文旅案例 | 以活动焕发景区新生：从“购物”到“故事消费”、文旅新趋势下的引爆策略

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景区已不再是单纯的观光场所，而是集文化体验、休闲娱乐、社交互动于一体的综合性消费空间。据中国旅游研究院数据显示，2025年我国旅游市场复苏强劲，其中带有特色活动的景区游客量平均增长35%，消费额度比纯观光型景区高出42%。这一数据明确揭示：精心策划的活动已成为景区提升知名度、刺激消费的核心引擎，把握当下文旅消费三大趋势：

趋势一：体验深度化，从“看景”到“入景”，现代游客不再满足于走马观花式的游览，而是渴望深度融入当地文化。调查显示，72%的Z世代游客在选择目的地时，将“独特体验”置于“著名地标”之前。这要求景区活动设计必须打破传统观演模式，创造沉浸式、可参与的体验场景。趋势二：消费场景化，从“购物”到“故事消费”，文旅消费正从单纯的商品购买转向为故事和情感买单。故宫文创年销售额突破15亿元的案例证明，当产品与文化故事、体验记忆紧密结合时，消费便自然发生。景区活动应当成为创造消费场景的催化剂。趋势三：传播社交化，从“口碑”到“打卡经济”，社交媒体已成为旅游决策的关键影响因素。数据显示，87%的游客会在旅行中分享内容到社交平台，其中带有独特活动体验的内容分享率是普通风景照的3倍。景区活动必须具备“可传播性”，引发游客自发分享。

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、四类引爆性活动设计与实践路径文化沉浸类活动：让历史“活”起来。核心思路：将静态文化资源转化为动态体验场景。实践案例：唐风穿越节：西安大唐不夜城通过“全城唐装”“情景演艺”“古风市集”三位一体，让游客化身唐代居民。参与者可领取“通关文牒”，在不同点位完成诗词对答、手作体验等任务，最终获得专属唐代身份文牒。活动期间游客平均停留时间从2小时延长至6小时，二次消费提升300%。非遗活化工作坊：云南某古镇与当地非遗传承人合作，开设“一日匠人”体验课程，游客可亲手制作扎染、黑陶或银器，并将作品带回家。这类活动不仅创造了深度体验，更将一次性门票消费延伸为课程费+材料费+衍生品购买的多重消费。设计要点：文化挖掘需避免表面化，应找到与现代人情感连接的共鸣点；场景搭建要细致入微，从建筑到工作人员着装、语言风格保持统一。自然互动类活动：打造生态“共情”体验。核心思路：在生态文明理念下，创造人与自然深度对话的契机。实践案例：星空露营节：敦煌雅丹地质公园推出限量版星空露营产品，包含天文望远镜观测、星空摄影教学、戈壁夜话等环节。尽管单价高达1280元/人，仍一票难求，提前三个月售罄。生态修复体验营：沿海景区组织游客参与“红树林种植日”，内陆景区则可开展“徒步清山行动”。这类活动巧妙地将环保教育与旅游结合，满足了都市人“为自然做贡献”的情感需求。设计要点：自然类活动需平衡体验与保护，严格限定参与人数；应配备专业讲解人员，将简单的自然接触升华为科普教育。节庆创新类活动：传统节日的现代表达。核心思路：重新诠释传统节庆，吸引年轻客群。实践案例：中秋“月球计划”：某山区景区利用海拔优势，推出“最近距离赏月”概念，结合航天热点，设计“月球基地”主题营地、太空餐、登月VR体验等环节，让传统中秋焕发科技感。端午新玩法：除了传统赛龙舟，可增设“水上闯关”“粽艺创意大赛”等互动环节，并与当地农场合作，让游客体验从采摘粽叶到包粽子的全过程。设计要点：传统元素现代表达时，需保留核心文化基因；可联合新消费品牌跨界合作，扩大活动影响力。艺术介入类活动：景区变身为开放式美术馆。核心思路：通过艺术装置和活动，提升景区审美价值和话题性。实践案例：大地艺术季：日本越后妻有大地艺术祭的成功启示我们，将艺术作品融入自然景观，可创造强烈视觉冲击和传播效应。中国景区可因地制宜，邀请艺术家利用本地材料创作在地性装置。光影艺术节：利用投影映射、灯光装置等技术，将夜晚的景区转化为奇幻世界。如法国里昂灯光节每年吸引400万游客，衍生消费极为可观。设计要点：艺术活动不应是简单点缀，而应与景区特质深度结合；可设置拍照打卡动线，引导游客探索景区各个角落。三、活动引爆的五大支撑系统故事系统：构建统一叙事。每个成功活动都需一个核心故事。张家界“阿凡达之旅”巧妙借用电影IP，将自然景观与科幻叙事结合，不仅吸引了影迷，更重新定义了景区形象。景区应挖掘自身独特文化或自然资源，构建可持续延展的故事宇宙。播系统：制造社交货币。设计活动时需预设“拍照点”“打卡任务”“分享激励”。成都火锅店通过“打卡送甜品”简单机制，获得数百万次社交媒体曝光。景区可设计集章打卡、主题滤镜、分享竞赛等，激发游客传播意愿。消费系统：场景化消费设计。消费点应自然融入活动动线。迪士尼“星黛露”玩偶与园区角色互动体验紧密结合，创造情感消费的典范。景区可将特色商品作为活动道具或任务奖励，提升购买率。科技系统：数字赋能体验。AR导航、智能讲解、虚拟排队等科技应用，能显著提升游客体验和运营效率。莫高窟的数字展示中心，通过球幕电影等高科技手段，既保护了文物，又增强了参观体验，值得借鉴。社群系统：从游客到社群成员。通过会员制、粉丝群等方式，将一次性游客转化为长期关注者。苏州博物馆通过“文创会员”体系，持续推送活动信息，复访率达到38%，远高于行业平均水平。

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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