基于模糊评价的博物馆体验质量研究——以中国丝绸博物馆为例

Research on the Quality of Museum Experience Based on Fuzzy Evaluation—Taking the China National Silk Museum as an Example

摘要: 随着体验经济的不断深入，人们在文化消费时越来越注重个体的体验性，博物馆作为文化消费的重要组成部分，人们对博物馆的体验质量提出了更高的要求。本研究在大量阅读国内外相关文献的基础上，初步建立起博物馆体验质量评价体系，并在此基础上设计问卷，以中国丝绸博物馆为对象进行实证研究，最终确立了以文化功能、游览环境、游览路线、交互服务、咨询服务、购物消费和基础设施七个体验方面构成的博物馆体验质量评价体系，据此对中国丝绸博物馆游客体验质量进行定量评价和定性分析。最后，运用模糊综合评价法对中国丝绸博物馆游客体验质量进行具体指标评价和总体评价，得出游客对中国丝绸博物馆的体验质量满意度高，但是在游览路线体验、交互服务体验和购物消费体验这三个方面满意度偏低，从而从这三方面提出了提高中国丝绸博物馆体验质量的针对性建议。

Abstract: With the deepening of the experience economy, people are paying growing attention to individual experience in cultural consumption. As museum plays an important role in cultural consumption, people put forward a higher request to the experience of museum. On the basis of much related literature both at home and abroad, this paper preliminarily builds quality evaluation system of museum experience, and then designs a questionnaire. On the basis of that, the paper chooses China National Silk Museum as an object for empirical research and establishes the evaluation system for the quality of museum tourism experience, including cultural function, tour environment, tour route, interactive services, consulting services, shopping consumption and infrastructure. We know the quality of the China National Silk Museum’s visitors experience on the basis of quantitative evaluation and qualitative analysis. Finally this paper uses the fuzzy comprehensive evaluation to evaluate satisfaction of specific indicators and overall evaluation of visitors’ experience quality in China National Silk Museum. And it is concluded that tourists are generally satisfied with the experience quality of China Silk Museum, but they are not satisfied with the tour route, interactive services and shopping. According to the evaluation, the paper puts forward suggestions to improve the quality of China National Silk Museum experience from the three aspects.