SCIENTIFIC CULTURE, Vol. 11, No. 3, (2025), pp. 137-154
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DOI: 10.5281/zenodo. 17720596
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CLUSTERING MUSEUM VISITORS ON XIAOHONGSHU:
A COMMUNICATION STRATEGY FOR GLOBAL
TOURISM
Yaowei Sun1, Bea iz Plaza2*
1Facul y o Economics and Business, Uni e si y o he Basque Coun y UPV/EHU, Bilbao, Spain.
ORCID iD: h ps://o cid.o g/0009-0007-4547-9915, Email: [email protected]
2Facul y o Economics and Business, Uni e si y o he Basque Coun y UPV/EHU, Bilbao, Spain.
ORCID iD: h ps://o cid.o g/0000-0001-6122-8744, Email: [email p o ec ed]us
Recei ed: 2/07/2025
Accep ed: 25/09/2025
Co esponding Au ho : Yaowei Sun
(sunyaowei20[email p o ec ed])
ABSTRACT
Digi al ou ism has made social media essen ial o sha ing a el expe iences and co-cons uc ing cul u al
na a i es. China's millennial and Gen Z li es yle pla o m Xiaohongshu (Li le Red Book) discusses museums.
This s udy examines Xiaohongshu use s' con en sen imen , communica ion, and engagemen wi h global
supe s a museums. Fo s a egic communica ion and digi al ou ism planning, i segmen s use s in o
meaning ul audiences and The Lou e, Museum o Mode n A , and B i ish Museum a e agged in 500
Xiaohongshu pos s. Na u al language p ocessing and beha iou al analysis ex ac ed pos equency, sen imen
sco e, engagemen a e, hash ag di e si y, and opic equency. T adi ional p ep ocessing included
okeniza ion, s op-wo d emo al, and sen imen sco ing. La en Di ichle Alloca ion opic modelling e ealed
main hemes. P incipal componen analysis educed dimension and suppo ed K-means clus e ing and Da ies-
Bouldin Index and Silhoue e Sco e con i med clus e alidi y and cohesion. Da a showed passi e o
in o ma ional use s sha e neu al, ac ual con en wi h li le in e ac ion. Two g oups o li es yle-o ien ed,
emo ionally exp essi e use s c ea ed isually cu a ed, engaging con en ela ed o pe sonal b anding o
in luence beha iou . A hi d g oup o knowledge-seeke s pos ed o en and w o e e lec i e, hema ic s o ies
abou educa ion o he i age. Beha iou , emo ion, and communica ion a y by use g oup, a ec ing ou ism
ma ke ing and digi al engagemen . This s udy shows how aes he ics, one, and engagemen p ac ices segmen
pla o m-na i e ecosys em use s in o communica i e mic o-communi ies. I helps museums and ou ism
boa ds plan in luence collabo a ion, audience-speci ic con en , and da a-d i en campaigns. By ma ching
s o y elling o use beha iou , ins i u ions imp o e cul u ally sensi i e digi al ou ism communica ion. In a
connec ed wo ld, compu a ional social esea ch and ou ism communica ion e eal how digi al publics
in e ac wi h cul u al ins i u ions.
KEYWORDS: Digi al Tou ism Communica ion, Use Segmen a ion, Social Media Analy ics, Cul u al
He i age Ma ke ing, Xiaohongshu (Li le Red Book).
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YAOWEI SUN e al.
SCIENTIFIC CULTURE, Vol. 11, No 3, (2025), pp. 137-154
1. INTRODUCTION
Social media has expanded beyond in e pe sonal
communica ion o in luence public discou se,
consume beha iou , and global mobili y. One o he
ha des hi is ou ism. As he a el indus y goes
digi al, Ins ag am, TikTok, and Xiaohongshu (Li le
Red Book) help people ind, e alua e, and choose
des ina ions (Mallick & San, 2023; Zhou, 2023). These
pla o ms co-c ea e cul u al meaning, ci cula e
aes he ic alues, and accumula e symbolic capi al
h ough isual s o y elling and pe o ma i e
engagemen . This has educed ou is s' eliance on
ma ke ing ma e ials and a el guides. Fo ip
planning, hey ollow in luence s, digi al mic o-
communi ies, and algo i hmically cu a ed con en . In
he age o digi al ou ism, museums and o he
cul u al ins i u ions mus unde s and hese
pla o ms' communica ion s yles o s ay ele an
(Falco, 2020).
Unique ea u es dis inguish Xiaohongshu om
o he ou ism communica ion pla o ms. A e
s a ing as a c oss-bo de e-comme ce pla o m in
China, Xiaohongshu has g own in o a li es yle-
ocused social media ecosys em wi h use e iews,
aes he ic ecommenda ions, in luence cul u e, and
comme cial ansac ions (Lamb ini, 2023). Unlike
Ins ag am and TikTok, Xiaohongshu blends
s o y elling, iden i y, and aspi a ional consump ion.
