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Immersive Themed Night Tour Mode and Case Analysis

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2024-04-18

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If you want to take the lead in the current wave of new night-time cultural tourism, you should pay attention to the design of the experience of night tourism economic projects, focus on the subjective feelings of tourists, meet the emotional needs of tourists in immersive interaction, integrate characteristic cultural elements, promote tourists' free experience, and obtain the ultimate experience effect in the process.

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Editor-in-chief | Yang Ming

Editor | Jing Xiangyuan

Source | Immersive City

According to the "2023 China Night Economy Development Report" by the China Tourism Academy, from January to August 2023, the average number of night-time tourists in 363 key monitored cities recovered to 110% of the 2019 level; among them, the recovery rate of scenic spot night tours compared with 2019 reached 144.5%. Night scenery, night tours, and immersive light and shadow shows have become key consumption formats that various places are vying to develop and flourish.

Immersive experience becomes a new element for the transformation of cultural tourism scenic spots

Technological advancements have provided unprecedented possibilities for cultural tourism night tours. From the use of AR and VR technologies to advanced display technologies such as holographic projection and laser projection, technology has brought tourists a sensory experience that transcends reality. For example, in some scenic spots, through AR guidance, tourists can see historical and cultural explanations superimposed on real scenes on their mobile phone screens, making history and reality blend together, enhancing tourists' sense of participation and exploration.

In addition, intelligent technology has also provided convenience for night tours. Intelligent lighting control systems can change colors and brightness according to scene and atmosphere needs, creating different emotional atmospheres. Intelligent interactive devices allow tourists to interact with exhibits through gestures, sounds, etc., making static exhibits "come alive" and enhancing tourists' interactivity and fun.

Different from the traditional night tour mode, immersive night tours strive for immersive experiences, allowing tourists to "immerse" themselves in the scenic area and create diverse entertainment experiences. The application and expression of "immersive" allow users to obtain interaction and feedback during various entertainment or consumption experiences, thereby improving users' participation focus, a full sense of control, and meeting users' psychological needs.

Create highlights to maximize the publicity effect of the scenic spot and attract more tourists. How to create scenic highlights with "visual" elements is even more crucial, because tourists often "visit a scenic spot because of a picture or a video".

(1) The "visual" content is a standard configuration in the era of mass tourism

Luo Shugang, Minister of Culture and Tourism, emphasized during the Two Sessions that the era of "mass tourism" has arrived. The arrival of mass tourism means that people across the country, regardless of their education level, will actively participate in tourism. In today's tourism, taking photos and videos is the most common tourist need, but not every tourist has professional photography skills, nor does every tourist have the ability to discover and capture beauty. Therefore, scenic spots need to provide some standard "visual" content so that tourists can easily and quickly take phenomenal photos or videos for dissemination.

Immersive night tours are projects that can truly create unforgettable night activity experiences. They are artistic products that combine activities, content, and IPs.

(2) Create 5-10 "check-in points" with a "visual" sense

In the case where the public has a need for photography but lacks excellent photography skills, the creation of standardized "visual check-in points" is very necessary. Scenic spot operators only need to plan locations, set up AR immersive night tour attractions, and develop them into "check-in points" with a "visual" sense. Then, consciously guide tourists to take photos based on these attractions to meet the needs of tourists to leave 5-10 classic photos or videos in a scenic spot.

The main presentation methods of AR immersive night tours include AR interactive tactile devices, naked-eye 3D projection shows, body-sensing lighting devices, holographic water screens, etc. Through research on the site, more rich and colorful experience content and interactive experiences are combined to create a multi-dimensional immersive night tour mode based on local conditions.

(3) AR light and shadow create a scene atmosphere suitable for "visual" presentation

In the traditional model, if a scenic spot wants to maintain continuous attraction to tourists, it needs to constantly renovate and upgrade, creating more landmark buildings. However, tens of millions of investment funds cannot guarantee excellent display effects. The scenic spot's income is invested year after year in infrastructure construction, and the day of profitability is far away.

The immersive night tour mode is a new model based on the original landscape of the scenic spot, without the need for demolition and reconstruction, or special regional planning. It combines more rich and colorful experience content and interactive experiences to create a unique and multi-dimensional immersive night tour landscape for the scenic spot based on local conditions. Compared with traditional transformation, creating an immersive night tour mode is the most cost-effective.

