블록버스터 전시 관람 경험에 관한 실증 연구: 《론 뮤익》전시의 몰입과 피로 요인을 중심으로

초록

This study began with an awareness of the dual nature of the visitor experience in a blockbuster exhibition, specifically focusing on the “Ron Mueck” exhibition at the National Museum of Modern and Contemporary Art (MMCA) Seoul, where the physical scale and visual characteristics of hyperrealistic sculptures induce immersion and participation while increasing exhibition fatigue through crowding and cognitive overload. The purpose of this study is to empirically analyze the dual nature of the visitor experience in such blockbuster exhibitions. Therefore, this paper attempted to verify hypotheses using non-parametric statistical techniques based on a survey conducted on 368 actual exhibition visitors, applying the Museum Quality-Value-Loyalty Chain Model (QVLCIM) to analyze the structural relationships among internal motivation (IM), perceived value (PV), perceived experience quality (PEQ), attitude toward exhibition use (ATE), and intention to continuously use exhibition (ITUE). The research results and contents are as follows. First, internal motivation and perceived experience quality had a significant impact on exhibition satisfaction; in particular, among the sub-variables of attitude toward exhibition use, exhibition immersion showed a strong positive correlation with exhibition satisfaction, whereas exhibition fatigue showed a weak negative correlation, and exhibition difficulty had no significant impact. Second, active participation such as photo-taking and social media sharing positively affected the expansion of the exhibition experience and continuous use intention, empirically demonstrating that blockbuster exhibitions possess a dual structure that enhances immersion and participation while simultaneously inducing crowding and fatigue. Based on these findings, it is expected that environmental design strategies will be established for future museum exhibition planning to maintain visitor immersion while mitigating exhibition fatigue.

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