This hyb id model has made Xiaohongshu popula
among Chinese millennials and Gen Z use s who
sha e expe iences and esea ch p oduc s, se ices,
and des ina ions. Xiaohongshu is popula o a el
con en , whe e use s pos abou hei in e na ional
cul u al s ops. The pla o m's in luence on a el
aspi a ions and cul u al consump ion g ows as pos -
pandemic Chinese ou bound ou ism e ol es (R. Si,
2021).
A museum’s long- e m media p esence can
di ec ly impac i s abili y o sus ain isi o g ow h.
As demons a ed in a ne wo k s udy o he
Guggenheim Museum Bilbao (GMB), he ins i u ion
main ained a cen al posi ion in global media,
pa icula ly in he New Yo k Times, o e a 20-yea
pe iod, which ein o ced i s isibili y and helped
d i e con inuous ou ism and local economic
egene a ion (Plaza, A anbu u, & Es eban, 2022).
This illus a es he powe ul ole sus ained media
exposu e plays in shaping and main aining a
museum's global ou is appeal.
In e es ing is he ise o “supe s a museums” in
his digi al ecosys em. The Lou e in Pa is, he
Museum o Mode n A in New Yo k, and he B i ish
Museum in London a e amous cul u al ins i u ions
wi h s ong b ands and his o ical and aes he ic
signi icance. These museums a e o en ea u ed on
social media due o hei amous a chi ec u e,
collec ions, and s a us as mus -see des ina ions
(Mo ison, 2022; Su, 2020; Azpí oz e al., 2024). Media
exposu e o supe s a museums is o en
concen a ed among a ew op ins i u ions. As Plaza,
A anbu u, and Es eban (2022) poin ou , hese
museums mus become media celeb i ies o main ain
hei isibili y and a ac global isi o s. D awing on
Rosen’s “Supe s a Economics” amewo k, hey
emphasize ha media a en ion is no e enly
dis ibu ed i ocuses on a small numbe o highly
ecognized museums, whose epea ed appea ance in
in luen ial ou le s ein o ces hei dominance.
Supe s a museums a e expe ienced, cu a ed, and
pe o med on Xiaohongshu. Use s exp ess pe sonal
as e, social s a us, and cul u al capi al by pos ing
ca e ully c a ed pho os and emo ional s o ies abou
hei isi s. As digi al na a i es sp ead, museums
join a global communica i e economy nego ia ing
isibili y, engagemen , and meaning online. Mos
museums ha e adop ed social media, bu mos s ill
use one-size- i s-all communica ion s a egies ha
igno e use p e e ences and beha iou s (Liu, 2024;
Simo, 2020). E en hough supe s a museums and
Xiaohongshu a e cul u al ou ism pla o ms, da a-
d i en communica ion s a egies a e unde u ilized.
Resea ch has examined social media's e ec s on
ou ism decision-making, digi al s o y elling
aes he ics, and a el media o s. Few s udies
segmen and analyse museum use beha iou using
compu a ional me hods (Cao e al., 2024; N. Yin,
2023; H. Zhu e al., 2024b). Mos ou ism
communica ion s a egies igno e digi al
engagemen 's complexi y by using age, gende , and
na ionali y. Few s udies examine how emo ional
one, con en s uc u e, engagemen beha iou , and
hema ic in e es s a ec online museum engagemen
(Nei o-Fe ando e al., 2023). Social pla o ms like
Xiaohongshu ha e di e se use mo i a ions,
expec a ions, and ep esen a ional p ac ices ha
gene al communica ion s a egies igno e (S. Wu &
Yezho a, 2023).
This s udy ills his gap by clus e ing
Xiaohongshu use s by supe s a museum beha iou
and con en . Ins ead o demog aphics, he s udy
classi ies use s by pos equency, engagemen a e,
sen imen exp ession, hash ag di e si y, and
hema ic ocus. These a iables a e de i ed om
cu a ed use -gene a ed pos s using na u al language
p ocessing and con en analysis. Finding meaning ul
clus e s o in e es g oups ha e lec pla o m
communica i e mic o-communi ies is he goal. To
unde s and how use s in e ac wi h cul u al
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CLUSTERING MUSEUM VISITORS ON XIAOHONGSHU
SCIENTIFIC CULTURE, Vol. 11, No 3, (2025), pp. 137-154
ins i u ions online, each clus e 's na a i e s yle,
emo ional one, and communica i e beha iou a e
examined. The s udy mo es owa ds in elligen
audience segmen a ion based on in e ac ion pa e ns
a he han assumed p e e ences (Kim & Choi, 2024;
Liu e al., 2024).
The esea ch also applies hese indings o ou ism
economy and communica ion s a egies. By
iden i ying clus e s wi h highe engagemen ,
emo ional esonance, o hema ic alignmen ,
museums and ou ism boa ds can a ge speci ic use
g oups. High-engagemen emo ionally exp essi e
use s may bene i in luence collabo a ions and
s o y elling p omo ions. F equen analy ical o
educa ional pos e s may p e e long- o m con en o
i ual exhibi ion p e iews. This da a-d i en
app oach imp o es communica ion and c ea es a
mo e inclusi e and pa icipa o y cul u al ou ism
model ha u ns digi al audiences in o collabo a o s.
