Home of the Brave! New Perspectives on Military Tourism

Abstract

This study aims to deepen understanding of the tourist experience in European military museums by examining elements that influence both positive and negative evaluations and analysing how interactive features encourage a closer understanding of military history. Methodology: A content analysis of 17,500 TripAdvisor reviews from 35 European military museums was conducted using Leximancer 5.0, revealing thematic patterns across visitor experiences. Findings: Three key clusters emerged: the lively museum experience, the daily guided tour, and the practical facilities. Immersive displays and engaged staff enhance satisfaction, while ticketing delays and accessibility issues are primary sources of dissatisfaction. Practical implications: Museum directors should prioritise interactive exhibitions, streamline ticketing procedures, and improve transportation access to boost visitor engagement and expand audience reach. Originality: This study introduces a SWOT framework and Leximancer-based thematic analysis of military museum visitor experiences, highlighting the emotional aspects of heritage tourism.