关键词: 文旅融合, 网络文本, BERTopic, 情感分析, fsQCA, 山区26县

Abstract:

[Purpose/Significance] Integrating culture and tourism is key to promoting rural revitalization. Constructing a scientific evaluation system and exploring differentiated development paths are core issues for achieving rural cultural and tourism development. [Method/Process] Taking 26 mountainous counties in Zhejiang Province as the research object, a research framework incorporating multi-dimensional analysis methods was constructed based on user-generated content data from tourism platforms. First, travel journal texts were collected to build a cultural and tourism integration database. Second, the BERTopic model was used to identify the potential thematic elements in tourists' narratives. Third, sentiment analysis was applied to quantify the emotional value of different themes in each county. Finally, fuzzy-set qualitative comparative analysis (fsQCA) was employed to reveal the complex development paths of cultural and tourism integration. [Results/Conclusions] 1) Through global topic modeling, eight themes of cultural and tourism integration were identified in 26 mountainous counties in Zhejiang Province, including ecological landscapes, traditional settlements, food culture, transportation, cultural activities, cultural heritage and arts, accommodation facilities, and leisure industries. These eight themes are summarized into four conceptual categories of cultural and tourism integration: natural experience dimension, cultural experience dimension, service support dimension, and leisure consumption dimension. 2) Tourists generally hold a positive attitude towards cultural and tourism experiences in different counties. The natural and cultural experience dimensions are highly regarded, but the service support dimension shows uneven levels, and the leisure consumption dimension displays significant differences, hindering the improvement of the quality of cultural and tourism integration in mountainous counties. Ecological landscapes and traditional settlements constitute the core layer of tourism experiences, while accommodation and leisure business formats, as potential directions, still require further development and activation. The comprehensive performance of cultural and tourism integration in various counties presents a notable spatial pattern of "two poles in the north and south, a developing middle region, and relatively weak coastal areas". 3) Through configurational path analysis, the development paths of cultural and tourism integration in the 26 mountainous counties can be summarized into six configuration paths, including the "ecological landscape + traditional settlements + food culture + transportation" model, the "cultural heritage and arts + leisure industries + food culture" model, the "traditional settlements + food culture" model, the "ecological landscape + cultural activities + transportation" model, the "ecological landscape + cultural heritage and arts + leisure industries + food culture" model, and the "cultural heritage and arts + leisure industries + food culture" model. These paths differ significantly in their combinations of core elements, reflecting the differentiated development strategies of different regions in terms of resource endowment, cultural characteristics, and market positioning. Five of the paths highlight food culture as a core condition, reflecting its foundational role in cultural and tourism integration. Cultural heritage and arts and leisure industries jointly form the core conditions in three successful paths, highlighting the importance of combining in-depth cultural experiences with leisure activities. Accommodation facilities often appear as missing or marginal conditions, indicating that short-term stays are the main form of rural cultural and tourism.

Key words: cultural tourism integration, network text, BERTopic, sentiment analysis, fsQCA, 26 mountainous counties