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Editor-in-Chief | Yang Ming
Editor | Jing Xiangyuan
Source | Tourism Festival Marketing Intelligence
Abstract: Immersive experiences and scenario-based consumption have become "buzzwords" in the current era, exhibiting strong momentum in leading and driving new cultural and tourism consumption. The Ministry of Culture and Tourism's successive releases of national-level nighttime cultural and tourism consumption aggregation area cases, pilot project lists for new immersive experience spaces in smart tourism, and demonstration cases of immersive new formats have further fueled the "scenario revolution" trend.
Immersive experiences and scenario-based consumption have become "buzzwords" in the current recovery of the cultural and tourism industry, and are showing strong momentum in leading and driving new cultural and tourism consumption. The Ministry of Culture and Tourism has successively released cases of national-level nighttime cultural and tourism consumption aggregation areas, pilot project lists for new immersive experience spaces in smart tourism, and demonstration cases of immersive new formats, continuously fueling the "scenario revolution" trend. By creatively recombining and integrating different cross-border elements, it continuously deepens consumers' pursuit of interaction, experience, and immersion within the scenario, becoming its development path.
From City walks to immersive experiences, from industry integration to AI intelligence, 5D time travel, and virtual worlds, from "Zibo's barbecue craze" to "Chang'an Twelve Hours." Unknowingly, the trend of tourist hotspots has shifted from "scenery" to "scenarios," and culture and tourism are deeply integrating into a "scenario-based era."
Scenario-based cultural tourism, as a new form of tourism consumption, transcends history and modernity, reality and virtuality, allowing tourists to experience fun in an imagined world, which is more attractive than single-scenery tours. By integrating the space, culture, values, and lifestyle of the tourist destination, it forms a field and context with a sense of immersion, experience, and interactivity, which is easy to disseminate through new media. It is foreseeable that "scenario+", characterized by immersive experiences and the integration of multiple formats, will be the trend and future of cultural and tourism development. Scenario-based consumption presents a personalized, differentiated, and diversified lifestyle; it is becoming a new carrier and space for the shared well-being of hosts and guests. At the same time, it is forming a new format for the cultural and tourism industry, bringing together and integrating a new driving force and productivity for promoting and stimulating new consumption.
The "Scenario-Based Era" of Cultural and Tourism Integration
So-called scenario-based cultural tourism is the integration of the space, culture, values, and lifestyle of the tourist destination to form a field and context with a sense of immersion, experience, and interactivity, which is easy to disseminate through new media. Scenario-based cultural tourism, as a new form of tourism consumption, transcends history and modernity, reality and virtuality, allowing tourists to experience fun in an imagined world, which is more attractive than single-scenery tours.
First, cultural empowerment. It is often said that culture is the soul, and tourism is the carrier. The scenario must have a soul, which is local culture, themed culture, and culturally impactful IPs. New cultural and tourism scenarios are no longer simple viewing processes, but through multi-linear and multiple experiences and participation, allowing tourists to experience and enjoy different cultural immersion, story scenarios, and role identities, creating a strong sense of substitution and participation for tourists, obtaining a higher quality cultural experience, and happily "paying" for quality experiences and enjoyment. For example, Shanxi's "Revisit Pingyao" uses walking performances to tell local culture, using a "sense of substitution" to interpret historical stories, vividly portraying the merchant culture and the centuries-old Pingyao Ancient City, allowing tourists to resonate emotionally, interact, and consume happily in immersive experiences.
