Analysis on the Activation Paths of Merchant Gang Cultural Heritage-Taking the Shanxi-Shaanxi-Gansu Guild Hall in Kaifeng as an Example

The Shanxi-Shaanxi-Gansu Guild Hall in Kaifeng, serving as a significant repository of the cultural heritage of the Shanxi, Shaanxi, and Gansu merchant gangs during the Ming and Qing dynasties, encapsulates the essence of merchant ethics, architectural artistry, the cult of Lord Guan, Confucian business ethics, and the culture of the imperial examination system. It is currently confronted with the challenge of achieving cultural rejuvenation within the modern context. Through literature research and meticulous case studies, and by drawing upon advanced international and domestic experiences in cultural heritage activation, it explores a cultural activation model to the guild hall. It then advances multi-dimensional activation strategies, including cultural and creative innovation, immersive experiences, digital empowerment, and brand establishment. These strategies aim to align with the demands of the modern cultural and tourism market and to establish a framework for cultural translation. The guild hall is envisioned to evolve from a mere historical relic into a cultural consumption destination that not only preserves historical depth but also exhibits strong market competitiveness. Moreover, it is expected to serve as a crucial medium for the dissemination of Yellow River culture.