Research On The Non-visitor Visiting Barriers Of University Museum Students

The development of museum visitor research can be traced back to the West at the end of the 19th century,while museum non-visitor research started later in the 1980s.Before then,the field was long ignored by the atmosphere and activity planning of museums and excluded from the scope of audiences.Until the 1980s,foreign museum scholars discovered the reality that the number of museum visitors continued to decline and stagnate,and realized that attracting the original audience to increase the number of visits and developing new audiences were important for them to increase their income,establish a financial stability system and ensure sustainable survival and development.Non-visitor research is only gradually gaining attention.However,research on the needs and development strategies of non-visitor is still inadequate and has not fully explored the important value of the audience market.Although it is involved in China,it is generally not fully aware of the practical significance of non-visitor research for the development of potential museum audiences.Based on that,this thesis summarizes the development process,theories and methods,content and achievements of domestic and international non-visitor research,comments on the reality of non-audience research and select theories and methods that are instructive for this research,and then investigates the practice of the unvisited students of Shandong University Museum(Qingdao)through both interview and questionnaire surveys,mainly to understand the reasons for not visiting,leisure activities and leisure motivation choices,past museum experience and impressions,feedback on the work effect of Shandong University Museum(Qingdao)and the participation expectations for Shandong University Museum(Qingdao),at last,combines Marilyn G.Hood’s theory of leisure motivation and Crawford.D.W.’s theory of leisure barriers to analyze the barriers and influencing factors of the unvisited students of Shandong University Museum(Qingdao).The results showed that,according to Crawford’s theory of leisure barriers,structural factors dominated the visitation barriers of non-visitors of Shandong University Museum(Qingdao)students,followed by personal factors and the least interpersonal factors.Structural factors include lack of time,lack of understanding of the university museum’s visit process,opening hours,content and interpretation services.Personal factors are,in order,finding current exhibitions and events unattractive,not interested in museums,finding museums boring,and not interested in history.After analysis,the factors influencing their non-visiting barriers are reflected in two subject perspectives,museum and non-visitor,and are specifically related to three factors:the choice of personal leisure activities and leisure motivations,previous museum experiences and impressions,and the effectiveness of the university museum’s work.According to the survey results and analysis conclusions,this thesis also proposes the unvisited students development suggestion from the perspective of both marketing theory and participatory philosophy.