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Strategies for creating "tourism scenarios" under the experience economy

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2025-01-19

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Editor-in-chief | Yang Ming

Editor | Liu Kaiye

Source | Scenic Area Professional Classroom

The core attraction of tourism is the scenery, and the scene is also a kind of scenery. For leisure and vacation under the experience economy, it can also become a core attraction. The highest level of immersive scene experience is life-like immersion, and life-like scenes are the most natural, warmest, and most touching scenery.

Some people believe that tourists' focus has "shifted from scenery to scene," meaning that they are more interested in scenes outside the scenic area; while more people believe that "interesting" things in the journey are naturally the focus, but this does not necessarily affect the established travel itinerary. If one frequently "stops to admire the maple forest in the evening," then such a tourist has a problem or is too immature. Tourists at home and abroad do not deliberately distinguish between scenery and scenes. People like both magnificent and tranquil scenery, as well as various scenes that carry human culture and life. Scene creation has become a matter that must be paid attention to in tourism planning and design. How to view the "tourism scene" and how to create diverse tourism scenes have become key issues.

How to view the current "tourism scene"

The so-called "tourism scene" or "scene tourism" refers to the occasions, scenes, and situations seen during a tourist itinerary. This includes both pre-designed and developed attractions at the tourist site, as well as various occasions and scenes in social places, such as museums, grand theaters, vegetable markets, and community streets. For scenes at tourist sites, they should be the content that should be included in the tourism category. These scenes are equivalent to the display and presentation of the tourism theme or connotation, and are the direction that should be strived for. For example, a workshop for making sugarcane juice and brown sugar is built next to a sugarcane field in a rural complex; a teahouse with a unique and leisure aesthetic is designed and built next to a tea field; a glass viewing platform and walkway are built on the cliff edge of a scenic area. However, there is no consensus in the industry regarding scenes "encountered" during the journey. Some people believe that tourists' focus has "shifted from scenery to scene," meaning that they are more interested in scenes outside the scenic area; while more people believe that "interesting" things in the journey are naturally the focus, but this does not necessarily affect the established travel itinerary.

1. The theory of tourism scenes is not a "new discovery"

Tourism scenes existed even before the concepts of scenic areas and parks. Looking back at the history of tourism, in the era without scenic areas, what travelers or tourists were interested in were scenes. For example, in "Faxian's Biography," "Records of the Western Regions," and "The Travels of Marco Polo," the various observations recorded by the authors are all of the scene type. Tourist scenic areas contain both scenery and scenes, and tourists accept them all. Browsing through a list of scenic areas, we can see that today's scenic areas, in addition to some being natural scenery, also include many humanistic and social scenery, which can also be called "scenes," such as rural tourism, industrial tourism, intangible cultural heritage experience, cultural and tourism performances, and outdoor camping. Tourists at home and abroad do not deliberately distinguish between scenery and scenes. In the late Qing Dynasty and early Republic of China, parks had already appeared. Including Kang Youwei, some socially prominent figures and dignitaries who had traveled overseas were interested in visiting parks by buying tickets, as well as visiting foreign streets, shopping malls, markets, casinos, dance halls, and even parliaments. This shows that in the early stages of tourism development, tourists valued both scenery and scenes. Today's tourists around the world are also largely the same. In addition to their established tourist destinations, they are also interested in what they encounter randomly at their destinations.

2. Scenes from the tourist's perspective

The first is specifically designed for tourists. For example, in scenic areas, resorts, tourist towns, and rural tourism complexes, building structures, gardens, street scenes, and human performances may all become targets for tourists to take photos. Whether it is scenery or scenes, what truly attracts tourists is its viewing value, interest, and experience. Taking China's tourism market as an example, if we exclude business, official business, and private business trips, various types of tourist destinations still account for the majority of the choices made by ordinary people, while social and commercial scenes account for a small proportion.