This s udy's me hodological inno a ion and
hema ic alignmen wi h ou ism communica ion,
cul u al consump ion, and media s udies shi s a e
no ewo hy. The s udy examines Xiaohongshu, a
social media, li es yle ma ke ing, and ansna ional
ou ism pla o m. Supe s a museums add cul u al
ele ance h ough global he i age and so powe .
Use beha iou analysis using clus e ing algo i hms
ad ances digi al communica ion esea ch. I shows
how la ge-scale da a analy ics can e eal cul u al
engagemen , aes he ic p e e ence, and emo ional
esponse pa e ns, expanding heo y and s a egy
(Connell e al., 2024; Gan, 2024).
Communica ion science guides ou ism s a egy,
pla o m s udies e eal cul u al ends, and
compu a ional me hods unde s and complex digi al
ecosys ems.
Resea ch linking pla o m-na i e use beha iou
o cul u al s a egy is c ucial as museums and
ou ism ins i u ions ebuild pos -pandemic
engagemen online. Communica ion p o essionals,
cul u al manage s, and ou ism planne s can use use
da a o c ea e sma e , mo e engaging campaigns
ha mee digi al publics' changing needs, acco ding
o his esea ch.
The ise o social media pla o ms like
Xiaohongshu, he global appeal o supe s a
museums, and he need o p ecision-d i en
communica ion s a egies make his s udy c ucial.
Use clus e s based on beha iou al and con en
a iables a e iden i ied and analysed in his esea ch
o imp o e digi al ou ism communica ion. I
enhances digi al cul u al engagemen ools and
imp o es cul u ally and con ex ually meaning ul
communica ion s a egies.
2. LITERATURE REVIEW
2.1 Digi al Media and Tou ism Beha io
Digi al pla o ms ha e changed a el planning,
inspi a ion, and e lec ion. Use -gene a ed con en is
impo an as ou is s ely mo e on o he s'
expe iences han ins i u ional ma ke ing. Vaca ion
pho os, ideos, and pos s alida e and e oke
emo ion. Visual pla o ms ewa d emo ional,
symbolic, and well-c a ed con en , encou aging
aspi a ional a el. To build social capi al, a ele s
seek au hen ic expe iences and con en o sha e, like,
and commen . Social media p omo es des ina ions'
image. They shape places' images wi h algo i hmic
cu a ion, popula isual s yles, and i al ends. Use
ne wo ks and pla o m cul u e damage ou ism
boa ds' epu a ions (W igh , e al., 2023). Colo
pale es, pe spec i e, and a mosphe e in luence
isual pla o ms' loca ion alues. Tou ism and digi al
pe o mance make des ina ions sel -exp ession
symbols (J. Li e al., 2024; R. Li, 2024; Yicong, 2022).
Beyond beau y, emo ional s o y elling ma e s in
his ecosys em. Awe, inspi a ion, nos algia, and
disappoin men om ou is s a ec places (Fan &
Zhang, 2023). Emo ional dynamics s ongly a ec
pla o m engagemen and algo i hmic u u e
isibili y. T a el communica ion is emo ional, and
social alida ion ein o ces con en and des ina ions.
Few s udies ha e examined how pla o m-na i e
beha iou s like pos equency, emo ional one, and
na a i e dep h a ec use in luence and s a egic
communica ion po en ial (Bai, 2025; Guo, 2022;
Zhang e al., 2023). Use -gene a ed con en a ec s
a el lows and public pe cep ion. Also neglec ed is
how hese a iables clus e in digi al mic o-
communi ies. The e is li le digi al ou ism esea ch
on emo ional engagemen , use beha iou , and
s a egic audience segmen a ion (Gao e al., 2022; C.
Si & Leou, 2023).
2.2. Xiaohongshu’s Role in T anscul u al
Communica ion
Xiaohongshu s ands ou among global social
media pla o ms as a li es yle-d i en ne wo k and
consume -o ien ed ecommenda ion engine. The
in e ace and con en no ms encou age highly
cu a ed pos s wi h pe sonal e lec ion, aes he ic
s o y elling, and sub le p oduc o place p omo ion
(J. Wang, 2024). Unlike Wes e n pla o ms,
Xiaohongshu engages use s wi h longe , na a i e-
ich con en . I encou ages aspi a ional and
pe o ma i e a el s o ies. The pla o m p omo es
unique anscul u al communica ion, especially
among Chinese ou is s. Visi o s o amous global
140
YAOWEI SUN e al.
SCIENTIFIC CULTURE, Vol. 11, No 3, (2025), pp. 137-154
museums o en iew hings cul u ally. His o y and
academic alue may be eplaced by ashion, amily,
ood, and symbolism. Localizing global cul u e
h ough alues and s o y elling. Xiaohongshu is a
eal- ime anscul u al s o y elling pla o m whe e
use s il e global expe iences h ough social no ms,
aes he ics, and aspi a ions (Khan e al., 2024; Lei e
al., 2023; Ying e al., 2024).
