A Computational Evaluation of Visitor Perception in a Historic District: Implications for Built Heritage Conservation and Spatial Management in Nanjing Fuzimiao

Historic districts are complex built heritage environments where conservation, commercial activities, and public use continuously interact. A key challenge is maintaining cultural meaning and spatial authenticity while meeting contemporary demands for leisure and accessibility. Taking the Fuzimiao–Qinhuai Scenic Belt in Nanjing, China, as a representative case, this study develops a computational mixed-methods framework to evaluate visitor perception and diagnose experiential imbalances in the built heritage environment. A total of 2940 online reviews (2020–2025) were analysed using TF-IDF, Latent Dirichlet Allocation (LDA), StructBERT sentiment analysis, and Importance–Performance Analysis (IPA). Six experiential dimensions were identified, covering cultural inheritance, nightscape and leisure, rituals and museum visits, architectural space, value evaluation, and practical services. Results reveal a clear disparity: nightscape and value-related dimensions received the highest attention and positive sentiment, whereas rituals and museum interpretation underperformed despite their central heritage significance. Based on the IPA diagnosis, the study proposes three strategies: reallocating resources from over-supplied services to underperforming cultural cores, integrating immersive digital technologies (VR/AR) to revitalise heritage interpretation, and embedding cultural narratives into nightscape experiences. These strategies support a paradigm shift from visual attraction to cultural resonance in the conservation-oriented regeneration of historic districts.