박물관의 품질-가치-충성 연쇄 모형을 기반으로 한 하이브리드 전시의 관람 경험에 관한 실증적 연구 -《활옷 만개滿開, 조선왕실 여성 혼례복》을 중심으로-

초록

This study used the《Blooming Hwarot: Bridal Robes of the Joseon Royal Court》 held at the National Palace Museum of Korea as the research subject to verify the hypothesis through correlation analysis centered on the research model and variables of the Quality-Value-Loyalty Chain in Museums (QVL Chain) to propose an evaluation method for hybrid exhibitions. The results showed a positive correlation between intrinsic & extrinsic motivation levels and perceived experience quality, and intrinsic & extrinsic motivation positively affected exhibition satisfaction and intention to use the exhibition. The esthetic, educational, and healing values ​​of the exhibition had a positive correlation with exhibition satisfaction & immersion. As the perceived experience quality of the visitors increased, esthetic and educational value, exhibition satisfaction & immersion also increased, positively affecting intention to use the exhibition. This suggests that hybrid exhibitions strengthen the ability to convey and understand the exhibition theme through the fusion of traditional exhibitions and digital technologies, providing a more immersive and interactive viewing experience.

키워드