Second, industry shaping. New cultural and tourism scenarios are a three-dimensional integration of industries, products, and services. As a lifestyle experience, it must have diversified consumer experience industries (formats), which is often referred to as "content is king" and "product is king." New scenarios should scenarize the six elements of tourism closely related to life: "eating, lodging, traveling, touring, shopping, and entertainment," such as "eating" scenarios, "lodging" scenarios, "traveling" scenarios, "touring" scenarios, "shopping" scenarios, and "entertainment" scenarios; and according to consumer needs and preferences, select appropriate industries and industry ratios, and continuously implement product iteration and industry innovation. For example, the fisherman's journey in Hangzhou's West Lake wetland creatively designed some micro-experience points in the original scenic area, such as boating, fishing, vegetable picking, and tourists cooking a meal with the ingredients they obtained... New industries are down-to-earth, and tourists love them. Many rural homestays are becoming popular new scenarios for experiencing nostalgia and new spaces for a better life through industry innovation in "characteristic eating, quality lodging, smart travel, personalized tours, creative shopping, and trendy entertainment."
Third, technological empowerment. The deep application of virtual reality, augmented reality, artificial intelligence, light and shadow technology, 5G, metaverse, and digital technology, and audio-visual technology represented by VR and AR make immersive experiences possible and empower the experience quality of new cultural and tourism scenarios. Through the perfect combination of technology and art, it presents a visually stunning feast for tourists. "Chongqing 1949" perfectly combines cool stage technology with red stories; Yangzhou's Grand Canal Museum uses 5G+VR, projection technology, and infrared technology to create an immersive experience scenario of the Grand Canal culture, which is very popular. Zhangjiajie's "Revisit Dayong" uses technology to tell stories, creatively interprets scenarios, and uses innovative technology and environmental creation to create a plot-matching and contextual environment, comprehensively mobilizing the audience's five senses of "sight, hearing, smell, taste, and touch," making the experience more vivid and profound. Wuxi Hollywood Scenic Area uses film and television industry + metaverse technology to create a virtual and real, immersive digital cultural and tourism new scenario.
Fourth, creative innovation. New consumption gives rise to new gameplay, and new scenarios create "new species." Adapting to the needs and preferences of the new generation of consumers from "watching" to "playing," new gameplay such as script killing, cultural tourism + music, cultural tourism + e-sports, cultural tourism + orienteering, cultural tourism + research study, intangible cultural heritage markets, book and tea gatherings, national style and national tide, camping and RVs, etc., makes the scenarios more fun, the experience more immersive, and consumption more diversified. And "micro-innovation" of space, adding new experiential content to the existing physical space, creates a "new species." For example, "Chang'an Twelve Hours" recreates the Tang Dynasty market scene in the existing commercial real estate, allowing tourists to change clothes and enter the experience, experiencing a journey through the prosperous Tang Dynasty. Wuxi's Taihu Lake Scenic Area "cuts time to change space," a cherry blossom viewing product, creatively made into four scenarios: morning viewing, noon viewing, evening viewing, and night viewing, not only creating a brand, but also effectively increasing consumption.
Fifth, life bestows beauty. Tourism consumption is not only moving towards the experience economy, but has also entered the era of "aesthetic economy" and new aesthetics. An attractive scene must be a beautiful and magnificent landscape, a delicious feast. By introducing tourism aesthetics, life aesthetics, urban aesthetics, and rural aesthetics, we paint a picture, tell a story, and create a scene, allowing tourists to enter this story, like this scene, and become participants, experiencers, and sharers of the story and scene. New tourism scenes are essentially high-value, high-quality life scenes, and are scenes that create and guide consumption. "Entering from culture, exiting from tourism, entering from tourism, exiting from life." Taking Lingshan Nanhua tourism as an example: from Lingshan's Buddhist culture, Nanhua Bay's Zen culture, Nishanshengjing's Confucian culture, Jinling Town's elegant culture, Kongtong Wonderland's landscape culture, to the ongoing Huishan Guoyue culture, and Dalianhua Bay's health preservation culture, etc., they all create exquisite products with ingenuity; express beauty with technology; present beauty with aesthetics; and allow tourists to experience beautiful life scenes in beautiful scenery, music, colors, pictures, and art, striving to build beautiful life destinations. Another example is the currently popular immersive night tour, which is a new time and space of beautiful life shared by hosts and guests. In the "Two-thirds of the moon in Yangzhou" night tour of Slender West Lake, people experience the night and beauty of Yangzhou in the stories and scenes of Tang and Song poems, walking into poetry and the distance; Chengdu's "Jinjiang Night Tour Dream Back to Jin Guancheng" uses the method of reconstructing the "Jinjiang Story Scroll" of Tianfu culture and telling wonderful Chengdu stories to fully restore the five local cultures and lifestyles of "tea, food, wine, boat, and leisure"; while the immersive block, Wuxi Liangxi District's ancient canal historical block's "Tonight's Good Night", "City Inside, Old Time, Modern Style", allows people, especially young people, to feel history, wander the city, and experience life in the fireworks. From "brightening" to "beautifying", from "culture" to "life", immersive experiences and scenario-based consumption are becoming the main stage and fashion in "constantly realizing people's yearning for a better life."
