and visiting factors are affected by subjects’ backgrounds: The gender and maternal education level of subjects have significant differences on their motivations for special exhibitions and visiting factors. (3)Key factors for visiting a special exhibition: The main variable factors of subjects’ going to a special exhibition are “gender” (under the category of backgrounds), “western arts” (under the category of preferences for special exhibition themes), “family interaction”/”escape” (under the category of motivations), and “means of promotion”/ “reference group recommendations”/ “discounts” (under the category of visiting factors). As a result of the present study, museums could develop junior high school audience building plans according to their needs and goals. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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