The material relics with a long history, the characteristics of simple folk customs and customs and the leisurely life of the ancient town are the intuitive impressions given by the traditional ancient town scenic spots. Because the development process generally does not require a large-scale hardware investment, it has always been favored by tourism developers.
However, such scenic spots in the same area often have similar cultural backgrounds, tourism resources and development models, and the problem of homogenization in the development process continues to be highlighted. Therefore, it has also spawned a number of new scenic spot representatives such as Nianhuawan, Retreat Garden, Jinling Town, etc. that break the traditional scenic spot tour mode with immersive performances, focusing on the experience of allowing tourists to walk and watch by science and technology, art and close-up drama, and is gradually becoming the new favorite of the cultural tourism market.
How to accurately grasp the core essence of the immersive cultural tourism experience and truly combine it with traditional ancient town scenic spots? Combined with work practices, try to explore several possible paths.
First, the source of the immersive experience is the design sense of the architectural space
The reason why architecture can give tourists a sense of internet celebrity is not only to work the façade decoration, but also to introduce the design concept of combining trendy fashion and traditional classical in the design consideration of the building body, to create a space atmosphere with a sense of internet celebrity with architectural form and space expression, combined with the later garden landscape, lighting layout, façade decoration and exhibition design, etc., to jointly create a network red format carrier with both historical and artistic value and the consumption attributes of the times, and precipitate the architectural heritage with unique local characteristics and its own charm.
In the process of restoring and rectifying residential buildings, it is necessary to strengthen the consideration of functional indicators in combination with the results of the field survey of building quality, so that the layout of water, electricity, gas and other infrastructure meets the design standards of catering spaces to ensure the normal operation of future commercial functions.
Buildings that meet the requirements of catering spaces will be more flexible in the future
Large-scale construction and application of traditional buildings are easy to form a heavy and old-fashioned sense of space atmosphere due to construction and other reasons, but also not conducive to the flexible implantation and timely update of the later commercial formats, should be based on the design principle of "fine, transparent, ingenious and interesting", reflect the sense of refinement in the building volume and structural details, form a sense of transparency in the courtyard space and visual axis, highlight the ingenuity in the form and form of space, enhance the interest in the tour experience and visual perception, and increase the sense of line and fashion on the tone of the Traditional Residential Chinese architecture, Form an overall architectural design style with a sense of net red, the times, and the national tide.
It reflects a sense of refinement in the volume and structural details of the building
Creates a sense of transparency in the courtyard space and visual axis
Flexible use of translucent materials and lighting design to create a different sense of architectural space day and night
In the form and expression of space, it shows ingenuity
Enhance the fun in the tour experience and visual perception
Second, the atmosphere of immersive experience is due to the ultimate "NPC" persona
In the future-oriented cultural tourism scenic spots, the staff should be divided into two categories - non-player NPC (non-player character) and professional PST (Public Service Technician).
Scene-based NPCs include actors, tour guides, and reception personnel of some project services, etc., according to the operation arrangements of scenic spots, timely adjust their role settings, costumes and makeup, discourse techniques, etc., and actively interact with tourists to create an immersive scenic area tour atmosphere.
Professional PST includes management personnel, peripheral service personnel, logistics management personnel, etc., with standardized, efficient and unified professional standards for training, to provide tourists with a comfortable and thoughtful one-stop scenic spot service experience.
The staff at Universal Studios Beijing play the role of wand administrators in the Harry Potter films to interact with visitors
For another example, taking the Jiayuguan Guancheng Scenic Area as an example, the closure and opening of the Jiayuguan City Gate in the Ming and Qing Dynasties had a very strict entry and exit system, and the past merchants had to verify their identities, and the customs clearance documents issued and verified by the stationed officials could only be switched and released.
The antique customs clearance ceremony is an attempt at an immersive tour experience in the scenic spot, with a big man in armor playing the role of "Guarding the Pass General", asking tourists "Whose surname is it, who is it, and what is the so-called thing in the Western Regions?" And to the tourists to issue customs clearance documents, and then tourists can enter the next area to visit, this scene-based NPC setting greatly improves the popularity and popularity of the scenic spot, so that tourists can truly feel the historical and cultural heritage of Jiayuguan.
Jiayuguan Guancheng Scenic Area plays the "General Of Guarding Customs" staff is viewing tourists' "Customs Clearance Documents"
Jiayuguan Guancheng Scenic Area "Shouguan General" issued to tourists "Customs Clearance Document"
Third, the charm core of the immersive experience is the innovative interpretation of independent cultural IP
At this stage, the immersive performance of the ancient town scenic spot is relatively small due to the influence of venue, equipment, technology, personnel and other aspects. At the same time, due to the needs of scene performance and atmosphere rendering, there will usually be a large number of actors gathering for performance at multiple nodes, and how to carry out performance control, scene switching, and personnel allocation in a smooth and orderly and efficient manner is the focus of attention at present.
For the street art forms involved in the process, we should avoid "colliding" with the "copper man" street art in other scenic spots on the market.
Scenic street art represented by "Copper Man" began to appear frequently in major scenic spots
The development of immersive performance is mainly divided into two routes, one is the immersive performance with Punch drunk "Sleepless Nights" as the originator, focusing on the scene experience of the plot, breaking the way of unilateral actors performing on the stage and the audience watching under the stage, but taking an interactive experience, redefining the relationship between the audience and the performance space "watching", and the "performance" relationship between the actor and the narrative.
The immersive performance represented by Punch drunk's "Sleepless Nights" focuses on the experience of the plot scene
The second is the immersive performance represented by TeamLab's "Flower Dance Forest and Future Amusement Park", focusing on the scene experience of science and technology, and using new media technology to interact with the viewer.
The immersive performance represented by TeamLab's "Flower Dance Forest and Future Amusement Park" focuses on the experience of scientific and technological scenes
IV. Conclusion
Facing the future, whether the scenic immersive tourism performance can withstand the test of the market, the excellent architectural space design ensures the first look and feel, and the NPC-style full-staff investment creates an immersive atmosphere, and the core of all this stems from the innovative interpretation of the independent cultural IP of the scenic spot.
From media marketing, local images, scenic spot names, to shop names, landscape roads, ground paving, and the innovative interpretation of cultural IP represented by creative Slogan (slogan) design, visitors are given an unexpected and reasonable imagination space.
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