近年来，以景区NPC（非玩家角色）沉浸式互动为核心的新型文旅业态在国内迅速走红，成为多地景区标配 1。这种模式通过提供情绪价值和文化体验，推动文旅消费从“门票经济”向“体验经济”转型 1。《中华人民共和国文化和旅游部2025年文化和旅游发展统计公报》提出培育沉浸式体验等新业态 1。中国信息通信研究院数据显示，截至2025年11月，我国体验经济市场规模达18.4万亿元，同比增长22.6%，预计2026年将突破22万亿元 1。
河北唐山河头老街景区在旅游旺季拥有400多个经过专业培训的NPC，其中秋、国庆法定节假日日均接待游客达到15万人次 1。河南开封万岁山武侠城打造全员NPC沉浸式场景，其“王婆说媒”栏目走红网络 1。山西晋城司徒小镇景区计划以3000万元招聘100位NPC人员，对明星或知名演员开出的年薪高达千万 1。该业态虽激活了消费活力，但也面临同质化和服务标准不统一等挑战，需深挖本土文化以实现可持续发展 1。
In recent years, a new tourism format centered on immersive interactions with scenic area Non-Player Characters (NPCs) has rapidly gained popularity across mainland China. 1 This model is pushing the cultural and tourism sector to transition from a traditional "ticket economy" to an "experience economy," by providing visitors with emotional value and cultural engagement. 1
Notable examples of this trend include the Hetou Old Street scenic area in Tangshan, Hebei Province, which employs over 400 professionally trained NPCs during peak tourist seasons. 1 During the Mid-Autumn Festival and National Day holidays, the site received an average daily visitor count of 150,000 people. 1 Similarly, Wansui Mountain Martial Arts City in Kaifeng, Henan Province, has created an all-staff NPC immersive environment, where its "Wang Po Matchmaking" segment went viral online. 1
The scale of investment in this sector continues to grow, with Sturtown scenic area in Jincheng, Shanxi Province, planning to spend 30 million yuan to recruit 100 NPC staff members. 1 The project offers annual salaries reaching up to ten million yuan for celebrities or well-known actors. 1 Data from the China Academy of Information and Communications Technology indicates that the market size for China's experience economy reached 18.4 trillion yuan as of November 2025, reflecting a year-on-year growth of 22.6%. 1 The market is projected to exceed 22 trillion yuan in 2026. 1
While the industry stimulates consumption, it faces challenges such as homogenization and inconsistent service standards. 1 Experts suggest that deepening local cultural content is essential for sustainable development. 1 Supporting this shift, the Ministry of Culture and Tourism's 2025 Statistical Bulletin on Cultural and Tourism Development advocates for cultivating new business formats like immersive experiences. 1
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