Research on innovative practices of creating cultural tourism IP through immersive cultural experiences——Taking Chang'an Twelve Hours as an example
以沉浸式文化体验打造文旅IP的创新实践研究——以长安十二时辰为例

摘要

文化是旅游的灵魂，旅游是文化的载体。沉浸式文化体验作为一种新兴模式，通过场景还原、角色扮演、互动体验等方式，让游客身临其境地感受历史文化，成为文旅行业的新风口。“长安十二时辰”主题街区正是这一趋势的典型代表。长安十二时辰深度融合电视剧《长安十二时辰》IP，深耕唐朝市井文化，在街区精心打造以“三大主题空间、六大沉浸场景”为核心的国内首个沉浸式唐风市井生活体验地，从专属产品的开发设计、到全业态一站聚合，长安十二时辰主题街区呈现出了一个原汁原味的全唐市井生活体验空间，它的这一做法不仅为游客带来了独特的文化旅游体验，也为文旅IP的打造提供了新思路和新模式。

Abstract

Culture is the soul of tourism, and tourism is the carrier of culture. Immersive cultural experience, as an emerging model, through scene restoration, role-playing, interactive experience and other methods, enables tourists to experience historical culture in an immersive way, becoming a new trend in the cultural tourism industry. The "Chang'an Twelve Hours" theme district is a typical representative of this trend. The Chang'an Twelve Hours deeply integrates the IP of the TV series "Chang'an Twelve Hours", delves into the Tang Dynasty's market culture, and meticulously creates the first domestic immersive Tang-style market life experience place with "three major theme spaces and six immersive scenes" in the district. From the development and design of exclusive products to the one-stop aggregation of all business forms, the Chang'an Twelve Hours theme district presents an original and authentic full Tang-style market life experience space. Its approach not only brings tourists a unique cultural tourism experience but also provides new ideas and models for the creation of cultural tourism IPs.