Huo, H. and Shen, K. and Han, Chunjia and Yang, Mu (2024) Measuring the relationship between museum attributes and visitors: an application of topic model on museum online reviews. PLoS One 19 (7), e0304901. ISSN 1932-6203. (In Press)
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Abstract
Purpose: The purpose of this paper is to extract museum attributes from museum online reviews through structural topic model. And analyze the impact of museum attributes on visitor experience and satisfaction. Design/Methodology/approach: 114,645 English reviews from January 2010 to April 2022 were obtained by writing a crawler program and applying machine learning method of structural topic modeling to identify museum attributes. Then, the hypothetical model is analyzed using structural equation modeling Findings-The structural topic model identifies the three main attributes and 16 sub-attributes of the museum and the visitor's personal experience at the museum. The results of the structural equation modeling analysis showed that the core offerings had a positive impact on both the visitor's personal experience and satisfaction. Peripheral services and ambience overall have a negative impact on visitor experience and satisfaction. Research limitations/implications: This study extends the empirical study of the impact of museum attributes on visitors through unstructured data. However, the review sample for this study was only selected from museums in the United Kingdom; therefore, museums in different countries or regions could be selected for future research. Practical implications: The results of this study clarify the link between museums and visitors and the different impact of each museum attribute on visitors' influence. Therefore, in order to achieve marketing objectives, museum managers should focus on visitor experience and satisfaction, rather than limiting themselves to the presentation of "products". They should also meet the needs of visitors in the increasingly competitive cultural tourism industry. Originality/value: This study extends previous research that tested the relationship between museum attributes and visitors. The findings contribute to the development of museum theory and provide a basis for future research directions that can be used by museum managers to develop marketing strategies.
Metadata
| Item Type: | Article |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Chunjia Han |
| Date Deposited: | 05 Dec 2024 11:41 |
| Last Modified: | 05 Dec 2024 13:39 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/54658 |
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