Configuring placemaking strategies shaping electronic word of mouth in Shanghai Shikumen heritage districts

The iconic Shikumen clusters in Shanghai represent key heritage sites facing significant challenges in sustainable urban regeneration. Balancing cultural preservation with tourism development has become a central focus for academic research. This study examines how various placemaking strategies interact to influence electronic word-of-mouth (eWOM) in these districts. Employing fuzzy-set qualitative comparative analysis (fsQCA), it analyzes the configurations of seven dimensions: greenery landscapes, quality amenities, heritage esthetics, destination image, cultural narratives, and integrated online-offline marketing. Data from web scraping, satellite image recognition, and surveys were collected across 20 Shikumen district cases. The findings reveal six distinct strategic configurations that drive either positive or negative eWOM outcomes. These results offer valuable theoretical insights and practical guidance for planning and managing urban heritage regeneration projects, contributing to a better understanding of the complex interplay between placemaking strategies and public perceptions in historic urban environments.