Keywords for Creating New Tourism Scenes
1. Building Nearby Life: New Fireworks
"Nearby" is gradually disappearing. Anthropologist Xiang Biao mentioned the "disappearance of nearby" in the interview program "Thirteen Invitations," especially for the younger generation, who are far more familiar with the restaurant list on the takeout APP than with real restaurants. At this time, some new community public spaces have emerged. They give meaning to space through practice and form collective memories through promoting common exchanges. Some scholars believe that a good community public space is extremely important for "creating a sense of community belonging." The creation of market space under the new fireworks is one of the directions for the high-quality development and transformation of community space and cultural, commercial, and tourism consumption space, and it is also a reconstruction of consumers' nearby life. The traditional "fireworks" is the daily life of ordinary people, the sounds, colors, smells of life, and it may also contain the chronic diseases of dirt, disorder, and chaos. Different from the purely market-like streets in old urban areas, the new-style streets with fireworks have been managed and reconstructed, without "dirt, disorder, and chaos," retaining the real state of life and neighborly relations, having a certain cultural background, and at the same time meeting the diverse needs of leisure, tourism, commerce, and residence. This emerging model, which has filtered out "impurities," is called "new fireworks" and has become a "traffic password" in today's urban tourism.
With new-style streets represented by Shanghai's Wukang Road and Anfu Road, an ideal life picture of urban new fireworks has been constructed, a residential area with a beautiful environment and full of cultural atmosphere and historical attributes, with necessary community businesses such as lively markets and grocery stores. Such streets are no longer simply a simple commercial complex, but a social field, a decompression space, a lifestyle, and even a city landmark.
Micro Wind Market gets rid of the noisy, messy, and crowded labels of traditional vegetable markets, instead creating a brand-new vegetable market concept. Micro Wind Market can be said to be an upgrade of the vegetable market, reflecting a life scene different from traditional supermarkets, a fun space with the warmth of life, creating a new business combination of "fresh food + experience + new retail."
The overall design style of Micro Wind Market is cold and light, mainly white, but it is precisely this light white that perfectly highlights the colorful fruits, vegetables, and meats. Considering the rich and relaxed spatial atmosphere the entire building wants to create, the layout of various businesses on the first floor presents an open and semi-open combination, coupled with sufficient movable shelves, breaking the conventional layout of traditional vegetable markets, allowing customers entering the market to feel more exhibition and shopping experiences. The attributes of the composite space are also amplified. In addition to the daily market state, it can also accommodate various exhibitions and public activities related to food and lifestyles.
Community economy is a new world for opening up commercial traffic. As a fresh and artistic vegetable market, Micro Wind Market combines traditional commerce with a creative atmosphere, exploring various forms and new appearances combined with the vegetable market, upgrading the vegetable market function to more than just a place to buy vegetables. As an extension of the market culture, the second floor of Micro Wind Market has a community living room, where people's more independent activity situations and the open sales situation on the first floor proceed simultaneously, giving Micro Wind Market social attributes, making it a third space outside of home and work, and "fireworks" collide with different pictures in the house of new and old dialogues.
