Author Bios (50 Words for each Author)

Taeyeon Eom is a Graduate Student in the Department of Tourism, Hospitality, and Event Management at the University of Florida, United States. He is a member of the UF Community Spatial Lab. His research topics have focused on community-based tourism, medical tourism, and pilgrimage tourism so far.

Jinwon Kim is an Assistant Professor in the Department of Tourism, Hospitality, and Event Management at the University of Florida. He also serves as the Director of the UF Community Spatial Lab. His research goal is to identify the role of tourism in the creation of active, vibrant, healthy, sustainable and resilient communities.

Abstract (150 Words)

Despite the emerging virtual reality (VR), little is known about museum visitors’ VR experiences. Particularly, empirical studies through online user-generated content have been rarely attempted. This research note seeks to explore VR experiences through user-generated content in the museum setting. Using 1,891 reviews and attribute data from TripAdvisor, multiple analytical techniques were conducted in spatial, temporal, satisfaction, perceptional (bigram co-occurrence network graph), and sentimental (Russel’s Circumplex Model of Affect) aspects to explore the current marketing landscape of museum visitors’ VR experience. The findings showed that VR experiences were dominantly distributed in North America, Europe, and Oceania; the experiences were mainly focused during 2017 and 2018; museums of highly ranked satisfactions showed characteristics of historical war and military; functional elements of VR indicated predominantly in users’ perceptions; high arousal and pleasure was the most dominant emotional sector. These findings can help practitioners comprehend the VR market in a museum context.

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Exploring museum visitors’ virtual reality experiences: An online user-generated content approach

Despite the emerging virtual reality (VR), little is known about museum visitors’ VR experiences. Particularly, empirical studies through online user-generated content have been rarely attempted. This research note seeks to explore VR experiences through user-generated content in the museum setting. Using 1,891 reviews and attribute data from TripAdvisor, multiple analytical techniques were conducted in spatial, temporal, satisfaction, perceptional (bigram co-occurrence network graph), and sentimental (Russel’s Circumplex Model of Affect) aspects to explore the current marketing landscape of museum visitors’ VR experience. The findings showed that VR experiences were dominantly distributed in North America, Europe, and Oceania; the experiences were mainly focused during 2017 and 2018; museums of highly ranked satisfactions showed characteristics of historical war and military; functional elements of VR indicated predominantly in users’ perceptions; high arousal and pleasure was the most dominant emotional sector. These findings can help practitioners comprehend the VR market in a museum context.