文旅案例 | 以活動煥發(fā)景區(qū)新生：從“購物”到“故事消費(fèi)”、文旅新趨勢下的引爆策略

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景區(qū)已不再是單純的觀光場所，而是集文化體驗(yàn)、休閑娛樂、社交互動于一體的綜合性消費(fèi)空間。據(jù)中國旅游研究院數(shù)據(jù)顯示，2025年我國旅游市場復(fù)蘇強(qiáng)勁，其中帶有特色活動的景區(qū)游客量平均增長35%，消費(fèi)額度比純觀光型景區(qū)高出42%。這一數(shù)據(jù)明確揭示：精心策劃的活動已成為景區(qū)提升知名度、刺激消費(fèi)的核心引擎，把握當(dāng)下文旅消費(fèi)三大趨勢：

趨勢一：體驗(yàn)深度化，從“看景”到“入景”，現(xiàn)代游客不再滿足于走馬觀花式的游覽，而是渴望深度融入當(dāng)?shù)匚幕?。調(diào)查顯示，72%的Z世代游客在選擇目的地時，將“獨(dú)特體驗(yàn)”置于“著名地標(biāo)”之前。這要求景區(qū)活動設(shè)計必須打破傳統(tǒng)觀演模式，創(chuàng)造沉浸式、可參與的體驗(yàn)場景。趨勢二：消費(fèi)場景化，從“購物”到“故事消費(fèi)”，文旅消費(fèi)正從單純的商品購買轉(zhuǎn)向?yàn)楣适潞颓楦匈I單。故宮文創(chuàng)年銷售額突破15億元的案例證明，當(dāng)產(chǎn)品與文化故事、體驗(yàn)記憶緊密結(jié)合時，消費(fèi)便自然發(fā)生。景區(qū)活動應(yīng)當(dāng)成為創(chuàng)造消費(fèi)場景的催化劑。趨勢三：傳播社交化，從“口碑”到“打卡經(jīng)濟(jì)”，社交媒體已成為旅游決策的關(guān)鍵影響因素。數(shù)據(jù)顯示，87%的游客會在旅行中分享內(nèi)容到社交平臺，其中帶有獨(dú)特活動體驗(yàn)的內(nèi)容分享率是普通風(fēng)景照的3倍。景區(qū)活動必須具備“可傳播性”，引發(fā)游客自發(fā)分享。

Scenic spots are no longer merely places for sightseeing, but comprehensive consumption Spaces integrating cultural experience, leisure and entertainment, and social interaction. According to data from the China Tourism Academy, China's tourism market is expected to recover strongly in 2025. Among them, the average number of visitors to scenic spots with distinctive activities is expected to increase by 35%, and the consumption amount is 42% higher than that of pure sightseeing scenic spots. This data clearly reveals that carefully planned activities have become the core engine for scenic spots to enhance their popularity and stimulate consumption. Grasp the three major trends of current cultural and tourism consumption:

Trend One: Deepening of Experience, from "viewing the scenery" to "immersing oneself in it". Modern tourists are no longer content with cursory sightseeing but are eager to deeply integrate into the local culture. A survey shows that 72% of Gen Z tourists prioritize "unique experiences" over "famous landmarks" when choosing a destination. This requires that the design of scenic area activities must break away from the traditional viewing and performance mode and create immersive and participatory experience scenarios.

Trend Two: Consumption Contextualization, from "shopping" to "story consumption", cultural and tourism consumption is shifting from merely purchasing goods to paying for stories and emotions. The case of the annual sales of the Palace Museum's cultural and creative products exceeding 1.5 billion yuan proves that when products are closely integrated with cultural stories and experiential memories, consumption occurs naturally. Scenic area activities should serve as a catalyst for creating consumption scenarios.

Trend Three: Socialization of Communication, from "word-of-mouth" to "check-in economy", social media has become a key influencing factor in tourism decisions. Data shows that 87% of tourists share content on social media platforms during their travels, among which the sharing rate of content with unique activity experiences is three times that of ordinary landscape photos. The activities in scenic spots must be "shareable" to prompt tourists to share them voluntarily.

