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Digital Footprint of Cultural Events: The Case of Museum Night in Russia

P. 422-431.

Numerous cultural events take place around the world every year. Visitors leave digital footprint after attending such events, which is a good source of data analysis in tourist behavior and cultural studies. This research provides mapping of festival themes associated with the annual cultural event “Museum Night” on social networking site (SNS) VKontakte (VK) most popular in Russia. All posts containing the official event hashtag in Russian (#ночьмузеев) were collected from VK. To analyse the data, more than 38k posts spanning 2012 to 2019 are used. The results show the dynamic of the event web activity and changes over the last years.