중국 역사박물관 DX 콘텐츠의 경험 가치 평가 연구 = A Study on the Evaluation of the Experiential Value of DX Content in Chinese History Museums

다국어 초록 (Multilingual Abstract)

This study aims to evaluate the experiential value of digital transformation （DX）
content in Chinese national first-class history museums and to propose directions
for improving visitor-centered museum experiences. As digital technologies such as
virtual reality, augmented reality, interactive media, immersive projection, artificial
intelligence-based interpretation, and three-dimensional restoration have been
increasingly introduced into museum exhibitions, history museums are no longer limited to the preservation and display of artifacts. They are becoming experiential
cultural spaces in which visitors actively understand, interpret, and reconstruct
historical meaning through digital media. However, existing studies on museum DX
content have tended to focus on technological implementation, usability, or
satisfaction with individual exhibition cases. There has been insufficient empirical
discussion on which experiential value factors should be prioritized in order to
improve DX content in history museums. In this context, this study analyzes DX
content not as a simple application of digital technology, but as an experiential
medium that shapes visitors’ immersion, understanding, learning, interaction, and
emotional response.
The research scope was limited to DX content experienced in Chinese national
first-class history museums. Based on a review of previous studies and
representative DX content cases, this study derived three upper-level experiential
value factors: sensory-emotional experience, cognitive experience, and
behavioral-relational experience. These were further divided into six sub-factors:
immersion, emotional empathy, information comprehensibility, learning support,
interactivity, and sharing/expandability. To evaluate these factors from multiple
perspectives, this study applied an integrated Kano-AHP-IPA analysis. The Kano
model was used to identify how visitors perceive each experiential value factor as
a quality attribute. AHP analysis was conducted to derive the relative importance of
the factors from the expert perspective. IPA analysis was used to compare visitors’
perceived importance and satisfaction and to identify areas requiring improvement.
The empirical analysis was conducted using valid responses from 312 visitors
who had experienced DX content in Chinese national first-class history museums and 21 experts in museum studies, exhibition planning, digital content, user
experience, service design, and cultural heritage content. The results of the Kano
analysis showed that immersion, emotional empathy, and interactivity were
classified as attractive quality attributes, indicating that these factors can enhance
visitor satisfaction when sufficiently provided. In contrast, information
comprehensibility and learning support were classified as one-dimensional quality
attributes, suggesting that higher levels of fulfillment lead directly to higher
satisfaction, while insufficient fulfillment may increase dissatisfaction.
Sharing/expandability was classified as an indifferent quality attribute, indicating
that it has relatively low direct influence on overall satisfaction or dissatisfaction.
The AHP analysis revealed that cognitive experience had the highest relative
importance among the upper-level factors, followed by sensory-emotional
experience and behavioral-relational experience. Among the six sub-factors,
information comprehensibility showed the highest integrated weight, followed by
immersion, learning support, emotional empathy, interactivity, and
sharing/expandability. These results indicate that experts regard the clear
understanding of historical information and the support of learning experiences as
central criteria in evaluating DX content in history museums.
The IPA analysis showed that information comprehensibility, learning support,
and interactivity were located in the concentration improvement area, where
importance was high but satisfaction was relatively low. This means that visitors
consider these factors important, but current DX content does not sufficiently meet
their expectations. Immersion was located in the keep-up-the-good-work area,
indicating that it is currently perceived as a strength that should be maintained and further refined. Emotional empathy was located in the possible overinvestment
area, while sharing/expandability was located in the low-priority area.
The integrated Kano-AHP-IPA results indicate that information comprehensibility
is the top-priority improvement factor. It was classified as a one-dimensional
quality attribute, ranked first in the AHP analysis, and placed in the concentration
improvement area in the IPA analysis. Learning support was also identified as a
priority improvement factor. These findings suggest that the improvement of DX
content in Chinese national first-class history museums should begin with the
clarification of information structure, the enhancement of interpretive design, and
the development of learning-oriented experience flows. Interactivity was identified
as a visitor-demand-driven improvement factor, as it was attractive in the Kano
analysis and placed in the concentration improvement area in the IPA analysis,
despite its relatively lower expert priority. Therefore, interactivity should be
improved not merely by adding technological functions, but by designing
participatory interactions that connect visitors’ choices and actions to historical
understanding and immersion.