二、四類引爆性活動設(shè)計與實(shí)踐路徑文化沉浸類活動：讓歷史“活”起來。核心思路：將靜態(tài)文化資源轉(zhuǎn)化為動態(tài)體驗(yàn)場景。實(shí)踐案例：唐風(fēng)穿越節(jié)：西安大唐不夜城通過“全城唐裝”“情景演藝”“古風(fēng)市集”三位一體，讓游客化身唐代居民。參與者可領(lǐng)取“通關(guān)文牒”，在不同點(diǎn)位完成詩詞對答、手作體驗(yàn)等任務(wù)，最終獲得專屬唐代身份文牒。活動期間游客平均停留時間從2小時延長至6小時，二次消費(fèi)提升300%。非遺活化工作坊：云南某古鎮(zhèn)與當(dāng)?shù)胤沁z傳承人合作，開設(shè)“一日匠人”體驗(yàn)課程，游客可親手制作扎染、黑陶或銀器，并將作品帶回家。這類活動不僅創(chuàng)造了深度體驗(yàn)，更將一次性門票消費(fèi)延伸為課程費(fèi)+材料費(fèi)+衍生品購買的多重消費(fèi)。設(shè)計要點(diǎn)：文化挖掘需避免表面化，應(yīng)找到與現(xiàn)代人情感連接的共鳴點(diǎn)；場景搭建要細(xì)致入微，從建筑到工作人員著裝、語言風(fēng)格保持統(tǒng)一。自然互動類活動：打造生態(tài)“共情”體驗(yàn)。核心思路：在生態(tài)文明理念下，創(chuàng)造人與自然深度對話的契機(jī)。實(shí)踐案例：星空露營節(jié)：敦煌雅丹地質(zhì)公園推出限量版星空露營產(chǎn)品，包含天文望遠(yuǎn)鏡觀測、星空攝影教學(xué)、戈壁夜話等環(huán)節(jié)。盡管單價高達(dá)1280元/人，仍一票難求，提前三個月售罄。生態(tài)修復(fù)體驗(yàn)營：沿海景區(qū)組織游客參與“紅樹林種植日”，內(nèi)陸景區(qū)則可開展“徒步清山行動”。這類活動巧妙地將環(huán)保教育與旅游結(jié)合，滿足了都市人“為自然做貢獻(xiàn)”的情感需求。設(shè)計要點(diǎn)：自然類活動需平衡體驗(yàn)與保護(hù)，嚴(yán)格限定參與人數(shù)；應(yīng)配備專業(yè)講解人員，將簡單的自然接觸升華為科普教育。節(jié)慶創(chuàng)新類活動：傳統(tǒng)節(jié)日的現(xiàn)代表達(dá)。核心思路：重新詮釋傳統(tǒng)節(jié)慶，吸引年輕客群。實(shí)踐案例：中秋“月球計劃”：某山區(qū)景區(qū)利用海拔優(yōu)勢，推出“最近距離賞月”概念，結(jié)合航天熱點(diǎn)，設(shè)計“月球基地”主題營地、太空餐、登月VR體驗(yàn)等環(huán)節(jié)，讓傳統(tǒng)中秋煥發(fā)科技感。端午新玩法：除了傳統(tǒng)賽龍舟，可增設(shè)“水上闖關(guān)”“粽藝創(chuàng)意大賽”等互動環(huán)節(jié)，并與當(dāng)?shù)剞r(nóng)場合作，讓游客體驗(yàn)從采摘粽葉到包粽子的全過程。設(shè)計要點(diǎn)：傳統(tǒng)元素現(xiàn)代表達(dá)時，需保留核心文化基因；可聯(lián)合新消費(fèi)品牌跨界合作，擴(kuò)大活動影響力。藝術(shù)介入類活動：景區(qū)變身為開放式美術(shù)館。核心思路：通過藝術(shù)裝置和活動，提升景區(qū)審美價值和話題性。實(shí)踐案例：大地藝術(shù)季：日本越后妻有大地藝術(shù)祭的成功啟示我們，將藝術(shù)作品融入自然景觀，可創(chuàng)造強(qiáng)烈視覺沖擊和傳播效應(yīng)。中國景區(qū)可因地制宜，邀請藝術(shù)家利用本地材料創(chuàng)作在地性裝置。光影藝術(shù)節(jié)：利用投影映射、燈光裝置等技術(shù)，將夜晚的景區(qū)轉(zhuǎn)化為奇幻世界。如法國里昂燈光節(jié)每年吸引400萬游客，衍生消費(fèi)極為可觀。設(shè)計要點(diǎn)：藝術(shù)活動不應(yīng)是簡單點(diǎn)綴，而應(yīng)與景區(qū)特質(zhì)深度結(jié)合；可設(shè)置拍照打卡動線，引導(dǎo)游客探索景區(qū)各個角落。三、活動引爆的五大支撐系統(tǒng)故事系統(tǒng)：構(gòu)建統(tǒng)一敘事。每個成功活動都需一個核心故事。張家界“阿凡達(dá)之旅”巧妙借用電影IP，將自然景觀與科幻敘事結(jié)合，不僅吸引了影迷，更重新定義了景區(qū)形象。景區(qū)應(yīng)挖掘自身獨(dú)特文化或自然資源，構(gòu)建可持續(xù)延展的故事宇宙。播系統(tǒng)：制造社交貨幣。設(shè)計活動時需預(yù)設(shè)“拍照點(diǎn)”“打卡任務(wù)”“分享激勵”。成都火鍋店通過“打卡送甜品”簡單機(jī)制，獲得數(shù)百萬次社交媒體曝光。景區(qū)可設(shè)計集章打卡、主題濾鏡、分享競賽等，激發(fā)游客傳播意愿。消費(fèi)系統(tǒng)：場景化消費(fèi)設(shè)計。消費(fèi)點(diǎn)應(yīng)自然融入活動動線。迪士尼“星黛露”玩偶與園區(qū)角色互動體驗(yàn)緊密結(jié)合，創(chuàng)造情感消費(fèi)的典范。景區(qū)可將特色商品作為活動道具或任務(wù)獎勵，提升購買率。科技系統(tǒng)：數(shù)字賦能體驗(yàn)。AR導(dǎo)航、智能講解、虛擬排隊(duì)等科技應(yīng)用，能顯著提升游客體驗(yàn)和運(yùn)營效率。莫高窟的數(shù)字展示中心，通過球幕電影等高科技手段，既保護(hù)了文物，又增強(qiáng)了參觀體驗(yàn)，值得借鑒。社群系統(tǒng)：從游客到社群成員。通過會員制、粉絲群等方式，將一次性游客轉(zhuǎn)化為長期關(guān)注者。蘇州博物館通過“文創(chuàng)會員”體系，持續(xù)推送活動信息，復(fù)訪率達(dá)到38%，遠(yuǎn)高于行業(yè)平均水平。

