A Study on Art Museum's Recommendation Intention from the Perspective of Visitors' Experience Value: Based on Online Review Data

Based on the Theory of Rational Action, this paper analyzes visitors' comments by focusing on the experience, emotions and attitudes of art museum visitors, and predicts visitors' recommendation intention. Using text analysis methods and data analysis related software, the physical examination value, emotional characteristics, recommendation intention and non-recommendation intention of visitors are analyzed from the visitor review data, so as to provide management suggestions for museum operation and supplement new research perspectives for museum research. The results show that emotional factors have a greater impact on the intention to recommend, which exceeds the experience value. The experience value of art museum visitors can be divided into five categories, aesthetic, social, functional, spiritual and fun, among which aesthetic experience has the greatest impact on the intention to recommend; Negative reviews lead to negative emotions and have a greater impact on the intention to disapprove. The management recommendations for art museums are to enhance the aesthetic experience of visitors and reduce the negative emotions of visitors.