Media reports，Nanjing Qinhuai, a new immersive business and tourism cultural complex jointly built by Nanjing Confucius Temple Cultural Tourism Group and Shanghai Mengjia Group, will be officially unveiled next month，The project concept comes from the ancient Ming Dynasty painting "Shangyuan Lantern Color Picture"，Covers live entertainment、Ancient style market、Various immersive business formats such as theme streets。Today when the concept of “immersive experience” is being discussed in full swing，Immersive Complex，It seems that a new cultural tourism dream is being built。

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Strictly speaking，Immersive experience，Not new，As early as 1955，Disney brings fairy tales into reality，A theme park built according to the virtual world in the movie，It can be called the earliest immersive experience。Immersive experience in the contemporary sense，is widely considered to have originated from "Sleepless Night" which was performed in New York on March 7, 2011，And it has inspired and influenced the subsequent development of immersive experience projects。

According to "Fantasy-2020 China Immersive Industry Development White Paper"，The domestic immersive experience started with the immersive performance "Meet Pingyao Again" in 2013，Really entering the public eye，In 2017。

After 7 consecutive years of exponential growth，Domestic immersive experience covers 12 major industry segments and 35 types of businesses，Become one of the most developed markets in the global immersion industry，Immersive drama、Immersive performing arts、Immersive new media art、Immersive live entertainment、Virtual reality theme park...everything is missing。

2019，The total output value of the domestic immersion industry is 48.200 million yuan，Looking at the world，Based on the financial status and creator survey results announced by each company，Preliminary estimate of global immersive theater revenue in 2019 is US$28.1 million。The total market value of experiential art museums is approximately $28 million，And still growing，It’s like a 100 billion market。

At the macro policy level，In 2019, the General Office of the State Council issued the "Opinions on Further Stimulating the Potential of Cultural and Tourism Consumption"，Nine main tasks in the policy，Three items are closely related to the development of the immersive industry，Making the immersion industry gain a further wave of 188bet Online Sports Betting and Casino attention，Attracting more investment from the cultural and tourism industry、Development、Operator admission。

Today’s immersive industry industry chain，Extremely wide coverage，The downstream industry is mainly composed of IP parties、Commercial real estate、Cultural and tourism scenic spots are composed of three parties，The integration models with the immersive industry are also different。As one of the 35 types of immersive industry，Immersive complex is becoming a new trend in cultural tourism，Collision creates a different future。

Is it fun to build an immersive cultural tourism complex?

Complex is a very broad concept，Not only refers to commercial complexes such as shopping malls，It can also be a cultural tourism destination covering commercial properties，The ultimate goal is to realize consumers’ consumption behavior。Our cultural tourism destination，From an ordinary cultural and tourism complex to today’s immersive cultural and tourism complex，Have quietly implemented two scene upgrades。

The original cultural and tourism complex，Meets the most basic travel needs，The combination of shopping + dining + entertainment，So-called experience，It’s just to add some costume photography in simple scenes for tourists，Except for being the same，Only the embarrassment of being out of place。

And it’s the second stage，It is to change the scene form。For example, an architectural style similar to the destination、Integrate destination culture into products，Further increase visitors’ sense of immersion，Can deepen your understanding of the destination，Ruwuzhen、Xitang and a series of ancient towns，In fact, it can be regarded as a large complex integrating food, accommodation, travel, shopping and entertainment，There is also water town culture，It’s just that the exploration of culture is still too shallow。

as 3.The 0-mode immersive cultural tourism complex emphasizes the theme of culture more than the previous two，Not only the overall style, but also the visual effect、Touch、The taste is integrated into it，We are trying every means to eliminate the sense of distance from tourists，Enhance the sense of participation，With the help of tourist clothing、Environment adjustment、Technical means, etc.，Let tourists become “people in the scenery”。The Nanjing Qinhuai mentioned at the beginning of the article-the theater belongs to this。

Visible，Immersive cultural tourism complex is a business form with higher requirements on space and environment，Only from the advantages，Have enough immersion、It can also better meet the needs of young people for immersive experience，Data display，Cooperation with cultural tourism attractions，Compared to simply IP or commercial real estate，More attractive to consumers。However, the various difficulties that exist cannot be underestimated。

