2024 Insight Report on the Needs of Young People for New Tourism and Performing Arts Spaces
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2024-09-17
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In the context of integrated culture and tourism and urban renewal, performing arts formats are showing diversified, branded, and lightweight development trends. With immersive situational design, social scene experiences, and flexible spatial layouts, a number of "small yet exquisite" new performing arts spaces are continuously emerging, driving the performing arts market from specific points to a comprehensive boom. In June 2024, the 'Report on Young People's Demand Insights for New Culture and Tourism Performing Arts Spaces' was released. Let's see what kind of performances the main force of performing arts consumption – young people – truly enjoy? What preferences do their consumption habits show? And what new ways do new performing arts spaces use to break boundaries and barriers?
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The report points out that young people prefer diversified, branded, and lightweight performing arts forms, especially immersive experiences and social scenarios. The survey shows that Generation Z is willing to pay for small to medium-sized distinctive performances costing 100-300 yuan; they pursue sensory and cognitive experiences, as well as the combination of trendy and traditional culture. The report emphasizes the importance of new media in the dissemination of performing arts information, with young people mainly obtaining performing arts information through platforms such as Xiaohongshu and Douyin. Young people prefer immersive and highly interactive performing arts activities, such as live houses and music festivals. They tend to participate in performing arts activities with friends or family, seeking a platform for social interaction and release. In terms of performing arts consumption, young people show distinct layered characteristics, with most participating once per quarter, and having clear interests and expectations for performing arts content. They have high requirements for the convenience of transportation to performing arts venues, the orderly organization of activities, and the richness of formats.
New Performing Arts Spaces: How can spaces "break walls"?
New Performing Arts Spaces: How can content "break out"?
New Performing Arts Spaces: More Than Just a Stage - Experience is King, Content is Core
Original Report
In the context of integrated culture and tourism and urban renewal, performing arts formats are showing diversified, branded, and lightweight development trends. With immersive situational design, social scene experiences, and flexible spatial layouts, a number of "small yet exquisite" new performing arts spaces are continuously emerging, driving the performing arts market from specific points to a comprehensive boom.
01 Hot Topic Focus
I. Development Context of Tourism Performances
II. New Performance Spaces
The 2019 Notice on Promoting the Development of Tourism Performances issued by the Ministry of Culture and Tourism, and the 2023 Notice on Promoting the High-Quality Development of Tourism Performances issued by the Guangdong Provincial Department of Culture and Tourism, both mention supporting various tourism performance operators in expanding tourism performance spaces by utilizing outdoor squares, commercial complexes, old factories, and industrial parks, etc.
2022 - Damai New Space
With the core concept of "drama + life," it continuously launches immersive dramas and brand special events, linking the "Forbidden City - Wangfujing - Longfu Temple" cultural golden triangle to create a cultural destination.
2023 - Happy Twist 13th Month Theater
Converted from the original "Guicheng Art Museum," it breaks the traditional viewing and performance model, combining dancing and watching plays, with random on-site interactions to enhance the immersive experience.
2023 - Guangming Enlightening
2024 - Fantastic Rooftop Broadway
A magic entertainment complex with a large rooftop landscape in the city center, operating as a cafe during the day and a bar in the evening, interspersed with regular theater performances throughout the day.
III. New Characteristics of Tourism Performances
New Development Models
Lightweight scale, investment, and operation: Traditional performances have high costs and many performers. In the above-mentioned new performance spaces, sophisticated teams are often used to present a performance product, and the advantages of natural landscape resources are combined to enhance the project's attractiveness.
New Audience-Performance Relationships
Emphasis on participation and human connection: From "viewing the scenery" to "being in the scenery," it focuses on enhancing the tourists' sense of participation and interactivity, allowing tourists to immerse themselves in the performance product's process, forming deeper memories, and thus giving the experiencers a sense of accomplishment and satisfaction. In the performance process, it emphasizes mobilizing people's sensory and cognitive experiences, creating an atmosphere for participants to enjoy the "flow" state, and allowing the audience to have an immersive spiritual experience.
I. The Spending on Micro-Performances Isn't "Micro"
100-300 yuan is the "sweet payment range" for young people! They are willing to pay this price to enjoy a small and characteristic performance.
