Title page for etd-0619114-215719


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URN etd-0619114-215719
Author Yu-Wen Fang
Author's Email Address No Public.
Statistics This thesis had been viewed 5357 times. Download 1 times.
Department Business Management
Year 2013
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A study on the effect of special exhibitions on revisit intention in Taiwan museums.
Date of Defense 2014-06-24
Page Count 94
Keyword
  • satisfaction
  • revisit intention
  • special exhibition
  • museum
  • brand attachment
  • Abstract In recent years, people do leisure activities more than before. There are more and more leisure activities. However, one of leisure activities is museum visiting. Therefore, the intense museum competitions is increasing. On the other hand, museums seldom change the permanent exhibitions, so people haven’t interested in museums. Therefore, museums cooperate with company or media to host special exhibitions. It not only let people know the new information but also let people visit the museum. Special exhibitions could help upgrade people’s civil life.
    This research attempt to explore when people visited the special exhibition whether it will affect people’s brand attachment toward the museum, or it will affect people’s revisit intention.
    This research survey seven museums in Taiwan. Totally 500 questionnaires are responsed. The result shows that the special exhibition satisfaction has significant difference in revisit intention of special exhibition and permanent exhibitions. Brand attachment has significant difference in revisit intention of special exhibition and permanent exhibitions. Finally, the research proposes and discusses a few managerial implications based on these findings.
    Advisory Committee
  • Jen-Tsung Huang - chair
  • Yi-Ming Tu - co-chair
  • Huei-Mei Liang - advisor
  • Rui-Hsin Kao - advisor
  • Files
  • etd-0619114-215719.pdf
  • Indicate in-campus at 2 year and off-campus access at 99 year.
    Date of Submission 2014-07-21

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