How are science museums perceived in Italy? Tripadvisor as proxy of visitor studies on public engagement

Science museums, science centres and discovery centres (SMCs) are key spaces for dialogue between science and society. Their evolution has integrated scientific and social perspectives, significantly influenced by the digital revolution, as demonstrated by the increase in online visitor reviews. This exploratory study investigates TripAdvisor users’ narratives about science museums in Italy and assesses how these reviews reflect the effectiveness of audience engagement. Using Topic Modelling and Qualitative Content Analysis to analyse the reviews, the research identified key themes influencing visitor satisfaction, such as the educational value and interactivity of the exhibition, with the ultimate goal of improving museum practices and audience engagement strategies.