188bet app There is no ready-made system to follow

Although the immersive industry has market recognition and policy promotion，Practitioners with more experience，In immersive performing arts、Even immersive secret rooms and other broader business formats with relatively low thresholds，But as an immersive cultural and tourism complex，In development，188bet app There is no ready-made system to follow，Technology、Channel、Content and the entire industry chain，Need to explore one by one。For developers，In addition to a deep understanding of destination projects and culture，Still need to find the connection point with immersive experience，In order to create an immersive cultural and tourism complex，This is undoubtedly a big project。

High requirements for technology and talents

To implement the concept of “immersion”，It is inevitable to deal with digital media、Art、Integration and application of emerging industries in large fields such as construction，Therefore，This has certain requirements for building a team of comprehensive talents and technical reserves。In addition，Consumers faced by immersive cultural and tourism complex，Travellers who often sneer at those crude first-generation cultural travel experiences，Therefore，Beyond technical literacy，High-level aesthetic literacy is also indispensable。

IP introduction is full of problems

For an immersive cultural tourism complex with "theming" as its main selling point，Requires relatively higher capital investment，Get IP blessing。However，Some people in the industry also said，The cost of introducing IP is not what scenic spot operators care most about，What is important is the quality of IP content products，And whether it is suitable for your project。Also，Whether the introduced IP content is unique and differentiated，This is also a point that scenic spot operators attach great importance to。Therefore，Many cultural and tourism destinations，For the creation of an immersive cultural and tourism complex，will maintain a more cautious attitude。

What kind of immersive cultural and tourism complex can attract young people?

As the main audience for immersive experiences and even immersive cultural tourism complexes，The real needs of young people growing up in the new era，It has become the primary consideration in building an immersive cultural and tourism complex。And from Hanfu、Script Kill、In theme parks and other businesses，It is not difficult for us to follow the immersive desire of contemporary young people，Outline the ideal appearance of an immersive cultural and tourism complex。

/dress up game/travel boom

Last two years，Popular things among young people，Hanfu counts as one，Script killing can also be counted as one，And if we look at the root cause，Both are borrowed for street photography、cross string、Dramas such as cross-dressing，Enable young people to gain immersive pleasure，At the same time, it also drove the offline tourism boom。

With the rise of Hanfu craze，More and more tourist cities with a sense of history，For example, Hangzhou、Xi’an、Nanjing, etc.，The formation of a unique "Hanfu culture"，It is common to wear Hanfu and walk on the street，There is even a special "Hanfu Street"，Tourists can rent Hanfu，The store will help with makeup and hairstyle，You can go to tourist attractions and take photos by yourself，Feel the individual blend of classics and modernity。Because of these unique services，Many young people just want to wear Hanfu once，Traveling to a city。Different from the embarrassment of putting on costumes and taking photos on the spot in scenic spots，In these cities，After the experience process of dressing up and changing outfits，Young people can really immerse themselves in it。

The script killing is also similar to Hanfu，In 4-7 hours of game play，Offline stores provide products such as ancient style、Republic of China、Japanese-style decoration and costumes that match the script，Make it easier for players to enter the role，Immerse yourself in the reasoning game。The operator of Script Killing is obviously not just satisfied with this，In Chongqing、Hunan and other places，There has been an immersive script killing for two days and one night，The player’s food, clothing, housing and transportation are all-inclusive for the whole family，Unique experience and immersion，Making these cities a tourist destination for many young people。

As mentioned above, the immersive cultural tourism complex Qinhuai-in the theater，In order to allow tourists to travel directly into the world of "Shangyuan Lantern Picture"，The first large-scale original immersive drama "Shangyuan Lantern Color Picture" launched in China，Visitors can participate，You can choose different roles，For example, a scholar、Xia Ke、Jinyiwei, etc.，Then put on different clothes，Follow the actors and watch them inside，Tourists’ participation may even affect the plot。

Intangible consumption driven by a sense of reality/

Immersive cultural tourism complex，After all, it is still a business form，The purpose is still to get consumers to consume，But in an immersive experience，You must also be immersed in consumption to avoid drama，First of all, we must build the immersive cultural and tourism complex into a place where consumers are willing to come，Then buy some things to take home while playing。

