基于知识图谱与SWOT模型的南通近代历史人物沉浸式文旅营销策略研究——以张謇为例

Research on Immersive Cultural Tourism Marketing Strategies for Modern Historical Figures in Nantong Based on Knowledge Graph and SWOT Model—A Case Study of Zhang Jian

摘要: 本研究以近代著名实业家、教育家张謇为研究对象，创新性地将知识图谱技术与SWOT分析模型相结合，深入探讨南通近代历史人物的沉浸式文旅营销策略。通过构建张謇知识图谱，系统梳理其社会关系、实业贡献及文化遗产，运用SWOT模型全面评估南通文旅发展的内外部环境，进而提出数据驱动的沉浸式文旅体验设计与精准营销策略。研究结果表明，知识图谱能够有效挖掘历史人物的多维价值，SWOT分析有助于优化资源配置，二者的结合显著提升了文旅项目的互动性与传播效果。本研究为地域性历史人物文旅开发提供了新的方法论与实践路径，对推动文旅产业的创新发展具有重要的理论与现实意义。

Abstract: This research selects the celebrated modern industrialist and educator Zhang Jian as the object of study. It innovatively integrates knowledge graph technology with the SWOT analysis model to conduct an in-depth exploration of the immersive cultural tourism marketing strategies for modern historical figures in Nantong. Through the construction of a knowledge graph of Zhang Jian, this study systematically arranges his social connections, industrial contributions, and cultural legacies. The SWOT model is employed to comprehensively evaluate the internal and external environments of Nantong’s cultural tourism development. Subsequently, data-driven immersive cultural tourism experience design and targeted marketing strategies are put forward. The research findings indicate that knowledge graphs can efficiently extract the multi-dimensional values of historical figures, and SWOT analysis facilitates the optimization of resource allocation. The integration of these two approaches significantly boosts the interactivity and dissemination effectiveness of cultural tourism projects. This study offers a novel methodological approach and practical pathway for the cultural tourism development of regional historical figures. It holds substantial theoretical and practical significance for promoting the innovative development of the cultural tourism industry.