Z世代语境下传统文化的网络营销破圈与文旅融合实践——以《黑神话：悟空》为例

Online Marketing Breakthrough beyond Niche Audiences and Cultural-Tourism Integration for Traditional Culture in the Z Generation Context—A Case Study of “Black Myth: Wukong”

摘要: 本文以现象级游戏《黑神话：悟空》为案例，探讨在Z世代文化消费语境下传统文化数字化传播、网络营销与文旅融合的互动路径。论文分析了该游戏对《西游记》及山西古建等传统文化元素进行的现代转译与视觉化呈现，阐释其通过跨平台整合营销、技术创新与沉浸式体验构建，成功触达并引发Z世代情感共鸣的传播机制，提出内容层实现文化基因现代转译、传播层形成跨圈层共振、体验层确立虚实共生的具体模式，为传统文化在数字时代的创新传播与文旅产业协同发展提供了理论框架和实践路径参考。

Abstract: This article takes the phenomenon-level game “Black Myth: Wukong” as a case study to explore the interactive paths of digital dissemination of traditional culture, online marketing and integration of culture and tourism in the context of cultural consumption by Generation Z. This paper analyzes the modern translation and visual presentation of traditional cultural elements such as “Journey to the West” and ancient architecture in Shanxi by this game, and explains the communication mechanism by which it successfully reaches and evokes emotional resonance among Generation Z through cross-platform integrated marketing, technological innovation and immersive experience construction. It proposes a specific model where the content layer realizes the modern translation of cultural genes, the dissemination layer forms cross-circle resonance, and the experience layer establishes the coexistence of virtual and real, providing a theoretical framework and practical path reference for the innovative dissemination of traditional culture in the digital age and the coordinated development of the cultural tourism industry.