Exploration and Research on the Theme-Business-Experience Integrated Design Pattern in the upgrading of Culture and Tourism Consumption -- Taking Happy Valley Park as An Example

Abstract

With the deepening integration of culture and tourism, the problems are increasing prominent due to the consumption upgrade of the culture and tourism industry. Some stock scenic spots that have been in operation for years also need to be transformed and upgraded in the operation mode, and they shall understand how to get rid of the tickets only, implement the diversified operation, promote the consumption and increase the income. In this paper, the authors proposed the theme-business-experience integrated design pattern in the operation-oriented consumption upgrade" and it is verified in the project practice. Taking the theme park in the Overseas Chinese Town as an example, the authors found the key issues of secondary consumption promotion with the solid data research as the basis, proposed the strategies of OTEB integrated design. Then, it could be further refined from the happy valley them to return the business nature, re-construct the relationship among people, goods and fields, re-set various immersive experience projects and cultural and creative derivatives and create the panoramic experiential business layout with "interaction + creativity + scene", so as to achieve the consumption upgrade and increase of operation income, satisfy the diversified services and demands of the tourists.