| Summary: | 碩士 === 國立屏東科技大學 === 熱帶農業暨國際合作系所 === 95 === The contents of the abstract in the thesis:
Conservation of cultural heritage is a global issue that is crucial for societal well-being. Many unique tangible cultural heritages originating from rural areas, such as temples, play an important role in the image of the rural landscape in Taiwan. The Department of Rural Planning and Landscape Design, National Pingtung University of Science and Technology (NPUST), developed a plan to preserve historical buildings and extend education on cultural heritages. According to this plan, the “Rural Cultural Heritage Museum” project, based on the old temple for Ma Zu媽祖 (Sea God), was assigned to provide comprehensive exhibitions on related issues at the campus of NPUST. This study was focused on the second stage of the project, which is to conduct a marketing survey of the proposed museum including market opportunities and competitive threats, organizational assessment, strengths and weaknesses, and analysis of potential visitors. In this order, hybrid methods of social and marketing research, including non-participant observation, open-ended interview, situation and SWOT analysis, and close-ended questionnaire, were carried out. There are nine recreational areas on the campus of NPUST, which received visitors every season. Results of the survey revealed that Animal Rescue Center (ARC) is the most visited places while the Antique Agriculture Machinery Museum (AAMM) is one of the least visited place compared to the other recreational areas. The results of the interview, situation and SWOT analysis showed that there was a need to reconsider the market-orientated policy for the recreational places of NPUST besides their traditional education-oriented policy. One hundred eighty two samples were randomly selected from the NPUST population to determine the characteristics of potential visitors. Data were collected based on close-ended questionnaires, including demographics related data, attitude toward museum and evaluation of museum service. The data were analyzed by SPSS software using descriptive statistics, hypothesis test, cross tabulation, chi-square test, Pearson’s correlation and factor analysis. There were significant differences between some demographics and attitude toward museum. In addition, positive significant correlations were identified among external appearance, internal arrangement and management items. Finally, a preliminary model for museum service evaluation was developed based on the survey.
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