| Since the "first year" of cultural IP in 2016,the unique content value of cultural IP and its own flow realisation ability has become a new driving force for the development of the cultural tourism industry.For the cultural tourism industry,how to make good use of cultural IP and its deep integration with the cultural tourism industry will become the future development trend of cultural tourism.With the government encouraging the creation of new scenes of immersive tourism experiences during the 14 th Five-Year Plan,a new model of using literary,film and television IPs to create immersive tourism performance experiences has emerged in the tourism performance market and has achieved certain results.However,this new model is still in its developmental stage,and there is a lack of research on the specific experiences and theoretical guidance on cultural IP-enabled immersive tourism performing arts,and no governance system has been formed to facilitate its large-scale development.From the perspective of tourists’ perceptions of tourism destinations,this study examines the mechanism of cultural IP-enabled immersive tourism performance,its effectiveness and its influencing factors,and accordingly proposes governance strategies to promote its efficient development.Firstly,it is concluded that the current cultural IPenabled immersive tourism performing arts is characterised by content-based cultural IP,various forms of performing arts experiences and the combination of multiple industries to form an immersive complex.Based on the cognitive-emotional-intentional theory and semiotic theory,it is then clarified that the mechanism of cultural IP-enabled immersive tourism performance is that cultural IPs empower performance content with a highly recognisable cultural symbol system,enhance the emotional resonance between performance and tourists with their own fan base,and empower the cognitive and emotional dimensions to enhance tourists’ perception of the overall image of the tourism destination and generate positive post-tour behaviour.The second dimension is the intentional dimension.Secondly,the immersive tourism performances derived from the IPs of "The Twelve Hours of Chang’an" and "White Deer Plain",which have been well received in Xi’an,were selected as research samples.The image perception elements are divided into five main categories and 18 sub-categories,and the attractiveness value of each main and sub-category is measured by fuzzy comprehensive evaluation,from the largest to the smallest: performing arts experience,cultural symbolic resources,regional audience,performing arts environment and supporting activities.Based on the analysis of the perceived image and combined with the actual situation of the case,it is concluded that the effectiveness of cultural IPs in empowering immersive tourism performances includes: cultural IPs and immersive tourism performances achieve two-way empowerment,and tourists perceive that the cultural values and cultural symbols given by cultural IPs are the primary factor in building the thematic image of performing arts.In order to summarise the case experience more comprehensively,this study combines the content of interviews with relevant enterprises and government departments to summarise the factors affecting its effectiveness from the perspective of the overall development and management of the case,including the degree of government attention,cooperation between industries and the regional cultural atmosphere.Finally,relying on cultural governance and polycentric governance theories,the study proposes governance strategies to promote the development of cultural IP-empowered immersive tourism performances in three aspects: promoting the deep integration of cultural IP and immersive tourism performances,guiding cultural IP and its derivative performances to spread positive culture,and creating a regional cultural tourism atmosphere through the collaboration of multiple actors. |
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