Evaluating museum visitor experiences based on user-generated travel photos

Huy Quan Vu, Jian Ming Luo, Ben Haobin Ye, Gang Li, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

33 Citations (Scopus)


This research introduces online travel photos published on social media platforms as a complementary data resource to examine the behavior and experience of museum visitors. The practical value of online travel photos is demonstrated through a case study of popular Hong Kong museums, particularly by using the photo content and metadata available from the Flickr platform. The proposed approach is a generic method for understanding museum visitor behavior and preferences, and supports museum practitioners in developing improved products for visitors. The case study findings are particularly beneficial for tourism managers, especially those in Hong Kong, in promoting and attracting tourists to visit local museums.
Original languageEnglish
Pages (from-to)493-506
Number of pages14
JournalJournal of Travel and Tourism Marketing
Issue number4
Publication statusPublished - 4 May 2018


  • Flickr
  • geotagged photos
  • Museum
  • user generated content
  • visiting pattern
  • visitor experience

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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