外国观众感知的“粤博”形象——基于TripAdvisor网站评论的内容分析

The Perceived Image of Guangdong Museum by Foreign Visitors—A Content Analysis Based on Online Reviews on TripAdvisor

摘要: 以往有关博物馆形象建设的研究大多强调媒体的投射作用，而较少关注观众视角的感知形象。文章采用内容分析法，基于TripAdvisor网站161条英文评论来分析外国观众对广东省博物馆的形象认知。研究发现，外国观众对粤博的形象认知包括博物馆功能定位、可进入性、建筑外景、服务环境、陈列展览以及人员形象等6大要素。这些要素可归结为三个方面，即建筑、展览和人。其中，展览是博物馆形象的核心；建筑是视觉形象的载体；人员要素是博物馆形象在行为层面的体现。博物馆形象的塑造不仅在于媒体沟通，也不只是视觉设计，基于展览而形成的公众服务形象才是博物馆形象建设的基础。

Abstract: Previous research on image construction of museums emphasized the role of media projection, while less attention was paid to the perceived image from the visitors’ perspective. This study uses content analysis to explore foreign visitors’ perceived image of Guangdong Museum based on 161 reviews (in English) on TripAdvisor. The results indicate that the perceived image consists of six major elements, which are functional positioning, accessibility, architectural exterior, internal service environment, exhibition and display, and staff image. These elements can be attributed to three aspects, namely, architecture, exhibitions and people. The exhibition lies at the core of museum image. The architecture is the carrier of visual image, and the human elements refer to the manifestation of museum image at the behavioral level. The image of museum is not only shaped by media communication or visual design, but also by service contracts with visitors. The public service image created through exhibitions is the basis for image construction of museums.