Algo i hmically ecommended con en in
Xiaohongshu c ea es communi ies a ound sha ed
alues, in e es s, and s yles. These in o mal
communi ies a e based on beha iou and con en ,
no iden i ies (Yang & Wa di, 2024; Y. Zhu, 2023). The
dynamic makes Xiaohongshu ideal o
communica i e mic o-communi ies g oups o use s
who speak simila ly bu do no know each o he .
Pla o m design and use in en shape hese
communi ies' aes he ics, na a i es, and hemes.
Xiaohongshu is inc easingly ecognized o i s e ec s
on consume beha iou and cul u al exp ession, bu
i s e ec s on museum digi al ep esen a ion a e
unknown. Few ou ism s udies ha e
compu a ionally segmen ed Xiaohongshu use s by
beha iou . S a egic communica ion, digi al
s o y elling, and anscul u al media in cul u al
ou ism a e unde s udied (Y. Wang, 2024; M. Yin &
So okina, 2023; H. Zhu e al., 2024a).
2.3. Clus e ing in Communica ion Resea ch
When labelled da a is una ailable, da a science
and machine lea ning clus e la ge da ase s o
pa e ns. Communica ion s udies g oup audiences
by beha iou , no demog aphics. This beha io - i s
app oach helps esea che s and p ac i ione s ind
la en communi ies g oups o use s who in e ac wi h
con en simila ly bu appea un ela ed (Q. Wu e al.,
2024; Xiaoxin e al., 2025). Clus e ing desc ibes how
agmen ed, highly indi idualized digi al media
publics o m, in e ac , and in luence each o he .
Tou ism esea ch inc easingly g oups a ele s by
p e e ences, decision-making, and con en
engagemen . T a el equency, sen imen , con en
hemes, and engagemen clus e . Use s bene i om
g oupings in ou ism, ma ke ing, and
communica ion. Clus e ing shows ends and unde -
ep esen ed audiences, imp o ing ou each (Guo e
al., 2024; Meng, 2025).
Ou side ou ism, media and communica ion
clus e . Commen h eads, social media, and isual
aes he ics ha e been s udied o unde s and online
subcul u es and hema ic g oups. Clus e ing use s by
con en gen es, emo ional ones, o in e ac ion
pa e ns e eals online meaning-making social
o ganisa ion. Combining i wi h sen imen analysis
o opic modelling shows digi al communica ion in
mul iple dimensions. Cul u al ins i u ion and digi al
public s udies unde use clus e ing despi e i s alue
(Chen e al., 2024; Connell e al., 2021; W igh , e al.,
2023). Museums unde s and online audiences
wi hou da a using gene alized use p o iles o s a ic
ma ke ing pe sonas. Ins i u ional communica ion is
sepa a e om audience expe ience. Clus e ing social
media da a abou museum expe iences can e eal
na u ally occu ing audience segmen s like
emo ionally exp essi e in luence s, in o ma ional
sha e s, and cul u ally inquisi i e explo e s who
may espond di e en ly o con en o campaigns (Lei
e al., 2023; C. Si & Leou, 2023; Y. Wang, 2024).
The li e a u e doesn' clus e museum con en
engagemen o explain why. Few s udies ha e
examined Xiaohongshu beha io -based
segmen a ion o global museum engagemen . The
gaps p e en ins i u ions om c ea ing a ge ed
s a egies ha e lec eal use p e e ences and
beha iou s, especially in anscul u al con ex s
whe e emo ional one, aes he ic sensibili y, and
hema ic ocus a ec con en ecep ion.
3. RESEARCH METHODOLOGY
3.1. Resea ch Design
This quan i a i e, explo a o y and da a-d i en
s udy uses communica ion science and
compu a ional social esea ch. Unde s and
Xiaohongshu use s' communica i e beha iou s and
hema ic in e es s when iewing global supe s a
museum con en and de elop s a egic ou ism
economy guidance based on use segmen a ion.
Explo a o y esea ch inds in e es clus e s by
iden i ying na u ally eme ging use g oups wi hou
p ede ined ca ego iza ions. Quali a i e
in e p e a ion, quan i a i e clus e ing algo i hms,
and communica ion heo y e eal ou ism- ela ed
UGC pa e ns ha e lec aes he ic p e e ences,
discu si e p ac ices, and in e es s. The me hod
examines how isual na a i es, pla o m-na i e
communica ion, and cul u al con en shape
Xiaohongshu's in e es -based digi al communi ies.
This s udy uses compu a ional con en analysis,
machine lea ning-based clus e ing, and
communica i e p o iling.
