DOI QR코드

DOI QR Code

미술관 관람객의 방문결정요인과 행동의도에 관한 연구

A Study on the Determinants of Visiting Art-museum and Behavioral Intention of Art-museum Visitors

  • 나선후 (고구려대학교 청소년복지상담학과) ;
  • 여영숙 (호남대학교 관광경영학과)
  • 투고 : 2019.05.13
  • 심사 : 2019.07.12
  • 발행 : 2019.08.31

초록

본 연구는 미술관 관람객들이 미술관 방문을 결정하는 주요 동기가 무엇인지 파악하고 이와 관련된 재방문 의도와 추천의도를 파악하고자 시도되었다. 연구 대상자는 광주광역시에 소재한 광주 비엔날레관과 광주시립미술관을 방문한 관람객으로 선정하였다. 자료 수집은 2018년 9월 15일 ~ 10월 14일까지 30일간 실시하였다. 총 350부를 배포하여 최종 유효한 설문지 315부를 실증분석에 사용하였다. 연구결과, 미술관 관람객의 방문결정요인은 일탈성, 개발성, 체험성, 경험성인 것으로 파악되었으며 4가지 요인 모두 관람객들의 행동의도(추천의도, 재방문 의도)에 영향을 미치는 것으로 나타났다. 미술관 관람객의 방문결정요인이 관람객의 행동의도에 미치는 영향 중 추천의도에 가장 높은 영향을 미치는 요인은 '체험성'인 것으로 파악되었으며 이어 '일탈성' 요인인 것으로 나타났다. 미술관 관람객의 재방문 의도에 있어서는 방문결정 요인 모두 영향을 미쳤으며 '일탈성' 요인이 가장 높게 영향을 미치고 있는 것으로 파악되었다.

The purpose of this study is to draw the factors that makes the visitors decide to visit the art-museum and verifying the influence of visit determinants on recommendation intention and revisit intention. Visitors to Gwangju Museum of Art and Gwangju Biennale in Gwang-ju city were chosen for this study. Data were collected for 30 days from September 15 to October 14, 2018. A total of 350 visitors were attended in this research and finally 315 samples were used for the empirical analysis. The result of this study showed that 4 determinant factors(Escape from the ordinary, self-development, novelty, culture experience) of visiting art-museum were identified which all influences on behavioral intention(recommendation intention, revisit intention). Particularly, 'novelity' is the major factor influences on recommendation intention followed by 'escape from the ordinary' factor. Moreover, 'escape from the ordinary' factor influences the most on revisit intention among all determinants of visiting art-museum.

키워드

참고문헌

  1. EBS 동영상 (2002. 8. 6.) 미술의 시간여행, 내셔널 갤러리: http://www.ebs.co.kr/common/ZoneMediaPlayer/site/ebs/ebsmain/Install/install.htm?NEXTPAGE=http%3A%2F%2Fwww.ebs.co.kr%2Ftv%2Fshow%2FzonePlayer%3FprodId%3D162%26courseId%3DBE0HS000000000007%26stepId%3D01BE0HS000000000007%26lectId%3D1160247
  2. S. H. Kim, & C. W. Kim (2018) The lived experiences of leisure participants: A hermeneutic approach to the experience of visiting an art museum. Journal of Tourism Sciences. 42(5): 31-54 https://doi.org/10.17086/jts.2018.42.5.31.54
  3. Seoul Culture Today News: http://www.sctoday.co.kr/news/articleView.html?idxno=25922
  4. S, H. Yoon (2013) A study on the influential relationship between visit motivation, experience, and satisfaction of art museum visitors: focusing on visitors of the National Museum of Contemporary Art, Seoul Museum of Art, and Culture Station Seoul 284. Unpublished(Masters of Museum Management) dissertation, Kyung Hee University, South Korea.
  5. J. Y. Hwang, J. M. Han, & H. S. Kang (2016) The influence of visit determinant on the satisfaction of audience: Focusing on the private art museums in Seoul. Journal of Communication Design, 57(0); 352-362
  6. J. H. Kim & J. S. Han (2018) A study on relationship among motivation, commitment and satisfaction of tourist, visiting the museum: focused on push-pull factors. International Journal of Tourism Management and Science. 26(1): 73-94
  7. B. K. Koo (2018) A Study on the role of art museums and experience of museum visitors based on social platform and IT technology. Korean Journal of Arts Education, 16(4); 139-154
  8. H. Y. Kang, K. M. Kwon, & H. D. Shin (2015) Effects of Complex Cultural Space on Number of Visitors in Art Museums. The Journal of Eurasian Studies, 12(2); 123-134 https://doi.org/10.31203/aepa.2015.12.2.007
  9. Kang, Y. S. & Park, J. S. (2014) A study on 'Communication' of Family Activity Programmes by the British Art Museums. The Korean Society of Science &Art, 15(0); 1-15 https://doi.org/10.17548/ksaf.2014.03.15.1
  10. Kim, B. G. (2011) Effects of Motivation and Experience on Satisfaction and Repeat Visitation Intention: The case of Baekje Cultural Land. Journal of Tourism Management Research, 15(3):23-38
  11. Son, I. H. (200) Development of Scale on Motives of Visiting Museums. International Journal of Tourism and Hospitality Research, 22(4): 317-337
  12. Lee, H. S. (2007) The Analysis on the Perceived Performance and Satisfaction by the Types of Museum Visitors' Motivations: Case of National Museum Visitors. International Journal of Tourism and Hospitality Research, 21(1): 5-19
  13. Y. H. Lee (2006) A study on visit tendency and motivation of exhibition visitor: focus on IPA(Importance-Performance Analysis). Unpublished dissertation (Master of Convention Management) KyoungHee University, South Korea
  14. M. R. Nam (2006) A study on the influence of tourism motivation, pre-expectation and tourist satisfaction intention to re-visit. Unpublished dissertation (Master of Convention Management) TongMyong University, South Korea
  15. H. J. Lee (2007) A study on the tourism destination type based on experiential tourist motivation. Unpublished dissertation (Phd. of Hospitality & Tourism Management) KyungHee University, South Korea
  16. H. W. Kim (2008) Effect of service quality of museum on customer satisfaction, loyalty and quality of life. Unpublished dissertation (Master of Public and Art Administration) Sook Myung Women's University, South Korea
  17. J. T. Kwon (2001) The Impact of the Post-image and Motivation of Tourism-event upon Satisfaction and Revisit Intention. Unpublished dissertation (Phd. of Tourism Management) Kyongbuk University, South Korea
  18. J. W. Kim & S. H. Um (2013) Meta Analysis on Determinants of Tourist Destination Revisit Intention. Journal of Tourism Science, 37(9); 111-128
  19. S. S. Kweon (2007) A study on the effect of the visit satisfaction and revisit by museum visiting motivation. Unpublished dissertation (Master of Culture Art Business Administration) Kyungsung University, South Korea
  20. H. Y. Ahn, Y. H. Lee, & D. H. Park (2012) The Effects of Temple-stay Experienced Tourism Satisfaction, Suggestion and Revisit Intention. Journal of Tourism Sciences, 36(9); 73-91
  21. van Aalst, I. & Boogaarts, I. (2002). From museum to mass entertainment: The evolution of the role of museums in cities. European Urban and Regional Studies, 9(3), 195-209. https://doi.org/10.1177/0967642002009003033
  22. Falk, J. (2009). Identity and the museum visitor experience. Walnut Creek, CA: Left Coast Press.
  23. T. E. Kim (2018) A study on Meta-Reality Experience at a Gallery through the Interactivity of New Media Art. The Journal of the Convergence on Culture Technology, 4(2); 113-125