Appeal and web reputation: the Travel Appeal report on Italian museums

The report was developed through the Travel Appeal Index (TAI) which is based on an algorithm focused on the analysis of the digital ecosystem and visitor satisfaction, processing all the content detected in the review, communication and social network channels , structured and classified in different clusters, that is: reception (queues, files, crowd, waiting, flow management, routes, staff, staff friendliness, hostesses, stewards, vigilantes, cleaners, ticket offices); spaces (halls, works, exhibitions, installations, lighting, signage, aesthetics, exhibition, captions, visit itinerary, cleaning, indoor places, external places); activities and events ; services(bathrooms, parking lots, wi-fi, air conditioning, brochures, information materials, audio guides, technological services, bookshop, guides); position ; catering ; accessibility (presence of elevators, platforms for disabled, transport to reach the place, parking) and finally costs .

Leading the ranking of the best museums, after 12 months of observation, are the Capodimonte Museum in Naples, the Pinacoteca di Brera and the Archaeological Museum of Taranto . Based on the reviews made by visitors to the Museums, the main countries of origin are Italy, the United Kingdom and France. For 2016, almost 10 thousand reviews of Italians have been quantified, which have sentimentpositive for our museums of around 87%; almost 2 thousand reviews of English visitors, with a positive sentiment of 85% and about 1700 reviews of French visitors, with 86%. The elements that had the greatest impact on the overall experience of the visitors, and therefore the topics most discussed in the reviews and in the social content, were those belonging to the perception of the spaces: 59% of the opinions concerned the gardens (88% positive sentiment ), parks (89%), collections (96%), paintings and paintings (89%), sculptures (95%). As for the critical points encountered by visitors, Italians mainly complain about the reception, the British instead of costs, the French instead, mainly for services.

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The Uffizi Gallery with 8,018 analyzed content and a 81% positive sentiment is the most reviewed museum among those that have been subjected to analysis. Follow the Galleria dell’Accademia in Florence with 6,421 contents and 85% of positive sentiment and the Galleria Borghese with 3,956 contents and 90% of positive sentiment.

Museums, social networks and the web – In 2016, there was therefore an improvement in the digital positioning of the Museums, thanks also to a decisive restyling of some websites and to a more aware and active use of social networks. The managers of Italian museums have understood the great usefulness of being present on social networks in a continuous way to reach the general public and, for this reason, the social activity is, in fact, almost tripled: the contents published on social networks directly by the managers of Museums have grown by 156.5%. Facebook is the most used channel, as well as the one with the highest levels of engagement, but the presence of museums has grown in quantitative terms also on Instagram and Twitter. Finally, TripAdvisor remains the users’ favorite review channel.

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