3.2. Da a Sou ce and Collec ion
This s udy used only da a om Xiaohongshu
(RED), a Chinese social comme ce and li es yle
pla o m wi h isual con en , p oduc
ecommenda ions, and social s o y elling. The
pla o m in luences Chinese ou bound a ele s and
cul u ally inclined use s, making i ideal o digi al
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SCIENTIFIC CULTURE, Vol. 11, No 3, (2025), pp. 137-154
ou ism communica ion esea ch. Cus om Py hon
web sc aping using Selenium and Beau i ul Soup
collec ed public pos s. Con en agged wi h
keywo ds and hash ags ela ed o he Lou e
Museum in Pa is, MoMA in New Yo k, he B i ish
Museum in London, he U izi Galle y in Flo ence,
and he Van Gogh Museum in Ams e dam was
collec ed. To ensu e linguis ic inclusi i y, ini ial
que y s ings included #卢浮宫, #大英博物馆,
#MoMA艺术, and #博物馆打卡 (Lou e, B i ish
Museum, MoMA A , and Museum Check In). The
da ase includes Janua y–Decembe 2024 pos s ha
show seasonal and empo al a el discou se
a ia ion.
Abou 5,000 unique pos s om 3,200 use
accoun s we e collec ed, including ex ual and isual
me ada a. Each pos 's cap ion, imes amp, use ID
(la e anonymized), likes, commen s, hash ags,
geoloca ion ags, image me ada a like image coun
and dominan colo p o ile we e collec ed. We also
collec ed ollowe coun , o al pos s, museum- ela ed
con en equency, and use loca ion. This ich
ea u e se enabled seman ic and beha iou al
clus e ing.
3.3. Da a P ep ocessing and Fea u e Cons uc ion
A e da a collec ion, ex ensi e p ep ocessing
p epa ed i o analysis. All ex was s ipped o
punc ua ion, emojis, i ele an Unicode cha ac e s,
and HTML ags. No malizing lowe case and
linguis ic a ian s no malized ex . The Jieba lib a y
okenized Chinese, while spaCy p ocessed English.
S op wo ds we e emo ed in bo h languages, and
s emming and lemma iza ion cla i ied e m
equencies.
Tex da a was s uc u ed by NLP. SnowNLP o
Chinese and VADER o English sen imen analysis
ga e -1 o +1 pola i y sco es. LDA opic modelling
e ealed a app ecia ion, cul u al ou ism,
pho og aphy aes he ics, and in luence -s yle
ecommenda ions as co pus hemes. Each use
ecei ed a mul i-dimensional ea u e ec o wi h
con en -based and beha iou al indica o s.
These included pos equency, a e age sen imen
sco e, hash ag di e si y, p e e ed museum
ca ego ies (mode n a , his o y, science, o design),
a e age engagemen me ics (likes and commen s
no malized by ollowe coun ), and con en o ma
(na a i e, isual-hea y, o e iew-s yle Using isual
image me ada a, a basic con olu ional neu al
ne wo k model classi ied pos s as sel ies, museum
in e io s, a wo k de ails, o sou eni s A highly
ex u ed da ase was c ea ed o high- esolu ion use
clus e ing.
3.4. Clus e ing and Analy ical Techniques
Use -le el ea u e ec o s we e clus e ed using
unsupe ised machine lea ning. Because i e icien ly
g oups la ge da ase s in o nume ical and ca ego ical
g oups, K-means clus e ing was used. The op imal
numbe o clus e s (K) was de e mined by examining
he poin a which wi hin-clus e a iance dec eased
wi h mo e clus e s using he Elbow Me hod.
Silhoue e Analysis hen e i ied he clus e ing
s uc u e's in e nal consis ency by ma ching da a
poin s o clus e s. DBSCAN (Densi y-Based Spa ial
Clus e ing o Applica ions wi h Noise) was used in
he compa a i e analysis o iden i y i egula -shaped
clus e s and il e ou noise and ou lie s o o e come
cen oid-based clus e ing's limi a ions. PCA lowe ed
dimension o clus e isualisa ion and
in e p e a ion.
Quali a i e analysis iden i ied communica i e
ai s, con en p e e ences, and a el mo i a ions in
each clus e . In o ma ional and documen a y pos s
abou his o y and museum a chi ec u e domina ed
some clus e s, while aes he ic, in luence -s yle
pho og aphy and li es yle b anding domina ed
o he s. The in e p e i e s ep placed compu a ional
esul s in communica ion beha iou s a he han
s a is ical a e ac s.
3.5. E hical Conside a ion
Quan i a i e me ics and quali a i e iangula ion
e i ied clus e ing esul s. Silhoue e Coe icien and
Da ies-Bouldin Index sco es assessed clus e
sepa a ion and compac ness in e nally. Each clus e
had h ee ou ism communica ion and digi al media
analys s manually e iew 200 pos s. Cohen's kappa
measu es in e -code eliabili y, and hema ic
consis ency e i ies clus e in e p e a ion.
In e p e i e p o iling wi h clus e -speci ic ag clouds,
sen imen endlines, and pos -engagemen
his og ams imp o ed explana ion.
The s udy ocused on e hics. Pla o m policies and
da a p o ec ion s anda ds we e ollowed when
collec ing public da a o his s udy. Be o e analysis,
use IDs and pe sonal da a we e anonymized o
p e en e-iden i ica ion.
The AoIR e hical guidelines p io i ized use
p i acy, anspa ency, and minimal ha m. Da a was
s o ed and p ocessed on secu e, enc yp ed se e s
wi hou use in e ac ion. The me hodology also
mee s he GDPR and PIPL, ensu ing legal and e hical
compliance ac oss ju isdic ions.
