博物馆游客行为研究--以广州南越王墓博物馆为例

以广州南越王墓博物馆为例，对游客行为特征进行了研究。发现目前该馆游客来源以广州市居民和省内游客为主；与朋友和家人同行是最主要的游览组织方式；本地及外地游客普遍具有明确的游览目的，但外地游客对南越王墓博物馆的认知度较低，大多是从事公务、商务、购物等活动之余前来游览；游客的满意度相当高，但重游意愿和重游率较低．研究指出该馆尚不具备独立吸引外地游客前来游览的能力，主要借助于广州综合性旅游目的地的形象和功能，实现其旅游功能．这对于广州以博物馆为代表的文化型景点旅游开发有借鉴意义，同时对于经济发达地区地方性博物馆旅游开发也具有较普遍的指导意义。

Behavioral Research on the Museum Visitor:A Case Study on Museum of the Western Han Dynasty Mausoleun of the Nanyue King, Guangzhou

This paper takes Museum of the Western Han Dynasty Mausoleun of the Nanyue King, Guangzhou, as a case study, giving a deep and systematic analysis on the museum visitors' behavior. The findings include that visitors are mainly local and provincial residents, most visitors accompany with friends and family; visiting the museum is not the main purpose of visitors from outside province; visitors have very high satisfaction degree in spite of the low revisit willingness. Finally, the paper draws conclusion that the visitors to the museum are not movitated solely by the museum attaction, but by the comprehensive attaction of Guangzhou city. Therefore, historical and culture sites in Guangzhou still have a long way to go to enhance their share in the framework of Guangzhou urban tourism.