目的 在历史文化名城保护与发展中,遗址景区作为传承文脉的重要空间载体,其旅游服务质量直接影响文化遗产的活化效能。本研究选取西安为实证案例,聚焦遗址景区旅游服务产品设计优化问题,旨在平衡遗产“历史厚度”与游客“体验深度”之间的张力,提升遗产活化的品质与可持续性。方法 研究构建了AHP-情感分析综合评价模型,作为旅游服务产品设计优化的核心工具。通过层次分析法确定设计指标权重,并结合情感分析技术对多源游客数据进行文本挖掘与交叉验证,实现主观体验感知与客观设计指标的有效整合,从而系统解析游客对旅游服务产品的整体关联感知。结论 研究验证了AHP-情感分析模型在量化旅游服务产品感知中的有效性,并提出以“历史真实性-空间舒适性-体验沉浸性-服务便捷性”为核心的四维产品设计优化框架,以期为西安及同类名城遗址景区的旅游服务产品创新与可持续发展提供新思路。
Abstract
In the preservation and development of historic and cultural cities, archaeological sites serve as vital spatial conduits for cultural continuity. The quality of tourism services within these sites directly influences the effectiveness of heritage revitalization. The work aims to take Xi'an as a case to explore the optimization of tourism service product design for archaeological sites, so as to balance the tension between the heritage's "historical depth" and visitors' "experiential depth", thereby enhancing the quality and sustainability of heritage revitalization. An AHP-emotion analysis integrated evaluation model was developed as the core tool for optimizing tourism service product design. Hierarchical analysis was conducted to determine the weighting of design indicators, while emotion analysis techniques were employed for text mining and cross-validation of multi-source visitor data. This approach effectively integrated subjective experiential perceptions with objective design metrics, enabling a systematic analysis of visitors' holistic perceptions of tourism service products. In conclusion, the study validated the effectiveness of the AHP-sentiment analysis model in quantifying perceptions of tourism service products. It proposes a four-dimensional product design optimization framework centred on "historical authenticity -spatial comfort -experiential immersion -service convenience", aiming to provide new insights for tourism service product innovation and sustainable development in Xi'an and similar heritage sites of renowned cities.
关键词
遗址景区 /
历史文化名城 /
旅游服务产品 /
产品设计
Key words
archaeological site /
historic and cultural city /
tourism service products /
product design
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基金
国家社科基金艺术学项目（21BG107）; 陕西省哲学社会科学研究专项专题项目（2025ZT1533）
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