In this era, museum keenly competes with other cultural experiences, and strives to become a more public-friendly space by identifying the public’s demand through smooth communication with visitors and providing them opportunities for diverse experiences.
The museum has surveyed visitor demand as the most direct method to identify the demands and desires of the public. As various studies have already indicated, however, the early stages of the visitor surveys have been conducted from the perspective of the museum’s position, which is the suppliers. On the other hand, the recent visitor surveys are further exploring from its supplier-oriented research, attempting to identify the desires of the demand-oriented public. As such, recognition and necessity are consistently said, but there is a lack of research on the direction that compensate the limits of quantitative research in the course of surveying and analysis.
In this study, the author identified the limitations of quantitative surveys, which are mainly used in visitor demand surveys, and attempted to conduct a survey of the visitor expectation experiences and form type classification through the existing quantitative research method and Q methodology. The comparison of the two methodologies focuses on identifying the similarities and differences in the results of each survey and seeking directions for the complementary use to identify methodical complementation in museum visitor surveys.