The second is scenes shared by both hosts and guests. When they were initially developed or renovated and upgraded, most of them considered the needs or consumption of tourists, and great efforts were made in aesthetics and pleasantness. Although they do not have management measures similar to scenic areas and do not charge entrance fees, they will attract a large number of tourists and are considered livable, touristic, and commercially viable places. For example, the small river historical and cultural street area on the banks of the Beijing-Hangzhou Grand Canal in Hangzhou is densely populated with residential houses, shops, and inns, and is also a place where tourists flock to; another example is the area around Houhai in Beijing, where Nanluoguxiang and Yanjieshejie are also the same. The daily state of life and production of local residents. These scenes do not consider the needs of tourists, and for tourists, it is about "encountering" and "searching." The reason why tourists are interested in some encountered scenes is due to their differences, characteristics, and non-normality.

3. The status of scenes in the minds of tourists

The main tourist destinations and attractions occupy a dominant position in travel plans. They determine the general direction and trajectory of the tourist's itinerary, while encountered scenes or scenes that tourists hope to see are only incidental flavor enhancers and unexpected surprises. The focus on the content (scenes) of the tourist destination in the tourist's itinerary accounts for the majority, while encountered or impromptu scenes account for a subordinate position. Whether tourists prefer scenery or scenes should be analyzed on a case-by-case basis.

There are three reasons: First, the tourism industry is comprehensive, relational, and integrated, so that concepts and terms from various industries and sectors are also brought in; second, the Internet and high-tech revolution have brought an impact on the tourism industry, but traditional tourism professionals do not know much about it, and even some absurd, strange, and seemingly plausible things cannot be refuted or corrected; third, it is not ruled out that some individual tourism "amateurs" and researchers cannot withstand the "cold bench," and are eager to be innovative and act like experts.

For the improvement of tourism enterprises or industries, it is like running a restaurant. There are many related factors that affect the operation, such as storefront decoration, promotional art, material purchasing, internal control management, street relations, etc., but the most important thing is the quality, variety, and service of the food; in the tourism industry, this is equivalent to products and formats. No matter what kind of new context, new viewpoints, or new consciousness flows, only focusing on innovation and standing out from the crowd, without considering solving the substantive problems of food quality, will ultimately not be sustainable.

Therefore, we must adopt a dialectical perspective on new discoveries, new expressions, and new conclusions about tourism development phenomena and trends.

How to create tourism scenes?

Scenario tourism, as a new form of tourism consumption, transcends fantasy and reality, history and fiction, and the real and virtual worlds, allowing tourists to pursue pleasure in their imagined world, thus leading to increased tourism consumption. Culture is the resource and connotation of tourism, and tourism is the carrier and source of culture. To promote the integrated development of culture and tourism, how should future tourism scenarios be created?

1. Create a scenario tourism world and increase scenario involvement

Innovation is the primary productive force. In the current context of the transformation and upgrading of the tourism market, creating a scenario tourism world and breaking the inherent boundaries between tourist scenario projects can empower and attract tourists to the destination. By using new formats, models, and scenarios to enhance tourist participation and enthusiasm, meet the personalized tourism needs of the new market, guide the in-depth development of characteristic tourism products and services, and create immersive experiences + urban rambles + emerging commercial complexes, urban living rooms, cultural and museum venues, and community cultural life circles, etc., through marketization, professionalization, interactive experience, customization, and cross-industry integration, a new lifestyle can be created to promote tourism consumption, stimulate market vitality, and better promote the transformation of the tourism market from scenery to scenarios.

2. Create a scenario tourism atmosphere and enhance the tourist experience

By creating cultural and tourism consumption scenarios, such as holding cultural and tourism activities, the potential of cultural and tourism consumption can be continuously released. A cultural atmosphere can be created in restaurants, hotels, and entertainment venues to give tourists an immersive feeling. At the same time, local specialties, scenery, and other aspects of life culture can be integrated, and unique souvenirs reflecting the local spirit and culture can be developed. This can not only expand the scope of traditional tourism products but also enhance the tourist's consumption experience, fully tap into and mobilize tourists' consumption intentions and needs, increase the development of the cultural and tourism market, adapt to the trend of transformation and upgrading of the consumption structure, innovate consumption scenarios and models, cultivate new consumption forms, and form new consumption growth poles.

