Importance–performance analysis of the Taipei Fine Arts Museum's services

Abstract

Most traditional visitor studies have examined either visitor expectations or actual service performance, but not both. Museum managers sometimes find it difficult to translate the findings of these studies into action. To address this problem, the importance–performance analysis technique (IPA) has been employed in this study to demonstrate how to evaluate visitor expectations and perceived service at the Taipei Fine Arts Museum. The research has produced some surprising results. A number of previous studies have suggested that workshops, multimedia, attractive shopping facilities and better catering would encourage more visitors and non-visitors to visit museums. In the current study these attributes were all rated by visitors as being of low importance. In fact, what audiences actually want is better-quality exhibitions.

Keywords:

• art museum
• museum products and services
• visitor studies
• visitor experience
• visitor satisfaction
• importance–performance analysis (IPA)
• museum marketing
• Taipei Fine Arts Museum

Acknowledgements

The author would like to thank the National Science Council, Taiwan for funding this research project and the Taipei Fine Arts Museum for its assistance.