详情

2017年度观众调查统计分析报告

发布时间：2020-08-28

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2017年1月1日—2017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1820份（其中英文问卷260份），回收有效问卷1764份（其中英文问卷255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（51%）、很满意（36%）。

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

从上图表中，我们可以看到大部分到馆参观者主要目的是旅游，占据了41%的比重；教育子女和增长知识分别占了22%和19%的比重；文物鉴赏和学习研究所占比重较少。

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.打印药方 C.冲泡各类茶的方法 D.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：

Your gender?
1. Male
2. Female

What is your age?
1. Under 18
2. 18-25
3. 26-30
4. 31-40
5. 41-50
6. 51-60
7. 60 over

Which country do you come from?

________________

What is your average monthly expenditure on cultural consumption as a percentage of total household expenditure?
1. 0-5%
2. 5-10%
3. 10-20%
4. 20-30%
5. Above 30%

Your current highest degree
1. Junior high school
2. High school
3. Undergraduate
4. Master’s degree
5. Doctor
6. Others_________

How did you hear about our museum or events?
1. Internet
2. From a friend
3. Travel leaflet
4. Travel guide book
5. Museum brochure or leaflet
6. From The cooperation between China National Tea Museum and the other companies
7. Others______

Why do you come to the museum?
1. seeking knowledge of tea
2. looking for tea products and derivatives
3. Museum tea events(Learn short-term experience activities such as tea picking, tea making, etc.)
4. Others_______

What do you prefer to do in the museum?
1. Watching the exhibition, or listening to the tour guide
2. Rent a visitor guide wand to understand the contents of the exhibits
3. Learn about the collection culture through professional courses offered by the museum
4. Buying cultural and creative derivatives in the museum gift shop

Which is your favorite culture derivatives in our Museum?
1. Tea
2. Tea set
3. The books about Tea
4. Other supplies about Tea
5. Tea culture derivatives , such as tea mask, tea soap bar

Are you willing to experience the tea cultural activities organized by the museum?(Including tea picking ,tea tasting ,tea appreciation ,tea performances, etc.)
1. Yes, Of course
2. Unwilling
3. Unclear

[Multiple choice question, within select three items] What is most important to you when you visit a tea museum?
1. Exhibits
2. Activities and interactions, deeper understanding of the collection culture through activities such as tea and tea picking
3. Products or derivatives offered by the museum store
4. Professional courses, professional guidance which guarantee the effectiveness of learning knowledge
5. Rest facilities, the environment and equipment in the hall
6. Others_______

[Multiple choice question, within select three items] Which factors do you think are important in the experience events?
1. The creativity and fun of the experience events
2. The educational and cultural connotation of the experience events
3. Duration of activity
4. Activity cost
5. The distance from the place of experience to the place of residence
6. Others_______

What do you think are the benefits of the experience events?
1. They are educational, more knowledge through experience activities
2. They are recreational and relaxing
3. They are commemorating, offering cherished experience of the museum
4. Others___

Do you have any other suggestions and comments for our museum?

__________