Design and implementation paths for the second and fourth types of explosive activities

Cultural immersion activities: Bringing history to life. The core idea is to transform static cultural resources into dynamic experience scenarios. Practical Case: Tang Dynasty Time Travel Festival: Xi 'an Tang Dynasty Ever-Bright City, through the integration of "city-wide Tang costumes", "situational performances" and "ancient-style markets", transforms tourists into residents of the Tang Dynasty. Participants can receive a "Pass" and complete tasks such as poetry dialogue and handicraft experience at different points, and eventually obtain an exclusive Tang Dynasty identity pass. During the event, the average stay time of tourists was extended from 2 hours to 6 hours, and secondary consumption increased by 300%. Intangible Cultural Heritage Revitalization Workshop: A certain ancient town in Yunnan has collaborated with local intangible cultural heritage inheritors to offer a "One-day Craftsman" experience course. Tourists can make tie-dye, black pottery or silverware by hand and take the works home. Such activities not only create in-depth experiences but also extend the one-time ticket consumption to multiple consumption including course fees, material fees and derivative product purchases. Design key points: Cultural excavation should avoid being superficial and should find the resonance points that connect with the emotions of modern people. Scene construction should be meticulous, maintaining consistency from the buildings to the staff's attire and language style. Natural interaction activities: Creating an ecological "empathy" experience. The core idea: Under the concept of ecological civilization, create an opportunity for in-depth dialogue between humans and nature. Practical case

