The popularity of "immersive" experiences stems from its inherent interactivity and sense of experience, meeting the new expectations of contemporary young people for a better life.

On the one hand, "superficial tourism" and "cursory experiences" can no longer meet the needs of people today. In this context, immersive performances, immersive night tours, immersive exhibitions, and immersive districts have emerged.

Through the integration of culture and tourism and the combination of virtual and real, tourists gain a new experience, and tourism consumption shifts from superficial "sightseeing" to in-depth tours and interactive leisure, encompassing business, health, learning, leisure, emotion, and novelty.

On the other hand, with the diversification of information dissemination channels, virtual technology and AI technology have become application tools for "immersive" culture, combining with new media such as live streaming and short videos, allowing people on the other side of the network, even thousands of miles away, to understand lifestyles in different environments.

"Immersive" series offer sensory experiences primarily based on sight, hearing, touch, and smell, as well as narrative and story-based emotional experiences, emotional resonance, and spiritual experiences pursuing value recognition, becoming a unique experience that integrates various media and audio-visual effects, comprehensively impacting the mind and body.

"Immersive +" has become a new path for the integration of culture and tourism, but there are still many problems that need to be solved in its application.

First, the investment is very large. With the booming development of the immersive industry, the scale of individual immersive tourism projects is becoming larger and larger, and the application of new technologies is increasing. Whether it is constructing real scenes or using equipment and technology, the investment is substantial.

For example, the large-scale real-scene performance "The Great Tang Dream" uses the 300-mu Furong Lake as its performance venue, utilizing multiple sets of liftable water curtain landscapes, multi-color laser projection, multi-dimensional water fountain equipment, fog forest systems, building projections, immersive surround sound, and transparent "ice screens," investing a large amount of equipment and resources.

Second, the operating model is outdated. Many immersive projects still retain the previous "ticket economy" model, making immersive projects isolated cultural projects, with a serious imbalance between input and output. Due to the lack of effective new operating models, some characteristic towns only have a few good projects accounting for more than 30% of the box office, while most others are small, scattered, and weak, often falling into a state of insufficient income to cover expenses and worrying about survival.

How to Make "Immersive +" Enduring?

"Immersive +" has paved a new path for in-depth cultural experiences, but how to make "immersive" culture "break through" well and "stand firm" may be a new topic for the cultural era.

Technology is the means, content is the key.

The rapid rise of the internet and artificial intelligence has also brought VR/AR and other virtual reality technologies and light and shadow technologies into our field of vision, and has also led to better development of immersive tourism.

Nianhua Bay Scenic Area combines the landscape architecture and poetic ecological environment of Tang and Song dynasties, integrating intelligent technology and digital experiences into town tourism through modern digital technology, forming a new immersive night-time smart tourism experience space centered on Nianhua Bay.

Nianhua Bay Scenic Area combines AR and MR technologies with tourists' flower-viewing routes, creates a panoramic model of the Luming Valley ecological area, produces various virtual scenes, and launches the "Dream Back to Tang Sakura" Metaverse experience. Tourists wearing MR glasses can interact with the deer and cherry blossoms in the scene, experiencing a realistic and vivid Metaverse immersive experience, further realizing a "what you see is what you get" offline MR experience.

Through modern immersive technology and expression methods, it is not only possible to realistically restore history, but also to bring tourists a novel experience through interactive communication, greatly increasing tourist participation.

Comprehensively Planning and improving the layout of surrounding facilities.

A good "immersive" cultural feast must be a perfect fusion of culture and "immersion".

In addition to in-depth research on cultural connotations, it is also necessary to grasp the value orientation, cultivate good habits and enhance the enjoyment of beauty through beautiful experiences, achieve precise layout, enrich experience styles according to the needs and preferences of the target group, and create an open, comfortable, and interactive environment.

For example, the Terracotta Warriors Hotel in Xi'an is designed and displayed based on the Terracotta Warriors culture, with large and small Terracotta Warriors displayed inside the hotel; in Meihekou, the location of Northeast's sleepless city, there are snow house guesthouses, making full use of local natural climate resources to create snow houses, like a fairytale town.

Adapting to local conditions and grasping the development direction of immersive tourism.

First, it's a blend of tradition and modernity. For example, in Nuoxian Town, to create an immersive experience, the entire scenic area is used as a blueprint, integrating and connecting the scenic area's scenery, performances, commerce, and cultural and creative industries. Actors, shopkeepers, and employees act as NPCs, creating an NPC experience activity chain that runs throughout the scenic area, allowing tourists to experience Nuoxian Town in a way that makes them feel 'unaware of the performance, relaxed tourism, comfortable consumption, and reluctant to leave'.

Second, it's about extension and independence. Disney theme parks feature many characters from movies and animations, or like Luoyang's Qingming Shanghe Garden, which uses VR technology to allow tourists to fully experience the bustling ancient night market.

Third, it emphasizes industrial upgrading. There are two main directions in creating immersive tourism scenarios: one focuses on creating cultural experiences without emphasizing economic benefits, such as designing immersive experiences in museums;

The other is an industrialization approach. After incorporating immersive projects, it's necessary not only to promote cultural dissemination but also to maximize efficiency. Through industrial upgrading and transformation, the ultimate goal of mutual benefit and win-win cooperation is achieved, ensuring long-term development.