Social Media Platforms and Computational Approaches for Analyzing Visitor Experience in Museums and Cultural Heritage Sites: A Literature Review

Social media has become an important tool for understanding visitor experiences in museums and cultural heritage sites. This literature review identifies, organizes, and thematically synthesizes existing studies on museum visitor experience based on social media data. It examines 41 studies retrieved from Scopus and Web of Science and published between 2017 and 2026. Furthermore, the review examines the selected studies across six dimensions: social media platforms, types of user-generated data, the role of digital interactions, the museums and cultural heritage sites studied, the analytical methodologies applied, and the main findings on visitor experience. The findings indicate that TripAdvisor is the most frequently used platform for collecting textual reviews and star ratings, whereas Instagram and Flickr are mainly used for visual and spatial data. Most studies rely on computational methods, often combined with quantitative techniques, while qualitative approaches are used less frequently. The identified methods include content analysis, statistical analysis, sentiment analysis, topic modeling, machine learning, image analysis, and spatial analysis. Across the reviewed studies, visitor experience is examined as a multidimensional phenomenon encompassing emotions, service quality, authenticity, historical connection, aesthetics, education, and social participation. Finally, the review identifies recurring themes across the dimensions and synthesizes them into broader research streams. These are brought together in an integrative synthesis framework that organizes existing research, highlights research gaps, and outlines directions for future studies.