도슨트와 모바일 가이드가 관람객의 만족도에 미치는 영향 : 관람경력과 박물관 유형에 따라서

다국어 초록 (Multilingual Abstract)

Museum of the past was for certain elite persons through the collection and preservation of historical data. However, in modern times came, the function of museum on society, public and educational portions was stronger, the proportion of interpretation of the exhibits was greater. In other words, the role of communication in modern society is emphasized in the museum, providing the necessary information required in the visitors was important to promote communication. About these exhibits or promoting communication on exhibition increases satisfaction in exhibition.
While this researcher in terms of marketing the museum was working on the problem of communicating with visitors, I noticed that visitors with a lot of experience got less docent-usage satisfaction than those with less experience which are described in Yoon Eun-Hui (2005) study. With this mind, I began to study how to satisfy the visitors with a lot of experience.
Because the satisfaction on the exhibition is correlated with the type of display and exhibition guide which are used by visitors, I have investigated on docent and mobile guide with relatively high utilization. First introduced in 1996, many research institutions have investigated on docent and its satisfaction. However, art museum exhibitions of another type of PDA type mobile guide for the first time introduced in Leeum- Samsung Museum of art, opened in 2004, got a relatively short history compared with docent, so its comparative study for each museum was not sufficient.
In addition, when each museum was splitted according the personality, the suitable type of the exhibitions was not discussed much according to the property of museum. So I have investigated docent explains and mobile guide for many visitors with a lot of experience which are not studied, to have a greater satisfaction and continuous visit. In addition, I have investigated on which type of the exhibitions are suitable according to the type of museum.
All five chapters of a research study described the background, objectives and research methods and suggested the need for more active and diverse exhibition types in the introduction, chapter 1.
In chapter 2, through the concept of docent and mobile guide, their role and significance were explored and compared with the museum's exhibition guide.
In chapter 3, through the similarities and differences in docent and mobile guide at the museum, their characteristics were investigated.
In chapter 4, as a study on the visitor's satisfaction, first, the definition of visitors was given by comparing patterns of behavior of them. The definition of satisfaction introduced in the marketing concept is connected to the exhibition tour, suggesting the satisfaction on the exhibition visit. The next two rounds of the survey results were analyzed. A first survey in May 2009 against 50 visitors at National Museum and a second survey in 2010 from February to March at the National Museum and Leeum- Samsung Museum of art against 210 visitors were conducted. Through the two rounds of surveys, how to visitors having a lot of experience satisfy was compared with other types of museum exhibitions (Docent, Mobile Guide) and alternative was proposed.
In the final conclusions, chapter 5, differential alternative according to viewing experience and appropriate information for each type of museum type proposed were suggested to improve the satisfaction. At the same time, creative strategy for commentary exhibits will improve the satisfaction on the modern art.

국문 초록 (Abstract)

