Museum Tourism 2.0: Experiences and Satisfaction with Shopping at the National Gallery in London

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.Sustainability 2019, 11, 7108 2 of 16 cultural experiences, visitors can attend learning programs organized by museums and interact with instructors [9]. Sociability refers to the experience that both visitors and members seek. Museums hold events to meet social needs. For example, museums can have more seating, social spaces for members, dining facilities, and even grandparents' rooms. In addition, the recreational experience is an important element of the museum [5,9].Moreover, with the rapid growth of digitalization and informatization as well as the propagation of consumer commentaries, many museums visitors write reviews and post them on social media. Consumers create authentic content and share their positive and/or negative emotional experiences on social media [10]. These trends make it possible to collect large amounts of data from various social networks to evaluate corporate performance, improve customer experience, and identify opportunities for service innovation from the customer's perspective [10][11][12].This research analyzed online reviews from TripAdvisor (www.tripadvisor.com), the largest social travel website in the world, with about 315 million reviewers and over 730 million reviews of hotels, restaurants, attractions, airlines, and other travel-related businesses [13] under the four-dimension experience framework proposed by Kotler [9].The following research questions were addressed:

Towards better library services: an investigation of factors affecting tourists’ satisfaction with “library + cultural tourism”

“…The underlying demands reflected by these factors are experiencing LCT without wasting time, meeting companions’ needs, having convenient transportation and having diverse services for different groups. This finding has implications for library practitioners on how to improve library services by developing strategies to limit the number of tourists during peak periods, such as making appointments through an online program (Shao et al , 2019); providing accurate traffic information and convenient transportation facilities; and providing personalized services for both tourists and readers (Miao, 2020).…”

“…Fundamentally, the voices of tourists and readers reflect the same problem: the library has not yet adjusted the corresponding services to the newly added CT functions and has not balanced the demands of tourists and readers. Thus, to help both tourists and readers have a positive experience in LCT, the current services should be enhanced in the following ways: design a dynamic and static separation for different types of users and plan the tourist routes; provide high-quality cultural resources, such as establishing a distinctive cultural brand by integrating special cultural collections, cultural souvenirs and handicraft exhibitions (Keith et al , 2017; Roy and Alonzo, 2003); integrate advanced technology into CT facilities to improve efficiency, such as adding self-service equipment, displaying the CT scene through panoramic images (Hu et al , 2020; Igwesi et al , 2010); improve the staff’s ability and service attitude by training and establishing feedback mechanisms (Shao et al , 2019); pay attention to the nearby attractions, cleanliness of the indoor environment, quiet atmosphere and convenient transportation facilities; and improve the efficiency of security and library services, such as general borrowing and book recommendation services. …”

“…improve the staff’s ability and service attitude by training and establishing feedback mechanisms (Shao et al , 2019);…”

Topic Modeling for Hiking Trail Online Reviews: Analysis of the Mutianyu Great Wall

“…In the tourism research field, previous studies have adopted LDA for various topics, such as hotels [22,[55][56][57][58], restaurants [59], heritage sites [60], destination images [61], theme parks [24], national parks [62], shopping experiences [63], travel itineraries [64] and tourism industry risk exposures [65]. This study uses LDA to explore visitors' behavior and experiences in hiking tourism.…”

The Contribution of Online Reviews for Quality Evaluation of Cultural Tourism Offers: The Experience of Italian Museums

“…Some studies adopt 'top-down' approaches to online reviews' contents, searching automatically for predefined dimensions of quality in the dataset (e.g., [31][32][33]). Other studies adopt a 'bottom-up' approach to the content of online reviews searching for dimensions of the experience without defining an a priori set of quality dimensions (e.g., [7,24,26,34,35]).…”