文旅案例 | 城市主題樂園：從“微縮樂園”到“城市文化會客廳”、一次深度的城市文化探索

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成功的城市主題樂園不再試圖復制大型樂園的“大而全”模式，而是專注于“小而美、深而精”的發展思路。這需要從根本上重新定義樂園與城市的關系：

深度在地化：將城市DNA融入樂園血脈，城市主題樂園最寶貴的資源是其所在城市獨特的文化基因。成都的“蜀文化”、西安的“唐風古韻”、上海的“海派風情”都不是簡單的裝飾元素，而應成為樂園體驗的核心敘事。例如，將本地非遺技藝轉化為互動工坊，用當代藝術語言重新詮釋傳統故事，讓游客在娛樂中完成一次深度的城市文化探索。時間維度創新：全天候、全季節運營模式，傳統樂園受制于開放時間與季節變化，而城市樂園可創造“白+黑”、“四季無休”的體驗節奏。白天聚焦家庭親子與教育體驗，傍晚轉為青年社交場景，夜間打造沉浸式演藝與光影藝術。通過室內外結合的空間設計，消除天氣與季節對運營的影響，實現全年均衡客流。空間高效利用：垂直化與混合功能設計，城市用地稀缺決定了樂園必須高效利用每一寸空間。采用多層次立體設計，地下、地面、空中三維開發；融合娛樂、餐飲、零售、展覽、演出等多重功能，使各區域在不同時段服務不同客群，提升單位面積產出價值。

Successful urban theme parks no longer attempt to replicate the "big and comprehensive" model of large-scale parks, but focus on the development concept of "small but beautiful, deep and exquisite". This requires a fundamental redefinition of the relationship between amusement parks and cities:

Deep localization: Integrating the DNA of the city into the lifeblood of the park. The most valuable resource for a city theme park is the unique cultural genes of the city where it is located. The "Shu culture" of Chengdu, the "Tang Style and ancient charm" of Xi 'an, and the "Shanghai style" of Shanghai are not merely decorative elements but should become the core narrative of the park experience. For instance, local intangible cultural heritage skills can be transformed into interactive workshops, and traditional stories can be reinterpreted with contemporary artistic language, allowing tourists to complete a deep exploration of the city's culture while having fun. Innovation in the time dimension: All-weather and all-season operation mode. Traditional theme parks are restricted by opening hours and seasonal changes, while urban theme parks can create an experience rhythm of "day and night" and "no rest throughout the four seasons". During the day, the focus is on family, parent-child and educational experiences. In the evening, it shifts to a youth social scene. At night, immersive performances and light and shadow art are created. Through the combination of indoor and outdoor space design, the influence of weather and seasons on operation is eliminated to achieve balanced passenger flow throughout the year. Efficient space utilization: Verticalization and mixed-function design, the scarcity of urban land determines that the park must make efficient use of every inch of space. Adopting multi-level three-dimensional design, it is developed in three dimensions underground, on the ground and in the air. Integrating multiple functions such as entertainment, catering, retail, exhibitions and performances, it enables each area to serve different customer groups at different times, enhancing the output value per unit area.

一、體驗革命：科技賦能與深度沉浸，現代游客不再滿足于被動觀看，而是渴望參與、創造與轉化。城市主題樂園必須引領這場體驗革命：

沉浸式敘事生態系統，借鑒《不眠之夜》等沉浸式戲劇的成功經驗，將整個樂園構建為一個龐大而細膩的敘事宇宙。游客不僅是旁觀者，更是故事進程的推動者。通過角色扮演、任務解鎖、多線劇情等設計，讓每次游玩都有獨特體驗，極大提高重游率。例如，倫敦“秘密影院”將電影場景實體化，觀眾成為劇中人，這種模式完全可移植到主題樂園中。

前沿科技的無縫融合，利用AR、VR、全息投影、傳感交互等前沿技術，不是為了炫技，而是為了增強敘事與情感連接。例如，通過AR技術讓歷史人物“復活”與游客對話，利用全息投影創造虛實難辨的奇幻場景，借助可穿戴設備實現個性化互動劇情。上海天文館的沉浸式宇宙劇場已展示出技術如何深化教育娛樂體驗。

