Design of Thematic Tour Digital Guidance Platform Integrating Ontology and User Portrait: A Case Study of Situated Learning in Cultural Heritage Sites

Abstract

In recent years, the state has vigorously promoted the construction of cultural heritage-themed tourism routes. Policies such as the Notice on the Construction of China Cultural Heritage-Themed Tourism Routes and the Dongpo Journey-China Cultural Heritage-Themed Tourism Route Master Plan have been successively issued, encouraging the creation of cultural-tourism integration projects that primarily feature immovable cultural relics and combine specific themes. However, current digital tours at cultural heritage sites often suffer from fragmented cultural knowledge transmission, a lack of personalized user experience, and insufficient contextual learning effects. To address these issues, this study takes the “Dongpo Travel” digital tour mini-program as a case study to explore the design of a thematic tourism route digital tour platform that integrates ontology and user profiling. The platform achieves structured transmission of Dongpo cultural knowledge by constructing historical relic tour maps, improving cultural tourism route services, setting up post-tour incentive mechanisms, and developing contextual learning modules. This meets the personalized travel needs of different users and helps tourists deepen their cultural learning during visits. Practice shows that the platform can operate stably at the Su Causeway in the West Lake Scenic Area, covering approximately 27 Dongpo cultural sites and serving over 500 people daily. It not only promotes the revitalization and inheritance of Dongpo cultural heritage but also provides a replicable solution for the digital transformation of the cultural tourism industry. Additionally, it effectively enhances the efficiency of contextual learning at cultural heritage sites and offers a reference for the construction of similar thematic tourism route digital tour platforms.