文旅消费热潮涌动，多元融合打造新体验

Investment Rating - The report does not explicitly provide an investment rating for the cultural tourism industry Core Insights - The cultural tourism market is experiencing strong growth, driven by rising consumer income and diverse demands for high-quality experiences. New consumption scenarios are emerging, with a focus on immersive experiences and the integration of technologies like the metaverse and AI [4][17][38] - The digital cultural tourism market has grown significantly, reaching a scale of 1.15 trillion yuan in 2023, with an annual growth rate of 115% from 2015 to 2023 [40][41] Summary by Sections 1. Characteristics of Cultural Tourism Consumption - The heat of tourism continues to rise, with cultural tourism gaining attention, increasing its share from 29.6% in 2023 to 34.0% in 2024 [7][9] - Social media sentiment around cultural tourism has increased by 43% year-on-year, indicating a growing interest in cultural tourism experiences [7][12] - Key provinces like Beijing and Sichuan are leveraging unique cultural IPs to attract younger audiences, while cities like Hangzhou aim to become leaders in digital cultural tourism [17][19] 2. Development Trends in Cultural Tourism Market - Five major trends are identified: digital technology integration, intangible cultural heritage (ICH) fusion, immersive experiences, IP creation, and low-altitude cultural tourism [38] - The report highlights the increasing consumer interest in ICH, with related content seeing a 46% increase in social media volume and a 66% increase in interactions [56] - The report emphasizes the importance of immersive experiences, with a 31% increase in demand for cultural and historical immersive tourism [73] 3. Consumer Demand in Cultural Tourism - Key consumer demands include high-quality experiences, excellent service, and reasonable pricing, with a focus on unique and personalized offerings [25][26] - The emotional sentiment of consumers is predominantly neutral, with 67.8% neutral feelings and 28.2% positive feelings towards cultural tourism experiences [26][27] 4. Popular Marketing Strategies in Cultural Tourism - Effective marketing strategies include leveraging social media influencers, creative campaigns, and immersive VR experiences to engage consumers [35][36] - The report notes that many local tourism accounts have surpassed one million followers, indicating a strong online presence and engagement [35] 5. Case Studies and Innovations - The "Digital Dunhuang" project exemplifies the use of digital technology to enhance cultural heritage experiences, allowing consumers to explore historical sites virtually [48][52] - The report also highlights the success of the "Only Henan Theater City," which utilizes immersive theater to engage visitors with local history and culture [85][87]