Measuring the relationship between museum attributes and visitors: An application of topic model on museum online reviews

Abstract

In recent years, cultural tourism has increasingly embraced museum visits. Museums serve as both cultural heritage guardians and integral parts of tourist destinations, significantly impacting visitor satisfaction and experience. Moreover, online museum reviews have become a crucial indicator of museum service quality, visitor experience, and public feedback in the digital age. An analysis of online reviews on major tourism websites and social media platforms can assist museums in developing appropriate management strategies. This study employed the structural topic model (STM) to analyze online museum reviews, identifying three primary attributes of museums and visitors’ personal experiences, as well as 19 sub-attributes. The study confirmed that core offerings have a positive impact on visitor experience and satisfaction, while peripheral services and overall ambiance are also positively related to visitor experience and satisfaction. Furthermore, the results of structural equation modeling demonstrated that visitors’ personal experiences have a positive impact on satisfaction. The results of structural equation modeling analysis support all seven hypothesized relationships. These findings will assist museum managers in developing effective management strategies and future plans.