3. Diversified scenario creation to maintain lasting appeal

(1) Creation of entry-type experience scenarios

In areas such as the entrance to a scenic area or a specific scenic spot, through the design and packaging of themed landscape structures, themed landscape features, themed landscape sculptures, and themed landscape greening, tourists are guided to enter the scenic area or scenic spot in an experiential way, allowing tourists to feel refreshed as soon as they enter the tourism site. In the Taoyuandong of the Shuanglong Scenic Area of Jinyun Mountain, the "time-space tunnel" corridor connects the ticket gate and the entrance to Taoyuandong. Entering the "time-space tunnel" from the "time-space horn", the rapidly flowing "LED time-space conversion screen" gives tourists a visual experience of different time-space conversions, and finally enters Taoyuandong through the "time-space tunnel" corridor to experience the karst cave landscape.

(2) Creation of recreational experience scenarios

Targeting the "hand-in-hand" family and parent-child core customer group, emphasizing the "interactive recreation" function, by setting up interesting recreational facilities, landscape interactive facilities, landscape interactive features, interactive landscape sculptures, etc., to create a place where tourists can fully participate and interact happily.

(3) Creation of immersive experience scenarios

To achieve a perfect immersive experience, a relatively large site scale is required. Focusing on the five sensory experiences of tourists: vision, hearing, smell, taste, and touch, the creation of the scene environment and atmosphere is enhanced through reasonable transformation and design. This attracts tourists to feel pleasure and satisfaction by focusing on the current target situation, forgetting the context of the real world, thus creating a deep emotional connection between tourists and the scene.

(4) Creation of landmark experience scenarios

Prioritize the selection of sites with advantageous landscape conditions, set up large viewing platforms, viewing towers, and characteristic sculptures, create landmark scenic spots, and provide tourists with photo-taking and check-in locations. The scene design of cultural and tourism projects should be bold and innovative, pay attention to details, and be rich and colorful. The ultimate scenario connects culture, business, and people, achieving diversified interactive exchanges. Every shop and every venue is a landscape, a cultural promoter, and a cultural experience point, allowing tourists to naturally generate a desire to consume while strolling and naturally generate consumption behavior while having fun. In the era of scene-as-king, learn the methodology of creating scenes, adapt to local conditions, adapt to the times, and empower cultural and tourism projects.

4. Brand empowerment, highlighting the brand value of rural tourism

Rural tourism projects should be based on location conditions, market sources, surrounding environment, etc., fully tap into their own advantageous resources, clearly define the regional functional positioning, and reasonably determine the leading direction of rural tourism, rather than "being greedy for big things." Whether it is suitable to develop characteristic agricultural sightseeing, leisure experience, folk customs experience, or rural food, it is also necessary to actively create brands with their own characteristics, pay attention to the in-depth excavation of rural ecological and cultural resources, and can build rural tourism brands with their own characteristics from multiple dimensions such as cultural brands, ecological brands, homestay brands, and service brands.

5. "Scenario + Experience", creating a new immersive experience scenario

Future rural tourism must go beyond the traditional form of "sightseeing + dining" and meet the differentiated rural tourism consumption experiences of tourists in different seasons and time periods, transforming from sightseeing tourism to immersive experience tourism, and expanding to personalized and diversified scenario experiences such as leisure, vacation, health preservation, and cultural creativity.

Under the experience economy, the rise and fall of sightseeing tourism and leisure and vacation tourism has become a trend, and natural scenery and humanistic scenes have undergone subversive changes. In the past, there was no sightseeing without scenery, and scenery was the core attraction of sightseeing tourism; now, there is no leisure without a scene, because leisure is a spiritual activity, and the scene is the most down-to-earth; in the future, there will be no vacation without life, because consumers can only achieve the highest level of self-cultivation and self-improvement by immersing themselves in life scenes.

When consumption becomes a form of expression, the cultural significance of cultural and tourism projects is higher than their economic significance, making the creation of specific scenarios a must. The key to building "scenario power" is not only the creation of atmosphere but also the operation, from theme setting to business mix, and cultural core. The combination of these multiple factors brings consumers continuous and lasting appeal. To achieve a perfect immersive experience, a relatively large site scale is required. Focusing on the five sensory experiences of tourists: vision, hearing, smell, taste, and touch, the creation of the scene environment and atmosphere is enhanced through reasonable transformation and design. This attracts tourists to feel pleasure and satisfaction by focusing on the current target situation, forgetting the context of the real world, thus creating a deep emotional connection between tourists and the scene.

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