博物馆旅游市场特点及其开发策略——基于广州三大博物馆的调查研究

以广州具有代表性的三座博物馆为例,本次研究通过问卷调查来分析博物馆游客的行为特点。研究发现,博物馆游客以本地人尤其是青少年学生为主;大多数游客是经他人推荐而来;游览时间约为1-2小时;7成左右的游客没有购买纪念品的意愿。博物馆在解说系统、展览形式和内容、馆内环境和配套设施方面尚存在不足。在调查分析的基础上,研究指出博物馆应从经营观念、市场定位、产品设计和营销宣传方面着手,进一步开发旅游市场。

Museum Tourism Market Characteristics and Development Strategy Based on an Investigation of Three Museums in Guangzhou

Based on a survey in three museums in Guangzhou,this study analyzed the vistiors＇ behavioral characteristics.The authors found that most visitors were local residents,especially young students,hearding of the museum from others through word-of-mouth,and they usually came with their family or friends,staying for one or two hours,and then left with few souvenirs.This study also indicated some weak points in the museums,including the interpretive system,forms and items of the exhibition,and the physical enviorment.Finally some implications were proposed from the aspect of marketing concpet,market position,product design and marketing communication.