Managing Visitors' Perception of Museum Digital Technologies 

This master's thesis is devoted to the perception of museum digital technologies. The purpose of the dissertation is to determine the impact of digital technology on the perception of visitors. The work is based on the analysis of visitor reviews in 56 museums around the world regarding museum digital technologies (VR, AR, interactive screens and panels / touchpads, RFID tags / QR codes, online booking and ticketing systems, audio guides, multimedia audio guides and 3D / 2D technologies .). For the analysis of perception, the resource base was the TripAdvisor platform. In an empirical study, the following conclusions were made: The most significant technologies from the point of view of consumer perception is audio guides, online ticketing / booking systems, interactive panels and screens, since according to the results of quantitative content analysis, they are mentioned the most times. Based on the analysis in the context of museum profiles, it was concluded that the set of digital technologies differs depending on the profile of the museum. To assess perception, an analysis of the sentiment of reviews was carried out, which showed that the largest percentage of positive reviews were received by audio guides, and the smallest was the system of online purchase / booking of tickets. From the point of view of a qualitative content analysis of the uploaded reviews, the earlier conclusion that digital technologies are perceived positively was confirmed, but only under certain conditions (operability of the devices, proper quality, compliance with the exposure, etc.). Also, the result of this study was the allocation of functions based on visitor reviews for the most popular technologies. Using correlation analysis and a series of expert interviews, the factors influencing the decision to include digital technologies in the museum were identified. Based on the results of expert interviews, conducted content analysis and sentiment analysis, management recommendations were given both in terms of the perception of digital technology and in terms of the profile analysis of the museum.