Visitor Behavioral Preferences at Cultural Heritage Museums: Evidence from Social Media Data

Cultural heritage museums, as integral components of the urban built environment and public cultural space, not only preserve historical memory but also subtly shape visitors’ psychological experiences and well-being. Yet the mechanisms linking museum environmental quality with visitor mental experiences remain insufficiently explored. Drawing on 10,684 visitor reviews collected from Dianping, Weibo, and Ctrip, this study applies text mining and semantic analysis to construct an evaluation framework of visitor behavioral preferences and psychological experiences in heritage museums. The findings show that attention to spatial remains, historical artifacts, and cultural symbols is closely associated with positive emotions such as mystery, awe, and beauty, while adverse environmental conditions such as queuing and crowding often trigger negative feelings including fatigue, disappointment, and boredom. Further analysis reveals a clear pathway linking objects, behaviors, and experiences: spatial remains evoke psychological resonance through immersive perceptions of authenticity; artifacts are primarily linked to visual pleasure and emotional comfort; and cultural symbols are transformed into cognitive gains and spiritual meaning through interpretation and learning. Cross-regional comparison highlights significant differences among museums with distinct cultural backgrounds in terms of architectural aesthetics, educational value, and emotional resonance. This study not only offers a practical framework for the refined management and spatial optimization of heritage museums, but also demonstrates that high-quality cultural environments can promote mental health and emotional restoration. The results extend the interdisciplinary framework of museum research and provide empirical evidence for environmental improvement and public health promotion in cultural heritage spaces in the digital era.