Immersive cultural tourism: immersive "touching" scenery actors | audience | cultural tourism
At the 2023 Shaanxi Museum and a Better Life Cultural and Museum Night event, children visited and experienced an immersive digital mobile museum. Shen Jizhong
The large-scale cave style immersive experience drama "Le Dong Dunhuang" premiered in Dunhuang, Gansu. Shen Jizhong
In Fuzhou, Fujian, audiences visit and shoot an immersive live display of traditional lacquerware crafts in the Sanfang Qixiang Historical and Cultural District. Shen Jizhong
At the 2nd Cultural and Tourism Expo in Wuhan, Hubei, visitors visited the World River Museum. This exhibition area adopts an immersive space of light and shadow, showcasing the world's top ten rivers in a scene like manner. Shen Jizhong
A unique performance that allows the audience to break the boundaries with the actors and enter the world of the play; A quaint neighborhood allows people to "travel" through a period of historical time... With the development of information technology and the rise of experiential economy, immersive cultural tourism has become a hot topic of attention, with new formats, models, and products constantly emerging. Tourists can experience the charm of culture through immersive and novel experiences.
Recently, the Ministry of Culture and Tourism released 20 immersive demonstration cases of new cultural and tourism formats, ranging from night tours in Jinjiang and the Tang Dynasty's Never Night City, to classic performances such as "See Pingyao Again", "Encounter Dayong", and "Zhiyin Hao". Various types of immersive projects have become benchmarks for innovation in the cultural and tourism industry. "Since the beginning of this year, the national cultural and tourism market has accelerated its recovery, and the immersive business model has accelerated. Through the integration and innovation of cultural and tourism resources, digital technology, and spatial creativity, it has promoted the dual upgrading of local industries and consumption." said Ma Li, Deputy Director of the Industry Development Department of the Ministry of Culture and Tourism.
What are the characteristics of immersive cultural tourism compared to traditional tourism projects? What is the attraction of immersive formats to tourists? How should immersive cultural tourism in the future innovate and develop?
Immersive performance breaks traditional stage boundaries
On a cruise ship in the Yangtze River, the performance of "Zhiyin" is underway. Tourists shuttle through spaces such as dance floors and bars, meeting historical scenes of Wuhan from the 1920s and 1930s. Through interactions with actors, they enter into thrilling storylines. "In this performance, the audience is no longer bystanders, but enters the plot. From Hankou Port to boarding the 'Zhiyin' cruise ship, we participate in a thrilling and moving story." Visitor Wu Mo sighed after watching the performance.
Since the beginning of this year, cultural and tourism consumption has grown rapidly, and the entertainment market has blossomed. Tourism and entertainment have also returned to the public eye. Data shows that from February to April this year, the number of people watching tourism performances in China increased by 184% compared to the same period last year, and the number of people watching performances during May Day increased by 360% year-on-year. Over the years of development, immersive performing arts with more diverse forms and richer scenes have frequently become popular. Immersive performance breaks the traditional theatrical viewing relationship, allowing the audience to interact with the actors and integrate with the stage while moving, or creating a multi-dimensional audio-visual experience through mechanical devices, holographic imaging and other technological means, allowing the audience to immerse themselves.
At Chongqing Ciqikou, the drama "Chongqing 1949" is a typical example of showcasing narrative scenes through technical means and has become a must-have project for many tourists visiting Chongqing. "Every minute and every second, the scenery in front of the audience is changing." Huang Ke, the general manager of Chongqing 1949 Performing Arts and Culture Co., Ltd., introduced to reporters the high-tech mechanical elements used in the performance. "There are three mechanical rotating stages, two mechanical rotating audience seats, and one fixed audience seat, which change positions according to the scene, allowing the audience to deeply integrate with the performance. The stage also uses mechanical lifting props such as Weiya, chimneys, and cages to truly restore history, combined with sound effects, lighting, projection, and naked eye 3D technology, allowing the audience to deeply experience a segment of red history."
In Shanxi, "See Pingyao Again", which has been performed for ten years, is still a classic in tourism performances. The audience walks through the maze like multiple spaces, feeling the tragic emotions of the story of Pingyao's ancient city; In Guizhou, the live performance "Tianniang" integrates digital new media technology with landscape space, showcasing the historical changes of Maotai liquor culture... "Interactive experience has become an important demand for current consumers, which allows immersive performing arts to have greater potential. It requires continuous innovation and expansion of the industry chain, allowing audiences to enter history and experience spiritual baptism through game interaction." Huang Ke said.
"Immersive performing arts can enhance business linkage, create multi-dimensional business forms, and boost industrial upgrading by changing business models. By creating cultural and creative peripheral products, achieving cross-border linkage between history and modern tourism is an excellent way to realize flow and embrace young consumers." Shi Peihua, director of the Collaborative Innovation Center for Contemporary Tourism Development of Nankai University, said, "Immersive performing arts should improve self hematopoietic capacity, form a recyclable immersive ecosystem, and promote the renewal and sustainable development of performing arts works through the participation and feedback of tourists."
Immersive scenes bring a highly interactive experience
"Stepping into the 'Twelve Hours of Chang'an' themed block is like walking into the real prosperous Tang Dynasty Chang'an. 'Li Bai' took us around Chang'an City, introducing various snacks, and the staff and shop owners also wore Tang style Hanfu, creating a strong atmosphere. 'In recent days, Sichuan tourist Li You, after watching the movie' Chang'an 30000 Miles', developed a longing for Tang Dynasty history and culture, so he invited friends to come to Xi'an.". Along the way, there is a dazzling array of traditional snacks and cultural and creative products. Tang music and dance performances showcase the ancient charm of the Tang Dynasty. You may also encounter poets discussing poetry with you, and "Xuanzang" will travel with a collection to inquire about the direction of his journey to the west. He will take a "clearance document" with him and stamp it, as if he is dreaming of the bustling market life of the Tang Dynasty.
