Tapping the Economic Potential and Optimizing Strategies of Intangible Cultural Heritage under Digital Transformation

Abstract

Intangible cultural heritage has important historical, cultural, and spiritual values. This paper selects the intangible cultural heritage of Yunnan Painting, the national architectural decoration of Dali, as the case study object. We use web crawler technology to extract the consumer’s comment text data, establishing the Yunnan Painting consumer comment text dataset. Secondly, we extract high-frequency words from the dataset using text mining technology, TF-IDF keyword extraction, and LDA themes, and cluster them using the K-means method. Finally, we evaluate the economic potential of Yunnan Painting in terms of consumers’ cognitive abilities and the emotional appeal of its products, based on the extracted results. The study reveals that the dressmaking, painting, and tourism industries are the main economic activities of Yunnan color painting, with the tourism industry requiring further strengthening. According to the text mining of high-frequency words, the frequency of “product” in Yunnan painting was the highest at 296 times, followed by “culture,” “technology,” “cultural creativity,” and “theme.” The analysis of consumers’ emotional text features reveals that most consumers have positive emotions towards Yunnan-colored paintings, while very few have negative emotions. The economic optimization strategy that is proposed is based on the results and provides a reference value for the economic development of other intangible cultural heritage.