個性化體驗路徑，基于大數據與人工智能，為每位游客生成獨特的游玩推薦、劇情線索和互動機會。從門票購買開始，系統就記錄游客偏好，動態調整其體驗內容，使樂園成為“千人千面”的個性化娛樂空間。

二、運營創新：靈活模式與社群構建，城市主題樂園的運營需要突破傳統思維，采用更加靈活多元的策略：

模塊化與快速迭代，采用“核心+模塊”的彈性架構，保持核心區域穩定的同時，設置可快速更換的主題模塊區。與熱門IP、藝術展覽、節慶活動短期合作，每季度甚至每月更新部分內容，保持新鮮感。這種模式既降低長期投資風險，又能持續制造市場話題。

會員制與社群運營，建立深度會員體系，提供年票、專屬活動、幕后體驗等特權，培養忠實粉絲社群。定期舉辦主題聚會、創作者工作坊、粉絲慶典等活動，將游客轉化為樂園文化的共建者與傳播者。迪士尼的D23粉絲俱樂部成功經驗表明，深度社群運營能產生遠超傳統營銷的黏性與口碑效應。

跨業態聯動創新，與商業綜合體、酒店、劇院、美術館等城市設施形成體驗閉環。推出“樂園+酒店+餐飲”套餐，與本地商家聯合開發限定商品，與城市交通系統合作設計主題專列。使樂園體驗延伸至城市各處，形成“全城皆樂園”的泛娛樂生態。

I. Experience Revolution: Empowered by Technology and Deep Immersion, modern tourists are no longer content with passive viewing but are eager to participate, create and transform. Urban theme parks must lead this experience revolution:

The immersive narrative ecosystem, drawing on the successful experience of immersive dramas such as "Sleep No More", builds the entire park into a vast and delicate narrative universe. Tourists are not only onlookers but also the drivers of the story's progress. Through designs such as role-playing, task unlocking, and multi-line storylines, each play offers a unique experience, significantly increasing the replay rate. For instance, the "Secret Cinema" in London materializes the movie scenes, making the audience the characters in the play. This model can be fully transplanted to theme parks.

The seamless integration of cutting-edge technologies, such as AR, VR, holographic projection, and sensor interaction, is not for showing off skills, but to enhance narrative and emotional connections. For instance, through AR technology, historical figures can be "revived" to communicate with tourists, holographic projections can be used to create fantastical scenes that are hard to distinguish between reality and illusion, and wearable devices can be utilized to achieve personalized interactive plots. The immersive cosmic theater at the Shanghai Planetarium has demonstrated how technology can deepen educational and entertainment experiences.

Personalized experience paths, based on big data and artificial intelligence, generate unique play recommendations, plot clues and interaction opportunities for each visitor. From the moment of ticket purchase, the system records the preferences of visitors and dynamically adjusts their experience content, making the park a personalized entertainment space with "thousands of faces for thousands of people".

Ii. Operational Innovation: Flexible Models and Community Building. The operation of urban theme parks needs to break through traditional thinking and adopt more flexible and diverse strategies

Modularization and rapid iteration, adopting an elastic architecture of "core + module", maintain the stability of the core area while setting up theme module areas that can be quickly replaced. Short-term collaborations with popular ips, art exhibitions, and festival events, with partial content updated quarterly or even monthly to maintain freshness. This model not only reduces long-term investment risks but also continuously generates market buzz.Membership system and community operation, establishing a deep membership system, providing privileges such as annual passes, exclusive activities, and behind-the-scenes experiences, and cultivating a loyal fan community. Regularly hold theme gatherings, creator workshops, fan celebrations and other activities to transform visitors into co-builders and disseminators of the park's culture. The successful experience of Disney's D23 fan club shows that in-depth community operation can generate far more stickiness and word-of-mouth effects than traditional marketing.Cross-industry collaborative innovation forms an experience closed loop with urban facilities such as commercial complexes, hotels, theaters, and art galleries. Launch the "park + hotel + Catering" package, jointly develop limited-edition products with local merchants, and collaborate with the urban transportation system to design themed special trains. Extend the park experience to all parts of the city, forming a pan-entertainment ecosystem where "the whole city is a park".

