미술관 관람객의 경험 향상 방안 -국립현대미술관의 관람객여정지도 분석 결과를 중심으로-

초록

The objective of this study is to identify ways to enhance experiences of art museum visitors by exploring the effects of the servicescape of museums on audiences’ emotions. To this end, the museum's service failure points were identified by using the visitor journey map, which provides a holistic view of the visitors' emotions about each service touch point in a museum. Based on the analysis of the visitor journey map of the Modern Museum of Contemporary Art, the service failure point was found in terms of convenience, accessibility, attractiveness and educational quality. In order to improve visitors' experience, it is necessary to expand rest areas and furniture, wayfinding signages, and to provide creative and attractive images or videos through its website for visitors to repost on their social media platform, and finally, to expand online art education program designed to be fun and easy for children.

키워드