Abstract
The tourist shopping experience is the sum of the satisfaction or dissatisfaction from the individual attributes of purchased products and services. With the popularity of the Internet and travel review websites, more people choose to upload their tour experiences on their favorite social media platforms, which can influence another’s travel planning and choices. However, there have been few investigations of social media reviews of tourist shopping experiences and especially of satisfaction with museum tourism shopping. This research analyzed the user-generated reviews of the National Gallery (NG) in London written in the English language on TripAdvisor to learn more about tourist shopping experience in museums. The Latent Dirichlet Allocation (LDA) topic model was used to discover the underlying themes of online reviews and keywords related to these shopping experiences. Sentiment analysis based on a purpose-developed dictionary was conducted to explore the dissatisfying aspects of tourist shopping experiences. The results provide a framework for museums to improve shopping experiences and enhance their future development.
Highlights
Museum tourism is an important showcase for displaying cities’ unique cultures and histories [1]
Topic modeling is a powerful algorithm for discovering hidden structures in large text sets
It is widely used in natural language processing, text mining, social media analysis, information retrieval, and other fields [47]
Summary
Museum tourism is an important showcase for displaying cities’ unique cultures and histories [1]. Museums are transforming from cabinets of curiosities, meaning the custodians of collections, to cultural shopping experiences as a tool of economic transformation and a part of the tourism infrastructure [3]. There are many studies on shopping experiences and satisfaction in tourism [2,7,8], the shopping element of museum tourism has not yet received much attention. The increasingly pervasive culture of consumption and growing economic constraints have made the roles of museum tourism more complex and demand-oriented. The increasing orientation towards income generation by museums is a trend of growing attention to social, recreational, and participatory experiences, redirecting the traditional and singular focus on collections and exhibitions [9]. In terms of participatory cultural experiences, visitors can attend learning programs organized by museums and interact with instructors [9]. The recreational experience is an important element of the museum [5,9]
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