MAPPING URBAN HERITAGE IMAGES WITH SOCIAL MEDIA DATA AND ARTIFICIAL INTELLIGENCE, A CASE STUDY IN TESTACCIO, ROME

Abstract. The UNESCO 2011 Recommendation on the Historic Urban Landscape promotes to map cultural significance of urban heritage from the perspectives of the general public in pursuit of social inclusion in heritage management. The user-generated information already available on social media platforms in the form of images, comments, and ratings can be considered a rich source for collecting data concerning the tourists’ image of destinations and their collective perception of urban cultural heritage. Considering the large amount of unstructured data, artificial intelligence (AI) can construct structured feature vectors therefrom and significantly aid the analysis and collation processes compared to the traditional manual approach for mapping public perception of cultural heritage. This paper presents an exploratory case study conducted in the area of Testaccio, Rome, showcasing the use of AI to map the perceived and narrated urban heritage images using social media data. An image-sharing platform, Flickr, is used to collect thousands of posts containing images and comments in the area, which are further analysed with pre-trained image recognition, natural language processing, and dimensionality reduction algorithms. Results as the urban heritage images are visualised, showing the most significant elements from a public perspective. Such a methodology provides an alternative perspective of viewing the urban heritage attributes as a collection of depicted and posted content. It can contribute as a tool for the documentation of collective attention for inclusive heritage management and local development planning during the designing and policy-making processes.