殷商文化旅游知识地图设计研究——以殷墟国家考古遗址公园为主题

Research on the Design of a Cultural Tourism Knowledge Map for the Yin-Shang Dynasty—Taking the Yinxu National Archaeological Site Park as the Theme

摘要: 本文针对殷墟国家考古遗址公园文化展示存在的“碎片化”与“浅表化”问题，提出以旅游知识地图为核心载体，通过整合文化基因理论与场所依恋理论(S-O-R模型)，构建兼具文化深度与情感联结的旅游知识地图设计框架。研究首先从物质和非物质层面识别殷商文化基因，并基于“地域文化性、情感交流性、认知系统性”三原则设计地图内容；其次，面向游客与本地居民分别制定差异化策略；最后设计抽象–具象结合的符号系统，优化空间信息传达并在此基础上借助Visio软件构建包含三条主题旅游路线的殷商文化旅游知识地图。该研究为殷墟文化传播与游客深度体验提供了实践路径，也为遗址旅游知识地图设计提供了参考。

Abstract: This study addresses the “fragmented and superficial” cultural presentation issues at the Yinxu National Archaeological Site Park. It proposes a tourism knowledge map as a core solution, integrating Memetics and Place Attachment Theory (S-O-R model) to create a design framework that enhances cultural depth and emotional engagement. The research first identifies Yin-Shang cultural genes from material and non-material dimensions. Guided by three principles—regional cultural identity, emotional interactivity, and cognitive systematicity—the map’s content is structured. Differentiated strategies are developed for tourists and local residents. An abstract-figurative symbol system optimizes spatial information communication. Using Visio, an illustrative tourism knowledge map featuring three thematic routes is constructed. This approach provides a practical pathway for disseminating Yinxu culture and deepening visitor experiences, while offering a reference for designing heritage tourism knowledge maps.