• Journal of The Korean Association For Science Education
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• v.32 no.1
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• pp.46-63
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• 2012

The purpose of this research is to explore factors which influence visitors' attention on exhibition panels by analyzing visitors' attention according to topic types and visitor group types. The subjects of this research are exhibition panels of a Tesla Coil exhibition in the Gwacheon National Science Museum. The exhibition panels' topic are basic concepts, explanations of phenomena, operating principles, applications and historical background. These topics are selected through a survey of visitors' intellectual needs for a Tesla Coil. Five new exhibition panels according to the topics are developed and visitor groups' behaviors in front of the panels are recoded in natural situations. The total participant groups are 586 groups, which includes individual student (30.0%), individual adult (20.6%), student group (28.2%), adult group(2.4%), and family group (18.8%). Visitors' attention to exhibition panels is sub-categorized into attracting power and holding power. Attracting power is defined by the percentile of group numbers who attend to an exhibition panel more than 3 seconds to the total group numbers who attend to an exhibition panel for more than a glance. Holding power is defined by average attention time and decay time. The attracting powers of historical background and application panels are 72.3% and 68.8% respectively, while that of the basic concept panel is 47%. Average attention times of explanation of phenomena and operating principle are 37.0 and 34.2 seconds, while those of historical background and application panels are 25.4 seconds. The decay times of each panel shows the same patterns of average attention times. Attracting powers of panels easy to approach and holding powers of panels with in-depth scientific concepts seems to be high. Attracting powers of the individual adult, family, and student group are 66.9%, 66.4% and 62.4% respectively, while the attracting power of the adult group and individual student are 57.1%, and 55.7%. Average attention times of the student group, family, adult groups are 34.0, 33.0, 31.6 seconds respectively, while that of individual student is 19.5 seconds. The decay times of each group shows the same patterns of average attention times. Both of attracting powers and average attention times of the student group and family group are high, while both of individual student are low. Tentatively, attracting powers of exhibition panels seems to be influenced more by topic types of panels, and holding power seems to be influenced more by group type. But these results are very limited and further studies are needed.

• Review of Culture and Economy
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• v.19 no.2
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• pp.3-28
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• 2016

The present study attempted the segmentation of the art gallery visitors on the basis of leisure lifestyles. For this purpose, leisure lifestyle surveys were administered at Korea's three representative art galleries, the National Museum of Modern and Contemporary Art, Seoul Museum of Art, and Seoul Art Center's Hangaram Art Museum. A total of 314 questionnaires were analyzed to identify leisure lifestyle factors. On the basis of the lifestyle factors, a cluster analysis was performed, and then the differences of demographics, museum visiting behaviors, and general cultural consumption among the clusters were examined. The cluster analysis revealed four groups of lifestyles, 'culture and art lovers', 'active homebodies', 'low leisure spenders', and 'omnivorous culture and sports participants'. The four groups revealed the differences in terms of demographics, museum visiting behaviors, and general cultural consumption. On the basis of the findings, the marketing strategies targeting the segmented art gallery markets were discussed.

• Korean Association of Arts Management
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• no.49
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• pp.37-63
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• 2019

This study aims to find out how the photographing affects the satisfaction of visitor experience in the art gallery. We surveyed the visitors who visited the exhibition hall. In order to see if the selfie photographs positively affect the visitor satisfaction level, one-way ANOVA was conducted and the mediating effect of the flow and the moderating effect of narcissistic tendency and involvement was examined. As a result of study, First, in the relationship between photography and satisfaction, the group who took a photo but did not take a self-shot showed higher satisfaction than the group who did not take a photo and self-shot in the exhibition area. This result shows that photographing the art work in the exhibition hall gives experience-based satisfaction to the visitors, but self-shot does not show positive effect on the satisfaction. Second, the hypothesis that the flow degree will play a mediating role of the visitor's experience-based satisfaction in the relationship between art work photo-shot and self-shot type in exhibition hall was rejected. Third, the positive effect of involvement was shown only in the groups that did not take self-shot but took pictures in the exhibition hall. This shows that the satisfaction of the self-shot visitor is not affected by the degree of involvement of art. The results of this study are expected to help determine the policy for permission to take photographs in art galleries.