Various visitor studies conducted around the world have indicated that museums everywhere are facing similar problems. Many museum managers allocate energy and resources to addressing these issues. But are these managers in fact misdirecting their efforts? Consumer behaviour researchers argue that visitor satisfaction is determined by the relationship between visitors’ expectations before their visit and perceived service performance. But previous visitor studies have not explored the gap between visitor expectations and perceived services. They do not measure the degree of visitor satisfaction, since most only examine either factors of importance or factors of performance.
This limitation may be overcome by the use of importance-performance analysis (IPA). By using IPA, museums can make better decisions about how best to allocate the limited resources available to achieve the highest degree of visitor satisfaction. The Yingge Ceramics Museum (YCM) was chosen as the case study museum.
The main aim of this research is to show how IPA can be used to identify the decisive factors that influence visitors to commit to museum visiting, and, ultimately, how the technique can help museums to allocate their resources with more confidence.
A questionnaire survey instrument was developed to evaluate visitor satisfaction with museum services in the YCM. 527 museum visitors were interviewed in the YCM to evaluate their perceptions of museum service factors. The questionnaire evaluates YCM services with regard to 14 items. Fieldwork was carried out over a two-month period, from 5th of May to 26th of June, 2009. The study has produced some interesting findings. Some researchers have argued that workshops and better catering would encourage more visitors to visit museums, but in the current research both factors were rated by visitors as being of low importance.
|Keywords:||Museum Services, Importance-performance Analysis Satisfaction, Yingge Ceramics Museum, Taiwan|
Assistant professor, Department of Culture Industry, National Taipei University of Education, Taipei, Taiwan
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