This themed block located in the Tang Dynasty Never Nights City has quickly become a "hot topic" since its opening in April 2022, becoming popular on the internet and attracting countless young people to come and check in. "In one year, we have received more than 2 million tourists." Zou Linfeng, the chairman of Shaanxi Culture and Tourism Co., Ltd., told reporters that in order to create a more realistic scene, they invited more than 100 artisans to make more than 8000 lanterns and various props, such as spring outings to flowers, misty rain lotus ponds, winter snow scenes, Dragon Boat Festival, Shangyuan Festival, Mid-Autumn Festival... Each season and festival has different theme activities, and tourists have different feelings each time they come.
"The initial idea of such a project was to consider the current traditional tourism industry and insufficient tourist proximity. As an urban renewal project, we will create indoor traditional commercial spaces into scenes of Tang style markets, allowing everyone to participate, integrate, and experience the charm of Chang'an, Tang Dynasty." said Zou Linfeng.
In recent years, many cities have made the development of immersive neighborhoods a highlight of the cultural and tourism industry. By repairing old buildings and restoring historical scenery, unique architectural styles, authentic local cuisine, and traditional festival performances are displayed, integrating cultural heritage and commercial atmosphere. Visitors can not only meet the needs of leisure, entertainment, social interaction, etc., but also gain a deeper understanding of a city's history and culture.
Touring scenic spots during the day, watching performances at night, and shopping at night markets in shopping areas... Consumers' expectations for nightlife in tourist destinations are increasing day by day. Various regions are creating immersive night tour projects to meet the consumption needs of tourists and drive the development of local night economy. In Anhui, the night lights of the Huashan Mystery Grottoes theme park are dazzling, and interactive projection, 5G, holography, and multimedia high-tech methods integrate culture, technology, art, natural landscapes, and millennium mystery caves. In Bazhong, Sichuan, the "Dream of Guangwu Mountain" immersive mountain and water night tour project uses the ever-changing natural mist of Guangwu Mountain as a projection imaging carrier, reproducing the millennium rice warehouse culture and the cultural heritage of "Two Songs on the Back of Bashan" on a 300 meter cliff, immersing tourists in the plot.
"From simply visiting scenic spots in the past to becoming a part of them today, tourists' consumption patterns are undergoing a transformation. Young consumers not only enjoy novelty, interaction, and experience, but are also willing to spontaneously share their feelings on social platforms, which further promotes the popularity of immersive business models." said Zou Linfeng.
Immersive exhibitions bring history and culture to life
With the widespread application of digital technology, the display methods of museums and exhibition halls are also keeping up with the times. Many exhibition halls have applied modern display technology for innovation, creating immersive exhibitions. Traditional modes such as guided explanations, still life displays, and text introductions have been broken, and sound, light, electricity, and shadow have been combined with physical objects to bring cultural relics and history to life.
At the Yangzhou China Grand Canal Museum, visitors can enter the "5G Grand Canal Immersive Experience Hall" and take a glance through 17 canal cities, experiencing the ancient prosperity of different canal cities among the antique buildings and shops. "The integration of cultural relics and high-tech, in the form of naked eye 3D, using" 5G+VR "panoramic perspective, multimedia interaction, augmented reality and other technologies, realistically restores history in proportion, showcasing the customs and bustling scenery on both sides of the Grand Canal." Xu Xiaohu, the head of the exhibition department of the China Grand Canal Museum, told reporters that a deep understanding of cultural content is the foundation for building real and vivid scenes, and the integration of sound, light and electronic technology with exhibitions has become an irreversible development trend.
When information technology and content creativity meet, traditional culture has a new expression, a three-dimensional multi sensory immersive experience, and a more intuitive presentation of history, knowledge, and culture.
In Liyang, Jiangsu, the Memorial Hall of the Jiangnan Command Headquarters of the New Fourth Army features a large number of physical objects, historical materials, and multimedia interactive devices to design experiential spaces such as the Water West Defense War, Tangma Battle, and the northward crossing of the river, reproducing the heroic deeds of the New Fourth Army soldiers and the people of southern Jiangsu. The "Exploration and Experience Exhibition of Plant Adventures in Beijing Shiyuan Park" presents the era of exploring dinosaurs through interactive participation and digitization, combining education, art, and entertainment, and is highly welcomed by children.
"These technologies bring multi-dimensional, inclusive, and interactive experiences to the experiencers, breaking through the traditional static experience mode of exhibition display. They not only fully mobilize the audience's curiosity and freshness, but also enhance the value of culture." Shi Peihua pointed out that in immersive exhibitions, technological innovation creates storytelling storylines, transforms narrative textual content into environmental information of the exhibition, constructs a spatial atmosphere, and creates emotional resonance in real-time interaction.
"In the process of tourism, cultural and museum exhibitions, historical relics and other attractions are often profound and boring, making it difficult to impress consumers. Immersive technology can to some extent restore history, make cultural history vivid, bring cultural relics to life, and let culture enter the hearts of the public." said Zeng Bowei, a professor at the School of Tourism at Beijing United University. When it comes to the future development of immersive cultural and tourism, Zeng Bowei believes that more emphasis should be placed on storytelling, uniqueness, interactivity, and depth. "Technology is not the goal, but the ideas and spirit conveyed by high-quality content can better move tourists. It is difficult to have vitality by blindly imitating, and differentiation should be reflected through innovation and exploring characteristics to create more excellent immersive products.".
