博物館的功能隨著時代的演進日趨不同，除原有的古典型功能外，近年來休閒的功能更是一再地被提昇與重視，博物館的行銷人員無不希望能符合大眾的需求並與社會脈動緊密結合，期望將博物館的經營推向更廣闊的領域。因此，本研究以自編的問卷，對來館參加音樂會的民眾進行問卷調查，最主要的目的是試圖以本館所舉辦之「感性的科工音樂會」為例，分析博物館的行銷工作的成果、觀眾對音樂會的滿意程度以及民眾是否接受在博物館中舉辦音樂會。 研究目的 在黃俊夫等(民88)「以客為尊~國立科學工藝博物館觀眾滿意度調查」一文中及王蕓瑛(民89)於「89年南區終身學習節活動之行銷探討」文中發現，民眾對休閒娛樂的重視越來越重要。根據上述二項研究報告，可以大膽假設，民眾心之嚮往的休閒場所已經不再是單純以「教育」為考量，「娛樂」功能的取向也日趨重要，因此，本館除了善用展品與觀眾溝通外，舉辦音樂會是希望以輕鬆休閒的行銷觀點，使民眾喜歡來博物館，藉由歡樂的氛圍將教化大眾的使命融入其中。 研究方法 採用問卷調查法，施測對象以研究期間參加音樂會之民眾，目的在瞭解科工音樂會的行銷成果以及觀眾對音樂會的滿意程度；而問卷的發放方式是採用便利取樣方式(conveniencesampling)，本問卷於90年1月6日進行前測，並依據統計結果修正題目，正式問卷施測時間自90年1月13日至6月30日每週六下午，一共進行24場，共發出751份，回收712份，回收率94.6%，有效問卷649份，佔回收問卷的91.2%。 研究結果 一、半數以上(63.0%)的受訪者對音樂會的整體表現抱持滿意的態度，18.5%是覺得尚可，僅有0.3%的受訪者對音樂會覺得不滿意。 二、受訪民眾參加音樂會的主要原因，排名第一的是「對音樂活動有興趣」，佔30.5%，顯示民眾對於音樂活動的喜愛及興趣是有一定的比例，所以「休閒娛樂」來行銷博物館肯定是未來的一種趨勢，再加上調查顯示，有將近50.3%的受訪者，對於本館音樂會的辦理次數是希望「每週辦理一次」。 三、科學館，也可以來點音樂：雖然博物館一直自認為一種教育文化事業，事實上參觀博物館卻經常被認為是一種觀光休憩行為，因此，博物館勢必要破除傳統的形象，而具有多樣的面貌，多樣的行銷，其實，科學館，也可以來點音樂！(漢寶德，民77)。

　　　　　Abstract The functions of a museum vary with time. In addition to its original, typical uses, in recent years its recreational function has received increasing attention as well. Museum publicists are making efforts to broaden the arena of a museum's visitors with the hope of meeting the requirement of the public and the community synchronically. Therefore, the purpose of the self-edited questionnaire in this research, which interviewed viewers who attended the series of "sentimental NSTM concerts", is to' analyze the effectiveness of museum advertising, audience contentment level, and whether or not the public accepts concerts sponsored by the museum. Objective Previous research such as "Honor the Guests-Survey on Viewers' Content Level with NSTM" by Jun-fu Huang et al (1999) and "Exploring the Promotions of Lifclong Learning Day in Southern Taiwan 2000" by Yun-ing Wang (2000) discovered the increasing importance of recreational activities for the public. Based on the two reports above, we can boldly assume that people are attracted toward recreational spots not only for pure educational purposes, but also for entertainment. Besides interacting with the community through its exhibitions, the museum also holds concerts. It expects to attract more people into the museum with other relaxing activities that will help it carry out its educational mission. Method The questionnaire method was adopted. The subjects are visitors who attended concerts during the research period. The purpose is to understand the outcome of NSTM concerts and the audience' content level. Questionnaires were handed out by convenience sampling. A pre- test was held on January 6'', 2001. Questions were revised in accordance with the statistical results. Formal surveys were conducted every Saturday afternoon from January 13" To June 30, 2001. Twenty-four surveys were conducted. Seven hundred and fifty-one questionnaires were handed out; seven hundred and twelve returned. The retrieval rate is 94.6%. There were six hundred and forty-nine valid questionnaires, which is 91.2% of the total. Results l. Over half ('63.0%) of the subjects were content with the overall performance of the concerts. 18.5% felt acceptable. Only 0.3% was dissatisfied. 2.The major reason that subjects attended the concerts was "interested in music" , taking up 30.5%, which indicates that a certain ratio of people are fond of musical activities. Therefore, "relaxing and entertaining" will be a trend for museum promotions. Furthermore, the survey shows that nearly 50.3% of the subjects hoped that the NSTM concerts are held "once a week" 3.The science museum can also have some music touch. Museums consider themselves an educational and cultural business. However, the majority of people consider visiting museums a sightseeing and relaxing behavior. Therefore, the museum must do away with its traditional image and change its looks with various promotions. A science museum can be musical too!