In the internet age, social media and mobile devices are the most important tools of communication\nand marketing in the exhibition and event industry. Only a limited research has explored exhibition\nvisitors� engagement and preference perception through social networking media. Our\nstudy explores relationship between Facebook fan pages and visitor engagements of the exhibitions.\nThe study found that the number of visitors, Facebook fans like counts, comment counts,\nand emotional factors (sentiment polarity) have a significant positive correlation. On the other\nhand, numbers of visitor rapidly grow every year, but comment sentiment polarity of a positive\nemotion drops every year. This reduction is the warning sign that the exhibition management and\nmarketing strategy need to be improved in order to continue to have a positive visitor engagement\nemotion. Our linear Discriminate Analysis (LDA) result found that visitors were highly concerned\nwith gamification activities for an incentive prize both to create involvement and to enhance\nexhibition experience. Our finding also shows the relevance of both FB like counts and\ncomments generated by social media in relation to the visitor engagement performance. This pioneer\nstudy utilized both text mining and sentimental analysis into the exhibition study, especially\nthe area of Asian research.
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