This study quantitatively evaluates the impact of COVID-19 on UK heritage sites using 1.4 million Google Maps visitor reviews from 775 sites. Analyzing visiting rates (proxied by online reviews) and employing natural language processing (NLP), the research reveals that while visitor focus on COVID-19 has decreased, visitor numbers, particularly in urban indoor sites, lag behind pre-pandemic levels. Negative sentiment was associated with restricted access, while other measures (social distancing, face coverings) received more positive feedback, although non-compliance by staff or visitors caused negative reactions. The study recommends adaptations for heritage sites and highlights the effectiveness of using online reviews for measuring visitor perceptions of disruptive events.

Ziwen Liu, Scott Allan Orr, Pakhee Kumar, Josep Grau-Bove