The document analyzes Taiwan's art museums' approach to niche marketing by targeting student visitors. It conducted a study of 60 university students in Taipei and Kaohsiung to understand reasons influencing students' lack of visits to art museums. The results found external factors like more alluring leisure activities, distance disadvantages, shortage of museum information, and unattractive collections influenced students. Internal factors included lack of interest and time. The conclusion suggests art museums should make use of students' habits and preferences and enhance their niche marketing approach to target student visitors more effectively.

1. Targeting Student Visitors: A Study of Taiwan’s Art Museums’ Approach to Niche Marketing Instructor: Aiden Yeh Iris Peng

5. Methodology Subjects: University Students, 18 yrs – 22 yrs Art Museums: Taiwan National Palace Museum, Taipei City Taipei Museum of Contemporary Art, Taipei City Kaohsiung Museum of Fine Art, Kaohsiung City Research Scope

7. Results Figure 2: What is your leisure activity? N=60 students

8. Figure 3: How would you spend your allowance? N=60

9. Q6. Do you know the Splendor of the Baroque and Beyond which is held by National Palace Museum from 20,Octorber, 2007~24, February, 2008?

10. Q8. Do you know the International Container Arts Festival 2007 held by KMFA?

11. Q20. If you know about the above exhibitions, what are the reasons you have for not going?