This study has academic significance in that it expands the discussion of
museum DX content from a technology-centered perspective to an experiential
value-centered evaluation framework. Methodologically, it contributes by integrating
Kano, AHP, and IPA analyses to examine quality attributes, expert importance, and
visitor improvement demands simultaneously. Practically, the findings suggest that
history museum DX content should be designed not only to provide visual impact
or technological novelty, but also to strengthen information structure, learning
journeys, participatory interaction, and immersive media-space integration. Future studies may compare different types of DX content, examine differences among
individual museums, and combine survey analysis with interviews, observation,
user journey mapping, eye tracking, or behavioral log analysis to understand
visitors’ experience formation more deeply

목차 (Table of Contents)

• 1. 서론 1
• 1.1. 연구 배경 및 목적 1
• 1.1.1. 디지털 전환(DX) 환경에서 역사박물관의 변화 1
• 1.1.2. DX 전시 콘텐츠 확산과 경험 가치 평가의 필요성 2
• 1.1.3. 연구 목적 및 연구 문제 설정 4
• 1.2. 연구 범위 및 방법 5
• 1.2.1. 연구 대상 및 공간적·시간적 범위 5
• 1.2.2. 연구 방법 및 절차 6
• 1.2.3. 연구의 단계별 분석 절차 및 체계 8
• 1.3. 논문의 구성 9
• 2. 이론적 배경 및 선행연구 고찰 10
• 2.1. 역사박물관의 개념 및 특성 10
• 2.1.1. 역사박물관의 정의 및 역할 10
• 2.1.2. 역사박물관의 기능적 특성 11
• 2.1.3. 역사박물관 전시의 변화 양상 13
• 2.2. 역사박물관 DX 콘텐츠 14
• 2.2.1. 디지털 전환(DX)의 개념과 박물관 적용 14
• 2.2.2. 역사박물관 DX 전시 콘텐츠의 유형 15
• 2.2.3. 인터랙티브 전시 및 디지털 매체 활용 특성 17
• 2.2.4. 중국 국가 1급 역사박물관의 DX 콘텐츠 사례 18
• 2.3. 박물관 경험 가치의 개념 및 구성 요인 28
• 2.3.1. 경험 가치 이론의 개념 28
• 2.3.2. 박물관 경험 가치의 구성 요인 29
• 2.3.3. 디지털 전시 환경에서의 경험 가치 특성 30
• 2.4. 선행연구 고찰 및 본 연구의 차별성 31
• 2.4.1. 역사박물관 경험 가치 평가 관련 선행연구 고찰 31
• 2.4.2. DX·인터랙티브 전시 경험 연구 동향 32
• 2.4.3. 선행연구의 한계 및 본 연구의 차별적 연구 접근 33
• 3. 경험 가치 평가를 위한 분석방법론 34
• 3.1. Kano 모델 34
• 3.1.1. Kano 모델의 개념 34
• 3.1.2. Kano 모델의 품질속성 분류 36
• 3.1.3. Kano 모델의 설문 및 분석 방식 38
