数字赋能视域下博物馆旅游者感知研究

基于认知-情感理论，采用广汉三星堆博物馆用户生成内容网络文本数据和内容分析法，研究旅游者在数字赋能前后对广汉三星堆博物馆旅游形象的感知差异，厘清数字赋能对旅游者形象感知的影响机理。研究发现：数字赋能后旅游者更加关注文化价值和混合现实（MR）讲解方式；数字赋能后旅游者对三星堆博物馆的情感态度总体变化不大，但对基础设施、开放程度、旅游内容等产生了更高的期望。研究成果可为其他博物馆旅游发展提供参考。

The Study on the Perception of Museum Tourists from the Perspective of Digital Empowerment

Based on the cognitive-affective theory, the user-generated content network text data and content analysis method of Guanghan Sanxingdui Museum are used to study the differences in tourists'' perception of the tourism image of Guanghan Sanxingdui Museum before and after digital empowerment, in order to clarify the influence mechanism of digital empowerment on tourists’ image perception. The results show that after digital empowerment, tourists pay more attention to cultural value and mixed reality（MR） explanation methods. After digital empowerment, tourists'' emotional attitudes towards Sanxingdui Museum have not changed much, but they have higher expectations for infrastructure, openness, and tourism content.The research results can? provide reference for the development of tourism in other museums.