体验经济作为继农业、工业、服务经济之后的新型经济形态，通过沉浸技术如虚拟现实（VR）、增强现实（AR）、全息投影以及人工智能等，在文旅产业的结构和秩序上产生了深远影响。在中国社会经济水平不断提升的背景下，文旅产业随着消费经济的兴起迅速发展，其中沉浸式文旅体验成为了产业创新的关键。然而，沉浸式文旅新业态面临高成本和普遍的“同质化”问题，传统的体验设计方法和评价标准已不再适应现代需求，迫切需要新的设计理论和评价体系。本文以沉浸式文旅为研究切入点，分析了体验经济下文旅产业面临的新问题和新任务。从艺术设计的角度出发，结合多学科交叉领域的研究成果，构建了沉浸式文旅体验设计理论和方法的基本框架。本文首先探讨了国内外沉浸产业和文旅产业发展史，揭示了文化创意和信息技术在沉浸技术中的集成及其在文旅发展中的多维度应用。结合认知心理学、旅游学、叙事学、信息科学和社会学等领域的研究成果，本文对沉浸式文旅进行了概念界定，阐述了其设计特征和业态分类，并介绍了国内外的典型案例。随后，通过系统分析和比较研究，本文探讨了文旅体验和体验设计的相关理论，为沉浸式文旅提供了从宏观到微观的体验设计方法和体验评估方法。进一步提出了将沉浸式文旅体验价值与人的需求层次联系起来的设计链，同时提出了体验价值创新模型。本文还深入探讨了文旅体验及体验设计的相关理论，旨在为沉浸式文旅构建一个从概念到实践的体验设计和评估体系。特别是在评估与优化阶段，包括层次分析法和模糊理论在内的一整套评估方法，为沉浸式体验的各个维度提供了量化评价。此外，通过《安徽采石矶沉浸式夜游》的案例分析，展示了体验前的游客需求挖掘、体验中的沉浸体验搭建，以及体验后的评估体验质量方法的具体。文旅产业的繁荣体现了文化自信，沉浸式文旅是文旅产业和沉浸产业发展的趋势。本文最后从多个视角深入探讨了沉浸式文旅的未来趋势和展望，旨在建立沉浸式文旅的基本认识论、深层认识论、体验设计方法和体验价值创新模型，为信息设计在新时代、新需求下的理论范式创新提供了可借鉴的研究思路和方法，对沉浸式文旅的设计实践提供了有益的指导意义。
The experience economy, as a new economic paradigm following agriculture, industry, and service economies, profoundly influences the structure and order of the cultural tourism industry through immersive technologies like Virtual Reality (VR), Augmented Reality (AR), holography, and Artificial Intelligence. In China, with the continual rise in socio-economic levels, the cultural tourism industry has rapidly developed alongside the consumer economy, with immersive cultural tourism experiences becoming a key innovation driver. However, this new immersive cultural tourism format faces challenges such as high costs and widespread homogenization. Traditional experience design methods and evaluation standards no longer meet modern needs, urgently calling for new design theories and evaluation systems. This paper focuses on immersive cultural tourism, analyzing new issues and tasks faced by the industry under the experience economy. It builds a basic framework for immersive cultural tourism experience design theory and methodology, integrating findings from interdisciplinary fields and art design perspectives.The paper first examines the history of immersive industries and cultural tourism development both domestically and internationally, revealing the integration of cultural creativity and information technology in immersive technologies and their multidimensional applications in cultural tourism development. It defines the concept of immersive cultural tourism, outlines its design features and business classifications, and introduces typical cases from both China and abroad. Through systematic analysis and comparative studies, the paper explores theories related to cultural tourism experiences and experience design, offering macro-to-micro methods for designing and assessing immersive cultural tourism experiences. It proposes a design chain linking immersive cultural tourism experience value with human needs hierarchy and introduces an experience value innovation model.Furthermore, the paper delves into theories related to cultural tourism experiences and their design, aiming to construct an experience design and evaluation system for immersive cultural tourism from macro to micro, concept to practice. Especially in the evaluation and optimization phase, it presents a comprehensive set of evaluation methods, including Analytic Hierarchy Process and Fuzzy Theory, providing quantitative assessments for various dimensions of immersive experiences. Additionally, it demonstrates the process of pre-experience visitor needs exploration, immersive experience construction during the experience, and post-experience quality assessment through the case study of “Anhui Caishiji Immersive Night Tour”.The prosperity of the cultural tourism industry reflects cultural confidence, and immersive cultural tourism represents a trend in both cultural tourism and metaverse technology development. Finally, the paper thoroughly explores future trends and prospects of immersive cultural tourism from multiple perspectives. It aims to establish foundational epistemologies, deep epistemologies, experience design methods, and experience value innovation models for immersive cultural tourism, offering insightful research approaches and methods for theoretical paradigm innovation in information design under new-era demands. This has significant macro-guidance for the design practice of immersive cultural tourism.
