Research On Museum Audience Satisfaction Based On Social Media Text Evaluation

Museum,an important place to meet the cultural needs of the public,is giving more and more attention to increase audience satisfaction.Its future success depends on identifying and meeting the increasing needs of their audiences.It is therefore important for museums to understand the needs of their audiences and try to run museums that can satisfy their audiences.For museum audience satisfaction research,social media includes a large number of audience reviews of museums,and the diversity of audience comments on them provides some support for this research.This paper begins with an analysis of the feasibility and necessity of social media for audience satisfaction research.The feasibility is reflected in the ease of collecting audience information,its authenticity,accessibility and extensiveness,the need to supple the audience survey mechanism,the need to facilitate the transformation of audience evaluation into self-reporting and the need to meet the public need for museum affairs.On this basis,the six primary indicators of museum audience satisfaction assessment model are identified based on national and industry standards and relevant literature: museum public services,museum exhibitions and collections,museum infrastructure,museum environment,museum culture and creativity,overall museum condition and interpretation service level,traffic conditions and other secondary indicators,to build a museum audience satisfaction assessment model.An empirical study of audience satisfaction at Anthropology Museum Of Guangxi is also carried out,collecting,processing and analysing audience text evaluations in social media and finally calculating and assessing that audience satisfaction at Anthropology Museum Of Guangxi is in an excellent range.With reference to the results of the empirical study the factors affecting audience satisfaction are discussed in terms of audience psychological expectations,perceived quality and the advantages and disadvantages of social media-based audience satisfaction assessment,while gaining inspiration for the museum’s business work.The study can enrich the research methodology of museum audience satisfaction to a certain extent,make practical contributions to the assessment of audience satisfaction and make concrete practical explorations for the development of museological theory.