文旅案例 | 影視IP+文旅融合：從IP元素提取到故事體系再造、從拍攝取景到沉浸世界構建

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在數字技術與文化創意產業深度融合的背景下，影視IP已成為現代文化產業的核心資產。據統計，2025年中國影視IP衍生市場規模已突破3000億元，其中文旅轉化占比達25%以上。從《長安十二時辰》帶動西安旅游熱度上漲32%，到《狂飆》讓廣東江門春節游客量同比增長187%，影視IP對文旅產業的拉動效應日益凸顯。

影視IP+文旅融合不僅為文旅項目提供了內容賦能和差異競爭力，也為影視作品延長了生命周期和價值鏈。這種融合本質上是通過“故事場景化、場景體驗化、體驗消費化”的轉化路徑，實現文化價值、藝術價值與經濟價值的協同共創。對消費者而言，影視IP文旅提供了情感釋放、身份認同、社交資本等多重價值滿足。

一、理論基礎 | 文獻綜述相關理論框架：場景理論：歐文·戈夫曼的擬劇論與雷·奧登伯格的第三空間理論為影視IP場景再造提供理論基礎；體驗經濟理論：派恩和吉爾摩提出的“4E體驗模型”（娛樂、教育、逃避、審美）指導沉浸式體驗設計；情感地理學：關注地方與情感連接，解釋影視IP如何激發粉絲對拍攝地的情感投射；IP價值鏈理論：從內容創作、多平臺傳播到多業態衍生的價值轉換路徑。研究現狀述評：現有研究主要集中在IP授權模式、影視旅游動機、粉絲經濟等方面，但對“如何基于消費趨勢進行系統性規劃設計”的研究相對匱乏，特別是缺乏將消費畫像分析與項目設計直接關聯的實證研究。本文旨在填補這一研究空白。

In the context of the deep integration of digital technology and the creative industry, film and television IP has become a core asset of modern cultural industries. According to statistics, the scale of China's film and television IP derivative market has exceeded 300 billion yuan by 2025, with the proportion of cultural tourism transformation reaching over 25%. From the increase of 32% in tourism popularity in Xi'an due to the release of "Chang'an Twelve Hours", to the 187% increase in the number of tourists in Jiangmen, Guangdong during the Spring Festival due to the release of "Rampage", theeffect of film and television IP on the cultural tourism industry has become increasingly prominent. The integration of film and television IP with cultural tourism not only provides content empowerment and differentiation competitiveness for cultural tourism projects， but also extends the life cycle and value chain of film and television works. This integration essentially achieves the collaborative creation of cultural value， artistic value and economic value through the transformation paths of "story sceneization， scene experientialization， and experiential consumptionization". For consumers， film and television IP and cultural tourism provide multiple value satisfactions such as emotional release， identity recognition， and social capital.

I. Theoretical Basis | Literature ReviewRelated theoretical framework：Scene TheoryThe dramaturgy theory of Irving Goffman and the third space theory of Ray Oldenburg provide theoretical basis for the scene re-creation of film and television IP；Experience Economy Theory：The "4E Experience Model" (entertainment，education，escape，aesthetics) proposed by Paine and Gilmore guides immersive experience design； Emotional Geography：Focusing on places and emotional connections，it explains how film and television IP can trigger fans' emotional projection of the filming location；IP Value Chain Theory： The value conversion path from content creation，multi-platform dissemination to multi-territory derivatives. Review of current research： Existing studies mainly focus on IP licensing models，film and television tourism motivations， and fan economy， but there is relatively scarce research on "how to systematically plan and design based on consumption trends"，especially lacking empirical research that directly links consumer profiling analysis with project design. This paper aims to fill this research gap.

