愚园梦忆录:从历史文化街区到网红旅游产品的融合路径

Tourism Product Development from the Integration of Historic Neighborhoods with Popular Locations and Topical Interests Endorsed Online

在文旅融合大背景下,历史文化街区作为文化遗产保护体系的组成部分,与旅游相结合进行商业化开发有着极高的商业和文化传播价值。文章以愚园路为例,使用扎根理论将愚园路的历史文化概括为建筑、人物和事件三类要素,利用文本挖掘技术获取游客评论、微博、小红书笔记的高频词,比对高频词与扎根理论得出的愚园路历史词汇,探索愚园路从历史文化街区到网红旅游产品的文旅融合路径,为其他历史文化街区在原真性保护的基础上进行旅游商业化开发提供借鉴。

Historic neighborhood is an important part of cultural heritage protection.At the same time,by combining tourism with cultural heritage and enabling commercial development,it will offer high commercial value and cultural communication impact.Taking Shanghai’s Yuyuan Road as an example,based on grounded theory,this paper discusses the history and culture of this area in three different dimensions,i.e.,architecture,special characters and events.Tourist comments,Weibo and Xiaohongshu notes are analyzed by text mining techniques;and the high-frequency words are used to cross check with history.The possible development path of cultural heritage and tourism is explored to enlighten historic neighborhoods elsewhere which aim at balancing online popularity with historic preservation and cultural protection.