II. Heart-Stirring Performances Across Mountains and Seas
For a heart-stirring performance, over 40% of young people are willing to watch performances within the city cluster, and over 30% can watch a performance across provinces or even inter-provincially. Performances with solid content and plenty of highlights can indeed make young people readily accept the journey and attend.
III. Surfing New Media, Getting Performance Information in Seconds
To make targeted publicity, you need to keep up with the pace of young people. From the channels through which young people obtain information on tourism performance activities, over 70% learn from Xiaohongshu, more than half also obtain information from Douyin, Kuaishou videos, and WeChat official accounts, and some information is obtained from communities and offline publicity.
IV. Immersive Trendy Play Styles Are More Popular
Young people need platforms for socializing and releasing stress. Compared to traditional listening to plays and taking photos, they prefer interactive and immersive performances. This generation of young people not only plays well, but also plays with passion. From the types of activities they like, from the passion of livehouses, to the revelry of music festivals, to small-scale immersive performances and the mysterious charm of magic and acrobatics, they enjoy it all.
V. Traveling Together, Friends and Companions Make It Fun
Is it traveling together or traveling with companions? Young people have given the answer: when traveling with companions, 80% choose close friends; 30% seek like-minded companions, and some choose to participate alone, or it is related to the type of activity, distance, and preference. Overall, friends, family, and companions make traveling together less lonely.
VI. Immersive Performances Are Popular, Traditional Performances Are Being Pushed Aside
Young people's understanding and needs for tourism performances have changed compared to the traditional ones. Young people are no longer traditional audiences; they are keen to become NPCs, deeply participating and enjoying immersive interactive experiences, which also shows that young people have a stronger desire for co-creation and participation. This explains why young people today prefer livehouses and immersive micro-performances and less often choose large-scale comprehensive real-scene performances.
VII. Performance Seasonality, Young People Are Both Enthusiastic and Cautious
The frequency of once per quarter occupies the high ground, followed by once a year. The frequency of monthly and weekly is slightly less. Overall, young people's performance consumption is clearly stratified and has growth potential.
VIII. Tight Wallets Look for Discounts, Young People Seek Good Shows
More than half of young people believe that the main factor affecting their participation in performances is "limited budget, poor cost performance," and about 30% believe that their interest in tourism performances is not high, there are few performance projects, and the quality of the projects is not good enough. This shows that traditional performance projects are somewhat out of sync with the needs of young people. High ticket prices and lack of appeal to young people make them less likely to participate in performance activities.
I. Business Combination
Performance and Food "Double Kill"
When watching a performance, your mouth can't be idle either. Over 90% of young people choose both performing arts and food and beverage in urban leisure consumption.
Performance and Long-distance Travel "Sweet Union"
"For a play, I'll travel to a city." A wonderful performance can make young people willingly embark on a long-distance journey.
II. Sub-products
Music Events Have "Magic"
As long as the music starts, they can immediately enter "狂欢模式"! Young people who love performing arts festivals tend to choose music-themed activities. This may be because music is easier to resonate with and easier to spread in social circles.
Niche Performing Arts is "Family Fun"
Who says niche performing arts can only attract a few people? For young people who like to accompany their families, magic and acrobatics are their "family fun time"! The whole family sits together, enjoying a warm and interesting small-scale immersive performance, which is simply a great pleasure in life!
III. Experience Harvest
Technology and Experience Integration
Young people who prefer small and characteristic performing arts pay close attention to immersive technological applications and hope to participate in co-creation. This shows that integrating modern technology into performing arts projects, especially small and medium-sized projects, can improve the participation and satisfaction of young people.
Co-creators Have "Social Fever"
Those young people who like to participate in co-creation are simply "socialites" in the performing arts world! They not only love watching performances, but also love making new friends in performances, and tend to participate in interactive projects that allow them to express themselves and contribute creative ideas.
Performing Arts Live Performances are "Stress Relievers"
Watch a live performance, forget all your worries! It can also often bring new experiences, the biggest side effect is that both the external social attributes and the internal companionship attributes are slightly insufficient.
IV. Factors Affecting Satisfaction
Having Fun in the Play, Seeking Diversity Outside
From the perspective of performing arts content, the top three factors affecting experience satisfaction are: the performing arts theme matches personal interests, the immersive interactive experience is excellent, and the historical and cultural heritage is profound. From an organizational perspective, young people most expect convenient transportation to the performance venue, orderly activities, and a rich variety of businesses.
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