Abstract
ABSTRACT In the past two decades, big data has been gradually introduced into visitor research of museums globally. However, there are technical limitations in data collection, such as sample deviation and data quality in data collection, and data analysis limitations, such as weakening causality and inaccurate judgement of human emotions. This has also raised many ethical issues, such as human subjectivity, privacy, and social justice in applying big data in museum visitor research. Thus, it is imperative to clarify the application scope of big data and formulate ethical regulations to promote the development of extensive data research methods for museum visitors.
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