数字赋能文旅资源沉浸式开发研究——以烟台市为例

Research on the Immersive Development of Cultural Tourism Resources Empowered with Digital Technology——Yantai City as an Example

数字技术赋能文旅资源沉浸式开发以大数据为底层驱动,以虚拟现实(VR)、增强现实(AR)等为技术支撑,通过对用户行为、需求、偏好等数据的深度挖掘,精准把握用户的需求和兴趣,以满足游客多元化、个性化的体验需求。烟台市文旅资源丰富,其沉浸式旅游开发以长岛林海烽山景区的光影秀、烟台市博物馆的展览演艺以及“葡萄酒+”的文化之旅等实践为代表,探索出了一套较为成熟的实践举措,但仍存在技术与文化不能较好融合、价值转化能力相对不足等问题。由此,需要在内容打造、场景设计和传播路径等方面加以开发创新,以更好激发消费者的沉浸体验。

The immersive development of cultural tourism resources empowered with digital technology,driven by big data and supported by virtual reality(VR)plus augmented reality(AR),conforms to the diversified and personalized experience needs of tourists through the deep mining of data such as tourists behavior and demand plus preference so as to accurately grasp the needs and interests of tourists.With rich cultural and tourism resources,the immersive tourism development in Yantai,represented by the lighting show of Changdao Linhai Fengshan Scenic Area,the arts performing of Yantai City Museum,and the cultural tour of“wine+”,has explored a relatively successive set of practical measures.Based on the existing problems such as the imperfect integration between technology and culture and the insufficient ability in value transformation,this research proposes to develop innovation in terms of content creation,scene design and communication paths,so as to better stimulate tourists’immersive experience.