南京熙南里历史文化街区体验价值增值路径分析

游客体验及其体验价值是历史文化街区旅游开发研究的重要内容之一。以小红书App分享的熙南里历史文化街区照片为研究数据，采用质性研究方法提取照片隐含的价值要素，并基于凝视心理活动分析框架构建游客体验价值的增值路径。研究表明：（1）熙南里历史文化街区的体验价值体现在功能价值、享乐价值和符号价值3个层级；（2）历史文化街区可以通过游览体验和视觉选择两条路径实现享乐价值和符号价值的增值，进而间接提升其功能价值；（3）节庆活动、文化演艺活动和娱乐体验活动的参与程度与享乐价值直接相关，符号价值则主要通过打卡和探店等行为提升社会声望价值，游客视觉选择的网红符号形象强于历史文化符号。基于此，研究从功能价值、享乐价值和符号价值三方面为历史文化街区提出具有普适性的提升策略。

Research on the path of experience value addition of Xinanli historical and cultural district in Nanjing

Visitor experience and experience value are the key areas for the development and research of historical and cultural districts. The Xiaohongshu App’s photographs of the Xinanli historical and cultural district were used as research data in this article. Qualitative research method was used to extract the value elements implied by the photos, and to construct the value-added path of tourists’ experience value with the gaze mental activity analysis framework. The research concluded three main findings. Firstly, tourists’ experience value of Xinanli historical and cultural district is reflected in three levels of functional value, hedonic value and symbolic value. The functional value is based on the six elements of tourism, and the hedonic value has the greatest potential in the value appreciation of the block. The long-term value addition of symbolic value is limited. Secondly, hedonic value and symbolic value can be added through touring experiences and visual choices in historic and cultural districts, which in turn indirectly enhance their functional value. These two paths are based on the analysis of the two paradigms of gaze: gaze-cueing paradigm and gaze-attention paradigm. Finally, the participating level of festivals, cultural performing activities and entertainment experiences is directly related to the hedonic value, while the symbolic value enhances the social prestige value mainly through behaviors such as visiting places and tasting stores. The visual symbolic image of a destination that is selected by visitors overshadows its historical symbolic image. Therefore, the research puts forward generalized practices from three perspectives, the functional value, the hedonic value and the symbolic value.