As the post-90s generation is becoming the main consumer force, the young, convenient, and multi-choice consumption methods require community commerce to undergo "new scene" changes. The construction and operation of "standardized community commercial centers" is to provide various functional module shops for community commercial centers under multiple needs, using unified management to provide stable and standardized services to the community, and establishing a "harmonious and different" relaxed and pleasant community commercial environment and community atmosphere.
2. Art Integrated into Consumption Scenarios: Daily Life Aesthetics
Discussions regarding "aesthetic living" date back to the late 19th century, when Oscar Wilde spoke of the "ultimate union of life and art," referring to acquiring aesthetic experiences in daily life, namely "experience as art." To artisticize the everyday, and to make art everyday. "Everyday aesthetics" is not only a study of "aesthetic living," but also a pursuit of a happy "beautiful life." When daily needs are already met, "everyday aesthetics" will also become another "essential." Today, "aesthetic freedom" is gradually becoming a new pursuit for people beyond "economic freedom"—a wonderful experience hidden in the daily morning and evening, allowing one to achieve a self-satisfied immersive state through rich sensory experiences. Many literary and artistic figures have interpreted the aesthetics of life, but in the modern context, the daily life of art means that the aesthetics of life is not limited to the elite literati, but also belongs to many people who love life. In the eyes of the new generation of consumers represented by Generation Z, art is life, art can be integrated into life, into consumption methods, and can also lead life; it is a channel to experience life, and also a social lifestyle between people. For city dwellers, if the suburban and rural areas around the city belong to the one-hour living circle, then the art-themed cultural, commercial, and tourism complex is the "half-hour living circle" art light vacation destination.
Nourished by culture and art, in the "light vacation" destination of the art complex, there is no need for long journeys to experience the new aesthetic language of the city in the artisticized daily life. In the past, to perceive these, one needed to go to different places in various corners of the city—libraries, parks, art museums, art hotels… Now, in the urban art complex, these scenes are gathered together, and presented in an immersive and slow narrative way, creating a beautiful atmosphere of "art light vacation," making people connect with the city more warmly. Whether it is an art commercial complex, or an art park, district, etc., the integration of artistic elements and scene atmosphere, through integrated art installations, art exhibitions, and art activities, attracts various distinctive new retail formats and IPs to enter. They use commerce as their bones and art as their soul, providing sufficient value and meaning for the breakthrough of city tourism, becoming a micro-travel destination for the city's avant-garde trends. Under the booming growth environment of the "art+" model, various tricks have been played. Many people have incorporated experiential art into commerce, and the innovative creations of some leading players have continuously achieved "traffic + money-making," providing a reference model for the transformation and upgrading of physical commerce.
Shanghai Suhewan Mixc, with the concept of boundless, stress-free, and purposeless, focuses on natural ecological experiences, creating a cultural and artistic living gathering place with urban influence, rather than a single-purpose shopping mall. Suhewan is connected to the Bund. Based on the introduction of experiential commercial, cultural, and artistic formats, using the "urban canyon" as the design concept, combining historical, modern, and future backgrounds, integrating historical humanities, green ecology, and retail experiences, creating a space that combines the openness and public nature of diverse scenes. While continuing the historical and cultural context, it will also host constantly changing cultural performances, art highlands, fashion shows, and other public activities, providing a modern public cultural space.
The most eye-catching is the large-scale permanent outdoor art installation—"Step Up!"—created by the creative brand AllRightsReserved, together with the art group Inges Idee. This installation is located in the East and West atriums, spanning two floors of commercial space. "Step Up!" depicts a little boy carrying a large elephant backpack. He receives magical power from the elephant and takes a step, stepping up two floors.
