Analyzing visitor distribution and spatial characteristics in an “Internet-famous” historic district: a case study of tianzifang, shanghai

Historic districts play a crucial role in preserving cultural heritage and sustaining local identity. With the proliferation of social media, some of these areas have rapidly transformed into “Internet-famous” tourist destinations, reshaping spatial utilization patterns and visitor behavior. Taking Shanghai’s Tianzifang historic district as a case study, this research integrates spatial syntax analysis with semantic segmentation to explore how spatial form and visual elements jointly influence visitor distribution, while also considering their implications for heritage conservation and urban management. The findings indicate that: (1) Areas with higher connectivity, choice, and integration values tend to become a magnet for visitors; (2) Despite Tianzifang’s strong local integration but relatively weak global connectivity, its distinctive historical fabric and visual character are amplified through online dissemination, enhancing visitors’ sense of place, cultural continuity, and engagement with heritage; (3) Historic buildings, traditional lanes, and culturally distinctive creative installations are the most frequently photographed subjects, suggesting that heritage-related elements remain central to spatial perception. By integrating visitor behavior analysis with a heritage-oriented perspective, this study underscores the importance of balancing spatial vitality and cultural sustainability in “Internet-famous” historic districts, offering new insights for heritage conservation and urban management.