Technology and humanistic memory: Strategies for creating immersive night tours

(1) Focus on sensory experience and create immersive experience areas

The design of immersive night tour landscape space should fully mobilize the "five senses" of the experiencer, namely sight, hearing, touch, smell, and taste, to enhance tourists' sense of participation and satisfaction. It should be based on people's interactive dynamic participation and the experience of body and mind.

(2) Break the shackles of space and integrate into the existing environment of the scenic spot

The night tour landscape space is a combination of virtual and real scene spaces, with strong plasticity and extensibility. The design of the core attraction of the landscape can break through from two levels of time and space, deepening and improving. Break the spatial limitations of traditional night tours and create a breakthrough in landscape selection. It can be deployed indoors and outdoors, and pays attention to the harmonious unity of landscape and environment, allowing tourists to enjoy all-weather and all-space high-level treatment.

(3) Find comprehensive talents and build a professional team

At present, China's night tour landscape lacks innovation in design concepts and cultural content mining, and its cultural experience is weak. Even if there are good ideas, they are mostly based on difficult-to-implement conceptual planning. Therefore, in the creation of night tour landscapes, it is necessary to strengthen the cross-field and cross-professional integration of team design talents.

Sharing of immersive theme practice cases

(1) Wuling Night City

The immersive opera-themed night market "Wuling City That Never Sleeps," located on Xiguan Street in Zhuxi County, officially opened on December 30, 2023. The old Xiguan Street in Zhuxi has been reborn, emerging like a phoenix from the ashes, returning in a completely new and vibrant form. This ancient town of Wuling has made a stunning debut, attracting countless tourists and becoming a popular tourist destination.

Wuling City That Never Sleeps uses "Erhuang National Essence" as its cultural soul, Zhuxi cuisine as its industrial foundation, and the night market economy as its top-level logic. It features one axis, two sequences, five acts, seven opera themes, and fifteen cultural nodes, creating an immersive night viewing experience. Tourists can browse the market, watch performances, and enjoy food.

Utilizing the water features and incorporating modern sound, light, and electrical technology, the light and water show theater built along the Zhuxi River is the first immersive water scene interactive experience project in China. "Xiguan Meets Wuling" combines various fountains, fog, lasers, holographic screens, CG imagery, and multimedia numerical control to present a top-tier water show. The soaring water columns and crisscrossing lasers weave together grand performances, creating breathtaking scenes that attract tourists to stop and watch.

The opera scene drama "Wuling Pear Garden Affection," specially created by the Winter Olympics opening ceremony team, uses an immersive, progressive, and interactive performance style, allowing the audience to experience the Pear Garden's affection firsthand and immerse themselves in the charm of the national intangible cultural heritage Shan Erhuang opera performance.

In addition to Shan Erhuang opera performances, there are also Kunqu Opera, Yue Opera, Henan Opera, Qinqiang Opera, and other opera forms, combined with martial arts, dance, acrobatics, and other art forms. These are integrated with modern light and shadow technology and cyber culture at the seven performance nodes in the street area, allowing visitors to experience the beauty and charm of opera.

Wuling City That Never Sleeps is an immersive opera-themed cultural and tourism street area, with food as its main industry and the night market economy as its entry point. It incorporates trendy play, cultural creativity, animation, and special effects elements, attracting seven major business formats: themed restaurants, leisure and entertainment, specialty snacks, intangible cultural heritage creations, boutique retail, specialty supermarkets, and cultural stations, giving the ancient street new life and vitality. During the New Year's Day period, lantern parades, Erhuang performances, and various musical performances connected the entire street, igniting new excitement for the immersive night tour.

(2) Kunming Waterfall Park

Kunming Waterfall Park has always attracted a large number of citizens and tourists with its beautiful natural environment. As the 2024 Year of the Dragon approaches, a new "playground" has recently been added—the "Colorful Dragon River, Night Tour of the Waterfall" immersive night tour season. Starting December 21, 2023, Kunming Waterfall Park ushered in a super-charged immersive night tour. The park is adorned with neon lights, and the perfect combination of holographic projection and beautiful scenery creates a visual feast of light and shadow. The rushing waterfall, combined with lighting technology, is like watching a 3D movie without glasses.

The event subverts traditional forms of light art, presenting colorful lights in an innovative way to the public. Combining modern technology with multimedia interactive experiences, it integrates the ancient Eastern myth of the coiled dragon with the waterfall, creating a fantastic effect of a time-space symphony.

