Visitor Satisfaction at the Macau Science Center and Its Influencing Factors Based on Multi-Source Social Media Data

With the rise in experience economy and the popularization of digital technology, user-generated content (UGC) has become a core data source for understanding tourist needs and evaluating the service quality of venues. As a landmark venue that combines science education, interactive experience, and landscape viewing, the service quality of the Macau Science Center directly affects tourists’ travel experience and word-of-mouth dissemination. However, existing studies mostly rely on traditional questionnaire surveys and lack multi-technology collaborative analysis. In order to accurately identify the factors affecting satisfaction, this study uses 788 valid UGC data from five major platforms, namely Google Maps reviews, TripAdvisor, Sina Weibo, Xiaohongshu (Rednote), and Ctrip, from January 2023 to November 2025. It integrates word frequency analysis, semantic network analysis, latent Dirichlet allocation (LDA) topic modeling, and Valence Aware Dictionary and sEntiment Reasoner (VADER) sentiment computing to construct a systematic research framework. The study found that (1) the core attention dimensions of users cover the needs of parent–child and family visits, exhibitions and interactive experiences, ticketing and consumption services, surrounding environment and landscape, emotional evaluation, and recommendation intention. (2) The keyword association network has gradually developed from a loose network in the early stage to a comprehensive experience-dense network. (3) LDA analysis identified five main potential demand themes: comprehensive visiting experience and scenario integration, parent–child interaction and characteristic scenario experience, core venue facilities and ticketing services, visiting value and emotional evaluation, and transportation and surrounding landscapes. (4) User emotions were predominantly positive, accounting for 82.7%, while negative emotions were concentrated in local service details, and the emotional scores showed a fluctuating upward trend. This study provides targeted suggestions for the service optimization of the Macau Science Center and also provides a methodological reference for UGC-driven research in similar cultural venues.