【友情提示】世界那么大,为防走散,请将AYS规划设计事务所加星标!关注AYS爱易设,关注AYS规划设计事务所金惠配资,点击上方名片-点右上角弹出菜单栏设为星标即可。
当前城市乐园行业呈现出规模扩张与转型升级并行的特点。据文化和旅游部数据显示,2024年全国大型城市乐园数量已超过300家,年接待游客量突破2亿人次。市场规模持续扩大的同时,行业竞争也日趋激烈。以上海迪士尼乐园、北京欢乐谷等为代表的头部企业占据主要市场份额,大量中小型乐园面临生存压力。
城市乐园发展面临的主要挑战包括:同质化现象严重,多数乐园游乐设施雷同,缺乏独特卖点;文化内涵挖掘不足,简单照搬国外模式,本土特色缺失;游客体验需求升级,传统观光型项目吸引力下降;运营成本攀升,门票经济难以为继。这些问题导致许多城市乐园陷入低价竞争、客流下滑的困境。
与此同时,城市乐园也迎来新的发展机遇。国家出台系列政策支持文旅融合发展,鼓励"旅游+"创新业态;技术进步为体验升级提供可能,VR、AR等新技术应用场景不断拓展;消费升级带动品质需求,游客更愿意为独特体验买单;城市更新释放存量空间,为乐园布局提供新载体。把握这些机遇,城市乐园有望实现质的飞跃。
The current urban amusement park industry presents the characteristics of parallel scale expansion and transformation and upgrading. According to data from the Ministry of Culture and Tourism, the number of large-scale urban amusement parks across the country exceeded 300 in 2022, and the annual number of visitors received exceeded 200 million. While the market size continues to expand, industry competition is also becoming increasingly fierce. Leading enterprises represented by Shanghai Disneyland and Beijing Happy Valley occupy the major market share, and a large number of small and medium-sized parks are facing survival pressure.
展开剩余88%The main challenges faced by the development of urban amusement parks include: severe homogenization, with most amusement facilities being similar and lacking unique selling points; Insufficient exploration of cultural connotations, simple copying of foreign models, and lack of local characteristics. The upgrading of tourists' experience demands has led to a decline in the attractiveness of traditional sightseeing projects. The operating costs are rising, making the ticket economy unsustainable. These problems have led many urban amusement parks to fall into the predicament of low-price competition and a decline in customer flow.
Meanwhile, urban amusement parks have also ushered in new development opportunities. The state has introduced a series of policies to support the integrated development of culture and tourism and encourage innovative business forms of "tourism +". Technological progress makes it possible to upgrade the experience, and the application scenarios of new technologies such as VR and AR are constantly expanding. The upgrading of consumption drives the demand for quality, and tourists are more willing to pay for unique experiences. Urban renewal releases the existing space and provides a new carrier for the layout of amusement parks. Seizing these opportunities, urban amusement parks are expected to achieve a qualitative leap.
一、文旅融合视角下的创新策略
文化IP的深度开发与活化利用是城市乐园突破同质化的关键路径。通过挖掘地方历史文化、民俗传统等资源,打造具有独特魅力的文化符号和故事体系。成都"锦里"古街成功将三国文化转化为可体验的消费场景金惠配资,年接待游客超过1000万人次。文化IP开发应注重系统性和延展性,形成包含形象设计、故事创作、衍生品开发等环节的完整链条。
沉浸式体验的打造是提升游客参与度的有效手段。利用现代科技手段,如全息投影、增强现实、5G等技术,创造多感官参与的沉浸环境。上海"teamLab无界美术馆"通过数字艺术打造梦幻空间,成为网红打卡地。沉浸式体验设计需注重情境营造和互动设计,让游客从被动观赏转为主动参与。
跨界业态融合能拓展城市乐园的营收渠道和体验维度。"文旅+"模式可结合教育、体育、健康等产业,创造复合价值。广州正佳广场将海洋馆、博物馆融入商业综合体,实现业态互补。跨界融合需要找准结合点,建立互利共赢的合作机制,避免简单拼凑。
I. Innovative Strategies from the Perspective of Cultural and Tourism Integration
The in-depth development and vigorous utilization of cultural ips is the key path for urban amusement parks to break through homogenization. By exploring local historical culture, folk traditions and other resources, create cultural symbols and story systems with unique charm. The ancient street of "Jinli" in Chengdu has successfully transformed the culture of The Three Kingdoms into an experiential consumption scene, receiving over 10 million tourists annually. The development of cultural ips should focus on systematicness and extensibility, forming a complete chain including image design, story creation, derivative product development and other links.
The creation of immersive experiences is an effective means to enhance tourists' participation. By leveraging modern technological means such as holographic projection, augmented reality, 5G and other technologies, an immersive environment with multi-sensory participation is created. Shanghai's "teamLab Borderless Art Museum "has created a dreamy space through digital art and become a popular check-in spot for Internet celebrities. Immersive experience design should focus on the creation of scenarios and interactive design, enabling tourists to shift from passive viewing to active participation.
The integration of cross-border business forms can expand the revenue channels and experience dimensions of urban amusement parks. The "Culture and Tourism +" model can be combined with industries such as education, sports and health to create compound value. Guangzhou Zhengjia Plaza integrates an aquarium and a museum into a commercial complex, achieving complementary business formats. Cross-border integration requires identifying the right convergence points, establishing a mutually beneficial and win-win cooperation mechanism, and avoiding simple piecing together.
