Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/27962
標題: 博物館遊憩效益與遊客評價之研究-以國立自然科學博物館為例
A Study on Recreation Benefits and Tourists' Evaluations for Museums- A Case of National Museum of Natural Science in Taiwan
作者: 徐崇堯
Hsu, Chong-Yao
關鍵字: Consumer Surplus
消費者剩餘
Recreation Benefit
Travel Cost Method
On-site Poisson
Ordered Probit
遊憩效益
旅遊成本法
現場波松
次序波比
出版社: 應用經濟學系所
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摘要: 現代博物館的基本功能已不再侷限於傳統的「蒐藏」、「研究」、「教育」、「展示」,「休閒遊憩」已成為博物館經營不可或缺的一環,博物館必須重視行銷、積極地了解及爭取遊客,才能永續經營。然而博物館的遊憩效益難以依一般市場財之計算方式來評估,而過去在博物館遊客方面之研究亦大多侷限於滿意度分析。本研究選取國內最具代表性的國立自然科學博物館(以下簡稱「科博館」)為研究標的。考量旅遊次數為非負整數、截斷、內生分層等特質,本研究在遊憩效益方面,採旅遊成本法中的現場波松(On-site Poisson)、截斷式內生分層負二項(Truncated Negtive Binomial with Endogenous Stratification, TNBES)模型做實證分析,並於TNBES模型檢定旅遊次數之擴散情形,效益之評估採消費者剩餘為計算標準;在遊客評價方面,採次序波比(Ordered Probit)模型做實證分析,並將遊客對科博館各項因素滿意度以因素分析、集群分析,區分為四大因素構面與二大集群,納入遊客評價為解釋變數,並探討消費者剩餘對遊客評價之影響。本研究結果顯示:(1) On-site Poisson 為評估科博館遊憩效益最為適切的計量模型;(2)展場參觀為遊客最滿意之項目,服務設施為遊客最不滿意之項目,卻是科博館遊客評價之重要因素;(3)遊客旅遊次數不易受門票價格變動之影響,遊客旅遊成本低、騎機車或自行開車、事前得知活動資訊、高所得、已婚、非假日參觀者,遊憩效益較高;(4)至科博館旅遊產生之遊憩效益平均每人次為3406元,2005、2006年科博館在休閒遊憩市場創造的經濟價值分別達46億5485萬元、47億8361萬元;(5)消費者剩餘愈高者,遊客評價愈高;愈早開始規劃、參觀時有專人導覽解說、無小孩隨行、參觀之展場數少、年齡較高、教育程度較低者,遊客評價較高;相較於展場參觀滿意度而言,對服務設施較為滿意者,遊客評價較高。
Basic functions of a modern museum are more than “collection”, “research”, “education” and “exhibition,” and now “recreation” is also an indispensable factor for a museum operator, who, if wants to make its museum sustainable, must take account of marketing and actively know who are visitors and then go for them. However, recreational benefits of a museum are hardly assessable by any normal market valuation. Besides, the analysis of museum visitors had been focused mostly on their satisfaction. This study selects the most representative museum in Taiwan, National Museum of Natural Science, as the research target. Since the number of trips is a non-negative integer, truncated, and of endogenous stratification, this study empirically analyzes its recreational benefits by the On-site Poisson and truncated negative binomial with endogenous stratification (TNBES) of the Travel Cost Method (TCM). Besides, this study adopts TNBES to see how the number of trips disperse and takes the consumer surplus to assess benefits. As to visitors' valuation, this research uses the ordered probit to do empirical analysis and then divides all satisfaction factors by the factor analysis and cluster analysis into four factors and two clusters, which then are taken as explanatory variables. This study concludes that: (1) On-site Poisson is a perfect model to measure the recreational benefits of the National Museum of Natural Science; (2) visit of each exhibition hall is ranked highest by visitors; yet, one important factor but rated as the most unsatisfying is the services facilities; (3) the number of trips is nearly independent from the gate money. The category of higher recreational benefit goes to those with low travel cost, motor cyclists, drivers, and those who collect relevant tour information in advance, have high income, visit the museum during working hours, or are married; (4) average recreation benefit from the National Museum of Natural Science is NT$3406/person. In 2005 and 2006 the museum contributed NT$4,654,847 thousand and NT$4,783,615 thousand respectively to the recreational market; (5) higher consumer surplus accompanies greater visitors' valuation; the category of higher visitors' valuation goes to those who plan their tour early, have a narrator during the visit or no kid accompanying them, or less visit the number of exhibition hall, or those older/less educated. Compared with the visit of each exhibition hall, visitors much satisfied with services facilities also have greater valuation.
URI: http://hdl.handle.net/11455/27962
其他識別: U0005-2401200817053400
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