泰山学院学报

博物馆数字化建设不仅重塑了文化资源的呈现方式，更拓宽了公众的文化参与渠道。游客作为文化服务的核心受众，其主观感知与客观评价，对科学评判数字化建设成效具有不可替代的价值，但当前该领域研究多聚焦于技术迭代带来的运营效率提升，普遍忽视受众端的体验反馈与价值评判。鉴于此，从游客主体性出发，选取故宫博物院、中国国家博物馆等八家代表性博物馆作为样本，基于携程网、大众点评网的在线评论数据，运用网络文本分析法与扎根理论法，深入探究游客对博物馆数字化的感知及其评价形成机制。研究发现：（1）博物馆数字化的游客感知包括认知与阐释价值、体验与情感价值、象征与社会价值、感知成本与障碍、系统与服务质量基础及总体评价与行为意向6个主题维度；（2）其核心形成机制为“感知价值权衡”，即游客在其心理决策过程中，对数字化体验所带来的多维价值收益与所需付出的综合成本障碍进行动态比较与整合权衡。在此基础上，初步构建了博物馆数字化游客感知的“价值—成本权衡模型”，并提出博物馆应通过优化结构性价值供给、降低游客体验成本、提升技术系统的可靠性与稳定性，实现博物馆数字化的高质量发展。

The digital construction of museums not only reshapes the presentation forms of cultural resources but also broadens public channels for cultural participation. As the core recipients of museum cultural services,tourists' subjective perceptions and objective evaluations are indispensable for the scientific assessment of the effectiveness of museum digitalization. However, existing studies predominantly focus on operational efficiency improvements driven by technological iteration, while largely neglecting visitor experience feedback and value evaluation from the demand side. Against this background, this study adopts a visitor-centric perspective and selects eight representative museums including the Palace Museum and the National Museum of China as research samples. Based on online review data from Ctrip and Dianping, this study integrates network text analysis and grounded theory to systematically explore tourists' perceptions of museum digitalization and the formation mechanism of their evaluation. The findings reveal that:(1) the tourists' perceptions of museum digitalization includes six thematic dimensions, namely, cognitive and interpretive value, experiential and emotional value, symbolic and social value, perceived cost and barrier, system and service quality foundation, and overall evaluation and behavioral intention;(2) the core formation mechanism is the " perceived value tradeoff", where tourists dynamically compare and integrate the multidimensional value gains from digital experiences with the associated costs and obstacles during their decision-making process. On the basis of these insights, the study proposes a preliminary " value-cost trade-off model" for museum digitalization perceptions and suggests that museums achieve high-quality digital development by optimizing structural value offerings,reducing visitor experience costs, and enhancing the reliability and stability of technological systems.