Visitors' perception of art museums affiliated with the Brazilian Institute of Museums.

Abstract

This study applied data extraction and textual analysis techniques to a qualitative database containing information from comments on the specialized tourism social media platform TripAdvisor, aiming to analyze the discourse of visitors to nine art museums affiliated with the Brazilian Institute of Museums, located in five states: Rio de Janeiro, Minas Gerais, São Paulo, Goiás, and Santa Catarina. The methodology developed in this article presents defensible and reproducible criteria that can be replicated in other types of museums and cultural attractions rated on TripAdvisor, broadening the understanding of visitors' perceptions of art museums. The qualitative database was analyzed using the free software Iramuteq and Gephi, designed for textual analysis and data processing. The results showed that the majority of reviews are positive and that the quality of the collections and the architectural aspects of the buildings were the items most frequently cited by visitors.