三、可持續生態：社會價值與經濟價值并重，當代文旅項目必須超越單純經濟回報，承擔更廣泛的社會責任：

文化傳承與創新平臺，城市主題樂園應成為傳統文化現代表達的實驗場。與本地藝術家、手工藝人、文化機構合作，將樂園打造為活態文化展廳。例如，東京GHIBLI博物館不僅展示動畫藝術，更成為日本動畫文化的學術研究與國際交流平臺。

社區融合與城市更新，優秀城市樂園不是孤立的娛樂孤島，而是與周邊社區共生的有機體。保留部分公共通道，設置免費開放區域，舉辦社區文化活動，使樂園成為市民生活的一部分。倫敦泰晤士河畔的“南岸中心”成功將藝術設施融入市民日常休閑，這一模式值得借鑒。

綠色智慧運營，從建筑設計、能源利用到廢物處理，全面貫徹可持續發展理念。采用綠色建材、可再生能源、水循環系統，打造低碳甚至零碳樂園。同時，通過智慧管理系統優化能源消耗、人流疏導與資源分配，實現高效環保運營。

四、案例啟示與未來展望，全球已有多個城市主題樂園的創新實踐值得借鑒：

韓國樂天世界：位于首爾市中心，完美結合室內外空間，全年無休運營，與商業中心無縫銜接，成為城市生活的一部分。美國Meow Wolf：顛覆傳統的沉浸式藝術體驗空間，通過超現實敘事和探索式互動，吸引各年齡層游客，證明了“藝術+娛樂”的跨界魅力。日本TeamLab Planets：限時性沉浸藝術展覽，通過數字技術創造全身心感知的藝術體驗，展示了“臨時性”主題娛樂項目的巨大吸引力。

Iii. Sustainable Ecology: Equal Emphasis on social and economic value. Contemporary cultural and tourism projects must go beyond mere economic returns and assume broader social responsibilities

As a platform for cultural inheritance and innovation, urban theme parks should become experimental fields for the modern expression of traditional culture. Collaborate with local artists, artisans and cultural institutions to transform the park into a living cultural exhibition hall. For instance, the GHIBLI Museum in Tokyo not only showcases animation art but also serves as an academic research and international exchange platform for Japanese animation culture.

Community integration and urban renewal: An outstanding urban park is not an isolated entertainment island but an organic entity that coexists with the surrounding community. Retain some public passageways, set up free open areas, and hold community cultural activities to make the park a part of citizens' lives. The "South Bank Centre" along the River Thames in London has successfully integrated art facilities into the daily leisure of citizens, and this model is worth learning from.

Green and intelligent operation, from architectural design, energy utilization to waste treatment, fully implements the concept of sustainable development. Adopt green building materials, renewable energy and water circulation systems to create a low-carbon or even zero-carbon park. Meanwhile, through the intelligent management system, energy consumption, human flow guidance and resource allocation are optimized to achieve efficient and environmentally friendly operation.

Iv. Case Insights and Future Prospects: There are already many innovative practices of theme parks in cities around the world that are worth learning from: Lotte World in South Korea: Located in the center of Seoul, it perfectly combines indoor and outdoor Spaces, operates all year round without a break, and seamlessly connects with commercial centers, becoming a part of urban life. Meow Wolf in the United States: An immersive art experience space that subverts the traditional, it attracts visitors of all ages through surreal narratives and exploratory interactions, proving the cross-border charm of "art + entertainment". TeamLab Planets in Japan: A limited-time immersive art exhibition that creates an immersive art experience through digital technology, showcasing the immense appeal of "temporary" themed entertainment projects.

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