基于网络评论的博物馆游客体验研究:以首都博物馆为例

Tourists’ experience of museum based on the network comments:a case study of Capital Museum

本文以首都博物馆为研究载体,以大众点评网站2006—2020年的用户点评数据为分析文本,运用统计分析和网络文本分析中的高频特征词、长尾曲线、主题类目与情感分析的方法,对游客游览首都博物馆时的旅游体验进行研究.研究结果表明:首都博物馆参观人数和评论数量在年际变化上的峰值分别为2016和2019年;高频词体现了博物馆形象属性特点和游客的行为活动特征;旅游体验的核心主题是博物馆与游客,游客对首都博物馆的感知体验以积极情绪为主,占80.78%,消极情绪占9.51%,主要体现在服务态度、服务设施、展览内容、参观秩序和参观预约等方面.根据分析结果,主要从博物馆宣传与品牌提升、博物馆间的联系互动、博物馆软硬件设施的优化和加强服务意识等方面提出了建议.

Based on the Capital Museum as the research carrier,analyzing the users’ comments from the Dianping Website between 2006 and 2020,through the method of analyzing high-frequency feature words,tail curve,subject categories and emotion analysis from web-text analysis,and statistical analysis,studying the tourism experience of visitors visiting the Capital Museum. The results show that the numbers of visitors and reviews for Capital Museum reach the peak respectively in 2016 and 2019 in terms of the annual changes. High frequency words reflect the characteristics of museum image and visitors’ behavior and activities and the core theme of tourism experience is museums and tourists. The majority of visitors’ experience is described as positive emotions,which is 80.78%,and negative emotions account for 9.51%,which is mainly reflected in service attitude,service facilities,exhibition content,visiting order,visiting appointment and so on. According to the analysis results,this paper puts forward some suggestions as follows:advertising of museum by the social media and the promotion of museum’s brand,contacting and interacting between museums,optimizing museum’s software and hardware facilities,strengthening service awareness and so on.