在二十一世紀數位時代，新科技技術新不僅在日常生活中變得越來越重要，且在博物館產業中也越發重要。博物館正在從以保留及教育為目標的傳統展示方式轉變為以體驗及娛樂為導向的角色。本研究主要目的為探討千禧世代對於博物館及藝術的總體滿意度是可以藉由可個人化、有效率且富含豐富資訊的科技方法讓該世代與藝術互動來提升。本研究將體驗經濟理論與客戶滿意度文獻相結合並加以分析。研究結果發現數位科技可以提升博物館的參觀體驗並可以吸引更多千禧一代，提高他們的整體滿意度。

The traditional interpretation of museums is shifting from purely conservational and educational purposes to an experience-oriented and entertaining role. 21st century is the digital age, where new technologies are becoming more and more important not just in daily life, but also in museums. This study emphasizes that Millennials’ overall satisfaction in museums and art that can be increased through technological methods and allow them to interact with art in a more personalized, effective, and informative way. Combining theory from experience economy with customer satisfaction literatures, and applying effective analysis, the results show that museum values enhanced by digital technologies can attract more Millennials and enhance their overall satisfaction.

Table of Contents
VALIDATION LETTER i
ACKNOWLEDGMENT ii
摘要 iii
ABSTRACT iv
TABLE OF FIGURES vii
TABLE OF TABLES viii
ABBREVIATIONS ix
CHAPTER 1 1
1. BACKGROUND TO THE STUDY 1
1.1 INTRODUCTION 2
1.2 PROBLEM STATEMENT 5
1.3 RESEARCH OBJECTIVES 8
1.4 RESEARCH QUESTIONS AND HYPOTHESES 8
1.5 THESIS DESIGN AND STRUCTURE 11
CHAPTER 2 12
2. LITERATURE REVIEW 12
2.1 DEFINITION OF MUSEUMS 12
2.1.1 Origin and Evolution of Museums 13
2.1.2 Functions of Art Museums 15
2.2 EXPERIENCE ECONOMY IN GENERAL 16
2.3 MUSEUM VALUES 18
2.3.1 Entertainment 18
2.3.2 Escapism 18
2.3.3 Education 19
2.3.4 Authenticity 21
2.4 DIGITAL TECHNOLOGIES 23
2.4.1 Experimental platforms 24
2.4.2 Informational platforms 27
2.5 SATISFACTION 30
2.6 WHO ARE MILLENNIALS? 31
CHAPTER 3 33
3. METHODOLOGY 33
3.1 RESEARCH METHOD 33
3.2 SAMPLES 34
3.3 DATA COLLECTION PROCESS 36
3.4 DATA ANALYSIS 37
CHAPTER 4 38
4. RESEARCH RESULTS 38
4.1 DESCRIPTIVE ANALYSIS 38
4.2 VALIDITY AND RELIABILITY 40
4.3 PRELIMINARY RESULTS 41
4.3.1 The effect of technology on value proportion 41
4.4 EMPIRICAL FINDINGS 42
CHAPTER 5 44
5. DISCUSSION AND CONCLUSION 44
5.1 THEORETICAL AND PRACTICAL IMPLICATIONS 46
CHAPTER 6 49
6. LIMITATIONS AND FUTURE RESEARCH 49
6.1 LIMITATIONS 49
6.2 FUTURE RESEARCH 50
REFERENCES 51
APPENDIX 58

References
American Alliance of Museums & Oxford Economics. (2017). Museums as Economic Engines: A National Study

Bast G., Carayannis E. & Campbell D. (2018). Introduction: The Future of Museums. In: Bast G., Carayannis E., Campbell D. (eds) The Future of Museums. Arts, Research, Innovation and Society. Springer, Cham., 1–4. https://doi.org/10.1007/978-3-319-93955-1_1

Belcher, M. (1991). Exhibitions in Museums. Leicester and London. Leicester University Press. https://archive.org/details/exhibitionsinmus00belc

Bennett, T. (1995). The Birth of the Museum: history, theory, politics. London: Routledge

Bodnár, D. Sz. (2019). Escapism or active involvement? A dimension of museum visitor experience. Vezetéstudomány - Budapest Management Review. 50(11), 18–36.
https://doi.org/10.14267/VEZTUD.2019.11.02

Brida, J. & Tokarchuk, O. (2011). Perceived authenticity and museum visitors’ behavior: A case of south Tirol’s Museum of archeology in Bolzano. SSRN. http://dx.doi.org/10.2139/ssrn.1920743

Brida, J. G., Disegna, M. & Vachkova, T. (2013). Visitor satisfaction at the museum: Italian versus foreign visitors. TOURISM. 16. 167–186.

Christensen, H. D. (2017). The art of copying: Five strategies for transforming originals in the art museum. Culture Unbound. Journal of Current Cultural Research, 9(1), 85–107. https://doi.org/10.3384/cu.2000.1525.179185

Coates, C. (2017, September 17). How Museums are using Augmented Reality. Museum Next. https://www.museumnext.com/article/how-museums-are-using-augmented-reality/

Collis, J. & Hussey, R. (2013). Business research: A practical guide for undergraduate and postgraduate students. Palgrave Macmillan.

