Measuring the impact of COVID-19 on heritage sites in the UK using social media data

Abstract

Abstract The COVID-19 pandemic has had a profound impact on almost all aspects of society. Cultural heritage sites, which are deeply intertwined with the tourism industry, are no exception. The direct impacts of the virus on the population, as well as indirect impacts, such as government-mandated measures including social distancing, face coverings, and frequent temporary closures of sites, have greatly impacted visitor experiences at heritage sites. To quantitatively evaluate the impact of these measures from the perspective of visitors, we collected 1.4 millions visitor reviews from the Google Maps platform for 775 heritage sites. We analyzed visiting rates using the number of online reviews as a proxy and adopt state-of-the-art natural language processing techniques to more deeply understand visitor perception of preventive measures put in place to control the spread of COVID-19. Our findings reveal that even if visitor focus on COVID-19 has significantly decreased, there may still be notable difference between actual and expected number of reviews, suggesting that visitor involvement (e.g., number of visitors) for cultural heritage sites, especially urban indoor sites, needs more time to recover. Our findings further show that most comments by visitors to sites were associated with negative sentiment toward restricted access, but recognized the necessity of other safeguarding measures (e.g., social distancing and the requirement for face coverings). Moreover, they exhibited negative sentiment towards staff or other visitors who did not adhere to these measures. We make specific recommendations for heritage sites to adapt to the COVID-19 pandemic and a more general observation that the method used to gather information from online reviews in this paper will be effective in measuring visitor perceptions towards specific aspects of heritage sites, particularly in capturing changes in perception before and after unexpected or disruptive events at heritage sites.