2018年度观众调查统计分析报告
为了解中国茶叶博物馆受众情况,以及青少年、专家学者、普通游客和国外游客对博物馆展览、宣教、服务等资源的认识程度,中国茶叶博物馆于2018年1月1日—2018年12月31日,对以上群体开展了问卷调查工作。其中对到访的游客分境内与境外进行了问卷调查,共发放问卷1700份,回收有效问卷1601份。
现将调查问卷进行详细统计分析如下:
1.您是通过什么渠道知道中国茶叶博物馆的?
A.亲朋推荐 B.网络、电视 C. 报纸杂志 D. 旅游杂志E.其他
2.您是否对中国茶叶博物馆参观感到满意?
A.很满意 B.满意 C.不满意 D.很不满意
从上图表中,我们可以看到比例相对较高的两项分别为满意(52%)、很满意(38%)。
3.您来中国茶叶博物馆参观的目的是?
A.旅游 B.教育子女 C.增长知识 D.文物鉴赏 E.学习研究 F.其他
4.您对中国茶叶博物馆展厅内的多媒体感兴趣的是?
A.巧手作坊 B.冲泡各类茶的方法 C.有奖问答
5.居住地:
A.境内 B. 境外
6.你一次参观的时间为:
A.1小时以内 B.1~2小时 C.2~3小时 D.3~4小时 E. 4小时以上
从上图表中,我们能够发现到馆游客一次参观的时间在1~2小时占据多数,占比57%的比重,1小时以内的占比24%。参观时间在2~3小时的占比19%。反映出到馆游客对中国茶文化的十分渴望了解。
7.你通过怎样的方式体验博物馆之旅:
A.听讲解参观 B.自行参观 C.参与活动 D. 其他
从上图表中,我们可以明显地发现绝大多数来参观的游客都是选择自行参观,占据了66%的比重,34%的游客会选择参与活动及听讲解。
8.你参与过我馆以下哪些活动(可多选):
A.茶文化讲座 B.茶文化动手制作类活动 C.茶文化亲子活动 D.茶艺培训E.茶文化节日活动F.茶文化中英文讲解
从上图表中,我们可以发现我馆茶文化中英文讲解活动的参与率最高,其次为茶艺培训、茶文化讲座、茶文化亲子活动等。
9.参观后你希望博物馆提供哪些服务(可多选):
A.科普活动信息 B.博物馆常年提供的免费活动
从上图表我们可以得出有48%的到馆游客希望博物馆能常年提供免费的活动,有52%的到馆游客希望博物馆能提供即将举办的科普活动信息。
现将调查英文问卷进行详细统计分析如下:
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Your gender?
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Male
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Female
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What is your age?
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Under 18
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18-25
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26-30
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31-40
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41-50
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51-60
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60 over
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Which country do you come from?
________________
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What is your average monthly expenditure on cultural consumption as a percentage of total household expenditure?
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0-5%
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5-10%
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10-20%
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20-30%
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Above 30%
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Your current highest degree
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Junior high school
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High school
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Undergraduate
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Master’s degree
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Doctor
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Others_________
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How did you hear about our museum or events?
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Internet
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From a friend
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Travel leaflet
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Travel guide book
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Museum brochure or leaflet
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From The cooperation between China National Tea Museum and the other companies
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Others______
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Why do you come to the museum?
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seeking knowledge of tea
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looking for tea products and derivatives
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Museum tea events(Learn short-term experience activities such as tea picking, tea making, etc.)
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Others_______
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What do you prefer to do in the museum?
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Watching the exhibition, or listening to the tour guide
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Rent a visitor guide wand to understand the contents of the exhibits
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Learn about the collection culture through professional courses offered by the museum
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Buying cultural and creative derivatives in the museum gift shop
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Which is your favorite culture derivatives in our Museum?
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Tea
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Tea set
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The books about Tea
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Other supplies about Tea
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Tea culture derivatives , such as tea mask, tea soap bar
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Are you willing to experience the tea cultural activities organized by the museum?(Including tea picking ,tea tasting ,tea appreciation ,tea performances, etc.)
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Yes, Of course
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Unwilling
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Unclear
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[Multiple choice question, within select three items] What is most important to you when you visit a tea museum?
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Exhibits
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Activities and interactions, deeper understanding of the collection culture through activities such as tea and tea picking
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Products or derivatives offered by the museum store
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Professional courses, professional guidance which guarantee the effectiveness of learning knowledge
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Rest facilities, the environment and equipment in the hall
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Others_______
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[Multiple choice question, within select three items] Which factors do you think are important in the experience events?
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The creativity and fun of the experience events
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The educational and cultural connotation of the experience events
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Duration of activity
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Activity cost
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The distance from the place of experience to the place of residence
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Others_______
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What do you think are the benefits of the experience events?
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They are educational, more knowledge through experience activities
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They are recreational and relaxing
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They are commemorating, offering cherished experience of the museum
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Others___
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Do you have any other suggestions and comments for our museum?
__________