Analysis Report on Audience Survey Form of Changyu Wine Culture Museum in 2023

Museum audience survey is one of the important ways to communicate with visitors, providing various information for planners of museum educational activities to guide the implementation of judgment and decision-making activities. This process helps to promote close relationships with the audience and provides intuitive audience feedback information for museum staff. Therefore, conducting museum audience surveys is of great significance. To this end, we have carefully summarized the audience survey form of Changyu Wine Culture Museum in 2023 and produced the annual audience survey report for 2023.

1、 Investigation situation
（1） Survey content and methods
1. Survey content: This audience survey continues the questionnaire questions from 2022, mainly covering three aspects: audience basic information, audience satisfaction, and audience opinions and suggestions. Through this survey, we aim to gain a deeper understanding of the audience composition and their needs when visiting the Changyu Wine Culture Museum, in order to provide useful data reference for the daily operation of the museum.
2. Survey method: Changyu Wine Culture Museum conducts surveys in various forms, including offline surveys, two-dimensional code filling surveys, official website online surveys, visitor guestbook and WeChat official account to distribute audience questionnaires to visitors, so as to fully understand their feedback and expectations, provide rich data support for the museum's daily operation, and provide a clear direction for future continuous improvement and development.

（2） Implementation status
In 2023, the Ministry of Propaganda and Education of the Changyu Wine Culture Museum led a three-month large-scale audience survey, and the museum staff obtained rich first-hand information, making the survey more in line with objective reality and conducting in-depth analysis on this basis. A total of 1601 questionnaires were distributed, of which 1568 valid questionnaires were collected, with an effective rate of up to 97%. This three-month audience survey provided crucial feedback to the Changyu Wine Culture Museum, enabling it to more accurately understand the needs and expectations of the audience, thereby further improving the level of public service and exhibition effectiveness.

2、 Analysis of survey results
This audience survey adopts a random sampling method, mainly using various forms of audience surveys. The survey items of the questionnaire are mainly divided into 12 items: basic information of the audience (age, gender, occupation, education level), purpose of visiting the museum, which exhibition hall is most interested in the exhibition content, whether they are satisfied with the exhibition form of the museum, and whether they are satisfied with the service attitude of the museum staff. Each item is prepared with 3-5 different answers for the audience to choose from. In the sampling survey process, try to expand the age range and quantity of the sample as much as possible, in order to obtain more objective tourist satisfaction survey results. The questionnaire results show that in 2023, the audience of the Changyu Wine Culture Museum is widely distributed, with a considerable number of foreign tourists in addition to a large number of domestic tourists. Secondly, tourists are distributed across all age groups. From the perspective of visiting forms, there are both individual and team tours, with team tours mainly featuring a large number of internal company receptions.

（1） Basic information of the audience
1. Gender distribution: In 2023, there was not much difference in the proportion of male and female visitors to the Changyu Wine Culture Museum, with males (51.79%) slightly more than females (48.21%), indicating a relatively balanced gender distribution.

Table 1 Audience Gender Statistics
2. Age distribution: Our audience varies greatly in age. The audience under the age of 17 accounts for 8.8%, most of whom are middle and high school students with heavy academic workload. Moreover, younger people need to be accompanied by their parents when going out, which will be somewhat restricted. Adults aged 18 and above have the freedom to spend their time, making them the majority. The data are as follows: 22.83% are aged 18-40, 58.55% are aged 41-65, and 9.82% are aged 65 and above. In order to meet the needs of more audiences, the Changyu Wine Culture Museum has made exhibitions into exhibition boards, PowerPoint presentations, and other forms, and sent them to the community and campus.

