“剧本游”助力传统景区文旅融合实践研究--以广西九门邕州小镇为例

随着文化产业与旅游产业深度融合,景区为了吸引游客流量,开始尝试将剧本游这种新兴文娱方式引入文旅深度融合中,这在部分地区文旅融合实践中取得了一些成绩,形成了一些特色。然而,目前缺乏游客对传统景区剧本游的偏好与体验实证数据支持和研究。本文以广西九门邕州小镇通过剧本游实践文旅融合的研究为例,经调研发现:不同性别对剧本游的情节内容、互动方式以及情感体验等方面的关注点不一样;剧本类型、场景布置、剧本创意、时间成本和预算等是影响剧本游消费的主要因素,进而提出景区应积极打造独具特色的优质剧本、优化场景布置、提升玩家沉浸式体验、加大景区剧本游的宣传力度等来吸引更多的游客参与景区剧本游,提升游客满意度和游玩体验,从而增加景区的知名度和竞争力,带动景区的发展与经济效益提升。

With the acceleration of the deep integration of cultural industry and tourism industry,more and more scenic spots are diverting scenic spots by introducing new forms of cultural industry,and the development modes of scenic spots are gradually diversified.“Cultural tourism+scripted tour”is currently an innovative event of the integration of some traditional scenic spots,but there is still a lack of empirical data support for tourists'preference and experience of scripted tour in scenic spots.Through questionnaire survey,in-depth interview and observation,this study took Jimen Yongzhou Town script tour as the research object.The survey found that different genders had different attention to script tour.Script type,scene layout,script creativity,time cost and budget were the main factors affecting the consumption of script tour.It is suggested that scenic spots should actively create novel and unique high quality scripts,optimize scene layout,enhance players'immersive experience,and strengthen the publicity of scripted Tours in scenic spots.The research conclusion will provide theoretical and practical guidance for the improvement and promotion of“literary travel+scripted tour”model.