二、可爆火的产品业态设计
文化主题沉浸剧场将戏剧表演与游客参与相结合金惠配资,创造全新娱乐体验。可开发历史重现、科幻冒险等不同主题,游客既是观众也是演员。这种业态成功关键在于剧本质量、场景还原度和互动设计,需专业团队持续更新内容。预计投资回收期2-3年,年客流量可达50万人次。
数字艺术互动展利用投影映射、体感交互等技术打造奇幻空间。可设置光影迷宫、虚拟山水等展项,适合拍照分享。此类展览具有布置灵活、内容易更新的优势,可与知名艺术家或IP合作提升吸引力。运营重点在于保持内容新鲜度和社交媒体传播。
非遗手作创意工坊将传统工艺转化为体验项目,兼具教育和娱乐功能。可开设陶艺、扎染、木工等工坊,由传承人指导游客制作。这种业态能有效延长游客停留时间,带动衍生品销售。成功要点在于工艺选择要适合体验,难度适中,成品具有实用或纪念价值。
主题化夜间娱乐项目能充分利用场地资源,延长营业时间。可开发灯光秀、夜间巡游、主题派对等活动,结合餐饮、零售形成综合消费。夜间项目设计需注重安全管理和氛围营造,针对不同客群设计差异化内容。此类项目通常能带来30%以上的额外收入。
Ii. Design of Product Formats that Can Go Viral
The cultural theme immersive theater combines theatrical performances with visitor participation to create a brand-new entertainment experience. Different themes such as historical recreation and sci-fi adventure can be developed. Tourists are both audiences and actors. The key to the success of this business model lies in the quality of the script, the degree of scene restoration and the interactive design, which requires a professional team to continuously update the content. It is expected that the investment payback period will be 2 to 3 years, and the annual passenger flow can reach 500,000 people.
The digital art interactive exhibition creates a fantastical space by using technologies such as projection mapping and body-sensing interaction. You can set up exhibition items such as light and shadow mazes and virtual landscapes, which are suitable for taking photos and sharing. Such exhibitions have the advantages of flexible layout and easy interior updates, and can collaborate with renowned artists or ips to enhance their appeal. The operational focus lies in maintaining the freshness of the content and social media dissemination.
The intangible cultural Heritage handicraft Creative workshop transforms traditional craftsmanship into experience projects, serving both educational and entertainment functions. Workshops such as pottery, tie-dyeing and woodworking can be set up, and the inheritors will guide tourists in making them. This business format can effectively extend the stay time of tourists and drive the sales of derivatives. The key to success lies in the selection of craftsmanship that is suitable for the experience, of moderate difficulty, and the finished product having practical or commemorative value.
Thematic night entertainment projects can make full use of venue resources and extend business hours. Light shows, night parades, theme parties and other activities can be developed, and combined with catering and retail to form comprehensive consumption. Nighttime project design should focus on safety management and atmosphere creation, and differentiated content should be designed for different customer groups. Such projects usually bring in more than 30% of additional income.
三、成功案例分析与经验借鉴
日本东京迪士尼海洋乐园通过原创故事线串联各个区域,打造统一而独特的世界观。其"梦幻泉乡"区域以地中海风情为基调,建筑、餐饮、演艺高度协调,给游客完整体验。借鉴要点:主题一致性、细节完美主义和持续创新。
新加坡环球影城的"变形金刚"3D骑乘项目将电影IP与尖端游乐技术完美结合,创造震撼体验。项目排队区设计为故事前传,有效缓解等待焦虑。借鉴要点:IP深度开发、排队体验优化和技术整合应用。
杭州宋城景区以"给我一天,还你千年"为主题,通过大型歌舞《宋城千古情》和仿古街区,生动再现宋代风貌。其成功在于文化内涵的现代表达和演艺产品的持续升级。借鉴要点:文化活化、演艺精品化和体验多样化。
Iii. Analysis of Successful Cases and Reference of Experience
Tokyo DisneySea in Japan connects various areas through original storylines, creating a unified and unique worldview. The "Dreamy Spring Town" area is based on the Mediterranean style, with highly coordinated architecture, dining and performances, providing tourists with a complete experience. Key points for reference: theme consistency, detail perfectionism and continuous innovation.
The "Transformers "3D riding project at Universal Studios Singapore perfectly combines the movie IP with cutting-edge amusement technology to create a thrilling experience. The project queuing area is designed as a prequel to the story, effectively alleviating waiting anxiety. Key points for reference: In-depth development of IP, optimization of queuing experience and integrated application of technology.
The Songcheng Scenic Area in Hangzhou, with the theme of "Give Me a Day, I'll Return you a Thousand years", vividly recreates the features of the Song Dynasty through the large-scale song and dance performance "Songcheng Everlasting Love" and the ancient-style streets. Its success lies in the modern expression of cultural connotations and the continuous upgrading of performing arts products. Key points for reference: cultural revitalization, high-quality performances and diversified experiences.
- END -金惠配资
发布于:北京市熊猫配资提示:文章来自网络,不代表本站观点。