文旅案例 | 影视IP+文旅融合：从IP元素提取到故事体系再造、从拍摄取景到沉浸世界构建

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在数字技术与文化创意产业深度融合的背景下，影视IP已成为现代文化产业的核心资产。据统计，2025年中国影视IP衍生市场规模已突破3000亿元，其中文旅转化占比达25%以上。从《长安十二时辰》带动西安旅游热度上涨32%，到《狂飙》让广东江门春节游客量同比增长187%，影视IP对文旅产业的拉动效应日益凸显。

影视IP+文旅融合不仅为文旅项目提供了内容赋能和差异竞争力，也为影视作品延长了生命周期和价值链。这种融合本质上是通过“故事场景化、场景体验化、体验消费化”的转化路径，实现文化价值、艺术价值与经济价值的协同共创。对消费者而言，影视IP文旅提供了情感释放、身份认同、社交资本等多重价值满足。

一、理论基础 | 文献综述相关理论框架：场景理论：欧文·戈夫曼的拟剧论与雷·奥登伯格的第三空间理论为影视IP场景再造提供理论基础；体验经济理论：派恩和吉尔摩提出的“4E体验模型”（娱乐、教育、逃避、审美）指导沉浸式体验设计；情感地理学：关注地方与情感连接，解释影视IP如何激发粉丝对拍摄地的情感投射；IP价值链理论：从内容创作、多平台传播到多业态衍生的价值转换路径。研究现状述评：现有研究主要集中在IP授权模式、影视旅游动机、粉丝经济等方面，但对“如何基于消费趋势进行系统性规划设计”的研究相对匮乏，特别是缺乏将消费画像分析与项目设计直接关联的实证研究。本文旨在填补这一研究空白。

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、影视IP文旅消费趋势 | 消费画像分析主流消费趋势特征：

消费画像细分与需求分析：Z世代特征数字原住民，社交分享重度用户，为爱发电；偏好：高强度互动、拍照打卡、限定周边、跨次元体验；典型案例：《陈情令》国风音乐会让70%观众专程跨城参与。新中产家庭特征注重品质与教育意义，亲子同乐需求强；偏好：沉浸式剧场、亲子工作坊、文化讲解、舒适配套设施；消费数据：亲子类影视IP项目平均客单价达800-1500元。资深粉丝群体特征高忠诚度、深谙IP内容、追求细节还原；偏好：道具复刻、演员见面会、幕后探秘、限量收藏品；行为模式：78%会进行二刷甚至多刷，购买衍生品预算超千元。

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、影视IP+文旅 | “四维融合”模型

基于以上消费洞察，本文构建影视IP+文旅的“四维融合”规划设计模型：

内容融合维度：从IP元素提取到故事体系再造，深度挖掘策略：提取核心情节、经典场景、人物关系、标志符号、经典台词；故事线设计：构建前传、后传、支线、平行宇宙等拓展故事；案例参考：日本柯南小镇将整个鸟取县北荣町设计为“柯南推理世界”，街道、井盖、车站全部融入IP元素。场景融合维度从拍摄取景到沉浸世界构建，三级场景体系：基础层：实景拍摄地保护与还原；体验层：互动装置、情境再现、角色扮演区；扩展层：数字孪生、AR增强、元宇宙延伸；空间转换原则：遵循“可识别、可进入、可互动、可带走”四原则。业态融合维度：从单一观光到复合消费生态，“1+N”业态模型：核心体验（1）：沉浸式剧场、角色互动、场景还原；延伸业态（N）：主题住宿、IP餐饮、零售商店、工作坊、游戏区；消费动线设计：按情绪曲线设计体验流程——期待、进入、高潮、回味、延伸。情感融合维度：从短暂接触到长期连接，情感触点设计：仪式感环节、个性化服务、社群互动；记忆载体创造：可定制的纪念品、数字徽章、打卡凭证；持续连接机制：会员体系、线上社区、定期活动、内容更新。

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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