Suhewan Mixc, with its open and diverse DNA, perfectly matches the current urbanites' desire for open natural spaces and a free social lifestyle, allowing consumers to experience art, humanities, and trends in the most comfortable way. As a cultural and artistic living gathering place, the integration of aesthetics and commerce runs through the inside and outside of Suhewan Mixc, joining hands with UCCA Edge to create the "Dream Journey—Urban Public Art Season," showcasing a diverse and inclusive cultural atmosphere. UCCA also opened a UCCA store on the LG1 floor of the East Atrium, themed around the first solo exhibition in China by the Italian national treasure artist Maurizio Cattelan. This is also UCCA's first store in a shopping mall. As the boundaries between art and commerce become increasingly blurred, shopping malls, from architectural form to spatial structure and commercial content, are gradually promoting the form of commercial art and artistic commercialization.
3. The "new favorite" of social life: Xiaohongxian
The term "Xiaohongxian" has quietly become popular on new media. "Xiaohongxian" utilizes its advantages in scene creation to become a new generation of "attracting and retaining customers" tools, and is also the best way to gather popularity and drive regional development. In an era dominated by refined operations, the concept of "Xiaohongxian," characterized by small size, internet celebrity appeal, and leisure, has emerged. "Xiaohongxian" focuses on creating "excellence" and "beauty" in a limited space, allowing small-scale cultural and tourism projects to release enormous energy. These projects usually have unique and distinct themes, and based on this, comprehensive scene design and layout are carried out. By creating multiple check-in points and reputable products, they satisfy young people's desire to "plant grass" and "pull grass."
At the same time, "Xiaohongxian" pays great attention to the creation of scene atmosphere. They do not pursue high space efficiency, but focus more on the comfort of tourists after entering the project. By creating a leisurely environment, they weaken the anxiety brought by the passage of time, allowing people to stay here with a more relaxed and pleasant mood. "Xiaohongxian" projects can not only meet consumers' offline social needs, but also satisfy consumers' desire to share on online social platforms, sharing blockbuster photos on social media in the first place, thus achieving a rapid viral effect. Shanghai Jing'an's new art landmark
—The predecessor of M+ Mali Creative Park was the Shanghai Fine Arts Pigment Factory. Now, it has transformed into a micro art district that attracts many young people to check in. The most distinctive feature of the park is the "mamǎfufú Super Department Store," a collection experience store jointly created by Xingfu Ji Hui and Mali Paint for the first time, based on the concept of colorism. It is named after Xingfu Ji Hui's "Fu" and Mali's "Ma," aiming to continuously convey Mali's brand symbols and cultural values to the city and the younger generation.
Mamǎfufú perfectly embodies the concept of "Xiaohongxian." Whether it is the overall scene style, the flexible use of color, the interactive experience content, or the introduction of the brand's first store, it has created a high-quality photo-taking effect, attracting many young people to check in and consume. Mamǎfufú Super Department Store is a cross-border joint trendy cultural and creative space, occupying the best street-facing second floor of M+ Mali. Whether it is the outdoor walls or the indoor layout, a large area of high-tension red, yellow, and blue primary colors is used, integrating the "colorism" of the century-old paint brand "Mali" into the overall space design. Within the 1000㎡ space, 8 themed areas are created, including Mali Fun Factory, Mali Paint Materials, POP-UP Market, Color Ideal Country, Inspiration Books, Color Life Market, Color Salon, etc., covering art exhibitions, handicraft studios, paint materials, books, home furnishings, art derivatives, clothing retail, and other types of business content.
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To further study and implement General Secretary Xi Jinping's important instructions and directives on tourism work, implement the relevant work arrangements of the National Tourism Development Conference, promote the positive innovation, quality improvement, and deep integration of the tourism, leisure and entertainment industry, and contribute to the modernization and high-quality development of the tourism, leisure and entertainment industry, the China Amusement Machine and Amusement Park Association will hold the 2024 China Tourism, Leisure and Entertainment Industry Development Conference in Zhengzhou from October 23-25!
