（来源：中国旅游报） 转自：中国旅游报 □ 战冬梅 在高度互动的环境中，游客与演员之间的界限不好把握。有的景区曾发生游客因过度兴奋而推搡NPC的 事件；个别狂热的粉丝会长时间围堵跟拍，不仅影响演员的正常休息，更可能引发安全事故。如何既保 持互动的趣味性，又确保现场的安全有序，已成为景区管理者必须面对的新课题。 内容同质化的倾向已然出现。当一两个明星NPC成功后，众多景区便一拥而上，陷入追逐同类型明星、 复制相似角色设定的简单模仿循环。不同的景区里上演着大同小异的抛绣球与比武招亲。这种跟风模 仿，很容易就引起游客的审美疲劳与体验贬值。当独特的文化记忆点被千篇一律的互动所取代，景区在 游客心中就从一个必去的独特目的地降格为又一个有明星的乐园，其旅游吸引力将随着新鲜感的消退而 迅速衰减。 此外，一些景区简单的模仿扼杀了其最核心的文化竞争力。文旅融合的根基在于文，明星NPC的价值本 应是地方特色文化的活化载体。而生搬硬套的诸如皇帝仙侠主题，往往与当地真实的历史文脉和风土人 情严重脱节。如果一个以江南水乡为肌理的古镇，硬塞进一个穿越而来的"皇帝"，不仅无法形成文化共 鸣，反而会消解本地文化的严肃性与独特性，让深厚的文化 ...

Core Insights - The rise of interactive NPC (non-player character) experiences in real-world settings is transforming tourism and entertainment, as seen in the "stealing sugarcane" game in Sichuan, which has garnered over 490 million views on platforms like Douyin and Kuaishou [1] - The emotional economy is growing rapidly in China, with projections indicating a market size of 2.31 trillion yuan in 2024, increasing to 4.62 trillion yuan by 2029, driven by immersive experiences like NPC interactions [3][6] - The integration of NPCs into tourism is creating a new model where visitors become active participants rather than passive observers, enhancing the overall experience [6] NPC Interaction and Popularity - NPCs are becoming central to the tourism experience, with examples like the "Snow Cake Monkey" in Changchun, which has gained significant popularity through social media, leading to increased visitor numbers [7][9] - The character's creator, Wang Tiezhu, has leveraged live streaming to maintain engagement, showcasing behind-the-scenes activities that resonate with fans [9] - The shift from traditional IP-based NPCs to those emphasizing personal charisma and real-time interaction reflects changing consumer preferences [14] Content Creation and Social Media - NPCs are adept at creating shareable content on social media, with many characters gaining fame through humorous and relatable interactions with visitors [16][20] - The phenomenon of "celebrity NPCs" is emerging, where actors known for their roles in popular media transition to interactive roles in tourist attractions, enhancing visitor engagement [16][19] - The integration of NPCs into broader content strategies at attractions, such as the Kaifeng Wansui Mountain Martial Arts City, showcases the potential for immersive storytelling and audience participation [21][23] Economic Impact and Future Trends - The NPC model is proving economically viable, with attractions like Wansui Mountain reporting over 17 million visitors and revenue exceeding 1.068 billion yuan in 2025 [23] - The low base salary for NPCs, combined with the exposure and popularity they gain, creates a mutually beneficial relationship between attractions and performers [24] - Government policies are increasingly supportive of innovative tourism models, indicating a shift towards emotional and experiential consumption in the industry [26]