The impact of Google Maps’ reviews and algorithms on young adults’ choices of museums to visit in Prague

• Thesis title in Czech: Vliv recenzí a algoritmů Google Maps na volbu navštívených muzeí u mladých návštěvníků Prahy
• Thesis title in English: The impact of Google Maps’ reviews and algorithms on young adults’ choices of museums to visit in Prague
• Key words: online recenze|Muzea|Praha|Digitální platformy|Google Maps|erasmus
• English key words: Online Reviews|Museums|Prague|Digital Platforms|Google Maps|erasmus
• Academic year of topic announcement: 2022/2023
• Thesis type: diploma thesis
• Thesis language: angličtina
• Department: Institute of General History (21-USD)
• Supervisor: Mgr. Jiří Janáč, Ph.D.
• Author: hidden - assigned and confirmed by the Study Dept.
• Date of registration: 29.01.2023
• Date of assignment: 06.02.2023
• Administrator's approval: approved
• Confirmed by Study dept. on: 06.02.2023
• Date and time of defence: 19.06.2023 12:00
• Date of electronic submission: 30.05.2023
• Date of proceeded defence: 19.06.2023
• Submitted/finalized: committed by student and finalized
• Opponents: Mgr. et Mgr. Čeněk Pýcha, Ph.D.

Guidelines

The main query of this research is to investigate how Google Maps’ reviews and algorithms impact young adults’ choices of which museums to visit in Prague. More specifically, how they lead users towards certain choices and how museums are affected by this new way of consuming and participating in heritage production. A defined number of international students in Prague will be surveyed and interviewed to analyze what Google Maps is showing them when they try to find a museum or heritage site to go to and how many reviews affect their choice of going to these places. The main concepts used are Electronic Word of Mouth (eWOM); choice-infused platforms; platform society; and emotional heritage. The research is performed in two phases. The first phase is a questionnaire to map out the students’ habits regarding the use of technology, their engagement with cultural heritage and museums, and how they usually choose where to go. The second phase consists of asking the students to craft a list of museums they would like to go to (or have decided to go to on their own) and interviewing them to further ask them about their choices. In the interview, the students are also asked about their answers to the questionnaires. In the second part of the interview, the participants are asked to search the word “museum” on Google Maps to map out the different museums shown to them by the algorithm. The first chapter consists of a literature review and development of the conceptual framework, methodology, and research question. In the second chapter, the application of the phases will be described. In the third, the results of the application will be explored.

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