뮤지엄 3.0 시대의 관람 경험에 관한 연구: 서울시립미술관 《미래긍정: 노먼 포스터, 포스터+파트너스》 전시 사례를 중심으로

초록

This study begins with a scholarly reflection on research methodologies that can approach visitor reception in exhibitions from a convergent perspective, based on the concepts and theories of Museum 3.0 and the Post-Museum. The primary objective of this study is to explore the potential expansion of existing methodologies in audience experience research and to derive theoretical and practical implications through an interdisciplinary approach. To achieve this aim, the exhibition “Future Positive: Norman Foster, Foster + Partners” was selected as a case study. The researcher employed both literature review and quantitative survey analysis, examining the relationships among key variables based on the Quality-Value-Loyalty (QVL) Model in museums. Additionally, Instagram-based SNS big data analysis was conducted to test hypotheses using an interdisciplinary methodology. The results of the study can be summarized as follows. First, Intrinsic Motivation (IM) showed a significant correlation with Perceived Experience Quality (PEQ), which in turn positively influenced Attitude toward Exhibition (ATE) and Intent to Use Exhibition (ITUE). Second, the analysis of SNS image and text data revealed that visitors focused on specific exhibits and spaces, aligning with the results of the survey. This study holds academic significance by expanding the methodological horizon of exhibition reception research through the convergence of quantitative and big data analysis. Furthermore, it offers practical insights for future audience studies and exhibition planning in the digital age.

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