Dmitrovic, T., Cvelbar, L., Kolar, T., Brenčič, M., & Ograjensek, I. & Žabkar, V. (2009). How to measure tourist satisfaction at the destination level: conceptualization of the standard model. International Journal of Culture, Tourism and Hospitality Research, 3(2),116 –126.
http://dx.doi.org/10.1108/17506180910962122

Daniela, L. (2020). Virtual Museums as Learning Agents. Sustainability. 12(7). 1–24. https://doi.org/10.3390/su12072698

Del Chiappa, G., Andreu, L. & Gallarza, M. (2014). Emotions and visitors’ satisfaction at a museum. International Journal of Culture Tourism and Hospitality Research. 8(4). 420–431. https://doi.org/10.1108/IJCTHR-03-2014-0024

Elgammal, I., Sorrentino, A., Ferretti, M. & Risitano, M. (2020). Does digital technology improve the visitor experience? A comparative study in the museum context. International Journal of Tourism Policy. 10(1), 47–67. https://doi.org/10.1504/IJTP.2020.107197

Fang, F. (2017). How Can American Art Museums Enhance Millennials’ Interest in Art: A Case Study of Two Art Museums [Unpublished master dissertation] https://scholar.uwindsor.ca/etd/7254

Feitosa, W. & Barbosa, R. (2020). Generation Z and technologies on museums - Its influence on perceptions about Quality, Arousal and E-WOM Intentions. Marketing & Tourism Review, 5. https://doi.org/10.29149/mtr.v5i2.5766

Frey, B. (1998). Super museums: An economic analysis. Journal of Cultural Economics. 22 (2-3), 113–125. https://doi.org/10.1023/A:1007501918099

Garbarino, S. & Holland, J. (2009). Quantitative and Qualitative Methods in Impact Evaluation and Measuring Results. Governance and Social Development Resource Centre (GRDRC). https://www.gsdrc.org/docs/open/eirs4.pdf

Guerra, J. P., Pinto, M. M. & Beato, C. (2015). Virtual Reality-Shows: A new vision for tourism and heritage. European Scientific Journal. 11(9), 49–54. https://doi.org/10.19044/esj.2015.v11n9p%25p

Hoogenboezem, E. (2019). Engaging millennials around the collection of the Fotomuseum [Unpublished master dissertation]. Delft University of Technology.

Hooper-Greenhill, E. (2007). Museums and education: Purpose, pedagogy, performance. London: Routledge.

Hsieh, H.F. & Shannon, S.E. (2005). Three approaches to qualitative content analysis. Qualitative health research, 15(9), 1277–1288. https://doi.org/10.1177/1049732305276687

International Council of Museums (ICOM) (homepage). Museum definition.
URL: https://icom.museum/en/resources/standards-guidelines/museum-definition/

Hughes, K. (1991). Tourist satisfaction: A guided "cultural" tour in North Queensland. Australian Psychologist, 26(3), 166–171. https://doi.org/10.1080/00050069108257243

Hume, M. (2015). To technovate or not to technovate? Examining the inter-relationship of consumer techno- logy, museum service quality, museum value, and re- purchase intent. Journal of Nonprofit & Public Sector Marketing, 27(2), 155–182. https://doi.org/10.1080/10495142.2014.965081

Jonker, K. (2008). The future of museums: The development of museums of modern art in the Netherlands [Unpublished master dissertation]. Erasmus University Rotterdam.

Jung T., tom Dieck M.C., Lee H. & Chung N. (2016). Effects of Virtual Reality and Augmented Reality on Visitor Experiences in Museum. In: Inversini A., Schegg R. (eds) Information and Communication Technologies in Tourism 2016. Springer.
https://doi.org/10.1007/978-3-319-28231-2_45

Keeter, S. (2010). Millennials: A Portrait of Generation Next. Pew Research Center. Retrieved from https://www.pewresearch.org/wp-content/uploads/sites/3/2010/10/millennials-confident-connected-open-to-change.pdf

Kim, H., & Jamal, T. (2007). Touristic quest for existential authenticity. Annals of Tourism Research, 34(1), 181–201. https://doi.org/10.1016/j.annals.2006.07.009

Kotler, N. G., Kotler, P. & Kotler, I. W. (2008). Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources. (2nd ed.) Jossey-Bass.

Li, Y. (2015). Digitization of Museum and Art Gallery: A Framework for Enhancing User Interactivity and Personalization in On-site Environments. [Doctoral dissertation, Griffith University] https://doi.org/10.25904/1912/129

McCarthy J. & Ciolfi, L. (2008). Place as Dialogue: Understanding and Supporting the Museum Experience. International Journal of Heritage Studies, 14(3), 247-267. https://doi.org/10.1080/13527250801953736

Mehmetoglu, M. & Engen, M. (2011). ‘Pine and Gilmore’s concept of experience economy and its dimensions: an empirical examination in tourism’. Journal of Quality Assurance in Hospitality & Tourism. 12(4), 237–255. https://doi.org/10.1080/1528008X.2011.541847

Merlo, G. (2017). Building the Museum Experience: The role of digital technologies inside art museums [Unpublished MA Dissertation]. University of Westminster.