Table 2 Audience Age Statistics

3. Regional distribution: The audience distribution includes both domestic and foreign audiences. The overseas audience of Changyu Wine Culture Museum is divided into overseas team tours, internal company visits, and political and business receptions, presenting diverse and unique characteristics. In 2023, there were a total of 21000 overseas visitors. In addition to local audiences, there are also a large number of domestic and foreign audiences. This is because Changyu Group is a large multinational enterprise established by companies in various parts of China and abroad. As a disseminator of Changyu's brand culture, the Changyu Wine Culture Museum undertakes a large number of visitors from other places every day, especially internal visits of companies in different regions. The source composition is roughly divided into individual visitors from different regions, internal visits of companies in different regions, reception of visitors for politics and business in different regions, and team visitors from different regions. In 2023, domestic tourists from other regions accounted for about 40% of the total domestic tourists, including a large number of government receptions, distributors, consumer leaders, and large customer receptions.
4. Education level: 2.74% are from junior high school or below, 30.8% are from high school or vocational school, 53.89% are from college or undergraduate education, 11.54% are from graduate school or above, and 1.02% are from overseas study. From this, it can be seen that the Changyu Wine Culture Museum is more attractive to visitors from college or above in 2023. This is because in the second half of 2022, the Changyu Wine Culture Museum will be renovated and opened for business, attracting a large number of such groups to visit. Visitors who come here can not only learn about the history and wine culture of Changyu, but also learn some small knowledge about the wine making process.

Table 3 Statistics on Audience Education Level

5. Occupation distribution: The majority of visitors to the Changyu Wine Culture Museum are employees of enterprises and public institutions, with a balanced distribution of other professions. Students account for 2.36%, employees in government agencies and institutions account for 14.8%, enterprise employees account for 61.99%, retirees account for 5.42%, and other professionals account for 15.43%. The data shows that the visitors to the Changyu Wine Culture Museum come from various industries, and the large number of employees in enterprises and institutions is mainly due to a large number of internal visits by the company.

Table 4 Statistics on Audience Occupation

6. Understanding channels: As a national AAAA level tourist attraction, one of the first industrial tourism demonstration sites in China, the National Worker Pioneer, the Patriotic Education Base of the Chinese Federation of Overseas Chinese, a national second level museum, and the seventh batch of national key cultural relics protection units, the Changyu Wine Culture Museum often holds social education activities with different forms and rich themes. 22.58% of visitors learn about our museum through word-of-mouth channels, 63.14% through online media, 57.84% through traditional media, and 33.35% through other channels. The data shows that the propaganda and promotion of museums still rely mainly on traditional media and emerging online new media.

Table 5: Through which channels do tourists know the statistics of the Changyu Wine Culture Museum

（2） Audience satisfaction, purpose of visiting, level of interest in existing exhibitions, audience needs, and suggestions
1. Audience satisfaction: In terms of the satisfaction of the audience with the service provided by the staff and the visit, 96.49% of the audience expressed great satisfaction, while 1.53% of the audience expressed basic satisfaction. Combined with the proportion of satisfaction and the analysis of the audience message book, the audience was very satisfied with the display, service, and various facilities of the new museum. The Changyu Wine Culture Museum will face it with a more positive attitude, continue to work hard from more aspects, make the museum's work increasingly perfect, and continuously improve its public service capabilities. Museums need to continue to improve their exhibition methods, visiting and touring methods, cultural and creative products, and tour guide teams, in order to create more professional tour guide and service teams and enhance curation skills.

Table 6 Statistics on Visits to Museums and Satisfaction of Service Personnel

2. Audience visit purpose: 77.04% of the audience is for leisure and entertainment, 31.38% is for educating children, 76.59% of the audience is for watching interesting exhibition activities, 45.79% is for enriching personal learning and experience, and 34.31% is for other purposes. The data shows that the majority of tourists visiting the Changyu Wine Culture Museum are mainly for the purpose of increasing knowledge, tourism, and leisure entertainment, which reflects the increasing attention and expectations of the audience towards the museum.

Table 7 Statistics on the Purpose of Visiting Museums
3. Audience's level of interest in existing exhibitions: For the four existing exhibitions, data shows that 38.52% of the audience is most interested in "high-quality competition", 82.27% of the audience is most interested in "industrial prosperity", 45.34% of the audience is most interested in "gilded moon", 45.41% of the audience is very interested in the century old underground wine cellar, and 24.49% of the audience is most interested in "embracing all rivers". "Industrial Prosperity" is an exhibition about the history of Changyu, and most people are more interested in its history. Perhaps because Changyu is the only century old wine company, people are more interested in understanding the reasons why Changyu can maintain its century old business. At the same time, the century old underground wine cellar, as the seventh batch of national key cultural relics protection units, has attracted a large number of visitors to visit.

