In the spring of March, cherry blossoms complement each other along the West Lake in Hangzhou, and a hand-operated boat glides gently on the blue waves, immersing oneself in the painting; On the terrace of Yanqing Homestay in Beijing, the peach blossom scenery of the Great Wall is breathtaking. Tourists sit around the barbecue and enjoy a spring vacation amidst the fragrance of flowers; Wearing ethnic minority costumes, hiking in the fields of Yunyang, Chongqing, leaving beautiful memories in the sea of flowers; Wuhan Donghu will integrate flower viewing tours with night economy, with Chinese style songs and dances dancing, interesting performances of robotic dogs, and a comprehensive upgrade of technological experience... With the spring breeze blowing by, the flower sea of the north and south of the river blooms one after another, and "chasing flowers" and "appreciating flowers" have become one of the most distinctive themes of spring travel. According to Feizhu data, since March, the search popularity of keywords such as "hiking", "flower appreciation", and "spring outing" has skyrocketed by 380% compared to the previous month. Flower viewing tours are shifting from a single "just taking a quick look at the flowers and taking photos" to immersive experiences such as flower camping, flower field research, and Hanfu photography. From single sensory to full sensory participation, new products that emphasize experience and empathy are more sought after by consumers, and the new trend of experience economy is becoming increasingly popular. Turning from "watching the scenery" to "entering the scenery", this time I went to Dali, Yunnan with my child for a spring vacation and accidentally discovered a small shop where we could experience local tie dye. Unexpectedly, this unplanned attempt became the most interesting and unforgettable memory of this trip. ”Ms. Liu, a tourist from Jinan, Shandong, sighed. Nowadays, traveling is not just about taking a few check-in photos, but also about having an immersive experience and unforgettable memories. ”Shu Hua, a tourist from Beijing, admitted that in the past, appreciating flowers in spring was just about taking photos and checking in. This year, after sharing his experience of rowing in Hangzhou to enjoy spring online, he was immediately "planted with grass" and took advantage of the weekend to travel from Beijing to Hangzhou. This time the cost is higher than before, but the satisfaction and experience have increased too much, making me feel that everything is worth it! Especially when riding a rowing boat through the sea of flowers, it feels like you have truly entered the painting and become a part of the scenery. This experience has made me more willing to choose in-depth tours in the future, and I will also be willing to spend more money to live in scenic spots or experience more local specialty projects. ”Shu Hua said. Driven by the spring break travel craze, spring break themed study experience products are highly favored by families with children. According to Tuniu data, study tours that include popular historical and cultural scenic spots as well as intangible cultural heritage handicraft experiences such as mother of pearl, burnt foil paintings, and pointillism are highly sought after by families with children. The choice of consumers is a typical reflection of the current iteration of consumer demand for flower viewing tours. Tourists are no longer satisfied with taking photos for check-in, but rather place greater emphasis on emotional value, cultural acquisition, and personalized experience, willing to pay for high-quality and high satisfaction services. Hu Yang, Senior Vice President of Tujia Homestay, stated that flower viewing tours are shifting from a single attraction check-in to a more experiential vacation approach. For tourists, staying in homestays is not only for the convenience of viewing flowers, but also for a spring vacation experience that is closer to nature and more lively. Hong Tao, Vice Chairman of the China Society of Consumer Economics and Director of the Institute of Business Economics at Beijing Technology and Business University, stated that with the improvement of residents' consumption ability and the transformation of consumption concepts, the cultural and tourism consumption market is undergoing a profound transformation from "material check-in" to "spiritual self enjoyment". As the most prominent theme of spring travel, "flower viewing tour" has ushered in a change in demand. New scenarios activate new driving forces, and as demand shifts towards experience, the supply side also undergoes restructuring. Various regions use flowers as a medium to promote diverse integration of flower appreciation+food, flower appreciation+cultural and creative, flower appreciation+intangible cultural heritage, flower appreciation+research, flower appreciation+technology, etc., transforming a single flower sea into a composite experience venue that integrates "food, accommodation, transportation, shopping, and entertainment", achieving a transformation from "traffic" to "retention", and from "check-in" to "card swiping". Flower sea is no longer a static background, but a dynamic scene that allows tourists to fully participate and immerse themselves in multiple senses. The experiential demand has also given rise to a new trend of flower viewing consumption, with Hanfu flower viewing and cross city flower chasing becoming eye-catching scenery in the spring cultural and tourism market. According to data from Mu Niao Homestay, the search volume for "Hanfu" related homestays has increased by 370% recently. Homestays in Xi'an, Kaifeng and other places have launched one-stop services for Hanfu and makeup making. Wearing Hanfu to check in and take photos in the flower sea has become a standard for young tourists. In terms of operation mode, scenic spots are gradually getting rid of ticket dependence and shifting towards "low threshold entry and multi scene consumption". At present, the cherry blossoms in Beijing Yuyuantan Park are in full bloom. While taking photos, tourist Wen Tiantian also purchased a series of cherry blossom themed cultural and creative products. She shared with reporters, "Taking photos with these small objects made me feel truly immersed in the beautiful atmosphere of cherry blossoms. After seeing these cultural and creative works, I could immediately recall the joyful mood and beautiful memories of admiring flowers at that time. Digital technology breaks the limitations of time and space, making the flower viewing experience more layered. Qunar data shows that Yuantouzhu Scenic Spot in the Taihu Lake Lake, Jiangsu Province, has created multiple cherry viewing experiences such as light and shadow performances and AR interaction for the Cherry Blossom Festival, which has driven the popularity of Yuantouzhu Scenic Spot in Wuxi City to increase 1.3 times year-on-year and become one of the top 15 popular scenic spots in China in March. This type of intelligent operation not only improves service quality, but also creates new profit points for scenic spots. This "participatory and interactive" experience mode continues to unleash the vitality of cultural and tourism consumption. Some scenic area operators have stated that after adding various experiential projects, the average stay time of tourists has significantly increased, and related comprehensive consumption such as catering, accommodation, and cultural and creative industries has also increased significantly. It is worth mentioning that China's spring scenery is also attracting the attention of tourists from all over the world as it moves towards quality and long-term development. According to data from Qunar, the number of tourists using non Chinese passports to book domestic flights has increased by 21% year-on-year since March. In addition to classic flower viewing destinations such as Kunming, Hangzhou, Chengdu, and Nanjing, the footsteps of foreign tourists have also extended to more "flower viewing new continents". In March, Linzhi, pink peach blossoms, and the clear water of the the Yarlung Zangbo River attracted 6.3 times more foreign tourists; The apricot blossoms and spring scenery of ancient buildings in Datong, Shanxi have attracted over 9 times more foreign tourists; The plateau spring scenery in Kashgar, Xinjiang and the apricot blossom sea covering the mountains in Yining have attracted more than 5 times and 3.5 times more tourists to fly there, respectively. This strong attraction is a vivid manifestation of the deep transformation of Chinese cultural and tourism consumption towards experiential and quality-oriented. Ms. Cheng, who has been receiving overseas tour groups for a long time, said that overseas tourists have a strong curiosity and enthusiasm for traditional Chinese culture. They not only love natural scenery and specialty cuisine, but also prefer immersive cultural experiences. "Deep cultural experiences are becoming an important highlight to attract foreign tourists. