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虚拟现实等现代科技的愈加成熟为文旅产业的转型带来了机遇，游客逐渐转变为主动参与者，希望在文旅空间中展开积极的互动。因此，沉浸式文旅产业应运而生，并随着市场的愈加成熟不断细分出众多沉浸式文旅业态。以沉浸式文旅空间作为切入口，运用扎根理论，对“teamLab无相艺术空间”的游客评论进行逐级编码，识别出游客的心流历经“心流前因—心流体验—心流影响”三个阶段，“前期设计”与“现场管理”两个外界因素在游客心流历程的不同阶段产生影响。“前期设计”通过对目标游客、工具使用、任务类别的限定来影响三者的协调搭配，进而干预心流前因；“现场管理”通过工作人员的服务让游客渐渐沉浸其中，顺利完成心流历程的后两个阶段。基于此，提炼出核心范畴“价值共创”，游客心流是各主体共同参与的结果。依据研究结论对沉浸式文旅产业的管理策略、文旅融合等方面提供实际建议，有助于文旅产业借助沉浸式风口实现深化发展。
Abstract：As modern technologies such as virtual reality continue to advance, they present opportunities for the transformation of the cultural tourism industry. Simultaneously, tourists are increasingly becoming active participants, seeking positive interaction within the cultural tourism space. Consequently, the immersive cultural tourism industry has emerged and with a growing market, various immersive cultural tourism formats are continuously being developed. This paper focuses on the immersive cultural travel space and utilizes grounded theory to systematically analyze tourist comments regarding "teamLab phaseless art space". The study identifies three stages of tourist flow: "flow antecedents-flow experience-flow impact", along with two external factors that influence different stages of the tourists' flow journey: "preliminary design" and "site management". The coordination of target tourists, tool use, and task category is influenced by "pre-design", which subsequently affects flow antecedents. On the other hand, through staff services facilitating gradual immersion and successful completion of the last two stages of the flow journey, "site management" enables visitors to fully immerse themselves in their experience. Therefore, this paper refines the core concept of "value co-creation", emphasizing that tourist flows result from collaborative participation among all stakeholders involved. This research not only enriches our understanding of tourists' flow experiences but also provides practical suggestions on the management strategy of immersive cultural tourism industry and the integration of culture and tourism, which are conducive to the cultural tourism industry to realize the deepening development with the help of immersive tuyere.
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基本信息:
DOI：10.19631/j.cnki.css.2025.006.006
中图分类号:F592;G124
引用信息:
[1]马聪玲,滕菲菲,李翎维.沉浸式文化旅游空间形成要素及路径研究——基于价值共创理论与扎根理论分析[J].重庆社会科学,2025,No.367(06):87-103.DOI:10.19631/j.cnki.css.2025.006.006.
基金信息:
中国社会科学院财经战略研究院创新课题“我国数字消费的增长动力与长效机制研究”（2025CJY0101）;中国社会科学院中英合作课题“基于社会网络分析的城乡创新生态系统研究”（EJR2021001）