云南民族大学学报(哲学社会科学版)

文旅深度融合的关键在于提升游客对目的地文化的真实感知与地方认同。基于在线旅游(OTA)网站的游客评论数据，运用语义挖掘技术，构建游客在文旅融合体验中的文化感知，可以解决传统词频分析在语义深度解析上的局限。以上海为对象的研究发现，游客对文化遗产的感知显著增强地方认同感，其机制主要体现在认知价值(增进理解)、情感价值(激发共鸣)和行为价值(促进参与)三方面。这为文旅高质量发展指明路径：一是空间布局结合资源禀赋实施差异化策略。核心区应着力挖掘现代、工业等资源，活化历史街区，打造高端文化消费场景；拓展区则依托生态与乡村资源塑造特色体验，避免同质化竞争。二是围绕感知价值路径深化产品体系价值化。深挖文化遗产时代内涵，转化为深度体验产品，建立价值导向服务标准，推动企业向综合性文化体验服务转型，提升游客满意度与情感联结。三是完善基础设施，保障体验顺畅效能化。核心资源聚集区强化公共交通接驳，偏远资源点改善通达并设计文化主题线路，使旅程成为文化延伸。同步推进智慧文旅建设，以数字化赋能便捷与沉浸式体验。

The key to the deep integration of culture and tourism lies in enhancing the tourists' authentic perception of the destination culture and their sense of place identity. By utilizing the tourists' review data from online travel agency(OTA) websites and applying semantic mining techniques, it is possible to construct a framework for understanding the tourists' cultural perception experienced from culture-tourism integration, thereby overcoming the limitations of the traditional word frequency analysis in capturing deeper semantic nuances. A case study of Shanghai reveals that the tourists' perception of cultural heritage significantly strengthens their place identity, whose mechanism operates in three principal aspects: cognitive value(enhancing understanding), affective value(evoking resonance), and behavioral value(promoting engagement). These findings illuminate pathways for the high-quality development of culture and tourism. First, spatial planning should adopt differentiated strategies aligned with the local resource endowments. Core urban areas should focus on tapping modern and industrial heritage resources, revitalizing historical districts, and developing high-end cultural consumption scenes, while peripheral zones should leverage ecological and rural assets to shape distinctive experiences and avoid homogenized competition. Second, product systems should be value-enhanced by centering on perceived value-oriented pathways. This involves delving into the contemporary significance of cultural heritage, transforming it into in-depth experiential products, establishing value-oriented service standards, and guiding enterprises toward service providers of comprehensive cultural experience, thereby elevating tourist satisfaction and emotional connection. Third, infrastructure must be improved to ensure seamless and efficient experiences. In areas with concentrated core resources, public transit connections should be strengthened; at remote resource sites, accessibility should be enhanced and culturally themed routes should be designed to extend the cultural narrative throughout the journey. Concurrently, the advancement of smart culture and tourism initiatives should be promoted, leveraging digital technologies to enable both convenient and immersive experiences.