文旅案例 | 从“观演”到“入戏”：行浸式演艺活化的业态趋势与消费突破路径

【爱易设】世界那么大，为防走散，请将AYS爱易设规划设计事务所加星标！关注爱易设，关注AYS规划设计事务所，点击上方名片-点右上角弹出菜单栏设为星标即可。

一、引言 | 行浸式演艺的崛起与行业变局

2026年开年，中国沉浸式演艺市场迎来里程碑时刻。浸入式戏剧《不眠之夜》上海版驻演突破2500场，累计吸引观众70万人次，总票房超6亿元，撬动周边衍生消费超40亿元，带动产业价值超百亿元。这一数据背后，是中国沉浸式体验项目总量突破3.2万个的产业现实。从一线城市到县域景区，从历史遗址到商业街区，“行浸式演艺”正从概念引入走向产业成型，成为文旅融合的核心载体。

行浸式演艺的本质，是打破传统观演关系的边界，让观众在行进中与空间、叙事、角色深度互动。相较于静态陈列的观光模式，它创造了“可触摸的历史、可对话的文化、可代入的情感”；相较于传统镜框式舞台演出，它实现了“空间即剧场、观众即演员”的体验革命。在“文旅3.0”时代，以新质生产力驱动产业升级、以文化IP重塑体验价值的背景下，行浸式演艺正成为激活存量资源、创造增量消费的关键引擎。

二、业态演进 | 行浸式演艺活化的三个核心趋势从“空间沉浸”到“情感沉浸”：体验层级的跃升。行浸式演艺的初级阶段以空间营造为核心，通过场景复原、光影技术、多感官刺激让观众“身临其境”。然而，真正的沉浸不止于感官，而在于情感。《不眠之夜》的成功密码正在于此——非线性叙事结构、无对白的肢体语言、1对1的私密互动，让每位观众都能建构属于自己的故事版本。30%的复刷率、8.2%的观演超5次核心粉丝、最高600场的复刷纪录，印证了“常看常新”的情感黏性。2026年春节亮相的银川《西夏樂集》，则将情感沉浸推向了新高度。该项目以世界文化遗产西夏陵为基底，搭建“遗址为基、史实为纲、体验为桥”的三维叙事体系。50余名NPC精准塑造西夏公主、麻魁女将军、宫廷乐师等历史形象，让游客在行进中参与西夏文拓印、弓弩试射、茶礼习仪等互动环节。从“旁观者”到“参与者”再到“讲述者”，这种身份转变正是情感沉浸的本质——当游客真正“入戏”，文化便不再是陈列的符号，而是可感的生命。从“单点体验”到“生态融合”：价值边界的拓展。行浸式演艺的第二个趋势，是从单一演艺项目向文商旅融合生态的跨越。《不眠之夜》的实践提供了完整样本：2025年，其61.8%的观众来自外省市及海外，这些游客在沪停留时间较普通游客平均延长1至2天。除平均680元的票价外，超65%的观众会增加旅游及相关衍生消费，形成“住一晚、吃一顿、逛一圈、带一份记忆”的全链条消费闭环。剧场周边夜间客流提升45%，高端住宿需求占比超40%。项目“票根经济”综合撬动效应达1:6.8，远超国内演艺项目平均水平。这一数据的启示在于：行浸式演艺的价值远不止票房本身。它既是流量入口，也是消费引擎；既是文化地标，也是区域更新的催化剂。从张园的“声场漫游”到兴业太古汇的联动消费，《不眠之夜》将客流从剧场引流至历史街区与商业综合体，实现了“演艺引流—消费转化—区域赋能”的可复制路径。从“节庆点缀”到“常态供给”：运营模式的升级。行浸式演艺的早期形态多依附于节庆活动，呈现“阶段性运营、季节性运营”特点。然而，真正具有产业价值的业态必须实现常态化运营。《不眠之夜》九年2500场的驻演证明，优质内容具备长期生命力。同样，《西夏樂集》在春节档期推出后，银川文旅集团已明确将持续升级演艺体验，放大西夏陵作为文化地标的综合效应。北京环球度假区的“环球中国年”则展示了主题公园语境下的常态化创新。自2021年开园以来，累计推出各类常设娱乐表演超20万场、季节性活动演出超万场。2026年新春特别演出《团圆啦！》焕新回归，将国际IP与中国年味深度融合，实现“步步见年味、处处有体验”的全域沉浸。这种“年度IP+持续迭代”的运营逻辑，为行浸式演艺从“一次性打卡”转向“周期性复购”提供了参照。