Table 1 explains each a iables o his s udy used
o da a analysis.
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Table 1: Va iables Measu emen .
Va iable Name
Measu emen s
Pos F equency
Numbe o museum- ela ed pos s by a use in a speci ied pe iod.
Engagemen Ra e
A e age likes and commen s pe pos no malized by ollowe coun .
Hash ag Di e si y
Numbe o unique hash ags used ac oss pos s, e lec ing opic ange.
Museum Ca ego y P e e ence
Dominan ype o museum con en use pos s abou (a , science, e c.).
Con en Fo ma
Type o con en sha ed: na a i e, isual-hea y, e iew, e c.
Sen imen Sco e
Pola i y o use sen imen in pos s, de i ed om ex analysis.
Topic F equency
F equency o hema ic keywo ds ex ac ed ia NLP.
Use Clus e Membe ship
Label assigned o use g oup h ough clus e ing algo i hm.
Clus e Engagemen T end
A e age engagemen beha io wi hin each clus e g oup.
Tou ism S a egy Fi Sco e
Sco e indica ing alignmen o a clus e wi h s a egic ou ism goals.
Use Loca ion
Use ’s geog aphical loca ion, a ec ing exposu e and a el po en ial.
Followe Coun
Numbe o ollowe s; p oxy o use in luence.
Pos Timing
Time o pos ing; includes seasonali y and museum e en s.
Language Used
Language used in pos s; a ec s each and clus e ing.
Accoun Type
Type o accoun (pe sonal, in luence , o ganiza ion).
Pla o m Ac i i y Du a ion
Leng h o use ’s ac i i y on he pla o m.
Museum Seasonali y Index
Index e lec ing peak museum isi ing seasons o e en s.
4. DATA ANALYSIS AND FINDINGS
Xiaohongshu use s who sha ed global supe s a
museum con en a e analysed in his sec ion. Use s'
beha iou al and con en -based ai s a e analysed
using quan i a i e and compu a ional me hods om
communica ion science and social media analy ics.
To in o m a ge ed ou ism economy s a egies,
iden i y use segmen s by pos ing beha iou ,
sen imen exp ession, engagemen pa e ns, and
hema ic p e e ences. Desc ip i e s a is ical analysis
examined pos equency, engagemen a e,
sen imen sco e, hash ag di e si y, and opic
equency. Use -le el ea u e ec o s we e c ea ed
om hese a iables o clus e ing. NLP keywo d
ex ac ion and opic modelling iden i ied pos
hemes and use in e es s. Clus e ing algo i hms like
K-means and DBSCAN ound la en audience
segmen s. A each analysis s age, igu es and ables
p o ide s a is ical dep h and in ui i e in e p e a ion.
The indings show how museum con en ci cula es
on Xiaohongshu and how o s a egically engage
di e en use g oups.
Table 2: Desc ip i e S a is ics o Key Independen Va iables.
Va iable
Mean
S anda d De ia ion
Minimum
Median (50 h Pe cen ile)
Maximum
Skewness
Ku osis
Pos F equency
9.91
3.23
1
10
20
0.2
-0.17
Sen imen Sco e
0.01
0.58
-0.99
0.03
1
-0.04
-1.19
Engagemen Ra e
28.5
15.44
0.72
26.33
74.75
0.5
-0.37
Hash ag Di e si y
27.83
12.91
5
28
49
-0.02
-1.11
Topic F equency
4.94
2.64
1
5
9
-0.01
-1.3
Table 2 s a is ically summa izes Xiaohongshu
use segmen a ion by pos equency, sen imen
sco e, engagemen a e, hash ag di e si y, and opic
equency. These a iables help explain
communica ion and in e es -based clus e ing.
Despi e mode a e pos ing beha iou , use s sha ed
nea ly 10 museum- ela ed pos s on a e age du ing
he s udy. A nea -ze o mean sen imen sco e (0.007)
indica es neu al use pos s. Howe e , he wide
ange (-0.993 o 0.996) and ela i ely la dis ibu ion
(ku osis = -1.190) sugges use emo ional exp ession
a ied g ea ly. The high a iance (238.296) and
a e age engagemen a e (28.504%) indica e ha
some use s a e p io i ized. The mean hash ag coun
is 27.830, and use s discuss many opics (4.944).
Skewness and ku osis ac oss a iables indica e non-
no mal dis ibu ions, equi ing ou lie - and a iance-
esis an clus e ing. These s a is ics show use
beha iou he e ogenei y and suppo clus e ing
algo i hm segmen a ion.
The s udy's concep ual amewo k om use -
gene a ed da a o s a egic communica ion ou comes
is shown in Figu e 1. A communica ion science and
compu a ional esea ch pa adigm in eg a es da a
sou ces, a iables, p ep ocessing, clus e ing logic,
alida ion, and ou pu s a egy. S a wi h
Xiaohongshu UGC. The da a includes mul ilingual
pos s, cap ions, hash ags, and use in e ac ion om
global supe s a museum isi s. Fo analysis, he
amewo k di ides aw da a in o beha iou al and
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con en a iables. Con en a iables like sen imen
sco es and opic equency a e NLP-ex ac ed con en
a iables, while pos equency and hash ag di e si y
a e use beha iou s.