Moscardo, G. (1996). Mindful Visitors - Heritage and Tourism. Annals of Tourism Research 23(2): 376–397. https://doi.org/10.1016/0160-7383(95)00068-2

Museum Association (FAQ). What is a Museum? URL: https://www.museumsassociation.org/about/faqs/

Navarrete, T. (2019). Digital heritage tourism: innovations in museums. World Leisure Journal. 61(3). 200–214. https://doi.org/10.1080/16078055.2019.1639920

Pallud, J., & Straub, D. (2007). Real vs. virtual: A theoretical framework for assessing the role of authenticity in visitor interactions with museum technologies. Americas Conference on Information Systems (AMCIS) Proceedings, 182. https://aisel.aisnet.org/amcis2007/182

Pedersen, I., Gale, N., Pejman, M.B. & Reid, S. (2017). More than Meets the Eye: The Benefits of Augmented Reality and Holographic Displays for Digital Cultural Heritage. Journal on Computing and Cultural Heritage (JOCCH), 10(2), 1-15. https://doi.org/10.1145/3051480

Perera, K. (2013). The Role of Museums in Cultural and Heritage Tourism for Sustainable Economy in Developing Countries. International Conference on Asian Art, Culture and Heritage

Pine, B.J. & Gilmore, J.H. (1998). “Welcome to the experience economy”. Harvard Business Review, 76(4). 97–107.

Pine, B.J. & Gilmore, J.H. (2011). The Experience Economy. Work is theatre and every business a stage. Boston: Harvard Business School Press. (Original work published 1999)

Pratt, M.G. (2009). From the editors: For the lack of a boilerplate: Tips on writing up (and reviewing) qualitative research. Academy of Management Journal, 52(5), 856–862.

Radder, L. & Han, X. (2015). An Examination Of The Museum Experience Based On Pine And Gilmore's Experience Economy Realms. Journal of Applied Business Research (JABR). 31(2), 455–470. https://doi.org/10.19030/jabr.v31i2.9129

Reino S., Mitsche N. & Frew A.J. (2007). The Contribution of Technology-Based Heritage Interpretation to the Visitor Satisfaction in Museums. In: Sigala M., Mich L., Murphy J. (eds) Information and Communication Technologies in Tourism 2007. Springer. https://doi.org/10.1007/978-3-211-69566-1_32

Richards, Greg. (2018). Cultural Tourism: A review of recent research and trends. Journal of Hospitality and Tourism Management, 36, 12–21. https://doi.org/10.1016/j.jhtm.2018.03.005

Ruttkay, Zs., & Bényei, J. (2018). Renewal of the Museum in the Digital Epoch. In: Bast G., Carayannis E., Campbell D. (eds) The Future of Museums. Arts, Research, Innovation and Society. Springer, Cham., 101–116. https://doi.org/10.1007/978-3-319-93955-1_10

Saunders, M., Lewis, P. & Thornhill, A. (2009). Research methods for business students. (5th digital ed.). Harlow: Pearson Education.

Schubert, K. (2000). The Curator’s Egg. The evolution of the museum concept from the French Revolution to the present day. London: One-Off Press.

Sheng, C., & Chen, M. (2012). A study of experience expectations of museum visitors. Tourism Management, 33, 53–60. https://doi.org/10.1016/j.tourman.2011.01.023

Shepherd, R. (2015). Why Heidegger did not travel: Existential angst, authenticity, and tourist experiences. Annals of Tourism Research, 52, 60–71.

Sylaiou, S., Liarokapis, F., Kotsakis, K. & Patias, P. (2009). Virtual museums, a survey and some issues for consideration. Journal of Cultural Heritage. 10, 520–528. https://doi.org/10.1016/j.culher.2009.03.003

Thyne, M. & Hede, A. M. (2016). Approaches to managing co-production for the co-creation of value in a museum setting: when authenticity matters. Journal of Marketing Management, 32(15–16), 1478–1493. https://doi.org/10.1080/0267257X.2016.1198824

Timothy, D., & Boyd, S. (2006). Heritage tourism in the 21st century: Valued traditions and new perspectives. Journal of Heritage Tourism, 1(1), 1–16. https://doi.org/10.1080/17438730608668462

Wachowiak, M.J. & B.V. Karas. (2009). 3D scanning and replication for museum and cultural heritage applications. Journal of the American Institute for Conservation, 48, 141–158. https://doi.org/10.1179/019713609804516992

Weil, S.E. (2002). Making Museum Matter. Washington DC: Smithsonian Institution Press.

Westin, J. (2011). The interactive museum and its non-human actants. The Journal Nordic Museology, 1, 45–59. https://doi.org/10.5617/nm.3145