Starry Sky Camping Festival: Dunhuang Yadan Geopark has launched a limited edition starry sky camping product, which includes activities such as telescope observation, starry sky photography teaching, and Gobi night talks. Despite the unit price being as high as 1,280 yuan per person, tickets were still hard to come by and sold out three months in advance. Ecological restoration Experience Camp: Coastal scenic spots organize tourists to participate in the "Mangrove Planting Day", while inland scenic spots can carry out the "Hiking Mountain Cleaning Action". This kind of activity ingeniously combines environmental education with tourism, meeting the emotional need of urbanites to "contribute to nature". Design highlights: Nature-related activities need to strike a balance between experience and protection, and the number of participants should be strictly limited. Professional interpreters should be provided to elevate simple natural contact to popular science education. Festival innovation activities: Modern Expressions of traditional festivals. Core idea: Reinterpret traditional festivals to attract younger customers. Practical Case: Mid-Autumn Festival "Moon Plan" : A mountainous scenic area took advantage of its altitude to introduce the concept of "close-up moon viewing", combined with the hotspots of aerospace, and designed theme camps such as "moon Base", space meals, and VR experiences of moon landing, giving the traditional Mid-Autumn Festival a sense of technology. New ways to enjoy the Dragon Boat Festival: In addition to the traditional dragon boat race, interactive sections such as "Water Challenge" and "Zongzi Art Creativity Competition" can be added. Moreover, in collaboration with local farms, tourists can experience the entire process from picking zongzi leaves to making zongzi. Design key points: When traditional elements are expressed in modern times, the core cultural genes must be retained. We can collaborate with new consumer brands across industries to expand the influence of the event. Art intervention activities: The scenic area transforms into an open art gallery. The core idea is to enhance the aesthetic value and topicality of the scenic area through art installations and activities. Practical Case: Land Art Season: The success of the Echigo-Tsumari Land Art Festival in Japan teaches us that integrating artworks into natural landscapes can create a strong visual impact and communication effect. Chinese scenic spots can adapt to local conditions and invite artists to create local installations using local materials. Light and Shadow Art Festival: By using projection mapping, light installations and other technologies, the scenic area at night is transformed into a fantasy world. For instance, the Lyon Light Festival in France attracts 4 million visitors every year, and the derivative consumption is extremely considerable. Design key points: Art activities should not be simple embellishments but should be deeply integrated with the characteristics of the scenic area. Photo-taking and check-in routes can be set up to guide tourists to explore every corner of the scenic area.

Iii. Five Supporting Systems for Event Ignition

Story System: Building a unified narrative. Every successful event requires a core story. The "Avatar Journey" in Zhangjiajie ingeniously borrowed the movie IP, combining natural landscapes with sci-fi narratives. It not only attracted movie fans but also redefined the image of the scenic area. Scenic spots should explore their own unique culture or natural resources to build a sustainable and extensible story universe. Dissemination system: Creating social currency. When designing activities, it is necessary to preset "photo spots", "check-in tasks" and "sharing incentives". Chengdu hot pot restaurants have gained millions of social media exposures through a simple mechanism of "get desserts by checking in". Scenic spots can design stamp collection and check-in, theme filters, sharing competitions, etc., to stimulate tourists' willingness to spread the word. Consumption system: Scenario-based consumption design. The consumption points should be naturally integrated into the activity flow. The Disney "Stardew" doll is closely integrated with the interactive experience of characters in the park, creating a model of emotional consumption. Scenic spots can use characteristic products as activity props or task rewards to increase the purchase rate.

Technology System: Digital empowerment for Experience. Technological applications such as AR navigation, intelligent explanations, and virtual queuing can significantly enhance the tourist experience and operational efficiency. The digital exhibition center of the Mogao Caves, through high-tech means such as dome films, not only protects the cultural relics but also enhances the visiting experience, which is worth learning from.

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