The scene construction uses Zigong lanterns as the basic foundation, incorporating modern lighting fixtures and holographic equipment, presenting a blend of traditional and modern elements, combining sound, light, and electricity. The park features dozens of light and shadow themes, such as Nine Dragons Playing with Water, Dragon Soaring Through the Clouds, Phoenix Flying to Heaven, and Zigong Lanterns. Using water bodies, buildings, and greenery as carriers, combined with various colorful lights, holographic projections, and music, an enchanting and dynamic, well-arranged experiential space is created.

(3) Yingde Xianqiao Underground River Cave Night Tour

Hidden within the unique karst landforms of Yingde, Qingyuan, is an underground river cave—Xianqiao Underground River. It is approximately 13 kilometers long, with 3.8 kilometers currently developed, allowing visitors to see rare cave wonders by boat. The currently accessible area is about 1.3 kilometers long, shaped like a dragon. There are rivers within rivers and islands within islands. Among them are "Three Dragons Playing with a Pearl," "Golden Lion Welcoming Guests," "Two Turtles Listening to the Law," and various other formations such as "Immortal Peach," "Immortal Lotus," "Immortal Chrysanthemum," "Immortal Ganoderma," "Jiang Ziya Fishing," and "Sun Wukong Entering the Palace," each with unique shapes and characteristics.

The brand-new "cave immersive digital theater" uses multi-dimensional imaging across land, sea, and air, with a rich plot, providing tourists with a novel and realistic visual experience. The cave continuously "transforms" into various dazzling and vivid 3D images that seem within reach. Holographic projections and overall artistic lighting are installed inside the cave, overcoming the challenges of complex terrain and dim environments. Dozens of locations have holographic projectors and screens installed; nearly one hundred locations have been modified for digital lighting control, with hundreds of new lighting fixtures added; and the cave entrance perfectly presents a 6D naked-eye 3D cinema.

(4) Immersive Night Tour of "Dreamland Tulou"

This project focuses on creating the Fujian Tulou Scenic Street, a visitor center, scenic trails, the area along both sides of the river, and basic lighting and main lighting projects for 15 key courtyards. It uses advanced digital technologies such as naked-eye 3D, holographic projection, and three-dimensional water curtain projection, planning to build six key immersive interactive areas.

Without damaging the Tulou cultural relics or affecting the local people's production and life, the project uses the Tulou buildings, water systems, and trails as carriers. It utilizes various natural elements such as light, shadow, fog, gas, water, thunder, and wind. Through the use of 3D water curtain shows, holographic projections, naked-eye 3D mapping, lasers, and immersive techniques, combined with bionic devices, motion capture, body-sensing interaction, sound and light devices, mechanical props, and situational skits, it allows tourists to personally experience a sensory experience that combines viewing, interaction, and functionality, and gain a multi-dimensional understanding of the unique and rich Hakka culture.

The project integrates night tours, night entertainment, night shopping, night stays, and night performances. Themed "Returning to the Tulou," and based on the history of the five Hakka migrations, it creates six sub-themes: Tulou Echoes, Tulou Charm, Where Did the Hakka Come From, Tulou Protection, Tulou as a Painting, and Tulou Dream Return. It highlights Hakka folk songs, intangible cultural heritage performances, Hakka origins, Hakka family precepts, Hakka mountains and rivers, and the Hakka spirit. Combining cultural stories, holographic performances, interactive experiences, and artistic light and shadow, it creates a brand-new "immersive" high-quality cultural and tourism night tour project that integrates "the fusion of art and technology, the compatibility of dreams and reality, the appreciation of magic and beauty, and the brilliance of culture and history."

Night tour is not merely a simple lighting project or a traditional tourism performance; it is a fusion of comprehensive arts and should be an external manifestation of culture and spiritual civilization. To take the lead in the current wave of new nighttime cultural tourism, we should focus on designing the experience of night tour economic projects, paying attention to tourists' subjective feelings, meeting their emotional needs in immersive interaction, integrating characteristic cultural elements, promoting tourists' free experience, and achieving the ultimate experience effect in the process.

A high-quality night tour light and shadow project is not only a splendid visual feast but also a cultural feast, a window for carrying and showcasing a city's history and humanistic memory. When we integrate carriers such as architecture, nature, sound, and light and shadow with technology, what we want to achieve is to interpret and present history from a modern perspective, linking the present and looking to the future.

China Tourism Association Activity Cooperation: 18810272514

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