二、影視IP文旅消費趨勢 | 消費畫像分析主流消費趨勢特征：

消費畫像細分與需求分析：Z世代特征數字原住民，社交分享重度用戶，為愛發電；偏好：高強度互動、拍照打卡、限定周邊、跨次元體驗；典型案例：《陳情令》國風音樂會讓70%觀眾專程跨城參與。新中產家庭特征注重品質與教育意義，親子同樂需求強；偏好：沉浸式劇場、親子工作坊、文化講解、舒適配套設施；消費數據：親子類影視IP項目平均客單價達800-1500元。資深粉絲群體特征高忠誠度、深諳IP內容、追求細節還原；偏好：道具復刻、演員見面會、幕后探秘、限量收藏品；行為模式：78%會進行二刷甚至多刷，購買衍生品預算超千元。

Consumer profile segmentation and demand analysis: Characteristics of the Z Generation: Digital natives, heavy users of social sharing, passionate about sharing their love; Preferences: High-intensity interaction, taking photos and posting, limited edition souvenirs, cross-dimensional experiences; Typical cases: The national-style music of "The Story of Condolence" attracted 70% of the audience to travel across cities to participate. Characteristics of new middle-class families: Emphasize quality and educational significance, strong demand for parent-child enjoyment; Preferences: Immersive theaters, parent-child workshops, cultural explanations, comfortable facilities; Consumption data: The average transaction price of parent-child-themed film and TV IP projects is 800-1500 yuan. Characteristics of veteran fan groups: High loyalty, well-versed in IP content, pursuing detailed replication; Preferences: Props replication, meet-and-greets with actors, behind-the-scenes exploration, limited edition collectibles; Behavior pattern: 78% will watch it again or multiple times, and the budget for purchasing derivatives exceeds 1,000 yuan.

三、影視IP+文旅 | “四維融合”模型

基于以上消費洞察，本文構建影視IP+文旅的“四維融合”規劃設計模型：

內容融合維度：從IP元素提取到故事體系再造，深度挖掘策略：提取核心情節、經典場景、人物關系、標志符號、經典臺詞；故事線設計：構建前傳、后傳、支線、平行宇宙等拓展故事；案例參考：日本柯南小鎮將整個鳥取縣北榮町設計為“柯南推理世界”，街道、井蓋、車站全部融入IP元素。場景融合維度從拍攝取景到沉浸世界構建，三級場景體系：基礎層：實景拍攝地保護與還原；體驗層：互動裝置、情境再現、角色扮演區；擴展層：數字孿生、AR增強、元宇宙延伸；空間轉換原則：遵循“可識別、可進入、可互動、可帶走”四原則。業態融合維度：從單一觀光到復合消費生態，“1+N”業態模型：核心體驗（1）：沉浸式劇場、角色互動、場景還原；延伸業態（N）：主題住宿、IP餐飲、零售商店、工作坊、游戲區；消費動線設計：按情緒曲線設計體驗流程——期待、進入、高潮、回味、延伸。情感融合維度：從短暫接觸到長期連接，情感觸點設計：儀式感環節、個性化服務、社群互動；記憶載體創造：可定制的紀念品、數字徽章、打卡憑證；持續連接機制：會員體系、線上社區、定期活動、內容更新。

Based on the above consumption insights, this article has constructed a "four-dimensional integration" planning and design model for the combination of film and television IP and cultural tourism: Content integration dimension: From extracting IP elements to re-creating the story system, deep exploration strategies: Extracting core plots, classic scenes, character relationships, distinctive symbols, and classic lines of dialogue; Storyline design: Constructing prequel, sequel, side stories, and parallel universes for expanded stories; Case reference: The Japanese Detective Conan Town has designed the entire Nobeishincho area of Tottori Prefecture as the "Detective Conan Detective World", integrating IP elements into the streets, manhole covers, and stations.

Scene integration dimension: From shooting locations to immersive world construction, three-level scene system: Foundation layer: Protection and restoration of real shooting locations; Experience layer: Interactive devices, scenario reenactment, role-playing areas; Expansion layer: Digital twins, AR enhancement, and extension of the metaverse; Space transformation principles: Following the four principles of "recognizable, accessible, interactive, and removable". Business model integration dimension: From single sightseeing to a composite consumption ecosystem, "1+N" business model: Core experience (1): Immersive theater, role interaction, scene restoration; Extension business (N): Theme accommodation, IP catering, retail stores, workshops, game areas; Consumption flow design: Designing the experience process according to the emotional curve - anticipation, entry, climax,and extension. Emotional integration dimension： From short-term contact to long-term connection， emotional touchpoint design：Sensory experience sections，personalized services，community interaction；Memory carrier creation： Customizable souvenirs，digital badges，check-in vouchers； Continuous connection mechanism：Membership system，online community，regular activities， content update.

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