A museum’s core activities traditionally focus on such areas as collections’ care, exhibitions and scholarship. Income generation, including retail activities, is considered secondary[...]

The tourist shopping experience is the sum of the satisfaction or dissatisfaction from the individual attributes of purchased products and services. With the popularity of the Internet and travel review websites, more people choose to upload their tour experiences on their favorite social media platforms, which can influence another's travel planning and choices. However, there have been few investigations of social media reviews of tourist shopping experiences and especially of satisfaction with museum tourism shopping. This research analyzed the user-generated reviews of the National Gallery (NG) in London written in the English language on TripAdvisor to learn more about tourist shopping experience in museums. The Latent Dirichlet Allocation (LDA) topic model was used to discover the underlying themes of online reviews and keywords related to these shopping experiences. Sentiment analysis based on a purpose-developed dictionary was conducted to explore the dissatisfying aspects of tourist shopping experiences. The results provide a framework for museums to improve shopping experiences and enhance their future development.Sustainability 2019, 11, 7108 2 of 16 cultural experiences, visitors can attend learning programs organized by museums and interact with instructors [9]. Sociability refers to the experience that both visitors and members seek. Museums hold events to meet social needs. For example, museums can have more seating, social spaces for members, dining facilities, and even grandparents' rooms. In addition, the recreational experience is an important element of the museum [5,9].Moreover, with the rapid growth of digitalization and informatization as well as the propagation of consumer commentaries, many museums visitors write reviews and post them on social media. Consumers create authentic content and share their positive and/or negative emotional experiences on social media [10]. These trends make it possible to collect large amounts of data from various social networks to evaluate corporate performance, improve customer experience, and identify opportunities for service innovation from the customer's perspective [10][11][12].This research analyzed online reviews from TripAdvisor (www.tripadvisor.com), the largest social travel website in the world, with about 315 million reviewers and over 730 million reviews of hotels, restaurants, attractions, airlines, and other travel-related businesses [13] under the four-dimension experience framework proposed by Kotler [9].The following research questions were addressed: