미술관의 물리적 환경이 관람객의 몰입과 만족에 미치는 영향에 관한 연구

Abstract

study hypothesizes that the physical environment of a museum plays a critical role in fostering visitor flow in the artistic experience and enhancing overall satisfaction. The researchers analyzed data from 324 museum visitors over the past three years using Partial Least Squares Structural Equation Modeling (PLS-SEM). They found that social and design factors actively influence visitor flow, which strongly drives satisfaction. Prior knowledge of exhibitions and engaging staff interactions significantly enhanced flow, while design elements like spatial layout and facilities played a critical role. This study highlights that flow serves as an essential mediator, enabling visitors to immerse deeply in the artistic experience and enhancing satisfaction. It suggests that museum operators should adopt a multidimensional approach that combines physical elements and digital technology to provide an innovative and engaging museum experience. Future research should explore the impact of advanced digital technologies, such as augmented and virtual reality, on visitor flow and satisfaction and include broader demographic and geographic diversity to improve the generalizability of the results. Key words: Art Museum, Visitor Flow, Physical Environment, Artistic Experience, Visitor Satisfaction, Revisitation