Table 8: Statistics of the most interesting exhibition contents
3. Audience needs and suggestions: Regarding whether there are any aspects of the museum that can be strengthened, exhibition content and design account for 48.47%, cultural relic protection accounts for 25.32%, management accounts for 41.71%, publicity and education accounts for 33.29%, tourism souvenirs and museum materials account for 35.97%, environmental hygiene accounts for 33.61%, security accounts for 33.23%, and service awareness accounts for 58.8%. The probability of visitors wanting to visit again is high (81.12% will definitely come again), indicating that everyone is very interested in the exhibition design, exhibition content, museum collections, and the historical and cultural heritage of Changyu. Combining the collection of cultural relics and comprehensive resources, as well as the unique advantages of the Changyu Wine Culture Museum as an industry museum, creating a museum that audiences love has always been the goal of the Changyu Wine Culture Museum. In the future development, the Changyu Wine Culture Museum will integrate its own advantages, introduce advanced technology and experience, and strengthen cooperation with various sectors of society. Through joint cooperation between museums, universities, and enterprises, we continuously innovate exhibition methods and forms, committed to creating a richer and more profound experience of wine culture.

Table 9 Statistics on Audience's Hope for Museum Strengthening Construction

Table 10 Statistics on whether tourists will visit again
In the audience survey, a dedicated column is left for visitors to provide suggestions or opinions on the Changyu Wine Culture Museum after visiting. This is a content that requires visitors to write by themselves, and the statistical results are mainly divided into five categories:
1. Add more intuitive, concise, and easily understandable wine culture displays to better attract audiences.
2. Improve audience satisfaction with the exhibition content, especially focusing on wine making techniques and historical and cultural aspects.
3. Emphasize audience behavior norms and reduce noise interference through reminder signs and other means.
4. Continuously innovating exhibition methods and introducing interactive and wine related boutique exhibitions.
5. Strengthen youth education, understand and cater to the interests of young audiences, and provide exhibitions and activities that are more tailored to their needs.

3、 Summary
（1） Improvement of exhibition content and format
The Changyu Wine Culture Museum not only focuses on enhancing the exhibition content and form, but also focuses on the presentation of wine culture and Changyu's historical and cultural heritage. Compared to the traditional exhibition format of the city museum, the Changyu Museum creates a rich exhibition that integrates wine culture by combining pictures and physical objects. Through innovative display methods, museums enable visitors to have a more comprehensive and in-depth understanding of wine production, historical evolution, and the outstanding contributions of Changyu in this field during the exhibition. The application of 3D technology enables viewers to appreciate precious exhibits up close, while adding fun to wine culture and helping to inherit the historical and cultural heritage of Changyu.
（2） Open up new activity venues and step out of the "museum"
The Changyu Wine Culture Museum not only relies on existing venues for social and educational activities, but also actively explores new activity venues. In addition to the exhibition hall inside the Changyu Wine Culture Museum, the museum also actively attempts to hold social and educational activities in new venues such as the landscape garden square, Binhai Square, and Chaoyang Street outside the museum. To better integrate into society, the Changyu Wine Culture Museum plans to expand its social education activities to a wider range of regions, such as universities, communities, townships, or scenic spots, in order to carry out social education promotion activities that are suitable for the cultural atmosphere of various regions. This measure helps to convey the essence of wine culture and Changyu's historical culture to more regions, deepening our understanding of this unique culture.

（3） Improve service quality and strengthen service team
In 2023, the museum underwent adjustments to its volunteer service program, particularly strengthening the practical participation of student volunteers, with the aim of inheriting the museum's wine culture and Changyu historical culture to students of all ages. In terms of service team, the museum plans to enhance the cultural and museum qualities of volunteer service personnel and hold cultural and museum volunteer service training courses. The goal of this initiative is to elevate the participation of volunteers from an amateur level to a professional level, enabling them to better convey the profound connotations of wine culture and Changyu's historical culture to the audience. Through these efforts, the museum is committed to providing higher quality and professional cultural services, promoting the deeper dissemination of wine culture and Changyu historical culture in society.

                          Changyu Wine Culture Museum

                  December 29, 2023