by Biyun Jiang, Zhanfang Sun
2026,3(1);
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Abstract
Against the backdrop of the deepening integration of the experience economy and cultural
tourism, immersive cultural tourism has gradually emerged as a key setting for driving cultural
consumption and the development of the night-time economy. Taking the Datang Everbright City as a case
study, this paper focuses on tourists participating in cultural experiences and consumption activities as
its primary interview subjects. Combining the Stimulus–Organism–Response (S–O–R) framework with
grounded theory methodology, it employs semi-structured interviews to analyze the underlying mechanisms
of 'how cultural experiences are transformed into consumption behavior and generate commercial
value.' The research reveals that visitors' consumption behavior does not stem solely from functional
needs but is gradually formed through emotional and identification mechanisms, building upon cultural
stimuli and immersive experiences. Specifically, cultural symbols, spatial atmosphere, and interactive
performances enhance visitors' sense of presence and immersion, transforming them from 'spectators'
into 'participants'; subsequently, emotional arousal, cultural resonance, identity expression, and social
influence further reinforce the value of the experience and drive the formation of consumption motives.
Factors such as commemorative significance, the desire for memorable photographs, peer influence,
and value judgements further facilitate consumption decisions, giving rise to consumption behaviors at
different levels. Simultaneously, through social sharing and word-of-mouth dissemination, tourists create a
cyclical diffusion mechanism of "Experience—Consumption—Dissemination—Re-attraction," extending
commercial value from on-site consumption to traffic dissemination and sustained visitor attraction.
By constructing a mechanism model of "Cultural experience—Emotional and identity mechanisms—
Consumption conversion—Generation of commercial value," this paper provides a new process-oriented
explanation for research into immersive cultural tourism consumption.
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