Multi-dimensional evaluation of tourist perception in historic conversation area via machine learning:Taking Beiyuanmen historic conversation area of Xi'an as an example
Tourism is an important way to revitalize Historic Conversation Areas.The cognitive interests of tourists can accurately reflect the value transmission and cultural inheritance effects of Historic Conversation Areas,guiding towards a tendency for culturally valuable tourism development.In order to optimize the creation of cultural venues and improve the level of cultural services,tourists'perceptions have gradually become an important basis for judging the actual progress of the protection and utilization of historical and cultural streets.Taking the Beiyuanmen Historic Conversation Area in Xi'an as an example,this study aims to construct a multi-dimensional evaluation method framework to comprehensively and thoroughly understand tourists'perceptual characteristics of Historic Conversation Areas.This study utilized Python to retrieve User-Generated Content(UGC)data from Dazhong Dianping,introduced the Latent Dirichlet Allocation(LDA)model from machine learning,and used the ROST CM sentiment analysis tool to quantitatively analyze tourist perceptions of the Beiyuanmen Historic Conversation Area.It measured the overall features and sub-dimensions of tourists'perceptions of Historic Conversation Areas,discussing tourists'attention and satisfaction levels across different dimensions.Research findings indicate as follows:1)The overall perception of tourists towards the Historic Conversation Area of Beiyuanmen is in an extremely unbalanced state,with local image perception far exceeding the overall image perception.The perception image of Beiyuanmen streets and adjacent streets as ethnic characteristic food streets occupies an absolute central position in tourists'perceptions.2)The tourist perception dimensions of Historic Conversation Areas can be divided into six aspects:consumption experience,local cuisine,landscape architecture,environmental atmosphere,life memories,and intangible cultural heritage.The attractiveness of tourism shows a decreasing differentiation feature,with consumption experience and local cuisine dimensions closely related,jointly becoming the main motivation for attracting tourists to visit.However,there is a significant gap between these dimensions and others,which disconnects from the authenticity of social life atmosphere and historical cultural scenes in tourists'perceptions,leading to a very limited role in driving tourism.3)There are significant differences in the attention and satisfaction evaluation among the tourist perception dimensions of Historic Conversation Areas.The overall evaluation of the local cuisine dimension is relatively high.Local specialty foods formed under the joint influence of geographical environment and ethnic religious customs play an important role in enhancing cultural identity.High-attention dimensions such as consumption experience and landscape architecture,as expected perception dimensions of tourists,have poor cultural expression effects and still have considerable room for improvement in tourist satisfaction.The impression tourists have of the Historic Conversation Area of Beiyuanmen mainly remains at a superficial level of consumerism and one-way display of cultural space images.Enhancing the creation of cultural experiential scenes,avoiding excessive tourist consumption leading to becoming a symbolic entity,is an aspect requiring effective management and significant improvement in the district.The intangible cultural heritage and life memory dimensions,as representatives of the cultural and social aspects of Historic Conversation Areas,face risks of being forgotten or marginalized.The pursuit of symbol economy squeezes the living space of daily use value,hinders the exploration of intrinsic cultural value,and requires further enhancement of the emphasis on the authenticity of life.The environmental atmosphere dimension,as a subjective projection of the spatial experiences of tourists,necessitates continuous adjustment in the district.These research results effectively reflect the historical and cultural transmission effects of districts,holding significant importance for achieving the dual objectives of cultural heritage inheritance protection and tourism resource development in Historic Conversation Areas.While the Beiyuanmen Historic Conversation Area possesses certain advantages in terms of tourist perceptions,there are areas requiring urgent improvement.By optimizing the consumption experience,enhancing local gourmet food,improving landscape architecture,fostering cultural atmosphere,preserving and inheriting intangible cultural heritage,and emphasizing the authenticity of life,it may further elevate the attractiveness of Historic Conversation Areas,making them a more appealing cultural tourism destination that aligns with tourists'expectations.To achieve the dual objectives of cultural heritage inheritance protection and tourism resource development in Historic Conversation Areas,it is recommended to enrich the tourism products and services of Historic Conversation Areas,enhance tourists'consumption experience and satisfaction;strengthen the planning and management of Historic Conversation Areas to ensure the full protection of their historical and cultural characteristics;reinforce the creation of an environmental atmosphere and the inheritance of life memories in Historic Conversation Areas,enhance the overall quality and image of the district,contributing to the city's cultural inheritance and development efforts.
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