Integration of Big Data Analysis and Computation on the Assessment of User Experience in Cultural Curation Based on Co-occurrence Network of Google Search in the 2023 Taiwan Hakka Expo

By using big data, we evaluated the user experience (UX) of cultural curation for a case study of the 2023 Hakka Expo in Taiwan (2023 HEIT). Attendees experienced a 360-degree virtual recreation of the curation, facilitated by advanced computing and processing technologies, including hardware and software that supported the immersive experience. They were interviewed to recall and compare their physical and digital UX. Responses to the User Experience Questionnaire (UEQ) were included in the quantitative big dataset. The data included interview transcripts, news articles, curatorial design proposals, and other documentation relating to the 2023 HEIT, all of which were processed using sophisticated software for text analysis. The data analysis results revealed users rated the pragmatic and hedonic aspects of 2023 HEIT on the UEQ. However, text analysis on the thick data was used to identify 11 high-frequency themes/concepts designed by curators, and only 4 aligned with the data sources. Specifically, the user interview results surfaced only 4 of these 11 core curatorial concepts from official materials. Key elements were not fully conveyed to users. This mixed-methods approach highlighted the complementary value of integrating big and thick data, along with advanced computing and processing tools, for nuanced UX evaluation. Future research is necessary to explore synergies between quantitative and qualitative analysis in assessing cultural curation and experiences.