During the Mid-Autumn Festival, cultural and tourism “menus” are opened in various places, and cultural and tourism activities are exciting. Put on Hanfu and walk into the ancient city, listen to a Yuan Dynasty song in the ancient courtyard, and complete a handicraft in the intangible cultural heritage workshop... Immersive cultural tourism has become a popular option for holiday consumption. From "viewing" to "entering", immersive cultural tourism has become a new engine to stimulate consumption potential and stimulate economic growth, and the multiplier effect is increasingly apparent.
Cultural tourism "enters the scene" and makes culture feelable and tangible. In the ancient capital of Xi'an, the Chang'an Twelve Hours themed block recreates Tang-style scenes, allowing visitors from all over the world to immerse themselves in the elegance and fun of being a "Tang Dynasty person", appreciate the prosperous atmosphere of the Tang Dynasty, and feel the splendid humanistic brilliance of Chinese culture. Ancient cities and towns across the country use architecture, performing arts, and costumes to restore the historical atmosphere, allowing China's excellent traditional culture to come out of books. In the first half of this year, sales revenue from immersive experiences such as theatrical performances and museums grew by 28.3% and 24.6% respectively.
"Entering the scenery" makes people stay, while "entering the heart" can turn "flow" into "retention". The key to "entering the heart" is to allow tourists to change their identities from spectators to participants. Nanjing Changlefang takes the imperial examination culture of the Ming Dynasty as the main line and constructs an immersive story line from "taking the exam" to "accepting the exam", allowing tourists to naturally transform into narrative participants in the process of holding the "clearance document" and interacting with NPCs to pass the level; Beijing "Ancient Road to Qinglan" in Jingmentougou integrates local cultural resources such as ancient villages, ancient roads, Yuan operas, etc. The audience can participate in plot interaction along the traveling route, immersively experience the unique artistic conception of "poetic countryside", and personally experience the cultural charm of "Mentougou, a blessed place in western Beijing". What this sense of participation brings is an emotional memory that remains "online" after the tourists leave.
To achieve "entering the heart", you need to find the cultural anchor, complete the transformation of experience, and leave an emotional aftertaste. Huairou, Beijing, has moved traditional intangible cultural heritage from the exhibition hall into mountain B&Bs, allowing tourists to experience the charm of local intangible cultural heritage up close in real scenes of accommodation, group building and leisure, creating a new scene of integrating culture and tourism that can be seen, played, lived and consumed. Instead of creating a landscape, let life itself become a carrier of immersion. Transform cultural resources into participatory and interactive experiences, allowing tourists to be hands-on, moved, and emotional, and complete their understanding and recognition of culture in practice. After the experience is over, there is something to "take away": it can be a memory, a handicraft, a story, or even a reason to come back again.
Holiday consumption is booming, and immersive cultural tourism allows tourists to leave with a memory, an emotion, and a recognition after "checking in" and "traveling." Holiday consumption is no longer just a one-time traffic release, but a sustainable value growth. "Entering the scenery" and "entering the heart" are the deep code for the high-quality development of integrated culture and tourism, and are also the lasting driving force for expanding domestic demand and stimulating consumption potential. Let tourists "enter the scenery" and let culture "enter the heart", and the holiday economy will surely go deeper and further.
(Zhongyang)
