China-Chic’s rebirth: A study on the immersive cultural tourism ecological construction of Nanchang Longevity Palace historical and cultural block
国潮新生：南昌万寿宫历史文化街区沉浸式文旅生态构建研究

摘要

在国潮兴起与文旅深度体验转型的背景下，南昌万寿宫历史文化街区面临文化表达表层化、体验传统、业态同质化、运营协同不足、宣传力度弱等问题。本文以低成本、可落地、重实效为原则，从本土文化符号提取与国潮视觉改造、沉浸式体验场景打造、业态优化与主题街巷建设、商户与居民协同运营、年轻化线上线下宣传推广等方面提出改造策略，推动万寿宫街区实现文化活化与可持续发展，打造具有赣鄱特色的国潮文旅品牌。

Abstract

Against the backdrop of the rise of Guochao and the transformation toward deep cultural tourism experiences, the historical and cultural district of Wanshou Palace in Nanchang faces issues such as superficial cultural expression, traditional experiences, homogenized business formats, insufficient operational synergy, and weak promotional efforts. Based on the principles of low cost, practical implementation, and effectiveness, this paper proposes renovation strategies in areas including the extraction of local cultural symbols and Guochao visual redesign, immersive experience scenario creation, business format optimization and themed street construction, collaborative operation between merchants and residents, and youth-oriented online and offline promotional campaigns. These strategies aim to revitalize the cultural heritage of Wanshou Palace, promote sustainable development, and establish a Guochao cultural tourism brand with Jiangxi's distinctive characteristics.