Can "script kill" become the "golden stone" of tourist attractions?

In the past two years, a series of "script killing" projects that are mainly immersed in the formation have emerged in scenic spots across the country. The new scenes of cultural tourism and new formats are emphasized as the scenic area. From the players sitting around the script to reason, to the combination of the scenic area today, the immersive upgrade experience has increased the heat of the "script killing" project, which also enriches the immersive format of the scenic area and enhances the ability to stay. Especially since June this year, Ctrip data shows that the order volume of scenic spots with the label with the "script kill" has increased by more than 10 times year -on -year. What is the advantage of "script killing" on the scenic spot? What kind of scenic spots are suitable for "script killing" projects? How to make "script kill" and cultural tourism more in -depth? This side reporter conducted relevant interviews.

Advantage: Create a unique local IP

After a lapse of two months, 22 -year -old Liu Qi recalled the "script killing" in the small town played in Chongzhou Street, Chongzhou Street, Chengdu City, Sichuan Province. "The style building of the Ming and Qing dynasties in the ancient town was replaced by the game, the winery, the dart bureau, the tea shop, and the yamen. Let me have a deeper understanding of the local folk culture of the ancient town. "Liu Qi said.

Through simple task settings, tourists visit the scenic area and understand the local culture is the unique advantage of "script kill+scenic spot" compared to traditional "script killing". In the industry, this is a "new text travel immersive experience". In order to allow players to dispel the questioning of "playing games in a place", the "script killing" project across the country is also thinking about how to closely integrate with regional cultural characteristics to create a unique local IP.

▲ The immersive large -scale real -world performing arts "script killing" built by Yangcheng County, Shanxi Province rely on the ancient castle resources "script kill"

In the Imperial City Scenic Spot of Jincheng City, Shanxi Province, the large -scale real -life performing arts "script kill" "The Twelve Castles Twelve hours" is based on the real historical events of Yangcheng County of the city, and the panoramic view of the ancient castle of Jincheng. The story is divided into 4 main lines from 4 places in the four places of the Emperor Xiangfu, Guoyu Ancient City, Tianguan Palace, and VIPs. , Agricultural festivals, opera juggling and other people's lives, so that players deeply experience the profound historical and cultural accumulation of Jincheng. "In the past few years, I have tried a lot of" script kill 'project, but the "script kill" opened by the scenic area gives people a very different feeling. The real scene is very substitution. The scam seems to be back hundreds of years ago. "Taiyuan tourist Wen Maoting said.

In order to enlarge the "cultural flavor", during the Dragon Boat Festival this year, the first immersive scenic spot with Sichuan historical celebrities "Chang Ye" as the core of Chongzhou Street Scenic Spot was also launched during the Dragon Boat Festival. The project has set up the story of his book "Huayang National Chronicle" that has been lost in the chaos of time and space. Tourists cross the ancient times as a "Special Commissioner of the Time and Space Administration". Retrieve the good book.

"Its presentation method is the" secret room escape+variety reality show+script entertainment '. By pursuing the "Huayang National Chronicle" core series elements, it realizes storyization, gaming, trending, and interesting. "An immersive tourism innovation development research research According to Xie Li, the executive director of the center and general manager of Shuzhou immersive cultural tourism, such an immersive cultural tourism product turned simple tourism and sightseeing into a cultural adventure journey of active participation, and turned thousands of cultural introduction and scenic area strategies into The exploration road of immersive experience, while tourists enjoy the exploration, puzzle solving, and crossing the Hanfu, spread history and culture with popular science.

Status: multi -format integration to drive the scenic area consumption

Although the "script killing+cultural tourism" model has frequently "breaking the circle" and becoming a new outlet of the cultural travel industry, in the field of cultural tourism marketing, the traditional "script killing" store thinking is far from reaching the scenic area to passenger flow and business format Demand for linkage. How can we make the "script kill" and the scenic area more in -depth and maximize the benefits? This is the problem that is thinking in the industry.

On August 19th, "script killing" enthusiasts from the south of Nanchong City, Sichuan Province came to Chengdu from Yu Sihe and friends, and rushed to the ancient town of Zi ancient town in Chongzhou Street and replaced the Hanfu Hanfu in the width robe and received the rivers and lakes. The identity of the martial arts goes into the gate of the town full of oil paper umbrellas and opens its own journey of rivers and lakes. It is reported that the two -day and one -night immersion journey, Yu Si and friends need to spend 798 yuan to 888 yuan each. This price contains the cost of the entire game and three meals and one -night accommodation a day. In addition, the ancient town also has an entry package. Ordinary tourists only need to spend 58 yuan to put on Hanfu into the town and interact with NPC (non -player character) to experience the fun of "script killing".

