教師是對博物館參觀具有影響力且具意見領袖特質的觀眾，但是仍有許多教師並未充分利用博物館資源，而成為博物館在開發潛在觀眾時不可忽視的重要一群。由於潛在觀眾可能隨時加入成為現有觀眾，而現有觀眾也有可能隨時離博物館而去，端看博物館如何提出具體行動加以經營。國立自然科學博物館（以下簡稱科博館）為瞭解教師觀眾參觀意願，乃於96年9月間以科博館「科老師」及「敬師月」活動到館參觀之教師為對象，進行潛在參觀因素調查。結果發現，無論是自主性或任務型的參觀，時間及空間因素均是導致教師無法到館參觀的主要原因，雖然他們對科博館的教育資源不甚熟悉，不過他們未來參觀的意願極高。據此，希望科博館能參考本調查提出之建議，落實為往後發展教育活動或行銷服務之參考。

Teachers are an important audience for museums, as they are influential opinion leaders. However, many teachers do not know how to make full use of museum resources. A museum looking to develop potential audiences cannot overlook this important group. A potential audience may become an existing audience or one that leaves the museum altogether, depending on the specific actions of the museum. In order to understand teacher willingness to visit museums, the National Museum of Natural Science (NMNS) implemented a survey of potential target factors in September of 2007, which focused on natural science instructors and instructors who attended an event associated with "Respect for Teachers Month".The results showed that, no matter whether an independent or mission-oriented visit, time and spatial factors are the main reasons inhibiting teacher visits to the Museum. Although unfamiliar with all of the educational resources available to them, respondents reported a strong willingness to visit the Museum in the future. We hope that these results will serve as an important reference for NMNS and other museums when developing educational activities and marketing campaigns.