From "Spatial Immersion" to "Emotional Immersion": A Leap in the Experience Hierarchy. The initial stage of immersive performing arts is centered around space creation, using scene restoration, lighting and sound technology, and multi-sensory stimulation to make the audience feel "right there". However, true immersion goes beyond the senses and lies in emotions. The success formula of "Sleepless Nights" lies precisely here - its non-linear narrative structure, non-verbal body language, and 1-on-1 private interactions allow each audience member to construct their own version of the story. A 30% repeat viewing rate, 8.2% of core fans who watched more than 5 times, and a maximum of 600 repeat performances all confirm the emotional stickiness of "constant viewing and constant renewal". The "Yinchuan "Xixia Melodies Collection" that debuted during the Spring Festival of 2026 further elevated the level of emotional immersion. This project is based on the world cultural heritage Xixia Tombs, and builds a three-dimensional narrative system of "site as the foundation, historical facts as the framework, and experience as the bridge". More than 50 NPCs precisely portray historical figures such as the Xixia princess, the Ma Ku female general, and the court musician, allowing tourists to participate in interactive activities such as Xixia script printing, bow and crossbow shooting, and tea ceremony etiquette while moving. From "spectator" to "participant" and then to "teller", this identity transformation is precisely the essence of emotional immersion - when tourists truly "get into the role", culture is no longer just displayed symbols, but a tangible life.

From "Single Point Experience" to "Ecological Integration": Expansion of Value Boundaries. The second trend of immersive performing arts is the leap from a single performing arts project to an integrated ecosystem of culture, commerce, and tourism. The practice of "Sleepless Nights" provides a complete sample: In 2025, 61.8% of its audience came from outside Shanghai and overseas, and these tourists stayed in Shanghai for an average of 1 to 2 days longer than ordinary tourists. In addition to an average ticket price of 680 yuan, over 65% of the audience will increase tourism-related and derivative consumption, forming a "stay one night, eat one meal, tour one circle, take one memory" full-chain consumption loop. The night-time passenger flow around the theater increased by 45%, and the proportion of high-end accommodation demand exceeded 40%. The project's "ticket root economy" comprehensive leverage effect reached 1:6.8, far exceeding the average level of domestic performing arts projects. The implication of this data is that the value of immersive performing arts goes far beyond box office revenue. It is not only a traffic entry point but also a consumption engine; it is not only a cultural landmark but also a catalyst for regional renewal. From "sound field roaming" in Zhang Yuan to the linked consumption in Xingya Taikoo Li, "Sleepless Nights" has diverted passenger flow from the theater to historical districts and commercial complexes, achieving a replicable path of "performing arts diversion - consumption transformation - regional empowerment".

From "Celebration Decoration" to "Regular Supply": Upgrade of Operating Models. The early form of immersive performing arts was mostly dependent on festival activities, presenting characteristics of "periodic operation and seasonal operation". However, a truly valuable business model must achieve regular operation. The nine-year 2,500 performances of "Sleepless Nights" prove that high-quality content has long-term vitality. Similarly, after the "Xixia Melodies Collection" was launched during the Spring Festival period, the Yinchuan Cultural Tourism Group has clearly stated that it will continue to upgrade the performing arts experience and amplify the comprehensive effect of Xixia Tombs as a cultural landmark. The "Universal China Year" at Beijing Universal Resort has demonstrated regular innovation in the context of theme parks. Since its opening in 2021, it has launched over 200,000 regular entertainment performances and over 10,000 seasonal performances. The special performance "Reunion! Let's Gather" in the Spring Festival of 2026 returned with a new look, deeply integrating international IP with Chinese New Year flavor, achieving "step by step seeing the New Year flavor, everywhere having an experience" full-scale immersion. This "annual IP + continuous iteration" operating logic provides a reference for immersive performing arts to shift from "one-time visit" to "periodic repurchase".

