A particular type of content, the User-Generated Content (UGC), has been the subject of a rapid rise in the developing context of Web 2.0. The OECD defined it as the content that is created outside of professional practices and published online by users, revealing a sort of creative effort. In this thesis, the focus will be uniquely on textual UGC, since it represents the expression of people thoughts and ideas, hence, a rich source of information. Given its valuable features, it is increasingly gaining interest both on academic and practitioner sides. Businesses and organizations are exploiting its potentialities for diverse purposes. Accordingly, also institutions in the cultural and artistic field are eager to exploit this content throughout their common activities. However, even if research on potentialities of social platforms is growing in this field, little is still known about the specific introduction of data generated on them within Performance Measurement Systems (PMS) of performing arts organizations. Its introduction could allow the implementation of a system of feedback on customers’ experience. This thesis aims at understanding the potential use of textual UGC for PMS for arts’ institutions. The final purpose is to define a connection between theoretical models caught in literature (i.e. PMS in culture) and the customers’ perspective deriving from UGC. First, a deep investigation of literature on UGC and PMS for artistic and cultural organizations is introduced. In order to obtain the key topics mentioned by users in reviews, the Latent-Dirichlet Allocation algorithm has been applied to the textual content. In particular, the practical application is performed on a dataset encompassing data collected from social media and online reviews on TripAdvisor, for four exemplary cases of Opera Houses. Then, according to theoretical evidences, a specific framework with a set of KPIs is developed and implemented on data collected. Finally, performance dimensions defined in the literature on PMS for theaters are compared with the results of UGC analysis, i.e. the most relevant topics discussed by the audience, in order to understand their alignment.
Un particolare tipo di contenuto, lo User-Generated Content (UGC), ha subito una celere diffusione nell’ambito del Web 2.0. L’OECD lo ha definito un contenuto realizzato al di fuori del contesto professionale e pubblicato online dagli utenti, mediante un certo apporto creativo. In questa tesi, l’attenzione si concentra unicamente sul contenuto UGC testuale, poiché tramite di idee e opinioni del cliente, quindi ricca risorsa di informazioni. Considerate le sue potenzialità, esso sta ricevendo maggiore attenzione sia in ambito accademico che professionale. Enti ed aziende stanno sfruttando queste potenzialità per diverse finalità. Anche istituzioni nel campo artistico e culturale stanno dimostrando interesse nell’incorporare questo contenuto a supporto delle proprie attività. Tuttavia, anche se la ricerca relativa alle opportunità offerte dalle social platforms si stia sviluppando, il possibile utilizzo dei dati generati da esse all’interno di Performance Measurement Systems (PMS) di enti in arte e cultura è ancora poco esplorato. Questo permetterebbe di implementare sistemi di feedback sull’esperienza del cliente. Questa tesi mira ad investigare nel dettaglio le potenzialità legate al potenziale uso di UGC in PMS in cultura. L’obiettivo finale è la definizione di un punto di connessione tra i modelli teorici definiti in letteratura (PMS in cultura) e i risultati applicativi derivanti dall’UGC. Sul piano operativo, questo si è concretizzato attraverso un’accurata ricerca della letteratura in ambito UGC e PMS in cultura. L’applicazione pratica è stata condotta su un dataset comprendente dati derivanti da social media e recensioni su TripAdvisor, per quattro casi esempio di teatri d’opera. Per definire i principali temi discussi dagli utenti nelle recensioni, sul contenuto testuale è stato implementato l’algoritmo Latent-Dirichlet Allocation. Sulla base delle evidenze teoriche, uno specifico framework con relativi KPIs è stato proposto e implementato. Infine, le dimensioni di performance definite in letteratura su PMS in ambito teatri sono confrontate con i risultati dell’analisi dello UGC, ovvero i topic più discussi, per valutarne l’allineamento.
User-generated content and performance measurement systems : an application to opera houses
CAPRIOLI, GIADA
2019/2020
Abstract
A particular type of content, the User-Generated Content (UGC), has been the subject of a rapid rise in the developing context of Web 2.0. The OECD defined it as the content that is created outside of professional practices and published online by users, revealing a sort of creative effort. In this thesis, the focus will be uniquely on textual UGC, since it represents the expression of people thoughts and ideas, hence, a rich source of information. Given its valuable features, it is increasingly gaining interest both on academic and practitioner sides. Businesses and organizations are exploiting its potentialities for diverse purposes. Accordingly, also institutions in the cultural and artistic field are eager to exploit this content throughout their common activities. However, even if research on potentialities of social platforms is growing in this field, little is still known about the specific introduction of data generated on them within Performance Measurement Systems (PMS) of performing arts organizations. Its introduction could allow the implementation of a system of feedback on customers’ experience. This thesis aims at understanding the potential use of textual UGC for PMS for arts’ institutions. The final purpose is to define a connection between theoretical models caught in literature (i.e. PMS in culture) and the customers’ perspective deriving from UGC. First, a deep investigation of literature on UGC and PMS for artistic and cultural organizations is introduced. In order to obtain the key topics mentioned by users in reviews, the Latent-Dirichlet Allocation algorithm has been applied to the textual content. In particular, the practical application is performed on a dataset encompassing data collected from social media and online reviews on TripAdvisor, for four exemplary cases of Opera Houses. Then, according to theoretical evidences, a specific framework with a set of KPIs is developed and implemented on data collected. Finally, performance dimensions defined in the literature on PMS for theaters are compared with the results of UGC analysis, i.e. the most relevant topics discussed by the audience, in order to understand their alignment.| File | Dimensione | Formato | |
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2020_07_Caprioli.pdf
Open Access dal 09/07/2021
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https://hdl.handle.net/10589/165413