Sentiment Evaluation And The Influencing Factors Of Museum Tourism ——A Case Study Of Shanghai

As the core place of study tour,museums have become increasingly prominent as a kind of high-profile tourism under the background of China vigorously promoting study tour.The application of sentiment analysis can monitor the feedback of tourists,thereby "revitalizing the museum".In the research of tourism sentiment analysis,although online comment big data is an effective data source,on the one hand,the existing research lacks online comments sentiment dictionary for museum tourism,and the recognition degree of sentiment evaluation needs to be improved;on the other hand,a large number of studies only evaluate for the sake of evaluation,and lack of scientific judgment and in-depth analysis of the influencing factors of sentiment evaluation.Therefore,this paper takes the museums in Shanghai as the research object.On the basis of depicting the spatial pattern and evolution of museums,the online comments of Ctrip.com is obtained through the crawler.Based on the original Hownet dictionary,a special museum tourism online comments sentiment dictionary is built and sentiment computing and analysis are carried out.At the same time,the semantic structure of comments is analyzed,LDA model is used to discover the quality dimension of the museum,and the influencing factors of the museum's sentiment evaluation is studied through Logit model.The research found that: 1)The number of museums,reviews and percentages of positive emotions show a typical "core-edge" diffusion feature,and the number of reviews has a prominent distribution,while the sentiment classification is dominated by positive emotions.2)By adding and deleting words and building semantic logical relationships,we finally construct Hownet-M,a specialized sentiment dictionary of online comments for museum tourism based on Hownet,which has better recognition.3)The museum tourism comments have found three quality dimensions: venue services,tourism utility,and exhibition content.4)Based on the quality dimension and semantic structure characteristics,the explanatory variables are defined.Area(large),ticket price(high),etc.have a significant positive impact on the level of positive emotion;the number of opening years(long)and the number of exhibition activities(more)have a significant negative impact on the level of positive emotion,and museums in natural science and technology and other categories are more likely to bring relatively low levels of positive emotions to tourists.The findings of this paper can provide reference for the planning and management of Shanghai's museums.Rationally planning the space layout,improving the management service system,strengthening the quality supervision and word-of-mouth construction of the museum,and increasing the online participation of tourists can all promote the healthy and qualitative development of the museum.In future research,the capture of social samples can also be expanded to deepen and generalize museum sentiment analysis research.