三、消费洞察 | 当下文旅消费习惯的深层转向Z世代主导的“意义消费”逻辑：当前文旅消费的主力军正在迭代。Z世代消费者成长于物质丰裕时代，其消费哲学呈现鲜明特征：体验重于拥有、个性拒绝标配、意义大于符号。他们对行浸式演艺的热衷，本质上是对“可参与叙事”的追求。《不眠之夜》00后观众曹可欣观演超50次仍自称“新手”，其理由是“麦金侬的细节太多，根本看不完，每个夜晚都能给我带来不同的惊喜”。这种“永远探索不完”的体验，恰好契合Z世代对新鲜感与深度感的双重需求。 从“打卡”到“共情”的文化消费升级：传统旅游消费以“看过”为目标，行浸式消费则以“感受过”为标尺。《西夏樂集》创新打造的“30分钟行浸式演艺+30分钟沉浸互动”双轨机制，让游客在完成西夏文拓印、弓弩试射等任务后，真正“走一路、学一程、演一回、悟一脉”。这种闭环体验链，将文化消费从“被动接受”升级为“主动建构”。游客在社交平台分享的不仅是照片，更是参与故事后的情感共鸣。 复合消费：从“看一场戏”到“过一种生活”。消费习惯的另一个显著变化，是单一体验向复合消费的延伸。《不眠之夜》的观众中，夜宵消费需求达66%、人均餐饮消费超200元；高端住宿需求占比超40%，其中78%选择静安区内高端酒店，每晚客房均价超1200元。这意味着，行浸式演艺已不仅是文化消费，更是生活方式的有机组成。游客为一场演出奔赴一座城，顺便完成住宿、餐饮、购物、社交的全套体验。这种“戏里戏外”的消费延伸，为文旅项目的收益结构优化提供了巨大想象空间。四、突破路径 | 行浸式演艺如何回应消费新需求深度文化沉浸：从“符号堆砌”到“价值共创”。行浸式演艺的核心资产是文化IP，但IP活化不能止步于符号挪用。真正的深度沉浸，需要让游客成为文化意义的共创者。《西夏樂集》的创新在于，将静态遗址转化为互动剧场，将历史知识转化为可玩任务。游客赢取“贞观宝钱”并在美食街区、文创市集消费的设定，让“穿越体验”从“看表演”升级为“过日子”。这种“游戏互动+实景消费”模式，实现了文化传承与商业变现的有机统一。长沙的实践同样值得关注。《恰同学少年》青春剧场让游客走进橘子洲，跟青年“毛泽东”“蔡和森”做一回同学；《新刘海砍樵》运用裸眼3D技术，将水墨山水与国风元素动态叠加。这些案例的共同启示在于：文化遗产活化不能止步于“让文物说话”，而要创造“让游客与文物对话”的场景。 消费场景链条化：从“单点引爆”到“全链变现”。行浸式演艺的商业模式需跳出“门票依赖”，构建“演艺+住宿+餐饮+购物+衍生品”的全链条收益结构。《不眠之夜》的实践表明，非票房收入占比已从初期的15%提升至32%，IP衍生消费达3700万元。沉浸式直播探索创下单场1500万元GMV的纪录，打开了“沉浸+电商”的新想象。对于景区型项目，链条化运营更具潜力。北京环球度假区2026年新春期间，通过新春市集、主题餐饮、节庆商品等构建“吃年味、带年味”的消费闭环，有效提升单客消费价值。银川贺兰山东麓则通过四大核心场景联动，构建起“演艺+非遗+影视+国潮”的全域沉浸生态。这种集群式发展，让游客“一步一景、一景一购”，实现了消费潜能的充分释放。 用户关系终身化：从“一次性交易”到“情感契约”。行浸式演艺的终极突破，在于将“游客”转化为“用户”，将“一次性消费”升级为“终身关系”。《不眠之夜》30%的复刷率、8.2%的核心粉丝占比，印证了情感连接的商业价值。这些核心粉丝不仅持续贡献票房，更是口碑传播的超级节点——全网话题讨论量超40万条、阅读量破25亿次。构建用户终身关系，需要内容持续迭代与权益体系设计。《不眠之夜》每年策划超50场主题衍生活动，七周年推出“麦金侬巴士”将沉浸体验延伸至公共空间，IP特展巡展至全国多城。这种“走出剧场”的运营策略，让用户与IP的连接从单次观演延展为持续互动。银川文旅集团明确将持续升级《西夏樂集》，正是基于同样的逻辑——唯有“常看常新”，方能“常来常往”。 Deep cultural immersion: from "symbol stacking" to "value co-creation". The core asset of Xingxi Performing Arts is cultural IP, but IP activation cannot stop at symbolic appropriation. True deep immersion requires tourists to become co-creators of cultural significance. The innovation of "Xixia Music Collection" lies in the transformation of static ruins into interactive theaters and historical knowledge into playable tasks. The setting of tourists winning "Zhenguan treasure money" and spending in food blocks and cultural and creative markets upgrades the "travel experience" from "watching performances" to "living". This "game interaction + real-life consumption" model realizes the organic unity of cultural inheritance and commercial monetization. Changsha's practice is also worthy of attention. The youth theater of "Cha Classmate Boy" allows tourists to walk into Orange Island and be classmates with the young "Mao Zedong" and "Cai Hesen"; "New Bangs Chopping Wood" uses glasses-free 3D technology to dynamically superimpose ink landscape and national style elements. The common enlightenment of these cases is that the revitalization of cultural heritage should not stop at "letting cultural relics speak", but should create a scene of "allowing tourists to talk to cultural relics".
