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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
SUN Ming, ZHU Peng
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DOI:10.17265/2159-5836/2026.06.014
Guangzhou Modern Information and Engineering Vocational Technical College, Guangzhou, China; Yuxi Normal University, Yuxi, China
This study focuses on the protection and revitalization utilization of linear cultural heritage, selecting the Qi’ao Ancient Road in Southern China as a typical case study, a cultural route with both historical depth and practical significance. The paper first systematically reviews four theoretical foundations: “cultural route”, “cultural heritage/relics”, “structural functionality and space”, and “e-commerce new media marketing”, constructing an integrated “function—culture—space” analytical framework. Guided by this framework, the research establishes the investigation path with the Ming and Qing Dynasties as the temporal scope and the Southern and Eastern Main Routes of the Qi’ao Ancient Road as the spatial scope. It comprehensively employs literature research, field surveys, and Geographic Information System (GIS) analysis methods to systematically screen and analyze the value of tangible and intangible cultural relics along the ancient road. The study shows that the Qi’ao Ancient Road was not only a vital land transportation artery between Guangdong and Macao during the Ming and Qing Dynasties and an important overland link for the Maritime Silk Road, but also a witness to the integration of Chinese and Western cultures, the spread of ideas, and social transformations. In response to the current state of its protection and utilization, this paper innovatively proposes an integrated e-commerce new media marketing strategy centered on the “Online Three-in-One” (cross-border e-commerce platforms, independent websites, overseas social media) and “Offline Six-in-One” (museums/cultural centers, cultural/tourism bureaus, scenic areas, universities/research institutions, enterprises, and intangible cultural heritage experience shops). This strategy aims to transform and disseminate the value of the ancient road’s cultural relics through modernized, marketized, and experiential means, thereby providing a path reference with both theoretical foresight and practical operability for achieving holistic protection, sustainable utilization, and methodological innovation in linear cultural heritage.
cultural route, Qi’ao Ancient Road, e-commerce new media marketing, cultural heritage protection, Southern China Ancient Post Road, revitalization and utilization Introduction
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