海洋公园旅游景点的沉浸式体验与数字化传播战略创新研究

Research on Immersive Experience and Digital Communication Strategy Innovation of Ocean Park Tourist Attractions

摘要: 在全球旅游业竞争加剧与消费者体验需求不断升级的背景下，海洋公园作为综合性旅游目的地，其传统营销模式面临巨大挑战。本文聚焦于海洋公园如何通过构建深度沉浸式体验，并利用数字化营销工具进行有效整合与传播，以形成新的竞争优势。研究首先系统梳理了沉浸式体验、旅游数字营销及品牌IP化的相关理论，指出现有研究多侧重于单一维度，缺乏将体验构建与数字化营销进行系统性整合的分析框架。在此基础上，本文提出了一个包含“体验场景层–数字传播层–价值整合层”的分析模型。文章深入探讨了海洋公园沉浸式体验的多维度设计策略，以及以内容营销、数据驱动和线上线下融合为核心的数字化整合营销路径。同时，分析了实施过程中面临的创意可持续性、技术融合与组织协同等挑战。最后，研究从深化体验价值与品牌IP化、构建智慧旅游生态系统、强化社会责任营销等方面提出了未来战略升级方向，旨在为海洋公园的可持续发展提供理论参考与实践指导。

Abstract: Under the background of intensified competition in the global tourism industry and the continuous upgrading of consumer experience demand, the traditional marketing model of ocean parks, as comprehensive tourist destinations, is facing significant challenges. This paper focuses on how ocean parks can build deep immersive experiences and effectively integrate and disseminate them through digital marketing tools to form new competitive advantages. The study first systematically reviews the theories related to immersive experience, tourism digital marketing, and brand IP-ization, pointing out that existing research mostly focuses on a single dimension and lacks an analytical framework that systematically integrates experience construction with digital marketing. Based on this, this paper proposes an analytical model containing “experience scene layer-digital communication layer-value integration layer”. The article delves into the multi-dimensional design strategies for immersive experiences in ocean parks, as well as the digital integrated marketing paths centered on content marketing, data-driven approaches, and online-offline integration. It also analyzes the challenges faced during implementation, such as sustainability of creativity, technological integration, and organizational coordination. Finally, the study proposes future strategic upgrade directions from deepening experience value and brand IP-ization, building a smart tourism ecosystem, and strengthening social responsibility marketing, aiming to provide theoretical reference and practical guidance for the sustainable development of ocean parks.