Addressing heritage and planning challenges requires a collaborative approach, bringing together experts from diverse cultural backgrounds in fields such as urban planning, architecture, heritage management, data science, and Information and communication technologies (ICT) development. To develop solutions that meet diverse expectations and citizens' needs over time, especially in the requalification of historic areas, it is essential to include the viewpoints of often overlooked stakeholders in the pre-design analysis and subsequent phases of the project. By recognising the necessity for multidisciplinary approaches and by embracing inclusive civic engagement, this study undertakes sentiment analysis to explore the experiential quality of Piazza Ducale in Vigevano (Italy), a Renaissance square with relevant historical and cultural value. Based on the semantic analysis of English-speaking TripAdvisor reviews from 2013 to 2020, this research aims to uncover patterns related to aesthetic perception, social interaction, and vibrancy that shape travellers' evaluations. This study delves into the factors that impact visitors’ level of satisfaction and dissatisfaction, offering new insights aimed at enhancing the overall experience at this heritage site. Furthermore, we discuss the significance of employing advanced semantic tools in urban planning, connecting this specific case study to broader reflections on this methodology and its potential implications in public urban policies.

This work was supported by the Fundação para a Ciência e Tecnologia (FCT) within the following Projects [UIDB/04466/2020 and UIDP/04466/2020].

Sentiment analysis,Heritage sites,Travel platform,Historic public space,Electronic word of mouth,Travellers