Investigating the Influencing Factors of the Perception Experience of Historical Commercial Streets: A Case Study of Guangzhou’s Beijing Road Pedestrian Street

Abstract

Given the complex interplay between economic and cultural–historical factors, this paper explores scene perception and its mechanism in individual and collective cognition of historical commercial streets. Based on a perception model constructed from scene theory, the study utilizes user scene experience feedback from Beijing Road, a commercial pedestrian street in Guangzhou. It conducts a systematic assessment using hierarchical analysis (AHP) across three dimensions: authenticity, theatricality, and legitimacy. The findings reveal the following: (1) according to visitors, traditional cuisine, cultural and creative arts, and Lingnan’s intangible cultural heritage received low ratings; (2) historical relics and traditional cuisine are dominant factors, highlighting public attention to cultural heritage, but the role of historical–cultural characteristics and festival activities is relatively marginalized; (3) cultural–historical relics and traditional cuisine are the leading factors that contribute to an authentic experience, while historical context and festival activities constitute secondary factors; (4) cultural landscapes and arts are central to theatrical experiences, with modern visual elements playing a lesser role; (5) diversified commercial formats and public services are the core factors influencing legitimacy experience, reflecting the role of market diversity and policy orientation in building consumer trust. The design of historical and cultural streets should prioritize the preferences of those experiencing them to promote cultural identity and historical continuity. Additionally, the synergy between commercial diversity and policy orientation should be strategically emphasized to form a business ecosystem supporting sustainable development. Future commercial street renewals should focus on the key role of visual narrative in shaping brand culture. This paper offers insights into the dynamic process of constructing scene experience from perspectives of spatial materialization and emotional empowerment to cultural identity, providing references for strategies in historical place renewal.

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