Edinburgh Napier University

  Purpose: The aim of this research is to critically evaluate the factors that influence visitor engagement with UK slavery heritage museums.

Methodology: Utilizing a passive symbolic netnographic approach, data will be collected through unobtrusive internet-mediated observations of TripAdvisor reviews and online semi-structured interviews with managers and curators of eight (8) UK slavery heritage museums.

Research contribution: This study contributes to an understanding of visitor engagement with UK slavery heritage museums. The findings of this study will provide insights into the factors that influence visitor engagement with UK slavery heritage museums to managers, curators, and decision-makers responsible for designing and managing those attractions. Therefore, the results of this study will enable museum professionals to better manage visitor engagement with slavery heritage museums.

Keywords—Museums, Netnography, Slavery, Visitor Engagement.