In Chengdu, many scenic spots "script killing" projects have abandoned the "small traffic" store thinking. With the "script killing cultural and tourism ecosystem" as the main concept, it has promoted the integration of "food, accommodation, travel, and entertainment". Innovation projects of sexual operations. As early as 2018, the one -point exploration of Chengdu launched the immersive "script kill" of "two days and one night" in Qingcheng Mountain, which directly promoted the upgrading of the local homestay industry; Once the impression ", including the project's supporting accommodation and tourism has an immediate effect, the per capita consumption increased from 300 yuan to 2000 yuan to 3,000 yuan; among players of the" Weijiang · Kyushu Real Lake Martial Arts Town "project of Chongzhou Street, Chongzhou Street 40%of tourists from foreign countries. Since the project operation, the income of surrounding merchants has also risen significantly. Taking the ancient town homestay as an example, the hollow bed rate has fallen by more than 30%on weekdays. ▲ Photo by Qu Xiangtao, an immersive project in Dongchangge

In the view of Yuan Zhigang, the general manager of Dongchang Pavilion immersive project in Huangshi Dongfang Mountain Scenic Area in Hubei, the introduction of "script killing" in the scenic spot has also relatively solved the problem of "profit model fixation, tourist aging" in the scenic area. "First of all, as a high -value -added intellectual property service, the real scene of the scenic spot" script kill 'will bring far higher than the general ticket income, which will help the overall revenue of the scenic area. In addition, the real scene "script kill" is to young customers The group's attractiveness is large, and the structure of the scenic area will improve greatly. "Yuan Zhigang said.

With the increase of consumers' attention to immersive entertainment experience projects, the new format of immersive "script killing" has continued to develop.

For example, with the popularity of camping, the "script killing" combined with camping, and the young people in Chengdu quickly became hot. "Since last year, our camp has cooperated with a third party to launch the camping 'script kill' project, which is deeply sought after by young people." The natural environment, happy atmosphere, and rich interactive game, take the RV as the carrier, bring players from indoor venues to distinctive RV camps, combined with unique camping activities to complete the script interpretation outdoors, bringing novel immersion to tourists to visitors Experience.

Development: Find the most appropriate combination of both parties

The integration of "script kill" has formed a new traffic entrance for the current tourism industry. At the same time, some people in the industry pointed out that although the combination of "script killing" and cultural tourism is a hot spot and development direction, it is not realistic to make a profit and achieve a large amount of drainage in the short term.

In the era of "content is king", how the script is in line with local reality and how to use cultural empowerment spaces, etc. is difficult. "The larger the larger scenic spots, the higher the requirements for content creation." Yuan Zhigang revealed that the scenic spot has a high requirements for "script killing" and requires a very professional creative team to dig in the scenic area and local culture. Talents of building and performing arts editors. "For example, the Dongchang Pavilion immersive project in Huangshi Dongfang Mountain, Hubei, has more than a hundred team members participating in the design, including script, dance beauty, clothing, institutions, props, dance, etc." Yuan Zhigang introduced.

At the same time, some people in the industry also realized that the "script killing+cultural tourism" model has become popular, but it does not mean that this model is suitable for all types of tourist attractions. "Now many domestic scenic spots and ancient towns hope that we will intervene, but the company has not blindly expanded." In Chengdu's relevant person in charge, in his opinion, many scenic spots do not know enough about immersive experiences, and simply believe that the introduction of "script killing" is introduced. "It is drainage, but each scenic area has different cultural characteristics. It cannot be used in a fixed mode. Whether it is the script or the scene layout, it needs to be tailored according to the local cultural elements. The person in charge of the project of "An Ren · Lejing Impression Today" also believes that "script killing" plays a icing on the development of cultural tourism. The integration must find the most appropriate combination of each other. fail.

Recently, the Ministry of Culture and Tourism, the Ministry of Public Security, the Ministry of Housing and Urban -Rural Development, the Ministry of Emergency Management, and the Five departments of the General Administration of Market Supervision jointly issued the "Notice on Strengthening the Management of Scripts and Entertainment Operation Places". The new format of script entertainment operations is included in management, the purpose is to promote the healthy development of this emerging format.

Talking about the development trend of "tourism+script killing", Wang Tianxing, member of the Ministry of Culture and Tourism of the Ministry of Culture and Tourism, and the deputy director of the Cultural Tourism Law and Regulations Research Center of Beijing Second Foreign Language Institute, pointed out that "script killing" tourism products are healthy and orderly In the long run, the most critical is the content of the script. At present, the biggest problem is the content of the script. "The script must be constantly updated according to the feedback of tourists and consumers' preferences in order to keep tourists fresh and continuously enrich their travel experience."

(Draft: Fu Yuanshu participated in writing: Fu Yuanshu Qu Xiangtao Guo Zhiqing)

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