Consumption scenario chain: from "single-point detonation" to "full-chain monetization". The business model of immersive performing arts needs to jump out of "ticket dependence" and build a full-chain revenue structure of "performing arts + accommodation + catering + shopping + derivatives". The practice of "Sleepless Nights" shows that the proportion of non-box office revenue has increased from 15% in the initial stage to 32%, and the IP derivative consumption has reached 37 million yuan. The immersive live broadcast exploration set a record of 15 million yuan GMV in a single game, opening up a new imagination of "immersion + e-commerce". For scenic spot projects, chain operation has more potential. During the 2026 Chinese New Year period, Universal Beijing Resort will build a closed loop of consumption of "eating New Year's flavor and bringing New Year's flavor" through New Year markets, themed catering, and festival products, effectively enhancing the consumption value of single passengers. The eastern foothills of Yinchuan Helan Mountain have built a global immersive ecology of "performing arts + intangible cultural heritage + film and television + national tide" through the linkage of four core scenes. This kind of cluster development allows tourists to "take one step at a time, one scene at a time", and realize the full release of consumption potential.
User Relationships for Life: From "One-Time Transactions" to "Emotional Contracts". The ultimate breakthrough of immersive performing arts lies in transforming "tourists" into "users" and upgrading "one-time consumption" to "lifelong relationships". The 30% reprint rate and 8.2% of core fans of "Sleepless Night" confirm the commercial value of emotional connection. These core fans not only continue to contribute to the box office, but also become a super node for word-of-mouth communication - the number of topic discussions on the whole network exceeds 400,000 and the number of readings exceeds 2.5 billion. Building lifelong relationships with users requires continuous content iteration and rights system design. "Sleepless Nights" plans more than 50 themed derivative activities every year, and the seventh anniversary launches the "McKinnon Bus" to extend the immersive experience to public spaces, and the IP special exhibition tours to many cities across the country. This "out of the theater" operation strategy extends the connection between users and IP from a single performance to continuous interaction. Yinchuan Cultural Tourism Group has made it clear that it will continue to upgrade the "Xixia Music Collection", which is based on the same logic - only by "always seeing the new" can it "come and go often".

- END -

内容整理｜爱易设规划设计事务所、AYS爱易设

素材来源｜部分文案及图片来源于网络

文章声明｜文章及图片内容仅供参考，我们尊重原创和知识产权，所有转载或改编均会明确标注出处；若不慎侵犯了第三方权益，请立即联系我们，我们将尽快处理。

易老师联系方式：13717943868