PDF(Pubmed)
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.
摘要：
近年来,文化旅游越来越多地接受博物馆参观。博物馆既是文化遗产的守护者，也是旅游目的地的组成部分，显著影响访客满意度和体验。此外，在线博物馆评论已成为博物馆服务质量的重要指标，访客体验,以及数字时代的公众反馈。对主要旅游网站和社交媒体平台上的在线评论进行分析可以帮助博物馆制定适当的管理策略。本研究采用结构主题模型(STM)分析在线博物馆评论，确定博物馆和参观者个人经历的三个主要属性，以及19个子属性。研究证实，核心产品对访客体验和满意度有积极影响，而周边服务和整体氛围也与访客体验和满意度呈正相关。此外，结构方程模型的结果表明，访客的个人经历对满意度有积极影响。结构方程模型分析的结果支持所有七个假设的关系。这些发现将有助于博物馆管理者制定有效的管理策略和未来计划。
