基于微信文本搜索的我国古道旅游发展探究  

Exploration of Ancient Road Tourism Development in China Based on WeChat Text Search

作　　者：万田户 戴五宏 林陈歆 鲍杨 WAN Tian-hu;DAI Wu-hong;LIN Chen-xin;BAO Yang

机构地区：[1]上饶师范学院历史地理与旅游学院,江西上饶334000 [2]建瓯市南雅镇乡村振兴发展中心,福建南平353101 [3]中共上饶市委党校公共管理教研室,江西上饶334001

出　　处：《三峡大学学报(人文社会科学版)》2025年第2期26-34,115,116,共11页Journal of China Three Gorges University(Humanities & Social Sciences)

基　　金：国家社会科学基金项目“闽浙赣交界区传统村落价值重塑研究”(24BMZ097);上饶市经济社会发展和哲学社会科学规划项目“武夷山国家公园(江西片区)古道活化利用模式参照与路径选择”(24YB31)

摘　　要：古道承载历史、赓续文明,旅游资源丰富多样,古道旅游是古道活化利用可持续化发展方向。通过微信公众平台对古道旅游相关文本进行搜索整理,使用文本分析软件利用词频分析、共词矩阵与语义网络分析、情感分析对古道旅游发展进行探究。结论表明:以南粤古道为典型,茶马古道、徽杭古道、京西古道、青泥古道等古道宣传和发展较好,同时也存在部分地区仍未重视起古道的宣传与保护工作,导致许多不知名古道正在被破坏;古道活化利用在传承古道文化、保护古道遗址、带动乡村振兴等方面发挥了重要作用;古道的历史悠久性和空间辽阔性使其在时间和空间两大维度上都具有较大延展性,古道旅游呈现出研学旅游、体育旅游、生态旅游等多业态类型发展模式;古道旅游发展应关注各利益相关者需求,推动古道旅游利益共同体构建,实现古道旅游健康可持续发展。基于以上结论,围绕古道保护、古道宣传、开发模式、多方联动四个维度提出相应对策。Since ancient roads loaded with history and culture boast rich and diverse tourism resources,the tourism industry based on ancient roads represents a sustainable mode for the revitalization and utilization of these roads.A study was conducted by searching and sorting texts related to ancient roads tourism through WeChat public accounts.The study explored the development of ancient roads tourism through word frequency analysis,co-word matrix,semantic network analysis,and sentiment analysis using textual analysis software.The results of this study indicate that the Nanyue Ancient Road was the best developed,while the Tea-Horse Ancient Road,the Hui-Hang Ancient Road,the Jingxi Ancient Road,as well as the Qingni Ancient Road,were well-promoted and developed.However,the ancient roads in some regions have been inadequately promoted and preserved,leading to the destruction of many lesser-known ancient roads.The revitalization and utilization of ancient roads play a crucial role in the inheritance of their cultures,the protection of their sites,and even the revitalization of rural regions.The long history and vast spatial extent of ancient roads endow them with considerable extensibility in both temporal and spatial dimensions,manifesting in various development modes of ancient roads tourism,such as study tours,sports tourism,and eco-tourism.The development of ancient roads tourism should focus on the needs of various stakeholders,promote the construction of a community of shared interests in ancient roads tourism,and realize sound and sustainable development.Based on these analyses,corresponding countermeasures are proposed in four dimensions:ancient roads preservation,promotion,development modes,and multi-party collaboration.

关 键 词：古道 古道旅游 线性文化遗产 微信搜索 文本分析 

分 类 号：F592.68[经济管理—旅游管理]