How Do Visitors to Mountain Museums Think? A Cross-Country Perspective on the Sentiments Decoded from TripAdvisor Reviews

In the digital era, user-generated online reviews serve as a valuable resource for understanding visitor experiences in cultural institutions. This study analyses sentiments and thematic trends in TripAdvisor reviews of mountain museums, using Latent Dirichlet Allocation topic modelling and sentiment analysis. A dataset of 2157 reviews from ten museums was classified into local and non-local perspectives, revealing significant differences in visitor expectations. Findings indicate that local visitors prioritize historical authenticity and educational value, whereas non-local visitors emphasize aesthetic appeal, interactivity, and cultural immersion. Sentiment analysis highlights generally positive perceptions, with business travellers and groups of friends reporting the highest satisfaction levels. Comparative analysis across visitor types reveals distinct engagement patterns, with families valuing child-friendly exhibits, couples seeking cultural enrichment, and solo travellers focusing on intellectual depth. These insights inform strategic recommendations for museum management, including multilingual content, interactive elements, and guided tours dedicated to specific visitor profiles. Despite limitations related to lack of real-time feedback, this research demonstrates the potential of sentiment analysis in enhancing museum experiences. Future studies should integrate multimodal analysis and real-time tracking to further refine visitor experience evaluation.