DOI QR코드

DOI QR Code

Study on the effect of the physical environment of the Gangwon region art museum on the level of satisfaction of the visit

강원지역미술관 물리적환경이 방문만족도에 미치는영향 연구

  • Kim, Do-Yeon (Division of Culture art Business, Chungang University) ;
  • Lee, Kyeong-Ryul (Division of Performing video Creation, Chungang University)
  • 김도연 (중앙대학교 문화예술경영) ;
  • 이경률 (중앙대학교 공연영상창작)
  • Received : 2015.07.22
  • Accepted : 2016.01.05
  • Published : 2016.01.31

Abstract

Local art museums are being operated as non-profit organizations for the advancement of the collection, preservation, research, exhibition and education on art-related materials. The art museum is based on the physical environment of the means created by the human will. This study examined the visit satisfaction of the physical environment of the Gangwon Regional art museum. For the measurement, the Art Museum physical environment, kimhonghee (2012), was used as the elements, and Parasurama based on the SERVQUAL model was analyzed. The SPSS 18.0K statistics program was used to analyze the results, and the analysis of the elements of the physical environment of the art museums resulted in the surrounding factors, viewing factors, human factors, and facility factors. Regarding the level of satisfaction of the visitors, there was a difference in the level of satisfaction of the elements of the physical environment for each of the factors according to the gender, and it was confirmed that they generally have a positive (+) effect. The Gangwon Regional Art Museum is building a better physical environment to look forward and continue to communicate with the visitors.

지역미술관은 미술자료의 수집, 보존, 연구, 전시, 교육의 기능을 갖추고 지역사회 발전을 위해 비영리적 기관으로 운영되고 있다. 이러한 미술관의 기반인 물리적 환경은 '인간에 의해 창조된 것'을 뜻하며 그 중요성이 강조되고 있다. 본 연구는 강원지역을 중심으로 미술관 물리적환경이 방문만족도에 주는 영향을 살펴보았다. 미술관 서비스 요소는 김홍희 (2012)의 연구를 참고하였고, Parasurama의 SERVQUAL 모형을 근거로 하였다. SPSS 18.0K 통계프로그램을 통해 강원지역 미술관 물리적 환경요인은 주변요인, 관람요인, 인적요인, 시설요인으로 나타났다. 가설검증 결과로 미술관 물리적환경은 전반적인 방문객 만족도와 성별에 따른 방문객 만족도에 정(+)적 영향을 주었고, 요인에 따라 차이가 있음을 확인하였다. 결과를 통해서 강원지역 미술관이 더 나은 물리적 환경을 구축하고 방문객과 지속적으로 소통하기를 기대한다.

Keywords

References

  1. Gyeong Mo Lee, A Study on the establishment & management program of art museum in relation to culture industry, Dept. art critics, Hongik University, p.76, 2011.
  2. Se Hee Yun, 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, Dept. Culture Arts Management, Kyounghee University, p.1, 2013.
  3. Gyeong Mo Lee, A Study on the establishment & management program of art museum in relation to culture industry, Dept. art critics, Hongik University, pp.78-79, 2011.
  4. Mi Seon Kang, Awareness of art museum of local residents, Dept. Lifelong Education, Kyungnam University, p.7, 2015.
  5. National Museum of Contemporary Art, 2005 White Paper Museum, p.5, 2005.
  6. Gary Edson & David Dean, The Hand Book for Museum, 21st Century Museum Management, Sikongsa, p.26, 2001.
  7. David Troseubi, Economics and Culture, Hanul Academy, pp.67-68, 2004.
  8. Gyeong Mo Lee, A Study on the establishment & management program of art museum in relation to culture industry, Dept. art critics, Hongik University, 2011, p.82.
  9. Woo Je Jo, Influence of customers' perception of physical environment on service quality estimation and customer satisfaction : Focusing on phyisical environment variables of restaurant, Dept. Cooking Catering Management, Kyonggi University, p.31, 2003.
  10. Kotler, P. Atmospheres as a Marketing Tool, Journal of Retailing Vil.49(Winter), pp.49-63, 1973.
  11. Hong Hee Kim, How the Touring Environment Influences Museum Visitors' Satisfaction Using the Theory of Servicescape: Based on Feedback from Visitors to the War Memorial, Dept. International tourism development, Hanyang University, p.9, 2012.
  12. Baker, J. The Role of Environment in Marketing Services: The Consumer Perspective, in John A. Czepiel, Carole A. Congram & James Shanahan eds., The Service Challenge : Integrating for Competitive Advantage, Chicago, IL: AMA, pp.79-84, 1987.
  13. Hong Hee Kim, How the Touring Environment Influences Museum Visitors' Satisfaction Using the Theory of Servicescape: Based on Feedback from Visitors to the War Memorial, Dept. International tourism development, Hanyang University, p.8, 2012.
  14. Seung Won Wun, The Effect of Exhibition Servicescapes on Emotional Response and Continuous Relationship, Dept. Events International Conference, Kyonggi University, p.15, 2011.
  15. On Gwak, A Study on the Effect of Servicescape of Exhibition Fairs on Satisfaction and Loyalty of Visitors, Dept. Events International Conference, Kyonggi University, p.11, 2015.
  16. Sik Won Choe, The Effects of Museum on the Place Identity Reinforcement, Dept. Leisure tourism development, Kyonggi University, p.29, 2013.
  17. Ju Young Choe, A study of museum education service for the foreign audience development, Art management Study, 16, p.6, 2010.
  18. Hye Jin Jo, A study of the concept and planning for the exhibition space of place marketing in local museums : focused on the Chang Ree-suok memorial hall in the Jeju museum of art, Dept. Industrial Design, Hongik University, p.13, 2011.
  19. Ah Young Huang, A Study on Relationship between Motivation and Satisfaction of Museum Visitors : Focused on Motivation and Satisfaction according to Establishing and Operating types of themuseum,, Dept. Art Museum․Museology, Gukmin University, p.16, 2009.
  20. Byeong Sik Choe, Museum Management and Strategy, DongMoonSun, p.25, 2010.
  21. Ministry of Culture Sports and Tourism, National cultural infrastructure overview 2013, pp.27-28, 2013.
  22. Ministry of Culture Sports and Tourism, National cultural infrastructure overview 2013, p.145, 2013.