Social media platforms play an increasingly important role in cultural communication as society develops, attracting promotions and discussions about digital cultural and creative products (CACPs). This research investigates the cultural collaboration between Tencent and Dunhuang Research Academy (Dunhuang Academy) and analyzes user evaluation of integrating cultural heritage education into CACPs. We obtained data through Weibo and compared user evaluations and semantic social network analysis of digital CACPs, including interactive products, games, and music. Results indicated that users were more interested in landscapes, dubbing, and user-generated content (UGC) for interactive products, character versions, posters and skills for games, and singers and songs for concerts. Semantic social network analysis was also used to explore the Dunhuang CACP Circle. Scant studies evaluate the usefulness of integrating cultural heritage into different digital CACPs, especially in Asia. Our suggestions help promoters understand user needs for digital CACPs and better user experience and value.

随着社会的发展，社交媒体平台在文化传播中发挥着越来越重要的作用，吸引着数字文化创意产品（CACP）的推广和讨论。本研究调查了腾讯与敦煌研究院（敦煌研究院）之间的文化合作，并分析了将文化遗产教育纳入CACP的用户评价。我们通过微博获取数据，比较数字CACP的用户评价和语义社交网络分析，包括互动产品、游戏和音乐。结果表明，用户对互动产品的风景、配音和用户生成内容（UGC）、游戏的角色版本、海报和技能、音乐会的歌手和歌曲更感兴趣。语义社交网络分析也被用来探索敦煌 CACP 圈子。很少有研究评估将文化遗产融入不同数字 CACP 的有用性，尤其是在亚洲。我们的建议可以帮助推广者了解用户对数字 CACP 的需求，并获得更好的用户体验和价值。