과거의 박물관이 역사적 자료의 수집과 보존을 통해 특정인을 위한 엘리트적이었다면 현대에 들어오면서 박물관의 기능이 사회적, 공공적, 교육적 부분이 강해지면서 전시물에 대한 해석이 차지하는 비중이 높아지게 되었다. 즉, 현대 사회의 박물관에서는 소통이라는 역할이 강조되고, 전시 관람에 있어 필요한 정보의 제공은 관람객 커뮤니케이션을 증진시키는데 중요하게 되었다. 이러한 전시물 혹은 전시에 대한 커뮤니케이션의 증진은 곧 전시 만족도로 이어지게 된다.
연구자는 박물관 마케팅 차원에서 관람객과의 소통 문제를 연구하던 중 윤은희(2005) 연구에서 같은 도슨트 설명을 들어도 관람경력이 많은 관람객은 관람경력이 적은 관람객에 비해 상대적으로 만족감이 적었다는 결과에 착안해 관람경력이 많은 관람객의 전시 만족 방법에 대해서 연구하기 시작했다. 이러한 관람경력이 많거나 적은 관람객들이 전시장 내에서 사용하는 전시가이드 유형과 전시 만족도가 상관관계가 있다고 보고 전시가이드 유형 중에서 비교적 활용도가 높은 도슨트와 모바일 가이드를 중심으로 비교 연구하도록 하였다. 하지만 1996년에 처음 도입된 도슨트제도는 많이 연구되고 그에 따른 도슨트의 전시 만족도에 대한 연구도 진행되고 있으나 2004년 개관한 삼성리움미술관에서 처음으로 선보인 또 다른 박물관 전시 안내 유형인 PDA형 모바일 가이드는 도슨트에 비해 상대적으로 짧은 역사를 가지고 있어 그에 대한 각 박물관․미술관의 비교 연구가 부족한 실정이었다.
또한, 각 박물관 유형별 성격으로 나눠 볼 때, 박물관 전시물의 속성에 따라서 어떠한 전시 안내유형이 적합한지에 대한 비교 연구도 많이 다뤄지지 않고 있는 실정이었다. 따라서 본인은 그동안 연구가 적었던 관람경력이 많은 관람객이 좀 더 큰 만족감을 가지고 지속적으로 방문할 수 있도록 전시 안내 유형인 도슨트 설명, 모바일 가이드를 비교 연구하고 더 나아가 박물관 유형에 따라 어떠한 전시 안내유형이 적합한지에 대한 연구를 진행시키는 데 연구의 목적을 두었다.
전체 5장으로 구성된 연구는 1장 서론에서 연구의 배경과 목적 및 연구 방법을 제시하여 보다 적극적이고 다양한 전시안내유형에 대한 필요성을 제시하였다.
2장에서는 도슨트와 모바일 가이드의 개념을 통해 그들의 역할과 의의를 살펴보고 외국박물관의 전시 안내유형들과 비교하였다.
3장에서는 도슨트와 모바일 가이드의 유사점과 차이점을 통해 박물관에서 그들을 특징을 살펴보았다.
4장에서는 관람객의 만족도에 대한 연구로, 먼저 행동유형 비교를 통해 관람객의 정의를 내렸고, 마케팅 개념에서 처음 도입된 만족도의 정의를 관람과 연결시켜 전시 관람상의 만족도를 제시하였다. 다음으로 2차례에 걸친 설문조사 결과를 분석하였다. 2009년 5월 국립중앙박물관에서 50명을 상대로 1차 설문과 2010년 2~3월 국립중앙박물관과 삼성리움미술관에서 210명의 관람객을 상대로 2차 설문조사를 실시하였다. 2차례의 설문조사를 통해 관람경력이 많은 관람객이 어떠한 방식으로 전시 만족을 하는지를 박물관별 전시안내유형(도슨트, 모바일 가이드)과 비교하고 연구하여 대안을 제시하였다.
마지막 5장 결론에서는 만족도를 높이기 위한 관람경력에 따른 차등 있는 대안과 각 박물관 유형별 적절한 전시안내유형을 제시하고자 한다. 동시에 창의적인 전시해설 전략을 통해 현대미술에 대한 만족도를 높일 수 있으리라 기대해 본다.

목차 (Table of Contents)

• 목 차
• Ⅰ. 서론························································································1
• Ⅱ. 도슨트와 모바일 가이드의 개념···················································7
• 1. 도슨트의 개념·········································································7
• 1) 도슨트의 개념 ·····································································7
• 2) 도슨트의 역사·······································································8
• 3) 도슨트의 역할 및 기능···························································8
• 4) 도슨트의 국내외 현황···························································12
• 2. 모바일 가이드의 개념·····························································24
• 1) 음성 가이드 (MP3유형)························································24
• (1) 음성 가이드의 개념 및 역할···············································24
• (2) 음성 가이드의 현황···························································25
• 2) 영상 가이드 (PDA유형)························································27
• (1) 영상 가이드의 개념 및 역할···············································27
• (2) 영상 가이드의 현황···························································28
• (3) 모바일 가이드의 국외 현황·················································39
• 3. 정보검색대(키오스크)의 개념···················································47
• Ⅲ. 도슨트 설명과 모바일 가이드의 비교·········································57
• 1. 유사점··················································································57
• 2. 차이점··················································································61
• Ⅳ. 관람객의 만족도·····································································66
• 1. 관람객의 정의·······································································67
• 1) 행동 유형 비교를 통한 정의·················································67
• 2. 만족도의 정의·······································································69
• 1) 마케팅 개념의 만족도 정의···················································70
• 2) 전시 관람상의 만족도의 정의················································72
• 3. 설문 사례·············································································75
• 1) 2009년 1차 설문 결과························································ 75
• 2) 2010년 2차 설문 결과·························································84
• Ⅴ. 결론·····················································································106
• 참 고 문 헌···············································································112
• Abstract····················································································118
• <부록> 설 문 지·········································································121