Research on the Development of Immersive Experience Tourism in Chinese Ancient Towns under Digital Technology

Immersive experience is a new model and business form formed by "culture + technology". With the scientific and technological innovation and the research and development of various cutting-edge technologies, the multi sensory and controllable experience system created by new technology is gradually active in front of people. Through the development of cultural content, immersive experience uses scientific and technological means such as AR, VR and MR to create a dream space with the combination of virtual and real, forming an experiential environment, which has become a new driving force of contemporary cultural and creative industries. Nowadays, immersive experience covers almost all industries, and tourism itself, as an experience consumption, is bound to be combined with immersive experience. Immersive experiential tourism forms new tourism products with diverse forms and creative contents through the deep combination of culture and science and technology, so that tourists can obtain a strong sense of experience and substitution in tourism, so as to meet people's increasingly personalized and autonomous consumption characteristics. In recent years, the problem of homogenization and commercialization of ancient towns in China has become more and more prominent. The decline of characteristic culture of ancient towns and the lack of authenticity of historical buildings continue to appear. In today's era of scientific and technological development, many ancient towns still continue their "old ways" in tourism, engage in business and sell tourism products that are no different from other ancient towns, resulting in difficulties in the development of ancient towns and fatigue of ancient town tourism. Taking Zhenyuan ancient town as an example, focusing on the new development path and cultural protection and inheritance of the ancient town, this paper discusses the new trend and direction of using immersive experience in the development of the ancient town in the future, so as to promote the collision between the traditional environment retained in the ancient town and modern civilization. The purpose is to explore the development problems of existing ancient towns, use new technology to play the role of the cultivation platform of new business forms of immersive experience, enrich the content of immersive experience in ancient towns, and innovate the culture and tourism consumption scenes of ancient towns.