Chi Fung Lam
The Chinese University of Hong Kong
Jian Ming Luo
City University of Macau
MUSEUMPARK REVISIT: A DATA MINING APPROACH IN THE CONTEXT OF HONG KONG
It is important for tourism managers to understand the synergistic effects between museums in tourism management. This study raises is concerned with the “museumpark” and re- examines the synergistic effects among museums in Hong Kong. Utilising online photos from social media, over 2500 photos from more than 300 visitors were collected and analysed quantitatively. Through limited dependent variable regressions, the results show that once a visitor visits one museum in the “museumpark”, the probability that this visitor will visit another museum nearby increase significantly. Based on the result of this study, museum researchers can further investigate the precise synergistic effects between museums.
Keywords: Museumpark; Museum Demand; Spill-over Effects; Data Mining
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