Research On The Development Of Vr Tourism Products Of Intangible Cultural Heritage From The Perspective Of Experience Economy

With the arrival of experience economy era,people’s demand for tourism products has shifted from traditional tourism to cultural tourism with richer cultural connotation and higher degree of experience and participation.In recent years,the maturity and rising of virtual reality technology have provided a brand new perspective for the development and innovation of tourism products.As the hometown of Tieguanyin,a kind of oolong tea in China,Xiping Town in Anxi County has the abundant natural,historical and cultural tourism resources,but the tourism development is confronted with many difficulties due to backward traffic conditions,ordinary landscape features and other objective conditions.This paper focuses on how to overcome the objective restrictions and develop the innovative tea culture tourism products with high experience degree and prominent cultural connotation that meet the market needs to solve the dilemma for tourism development in Xiping Town.This paper analyzes and concludes the dilemma of development of intangible cultural heritage tourism products based on the summary of the current intangible cultural heritage development mode,and concludes that the VR technology,with the advantages of panoramic display,in-depth experience,protective development,digital management and communication in tourism development,is able to solve the common problems in the development of intangible cultural heritage tourism products based on the summary of the characteristics and application status of VR technology.On the basis of the experience economy theory,it puts forth that the intangible cultural heritage VR tourism products shall be designed with experience elements including content elements,environmental elements and process elements,and specifies the product design and development principles.By combining questionnaire and field interview,this paper conducts in-depth analysis of the current tourism development status in Xiping Town,and then finds out the problems of impaired cultural “authenticity”,low experience and weak market attraction existing in the development of tea culture tourism products in that area.In order to tackle the problems in tourism development in Xiping Town,this paper,based on the market survey,proposes the construction ideas and operation strategy of the tourism product Records of Seeking Tea along Maritime Silk Road,with VR technology as the support,the historical fact that the tea family in Xiping Town,Anxi County travelled to southeast Asia for tea road development as the main narrative thread,the first-person perspective as the narrative experience perspective,and the historical and social context of Xiping Town,Anxi County in the late Qing Dynasty as the main scenario.According to this paper,the VR technology has unique advantages in the cultural tourism development,which can be used to construct a multi-sensory and lifelike VR environment with panoramic display and enable tourists to experience a wide-range and continuous cultural landscape in a limited time and space,so as to effectively solve the problems of stage presentation,museum presentation and impaired authenticity commonly seen in the intangible cultural heritage tourism development.The design countermeasures of VR tourism products raised in this paper can be taken as useful reference for the development of VR tourism products in other areas.