Brown Frankel & Fennell（1991）及Ragheb（1993）指出「休閒活動的價值並非僅由參與次數來顯現，而應是決定於參與者的態度及心態，因此除了實際的行動對休閒滿意度有所影響之外，內心對休閒活動的重視程度是否也能提昇休閒滿意度頗值得探討」。因此美術館觀眾內心的休閒動機是否和參觀後的休閒滿意度有所關聯，正是美術館館方在文化行銷上值得探討的重要範疇之一。本研究目的是要探討私立美術館觀眾休閒動機與休閒滿意度，並且以朱銘與鴻禧兩座私立美術館為例進行分析。研究方法採用便利抽樣方式，在朱銘與鴻禧美術館以問卷調查法來蒐集資料，共計發出314 份問卷，獲有效問卷256 份。資料的統計分析方法有敘述統計、信度檢定、t 檢定、單因子變異數分析、Scheff 事後多重比較與Pearson 相關分析。統計分析結果摘要如下：
在樣本分布方面，男性比女性多，年齡以31-40歲者為多數，職業以民營企業受雇者居多，教育程度以大學及研究所程度為多數，個人每月所得大多在20,001-40,000元之間。休閒動機會因性別、年齡、職業、教育程度、參觀館別的不同，呈現出顯著差異。女性的休閒動機高於男性，年齡為21-60 歲者大多基於舒緩忙碌與壓力動機來館參觀。休閒滿意度會因性別、年齡、參觀館別的不同，呈現出顯著差異，其中女性的休閒滿意度高於男性。

The main purpose of this study was to understand visitors' motivations, leisure satisfaction, at Juming and Chang Foundation Museum.
This study used convenience sampling method, 314 questionnaires were sent, and 256 of them were effective. Descriptive statistics, reliability analysis, t-test, one-way ANOVA & Pearson product-moment correlation were utilized to analyze data. The result of analysis is listed as follows.
1. The profiles of subjects:
The most of visitors investigated were male, university graduated, the age was 31-40 years old, employee, the personal monthly income was 20,001NT-40,000NT.
2. The findings of the study show that:
(1)The sex, age, occupation, education, and museum in the motivations were significantly different.
(2)The sex, age, and museum in the leisure satisfaction were significantly different.
(3)The relationship between motivations and leisure satisfaction is positive..