The Development Trend of Immersive Tourism Scenic Spot Formats under the Background of High-Quality Development of Culture and Tourism

Against the backdrop of the high-quality development of culture and tourism, immersive tourism, as a new business format that breaks the traditional tourism model and promotes the in-depth integration of culture and tourism, is driven by policy guidance, technological iteration, market demand, and industrial upgrading. This paper sorts out the development status and typical models (technology-driven, culture-empowered, and interactive participation-based) of immersive tourism scenic spot formats, analyzes their core driving factors, and explores four major future development trends: cultural immersion shifting from "form imitation" to "spiritual resonance", technological application transforming from "technology accumulation" to "experience service", business format integration expanding from "single project" to "holistic immersion", and experience value upgrading from "entertainment consumption" to "cultural identity". Meanwhile, combined with cases such as "Twelve Hours in Chang'an", it analyzes the challenges in the development of the business format and corresponding countermeasures. The research shows that the immersive tourism scenic spot format is an important path for the high-quality development of culture and tourism. Its development requires balancing the cultural core and technological application, which provides directions and references for the transformation and upgrading of scenic spots.