• 3.1.4. Better-Worse 지수 39
• 3.1.5. Kano 모델의 적용 의의 40
• 3.2. AHP 분석 41
• 3.2.1. AHP 분석의 개념 41
• 3.2.2. 계층구조와 쌍대비교 42
• 3.2.3. 가중치 산출 및 일관성 검증 43
• 3.2.4. AHP 분석 관련 선행연구 44
• 3.2.5. 본 연구에서의 AHP 분석 적용 의의 45
• 3.3. IPA 분석 46
• 3.3.1. IPA 분석의 개념 46
• 3.3.2. IPA 매트릭스와 사분면 해석 47
• 3.3.3. IPA 분석 절차와 자료 처리 48
• 3.3.4. IPA 분석 관련 선행연구 50
• 3.3.5. 본 연구에서의 IPA 분석 적용 의의 51
• 3.4. Kano-AHP-IPA 통합 분석의 의의 52
• 3.4.1. 단일 분석방법의 한계와 통합 분석의 필요성 52
• 3.4.2. 세 분석방법의 상호보완 관계 52
• 3.4.3. 관람객 인식과 전문가 판단의 결합 53
• 3.4.4. 통합 전략 매트릭스의 활용 54
• 3.4.5. 본 연구에서의 통합 분석 의의 56
• 4. 경험 가치 평가를 위한 연구 설계 및 조사 방법 57
• 4.1. 연구 절차 및 분석 설계 57
• 4.1.1. 전체 연구 절차 57
• 4.1.2. 분석 대상 및 자료 구성 60
• 4.1.3. Kano-AHP-IPA 분석 적용 방식 63
• 4.2. 중국 국가 1급 역사박물관 DX 콘텐츠 경험 가치 평가요인 도출 65
• 4.2.1. 선행연구 기반 예비 평가요인 도출 66
• 4.2.2. 전문가 검토를 통한 평가요인 선별 67
• 4.2.3. 최종 평가요인 및 조작적 정의 68
• 4.3. 설문 문항 구성 70
• 4.3.1. Kano 모델 설문 문항 구성 70
• 4.3.2. AHP 쌍대비교 문항 구성 72
• 4.3.3. IPA 중요도·만족도 문항 구성 75
• 4.4. 조사 설계 및 자료 분석 방법 77
• 4.4.1. 조사 대상 및 표본 설계 77
• 4.4.2. 자료 수집 방법 79
• 4.4.3. 자료 분석 방법 82
• 5. 연구 결과 85
• 5.1. 조사대상자의 일반적 특성 85
• 5.1.1. 관람객 응답자의 일반적 특성 85
• 5.1.2. 전문가 응답자의 일반적 특성 87
• 5.2. Kano 모델 분석 결과 89
• 5.2.1. 경험 가치 평가요인의 품질속성 분류 89
• 5.2.2. Better-Worse 지수를 통한 만족·불만족 영향 분석 91
• 5.2.3. Kano 모델의 시사점 94
• 5.3. AHP 분석 결과 98
• 5.3.1. 경험 가치 평가요인의 상대적 중요도 산출 98
• 5.3.2. 계층별 가중치 및 우선순위 분석 101
• 5.3.3. AHP 분석의 시사점 104
• 5.4. IPA 분석 결과 107
• 5.4.1. 경험 가치 평가요인의 중요도·만족도 차이 분석 107
• 5.4.2. IPA 매트릭스를 통한 개선 영역 분류 110
• 5.4.3. IPA 분석의 시사점 113
• 5.5. Kano-AHP-IPA 통합 분석 결과 116
• 5.5.1. Kano-AHP-IPA 통합 해석 기준 116
• 5.5.2. 평가요인별 통합 분석 결과 119
• 6. 결론 124
• 6.1. 연구 결과의 종합 및 논의 124
• 6.2. DX 콘텐츠 경험 가치 개선 방향 127
• 6.2.1. 정보 이해성 강화를 위한 정보구조 디자인 127
• 6.2.2. 학습 지원성 강화를 위한 관람 전·중·후 학습 여정 설계 128
• 6.2.3. 상호작용성 강화를 위한 참여형 인터랙션 디자인 129
• 6.2.4. 몰입성 유지를 위한 공간·미디어 통합 경험 설계 129
• 6.2.5. 정서적 공감과 공유·확장성의 선택적 활용 130
• 6.3. 연구의 의의 및 향후 연구 과제 131
• 참고문헌 134
• 영문초록 138