||David Throsby has applied “culture,” “economic” and “art museum” to cultural business and has mentioned that art museums have both economic and cultural values. Today, with a series of promotional activities, a museum not merely plays an important role in collection, exhibition, research and education, but the economic function of museum is gradually revealed. In recent years, more and more museums have been established; definitions, scopes, functions and types of museums also have been expanded. As a result, there is an oversupply of museums, and curators of museums face more operational challenges than ever. Who are the potential visitors of museums? Who are the regular visitors? Who are the target visitors? Who are nor visitors at all? How to avoid the crisis of losing visitors? How to get more visitors? According to the marketing theories, curators start operating museums from visitors’ points of view and planning the future of museums. In order to establish a business strategy for museums, the research divides museum services into two parts: core services and peripheral services, and further explores how museum services affect visitors’ satisfaction.|
The object of this research is Kaohsiung Museum of Fine Arts, and its visitors are the sample units of this research. Study found that the peripheral services actually have influence on moderating museum services and visitors’ satisfaction. The research also finds out that the number of female visitors is larger than that of male visitors. Most of the frequent museum visitors are students. Moreover, there is a significantly positive correlation between visitors’ satisfaction and their age, educational level and occupational.