Figu e 1: Concep ual F amewo k o he S udy.
Da a P ep ocessing cleans, no malizes, and
clus e s a iables using NLP and ea u e scaling. K-
means and DBSCAN segmen use s in o meaning ul
beha io al-con en g oups in he Clus e ing
Algo i hm. Clus e P o iles show audience ypes and
communica ion s yles. Valida ion Silhoue e Sco e
and Da ies-Bouldin Index measu e segmen
cohesion and sepa a ion o model eliabili y. These
clus e s' insigh s in o m S a egic Communica ion &
Tou ism Ou comes con en s a egies, in luence
a ge ing, and campaign design based on audience
p e e ences and pla o m beha iou . This amewo k
connec s compu a ional social science and s a egic
communica ion in digi al ou ism by o ganizing and
linking analy ical wo k lows o ac ionable ou pu s.
Figu e 2: Sen imen Sco e Dis ibu ion ac oss Pos s.
Figu e 2 shows he emo ional ange o
Xiaohongshu global supe s a museum pos s. To
simpli y end in e p e a ion, he Ke nel Densi y
Es ima e (KDE) cu e smoo hs he sen imen sco e
equency dis ibu ion his og am. F om -1 (s ongly
nega i e) o +1 (s ongly posi i e), ex con en -based
sen imen sco es show how museum isi o s eel.
Since he KDE cu e peaks sligh ly abo e 0, mos
pos s a e neu al o mildly posi i e. The cen al
his og am ba s sugges use s exp ess balanced o
posi i e emo ions a he han ex eme ones. Mos
sco es a e be ween -0.5 and +0.5, bu ou lie s show
ha some use s s ongly c i icize o en husias ically
p aise hei museum isi s. The dis ibu ion is nea ly
symme ical wi h a sligh posi i e skew, sugges ing
use s p e e posi i e emo ions. This isual dis inc ion
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be ween disc e e equency (his og am) and
con inuous densi y (KDE) shows whe e mos
sen imen sco es a e and he pla o m's emo ional
discou se's shape and luidi y. This suppo s
Xiaohongshu's museum con en being inspi a ional,
in o ma i e, o beau i ul a he han con o e sial o
nega i e. The a ec i e endencies in his igu e help
clus e use s and guide digi al ou ism economy
communica ion s a egies.
Figu e 3: Wo d Cloud o Dominan Hash ags by
Clus e .
Figu e 3 shows hema ic ocus and audience
communica ion pa e ns by clus e o Xiaohongshu
use s' mos popula hash ags. A clus e 's wo d cloud
displays he mos common hash ags, wi h on size
indica ing equency and colo aes he ic a ia ion.
The igu e shows use segmen s' in e es s, cul u al
a ilia ions, and s ylis ic p e e ences. Clus e 1 ans o
classical and iconic museums use #Lou e,
#Pa isA , and #Monalisa, indica ing hey like
wo ld- amous a and oman icized Eu opean
he i age. #A Lo e s and #MuseumVibes a e
emo ional and isually appealing. This g oup likely
alues digi al s o y elling and p es ige. Mode n,
u ban, and minimalis a domina e Clus e 2, as
#Mode nA , #MoMA, and #U banA show. This
segmen is likely younge , end- ocused use s who
like clean design and concep ual con en . Like
minimalis o expe ien ial museum exhibi s, hey
p omo e li es yle b anding and mode n cul u e.
Clus e 3 emphasises his o y and cul u e. B i ish
Museum, Ancien A e ac s, and His o y Bu
hash ags indica e educa ional and documen a y
con en . Academic and cul u ally cu ious use s like
his o ical na a i es, lea ning, and in-dep h con en .
The igu e shows Xiaohongshu's di e se use
in e es s and s o y elling s yles. I sugges s ha
hash ag usage e lec s con en hemes and is a o m
o digi al sel -posi ioning, which is c ucial o
ou ism communica ion s a egies ha a ge speci ic
audiences.
Table 3: Topics and Themes om LDA Topic Modelling.
Topic
Thema ic Label
Top Keywo ds
P opo ion
o Pos s
In e p e a ion
Topic 1
Classical A & Eu opean
A chi ec u e
a , lou e, a chi ec u e,
u izi, blew, lo ence
0.22
Focuses on adi ional Eu opean a and iconic
museums such as he Lou e and U izi.
Emphasis on aes he ics, sculp u e, and
a chi ec u al app ecia ion.
Topic 2
Cul u al He i age & His o ical
Exhibi ions
museum, b i ish,
his o y, lo ed, egyp ian,
exhibi ion
0.305
Cen e s on his o ical and a chaeological
hemes including Egyp ian, medie al, and
global cul u al a i ac s. Appeals o use s
in e es ed in his o y and educa ion.