Take the enduring Hengdian World Studios as an example，The immersive scene experience，This is an important factor in attracting many tourists，And in Hengdian，Tourists only need to pay a few hundred to several thousand yuan，Just let the director、Script、The scene serves itself，Have your own micro-movie，Consumption has become a matter of course。And the "Yanxi Palace" in the Forbidden City in Hengdian，Visitors can also get fun experiences，There are not only scenes 188bet app download in the play such as "Embroidery Workshop" and "Xinzheku"，And there is an etiquette father-in-law who teaches palace etiquette。

Experience economy where fantasy becomes reality

A theme park favored by many young people，Also the number one player in the immersive industry，The trump card is to turn fantasy into reality，Contribute to the experience economy。

Take Universal Orlando as an example，2010，Orlando theme park attendance increased by more than 10%，This is thanks to the opening of Universal Orlando’s Harry Potter project，Added more than 1.7 million visitors to the two parks of Universal Orlando that year，Also found a weapon for Universal Studios to compete with Disney。

It’s 2016，With Catering at the Harry Potter Diagon Alley Project、Souvenirs and other products，Universal Studios Florida’s attendance increases by 4.3%，The four theme parks of Walt Disney World in the state have experienced varying degrees of decline (0.7%、0.5%、0.5% and 0.7%）。

How will immersive complexes affect the cultural tourism industry?

As a display form of cultural tourism destination，The immersive cultural and tourism complex has its own unique features，And these features，will further have a profound impact on the entire cultural tourism industry。

Empowering new scenarios for cultural tourism

The pioneering nature of immersive projects，Enables cultural tourism scenes to have more aesthetic and functional possibilities，It also achieves multi-functionality in culture、Multi-dimensional display。

Still taking Qinhuai-theatre as an example，Project to extract lights from paintings、Merchant、A series of Qinhuai culture including folk performing arts，Created a prosperous lantern show that never ends。And a small businessman in ancient costume、Random street performances and antique markets，increases the fun and immersion of the project。From the specific business format，Qinhuai-The first to fifth floors above ground in the theater are immersive theme blocks，Introducing retail、Culture and Creativity、Catering、Entertainment and other industries；The first floor is an immersive antique market，Restore the prosperity of the market in "Shangyuan Lantern Painting"，Contains intangible cultural heritage、Gourmet、Cultural and creative content。

Immersive IP creation

Immersive cultural tourism complex while introducing IP，The IP must also be immersed，Enable IP to be transplanted to cultural tourism destinations，Not just a simple and crude application，Instead, perform immersive interpretation，Glowing with new vitality，To impress consumers from multiple dimensions。

A typical case is，2018，Taking advantage of the popularity of the American drama "Westworld"， HBO created a 5-day "Westworld" pop-up theme park，Move the virtual town "Sweetwater" in the show into the display，Let the audience live in the series as characters，With the game prompt "188bet online sports betting Make your choice"，Give the audience autonomy，Brings you an unparalleled experience，It is an immersive reshaping of IP，Amazing response。

Get rid of the shackles of tickets to cultural and tourist attractions

Many cultural and tourist attractions are still in the primary stage of selling tickets，And in the future，As tourists have higher and higher requirements for travel quality，The leisure and vacation market is getting hotter，Will definitely upgrade from “selling tickets” to “selling scenes”，Immersive cultural and tourism complex，Can be regarded as a way to get rid of the constraints of the "ticket economy"。

As shown above，The ideal appearance of an immersive cultural and tourism complex，Enable consumers to consume invisibly，Throughout the immersive scene，Except tickets，Other consumption of food, clothing, housing and transportation becomes natural，Even due to the implantation of creative content and the creation of space scenes，Making return travel and extending the consumption chain possible。

Promoting sinking cultural tourism destinations/floating/

at present，Many immersive business formats have begun to move from first-tier cities to second- and third-tier cities，There is even a trend of further sinking，This brings a new trend to the cultural tourism industry in the sinking market，These cultural tourism destinations can be built with the help of immersive cultural tourism complexes，Reach more young consumers，Tours and experiences that attract them，Realize the "floating" of information。

From the most ordinary cultural and tourism complex，To today’s immersive cultural and tourism complex，The immersive industry brings a new possibility to cultural tourism destinations，its future，Not necessarily technically advanced，How exquisite in design，But it must be in the experience，Occupy the high ground，In culture，Can stand the test。

*Source of this article：WeChat public account"Space Detective”(ID:MESPACE007)，Author: Xu You，Original title: "Can immersive complexes become the future of cultural tourism?》.