郑国霖、罗家英、江华等老牌影视演员近期纷纷现身国内各地景区担任NPC角色，进行沉浸式互动表演1。这一现象背后，景区正借助明星流量实现短期引流——一家景区负责人透露，在明星驻场通告发布后，该景区门票一周销量暴涨150%1。其中，郑国霖已在2025年至今国内几十个景区表演1。
然而这种模式面临可持续发展的困境。演员郑国霖直言出演NPC是因为"当时没有更好的工作机会"1，这反映出明星参与的现实考量。华侨大学旅游学院教授殷杰指出，"明星虽然自带流量，但这种流量的生命周期有限"1。同时，北京工商大学教授洪涛表示明星NPC薪资更高，对景区人力成本压力大1。
专家建议景区从追逐风口转向系统运营，通过挖掘本土文化、打造原生IP、建立标准化体系等方式，实现明星NPC模式的可持续发展1。
A wave of established entertainment figures has recently taken on non-player character roles at tourist attractions across China, performing immersive interactive experiences for visitors. Actors including Zheng Guolin, Luo Jiaying, and Jiang Hua have appeared at various regional scenic sites, leveraging their celebrity status to draw crowds 1. Zheng Guolin alone has performed at dozens of domestic attractions throughout 2025 1. One park operator reported that ticket sales surged 150 percent within a week following the announcement of a celebrity performer's residency 1.
The strategy has proven effective for short-term visitor acquisition, yet industry experts and participants alike acknowledge significant limitations. Zheng Guolin stated that he took on the NPC role because "there were no better work opportunities at the time" 1. Academic observers have raised concerns about the model's viability. Yin Jie, a professor at Huaqiao University's School of Tourism, noted that "while celebrities bring built-in audience appeal, the lifespan of such traffic is inherently limited" 1. Hong Tao, a professor at Beijing Technology and Business University, pointed out that compensating celebrity performers strains theme parks' labor budgets substantially 1.
Industry analysis suggests that to move beyond a temporary publicity stunt, parks must transition from chasing fleeting trends toward systematic operational development—specifically by excavating local cultural heritage, creating original intellectual property, and establishing standardized service frameworks 1.
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