ABSTRACT

The current analysis of the visitors and the factors that explain the number of museum visits require approaches beyond the traditional methods normally adopted for cultural studies. The internet offers great opportunities for these audiences to plan cultural activities and rate their experiences. However, the literature does not offer conclusive results about how people use and trust online media. This study assesses the role of the TripAdvisor online platform when deciding whether to attend museum events. Our results show that presence of museums in online platforms with User-generated Content (UGC) is a common practice but has not resulted in competitive advantages. However, the online reputation of a museum and the level of its visitor engagement are crucial intangible relational factors that influence expectations and visitor decision-making.

摘要

当前对参观者的分析以及解释博物馆参观次数的因素需要超越通常用于文化研究的传统方法的方法。互联网为这些观众提供了很好的机会来规划文化活动和评价他们的体验。然而，文献并未提供关于人们如何使用和信任在线媒体的结论性结果。本研究评估了 TripAdvisor 在线平台在决定是否参加博物馆活动时的作用。我们的结果表明，博物馆在具有用户生成内容 (UGC) 的在线平台上的存在是一种常见做法，但并未带来竞争优势。然而，博物馆的在线声誉及其游客参与度是影响期望和游客决策的关键无形关系因素。