Assessing satisfaction of tourists visiting Italian museums: eviden from the eWOM

Museum visitors’ satisfaction is a priority asset for those museums aiming at being competitive in the cultural tourism sector. In this study, evaluations by visitor-tourists, left in their reviews on museums on the TripAdvisor platform, are analysed. Through web scraping, we collected comments for twelve Italian museums left during the year 2019. The content analysis focussed on components of the tourists’ satisfaction among Italian and foreign museum visitors, with emotional response, management, and exhibitions emerging as key concepts in museum’s evaluation. Noticeably, some elements emerged as divisive: i.e., they appeared both among less and most satisfied tourist-visitors