The digital revolution has affected museums in many ways, both directly and indirectly. A major external change is the rise of user‐written reviews; that is, reviews written by museum visitors and posted on the Internet. User‐generated reviews pose challenges to museums, as they are publicly available and largely outside the control of museums. This article discusses research on reviews of accredited museums in London. Our data set consists of all reviews written about 88 London museums that were posted on TripAdvisor during 2014, a total of 22,940 reviews. Using a technique called topic modelling, we describe 19 themes in reviewers’ stories of their visits. We find that museum visitors pay attention to the ancillary aspects of their visit: queues, cost, food service, toilets, and activities for children. They make fewer comments on the cultural side of the museum experience. However, these cultural aspects do matter and are associated with positive reviews. We argue that reviewers consider museums as part of a wider leisure sector. The article concludes with a discussion of the implications of our study for museum management and assess the usefulness of user‐generated content as a source of data on museum visitors.

中文翻译：

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TripAdvisor 点评伦敦博物馆：了解游客的新方法

数字革命在许多方面直接和间接地影响了博物馆。一个主要的外部变化是用户撰写评论的兴起；也就是说，由博物馆参观者撰写并发布在互联网上的评论。用户生成的评论给博物馆带来了挑战，因为它们是公开的，并且在很大程度上不受博物馆的控制。本文讨论了对伦敦认可博物馆的评论的研究。我们的数据集包含 2014 年发布在 TripAdvisor 上的关于 88 家伦敦博物馆的所有评论，总共有 22,940 条评论。使用称为主题建模的技术，我们在评论者的访问故事中描述了 19 个主题。我们发现博物馆参观者关注他们参观的辅助方面：排队、费用、餐饮服务、厕所和儿童活动。他们对博物馆体验的文化方面的评论较少。然而，这些文化方面确实很重要，并且与正面评价相关。我们认为评论家将博物馆视为更广泛的休闲部门的一部分。文章最后讨论了我们的研究对博物馆管理的影响，并评估了用户生成的内容作为博物馆访客数据来源的有用性。