Topic 3
Mode n A & Pe sonal Exp ession
moma, a , po ai s,
an, gogh, sel
0.475
Rep esen s con empo a y a spaces like
MoMA and he Van Gogh Museum. Pos s
highligh emo ional esponses, sel -exp ession,
and imme si e expe iences.
Table 3 shows he hema ic s uc u e o
Xiaohongshu pos s ex ac ed using La en Di ichle
Alloca ion (LDA), a opic modelling me hod ha
inds pa e ns in ex -based use con en . Topics a e
hema ic clus e s based on dominan keywo ds and
con en o ien a ion, wi h a p opo ional numbe o
pos s pe heme. The able shows how museum
isi o s in e ac wi h con en in di e se and
meaning ul ways and quan i ies hema ic ocus wi h
quali a i e in e p e a ion. Topic 1, “Classical A &
Eu opean A chi ec u e,” co e s 22.0% o he da ase
and includes a , lou e, a chi ec u e, u izi, blew,
and lo ence. This g oup lo es Eu opean a ,
especially he Lou e and U izi Galle y. Geog aphic
and a chi ec u al e ms emphasize g andeu ,
elegance, and his o ical signi icance. When people
say “i blew me away,” hey mean classical museums'
imme si e, awe-inspi ing expe ience. This heme
ells s o ies o admi a ion, sophis ica ion, and
pe sonal disco e y abou beau y, p es ige, and
cu a ed cul u al iden i y.
Topic 2 “Cul u al He i age & His o ical
Exhibi ions,” comp ises 30.5% o he da ase and
includes museum, b i ish, his o y, lo ed, egyp ian,
and exhibi ion. Fo B i ish Museum isi o s, his
heme emphasises his o ical explo a ion and
academic cu iosi y. A chaeology, a e ac s, and
educa ion domina e. Pos s in his clus e a e mo e
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analy ical o documen a y, o en wi h desc ip i e
cap ions, con ex ual explana ions, o his o y and
ci iliza ion e lec ions. These na a i es sugges
ou is s, lea ne s, and cul u al in e p e e s seek
knowledge. Pos s can sha e knowledge, ecommend
educa ional exhibi s, o documen global he i age
expe iences. Topic 3, “Mode n A & Pe sonal
Exp ession,” accoun s o 47.5% o pos s. Moma, a ,
po ai s, an, gogh, and sel sugges con empo a y,
emo ionally cha ged museum expe iences, especially
a MoMA and he Van Gogh Museum. An
in ospec i e, iden i y- ocused communica ion
clus e . Sel and po ai s a e common in museum
isi s, sugges ing use s exp ess hei emo ions,
aes he ics, and hough s h ough a . The subjec i e,
e lec i e, and s ylized g oup pos s emphasize mood,
c ea i i y, and sel -disco e y h ough isual
s o y elling. Xiaohongshu li es yle con en ea u es
museums as des ina ions and expe ien ial backd ops
o cu a ed pe sonal exp ession.
Las ly, LDA modelling p oduced h ee hema ic
clus e s ep esen ing use mo i a ions, emo ions,
and communica ion s yles. Museums a e used by
Xiaohongshu use s o admi e classical a , analyse
cul u al his o y, and pe sonalize mode n a . These
indings help segmen ou ism and cul u al
p omo ion audiences and plan s a egic
communica ions.
Figu e 4: Elbow Cu e o De e mining Op imal Clus e Coun (K).
Figu e 4 shows K-means clus e ing's op imal
Elbow Me hod clus e numbe (K). K alues (1–10)
a e on he x-axis, and clus e a iance is measu ed by
he Wi hin-Clus e Sum o Squa es (WCSS) on he y-
axis This me hod minimizes WCSS o p omo e
compac , homogeneous clus e s. The plo shows a
s ep-s yle line wi h ma ked da a poin s and an
anno a ed e ical line a K = 3, he 'elbow poin '.
Addi ional clus e s educe in a-clus e a iance a
diminishing e u ns abo e K. Thus, WCSS dec eases
wi h K, bu imp o emen sha ply declines a e K =
3. Th ee use clus e s a e chosen using a isual
in lec ion poin o balance segmen a ion quali y and
model simplici y. He e, K = 3 makes s a is ical and
concep ual sense. A na u al b eak in use beha iou
is indica ed by pos equency, sen imen sco e,
engagemen a e, hash ag di e si y, and opic
equency. Sepa a ing Xiaohongshu use s in o h ee
g oups allows meaning ul di e en ia ion wi hou
o e i ing o agmen ing da a. The segmen a ion
s a egy is s eng hened by his me hod, silhoue e
sco e, Da ies-Bouldin index, and quali a i e clus e
con en in e p e a ion. This igu e con i ms a
cohe en and in e p e able use segmen a ion
s uc u e ha can in o m ou ism communica ion
s a egies, enabling u he analysis.
Figu e 5: PCA Plo o Use Clus e s in 2D Space.
Figu e 5 shows PCA- isualized K-means
clus e ing o s anda dized use beha iou and
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