수정된 IPA와 AHP를 적용한 국립과학관 수요자와 공급자의 인식차이 분석

Abstract

Many structural changes have taken place in society, including the Fourth Industrial Revolution, changes in science and technology, the low birthrate and aging population, declines in production and the economically active population over time, increased public awareness of science and technology, and the occurrence of novel infectious diseases worldwide since the Great Depression in the 1930s. From a policy perspective, the National Science Museum is a public good and a platform for science and technology that has an obligation to expand the foundation for preparing for the future of society through science and technology in order to improve the lives of the people, and the trends of hyperconnectivity and globalization are accelerating the pace at which science museums evolve into places where people can communicate and participate. For the sustainable management of the science museum in the era of the new normal, it is necessary to adopt a new consumer-centered perspective and approach in terms of exhibition management in accordance with the needs of the times and society. Specifically, basic research is required to reveal the differences in perception between experts and consumers of the science museum through a comparative study on evaluations of exhibition management competitiveness by the two groups, to select the main factors for exhibition management, and to establish a consumer-centered science museum exhibition management plan and evaluation system. In this study, we designated the Busan Science Museum as the science museum to be studied and compared the differences between the perceptions of consumers and suppliers regarding the transformation of the National Science Museum into a science museum for the era of the new normal that no one has ever experienced. In this way, we attempted to present a consumer-centered exhibition management direction. In this study, the competitiveness of exhibition management according to managers and the general public is assessed using the revised IPA, and the results are compared and analyzed along with the characteristics of the exhibits. Efficient exhibition management factors were derived for managers and the general public by using the AHP technique. Suggestions were Subsequently derived based on the analysis results. In the revised IPA study, the differences in perception regarding the satisfaction of visitors and experts with the exhibitions were diagnosed and factors affecting the satisfaction of visitors were compared and analyzed merely based on exhibit characteristics. The average satisfaction level for the ship exhibition at the Busan Science Museum was 3.911 for visitors and 2.839 for experts, with the value for visitors being 1.074 higher than that for experts. The average for relative importance was 0.610 for visitors and 0.501 for experts, with the value for visitors being 0.102 higher than that for experts. In a visualization of the IPA matrix, exhibits belonging to the second quadrant (concentrate) accounted for 35.84% of the visitor group and 44.75% of the expert group, indicating that experts considered replacing the vessel exhibition to be more urgent than visitors. Judging from these results, visitors and experts have different perceptions of the competitiveness of the exhibition management of the ship exhibition.

Six priority factors among the exhibition management factors were derived through a comparative analysis of AHP between managers and the general public. "Exhibition planning - exhibition theme selection (manager group, 0.210)," "exhibition target selection (0.203, manager group)," "exhibition service - customer communication participation (general public group, 0.139)," "exhibition production and installation - exhibit quality (general public group, 0.116)," "exhibition service - collaboration program (general public group, 0.114)" and "comfortable exhibition environment (manager group, 0.111)" were drawn up as ways for exhibition management to be prioritized to enhance the competitiveness of science museums. In this study, we compared the perceptions between experts and the general public regarding exhibition management competitiveness of science museums and the major factors of exhibition management to establish a science museum exhibition management plan centered on consumers. In addition, based on the results of the survey analysis, we attempted to provide basic data for the introduction of an evidence-based science museum policy establishment system and the establishment of a performance measurement system. The basic data is expected to contribute to improving the competitiveness of the exhibitions and management of science museums in the era of the new normal with a focus on visitors.