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    Title: 新博物館空間中觀覽者文化資本、資訊尋求行為與目的地意象之研究 : 以淡水馬偕街為例
    Other Titles: The research of audiences' cultural capital, information seeking behavior and destination image in space of new museum : a case of the Tamsui Mackay Street
    Authors: 許惠晴;Hsu, Hui-Ching
    Contributors: 淡江大學大眾傳播學系碩士班
    許傳陽;Hsu, Chuan-Yang
    Keywords: 新博物館;淡水馬偕街;文化資本;資訊尋求行為;目的地意象;new museum;Tamsui Mackay Street;Cultural Capital;information seeking behavior;destination image
    Date: 2011
    Issue Date: 2011-12-28 18:44:04 (UTC+8)
    Abstract: 本研究旨在探討新博物館空間中觀覽者的文化資本、資訊尋求行為和目的地意象。新博物館空間以淡水馬偕街為研究地,其觀覽者為研究對象,採問卷調查法,於2011年1月15日至2月1日進行施測,共計發出問卷420份,回收問卷417份,有效問卷388份。以SPSS統計軟體17.0版為資料分析工具,採用信度與效度分析、因素分析、描述性統計分析、單因子變異數分析、皮爾森相關係數分析,研究結果,如下:
    一、淡水馬偕街之觀覽者以女性、大學學歷、北北基居民和收入不高的年輕族群居多,且文化資本位在中上程度,大部分與家人一同前來,多數是路過順便參觀,最關注於淡水禮拜堂和馬偕街的整體氛圍。
    二、淡水馬偕街之觀覽者的資訊尋求行為,呈現「積極」資訊尋求者與「消極」資訊尋求者,不分軒輊;且對淡水馬偕街之目的地意象,呈現「認同」到「非常認同」間,顯示馬偕街能在觀覽者心中烙下深刻印象。
    三、不同背景變項之淡水馬偕街觀覽者在教育程度、年齡、文化資本、參觀次數和預計停留時間,會影響其資訊尋求行為;不同背景變項之淡水馬偕街觀覽者在性別、教育程度、居住地、文化資本、參觀次數和預計停留時間,會影響目的地意象。
    四、淡水馬偕街觀覽者之資訊尋求行為和目的地意象,大部分存在正向影響關係,僅有休閒觀光構面為負向影響關係。
    The purpose of the study was to reveal audiences’ cultural capital, information seeking behavior and destination image in the space of new museums. It researched 420 interviewees who had visited the Tamsui Mackay Street. Through questionnaire survey conducted from January 15th to February 1th in 2011, 420 questionnaires were distributed and 417 questionnaires were collected. In the end, the study obtained 388 valid samples in total. This study was to understand the current situation of the audiences’ cultural capital, information seeking behavior and destination image in the space of new museums in the Tamsui Mackay Street. The study uses the SPSS statistic software 17.0 edition as the tool to analyze the data. And the data were analyzed by reliability, validity, factor, descriptive statistics, one-way ANOVA and Pearson’s correlation coefficient analysis.
    The findings are listed below:
    1.The sample structured illustrated that most of the interviewees in the Tamsui Mackay Street were females, undergraduates, Taipei residents, and low-income young people whose cultural capital was at-upper levels. Most of them were coming with their family, passing by the street and visiting here by the way. They were most interested in the Tamsui Church and the entire atmosphere of the Mackay Street.
    2. The result of information seeking behavior shows that "positive seeking behavior" and "negative seeking behavior" are equally matched, outcome of the destination image shows from “identify” to “vary identify”, displaying the Tamsui Mackay Street impressed the audiences deeply.
    3. The information seeking behavior level of the Tamsui Mackay Street audiences were affected by educational attainment, age, cultural capital, number of visits and estimated duration of stay. In addition, their destination images were also affected by their gender, educational attainment, residential place, cultural capital, number of visits, and estimated duration of stay.
    4. There was a positively significant correlation between information seeking behavior and destination image of the audiences in the Tamsui Mackay Street. But there was a negative significant correlation between leisure dimension and other veriables.
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

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