文化软实力研究

革命博物馆作为国家记忆的守护者与红色基因的传承枢纽，其教育效果和社会价值的实现，取决于能否与观众进行深度连接。本研究基于约翰·福克提出的身份相关的观众参观动机理论及其对博物馆观众的分类，以辛亥革命博物院为例，通过梳理辛亥革命博物院观众在社交平台上的评论关键词和特征，识别其观众类型，并用观众访谈数据进行分类验证。研究发现约翰·福克所提出的七种观众类型中探索者、促进者、寻求体验者、专业人士、朝圣者和寻求关联者在分类实践中都有体现，未发现其描述的充电者。这不仅验证了约翰·福克的理论，也为理解辛亥革命博物院如何平衡其教育使命、政治属性与公共服务角色提供了新的视角，为同类革命博物馆精准识别观众需求、优化服务提供依据。

As guardians of national memory and key conduits for the transmission of Red culture, the educational effectiveness and social value of revolutionary museums depend on their ability to establish deep connections with visitors. Based on John H. Falk's identity-related visitor motivation theory and its museum visitor classification, this study takes The 1911 Revolution Museum as a case. By analyzing the keywords and characteristics of visitor reviews on social media platforms, this study identifies visitor types and verifies the classification results through in-depth visitor interviews. The findings reveal that among the seven visitor types proposed by John H. Falk—Explorers, Facilitators, Experience Seekers, Professionals, Respectful Pilgrims, and Rechargers—all are observed in practice except for the “Recharger” type. This not only verifies and adapts John H. Falk's theory but also offers a new perspective for understanding how The 1911 Revolution Museum balances its educational mission, political attributes, and public service role. It further provides a basis for similar revolutionary museums to accurately identify visitor needs and optimize their services.