Integrating Image Recognition, Sentiment Analysis, and UWB Tracking for Urban Heritage Tourism: A Multimodal Case Study in Macau

Amid growing demands for heritage conservation and precision urban governance, this study proposes a multimodal framework to analyze tourist perception and behavior in Macau’s Historic Centre. We integrate geotagged social media images and text, ultra-wideband (UWB) pedestrian trajectories, and a LiDAR-derived 3D digital twin to examine the interplay among spatial configuration, movement, and affect. Visual content in tourist photos is classified with You Only Look Once (YOLOv8), and sentiment polarity in Weibo posts is estimated with a fine-tuned Bidirectional Encoder Representations from Transformers (BERT) model. UWB data provide fine-grained trajectories, and all modalities are georeferenced within the digital twin. Results indicate that iconic landmarks concentrate visual attention, pedestrian density, and positive sentiment, whereas peripheral sites show lower footfall yet strong emotional resonance. We further identify three coupling typologies that differentiate tourist experiences across spatial contexts. The study advances multimodal research on historic urban centers by delivering a reproducible framework that aligns image, text, and trajectory data to extract microscale patterns. Theoretically, it elucidates how spatial configuration, movement intensity, and affective expression co-produce experiential quality. Using Macau’s Historic Centre as an empirical testbed, the findings inform heritage revitalization, wayfinding, and crowd-management strategies.