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<p>This study develops a service positioning strategy to enhance archives’ understanding of users and services. Archives must precisely identify user motivations and service preferences to remain competitive in the information society. Through a comprehensive survey of 280 cultural heritage institution visitors in Busan, Korea, this research examined institutional awareness, visit motivations, and service usage intentions. Results demonstrated that archives significantly underperformed compared to other cultural institutions across awareness, experience, and user preference metrics. Nevertheless, visitors primarily associated archives with educational purposes, occupational outputs, and historical appreciation. Key services supporting these core motivations included user education programs, thematic finding aids, reference interviews, exhibitions, and space rentals. The analysis revealed strategic opportunities for archives to strengthen their educational functions while expanding benefits for occupational users and improving institutional visibility. Based on these findings, this study recommends a positioning strategy emphasizing archives’ educational function, introducing enhanced professional services, and strengthening awareness through the brand mantra: <i>Where History and People Today Meet.</i> This evidence-based positioning strategy offers guidance for archives seeking to broaden their user base and enhance the quality of user-oriented services.</p>

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Positioning the archives: a strategy based on the survey of visit motivations to cultural heritage institutions

  • 期刊论文

  • 发表日期：

    2026年4月10日

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  • Gyubin Yoon,
  • BonJin Koo,
  • Durk Hyun Chang

摘要

This study develops a service positioning strategy to enhance archives’ understanding of users and services. Archives must precisely identify user motivations and service preferences to remain competitive in the information society. Through a comprehensive survey of 280 cultural heritage institution visitors in Busan, Korea, this research examined institutional awareness, visit motivations, and service usage intentions. Results demonstrated that archives significantly underperformed compared to other cultural institutions across awareness, experience, and user preference metrics. Nevertheless, visitors primarily associated archives with educational purposes, occupational outputs, and historical appreciation. Key services supporting these core motivations included user education programs, thematic finding aids, reference interviews, exhibitions, and space rentals. The analysis revealed strategic opportunities for archives to strengthen their educational functions while expanding benefits for occupational users and improving institutional visibility. Based on these findings, this study recommends a positioning strategy emphasizing archives’ educational function, introducing enhanced professional services, and strengthening awareness through the brand mantra: Where History and People Today Meet. This evidence-based positioning strategy offers guidance for archives seeking to broaden their user base and enhance the quality of user-oriented services.