【摘要】 为研究博物馆不同类型的游客忠诚度及其影响因素,本文用SPSS 18.0对294份有效调查问卷数据进行对比,主要分析上海博物馆、南京博物院和浙江省博物馆3个样本的游客的重游意愿与推荐意愿的差异.然后以满意度为出发点,探讨博物馆游客忠诚度的影响因素.根据忠诚度指数进行聚类分析,将上海博物馆的游客忠诚度划分为高度忠诚游客(Ⅰ级)、中等忠诚游客(Ⅱ级)、低度忠诚游客(Ⅲ级)3种类型,并分析不同忠诚类型的游客其满意度差异.影响忠诚度的各满意度指标依其影响程度由大到小依次是:所售纪念品、讲解服务、预约服务、公益讲座、会员制度、网站建设、对外宣传、标识指示牌、参观氛围、志愿者服务、员工态度、管理水平、展品陈列、知名度、安全保卫、人数限制、建筑设计、环境卫生和门票免费.更多还原

【Abstract】 This study has taken Shanghai Museum,Nanjing Museum and Zhejiang Museum as a case with the aim to discuss the effecting factors of loyalty from visitor’s satisfaction respect,to investigate whether visitors of museum could be grouped into distinct segments and to examine the differences between them.A segmentation procedure based on loyalty produced three clusters: the higher-loyalty,the in-betweens and the lower-loyalty.The top 10 factors of loyalty index are souvenir sold,explanation service,volunteer service,reservation service,public lecture,membership system,museum website,external publicity,indication/signal board,visit atmosphere,volunteer service,staff attitude,museum management,items on display,museum fame,security and public order,number limitation,architectural design,environmental sanitation and free charge.The implications and the conclusions of the study are provided in the end.更多还原