Studying the association of online brand importance with museum visitors: An application of the semantic brand score

被引：24
|
作者：
Colladon, Andrea Fronzetti [1 ]
Grippa, Francesca [2 ]
Innarella, Rosy [3 ]
机构：
[1] Univ Perugia, Dept Engn, Via G Duranti 93, I-06125 Perugia, Italy
[2] Northeastern Univ, Coll Profess Studies, 360 Huntington Ave, Boston, MA 02115 USA
[3] Univ Roma Tor Vergata, Dept Enterprise Engn, Viale Politecn 1, I-00133 Rome, Italy
来源：
TOURISM MANAGEMENT PERSPECTIVES | 2020年 / 33卷
关键词：
Big data; Social media; Semantic brand score; Brand importance; Museum marketing; WORD-OF-MOUTH; SOCIAL MEDIA; BIG DATA; TOURIST BEHAVIOR; CONSUMER REVIEWS; INFORMATION; SEARCH; HOSPITALITY; EXPERIENCE; CHOICE;
D O I：
10.1016/j.tmp.2019.100588
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper explores the association between brand importance and growth in museum visitors. We analyzed 10 years of online forum discussions and applied the Semantic Brand Score (SBS) to assess the brand importance of five European Museums. Our Naive Bayes and regression models indicate that variations in the combined dimensions of the SBS (prevalence, diversity and connectivity) are aligned with changes in museum visitors. Results suggest that, in order to attract more visitors, museum brand managers should focus on increasing the volume of online posting and the richness of information generated by users around the brand, rather than controlling for the posts' overall positivity or negativity.
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页数：9
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