Immersive cultural travel, emotional consumption, consumption preference, heuristic
Abstract
According to data from the Ministry of Culture and Tourism, in the first half of 2024, total number of domestic trips reached 2.725 billion, up 14.3% year on year; Domestic tourists spent 2.73 trillion yuan, up 19.0 percent year on year. With the rapid development of cultural tourism, the concept is constantly new. Based on literature review, this paper discusses the advantages and disadvantages of immersive cultural tourism from three aspects: intellectual property creation, tourist demands and profitability. Through the form of questionnaire and report data analysis, this paper analyzes the current cultural travel consumption trend. The results show that contemporary young people pursue personalized consumption experience and immersive consumption mode that satisfies their emotional value. However, due to the huge investment and maintenance cost, most large-scale cultural tourism intellectual property is in the dilemma of not making money, so it is concluded that the supply and demand of immersive cultural tourism are booming, and the development is booming. Its successful experience has a certain reference: to create a successful cultural and creative intellectual property, it is necessary to base on the local culture, dig deep local characteristics, while taking customers as the main body, and strive to give customers a fresh and full emotional consumption experience.
