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題名:以服務設計觀點探究博物館展示體驗模式
作者:謝玉鈴
作者(外文):HSIEH, YU-LING
校院名稱:亞洲大學
系所名稱:數位媒體設計學系
指導教授:陳啟雄
學位類別:博士
出版日期:2020
主題關鍵詞:博物館展示體驗服務設計服務藍圖觀眾旅程地圖體驗經濟museum exhibition experienceservice designservice blueprintvisitor journey mapexperience economy
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體驗經濟的時代,在休閒選擇多樣化的趨勢下,博物館除了與其他休閒活動競爭,更要與其他文化活動競爭觀眾的時間。體驗經濟與服務設計強調的是以使用者為核心思維,以整體性、跨領域以及整合性的概念為使用者創造有意義的體驗。博物館因觀眾個人化與多元化特質,使博物館展示成為觀眾追尋創造有意義體驗的最佳場域。
本研究以提升觀眾博物館參觀經驗為前提,以博物館學習脈絡模式、服務設計與體驗經濟為研究理論基礎。透過服務接觸點、服務藍圖以及消費者旅程地圖等服務設計的方法及工具,並融入體驗經濟理論4E體驗的境界觀點。選擇國立自然科學博物館為研究場域,以石虎的美麗家園特展與敦煌特展多媒體展區之虛擬實境(VR)體驗展項為研究個案,透過問卷調查、訪談法以及觀察法,探討博物館展示體驗,依據量化數據與質性研究結果,繪製展示體驗服務藍圖與觀眾旅程地圖,進而建構博物館展示體驗模式。研究結果發現:1.博物館展示體驗服務設計特質包括:(1)以觀眾為中心、(2)以參觀時間軸為核心、(3)連結有形與無形的媒介。2.博物館展示帶給觀眾社交體驗;探索體驗;魅力物件體驗;科技體驗;愉悅、啟發與創造體驗;認知體驗以及審美體驗等7種展示體驗類型。3.以觀眾為中心,展示體驗服務藍圖與觀眾旅程地圖,以更全面性、整體性的鳥瞰視野思考展示體驗。4.博物館展示體驗模式,從參觀前展開於參觀後延續,由個人脈絡、實體與虛擬環境脈絡與社會文化脈絡。
本研究提出的展示體驗模式、展示體驗服務藍圖與觀眾旅程地圖有助於策展團隊從觀眾角度以更全面的鳥瞰視野俯瞰展示體驗的全貌,除了能了解觀眾之外,同時也讓博物館重新檢視自己,提供更符合當代觀眾需求與價值觀的展示體驗,進而為觀眾帶來獨一無二的博物館參觀經驗。
In this age of the experience economy and in the face of diverse recreational choices, museums not only have to compete as recreational venues, but also as cultural venues. The experience economy and service design emphasize the user in the core thought process to create meaningful experiences that are comprehensive, interdisciplinary and integrative. Due to individualized and diverse characteristics of visitors, museum exhibitions possess great potential for visitors to pursue and create meaningful experiences.
The aim of this study is to investigate how to elevate the museum visitor experience based on the contextual model of learning, service design theory and experience economy, as well as service design methods and tools such as touch points, service blueprints and consumer journey maps. Moreover, concepts of the four realms of an experience included in the experience economy are incorporated. The National Museum of Natural Science served as the research site with The Realm of the Leopard Cat special exhibition and Dunhuang: Stories of the Caves special exhibition multimedia area virtual reality (VR) displays chosen as the case studies. Through questionnaire-based survey, interviews and observational methods, we explored these museum exhibition experiences based on quantitative and qualitative data and created exhibition experience service blueprints and visitor journey maps to construct exhibition experience models. From the results: 1. Museum exhibition experience service design: (1) is visitor-centered, (2) has as its core the visit time axis, and (3) connects with tangible and intangible media. 2. Museum exhibitions provide visitors with seven types of experiences: (1) social interaction; (2) exploratory; (3) fascination with objects, (4) science and technology; (5) delightful, stimulatory and creative; (6) cognitive; and (7) esthetic appreciation. 3. In terms of visitor orientation, exhibition experience service blueprints and visitor journey maps lead to exhibition experiences that are comprehensive and provide a birds-eye perspective. 4. Museum exhibition experience models are expansive and extensive and involve personal, physical and virtual, and sociocultural contexts.
From the results of this study, exhibition experience models, exhibition experience service blueprints and visitor journey maps can provide exhibition planners and curators with a comprehensive and birds-eye view of exhibitions based on the visitor perspective. In addition to offering an understanding of visitors, they encourage museum self-review, leading to exhibition experiences that better conform to the needs and values of contemporary visitors and that are unique.
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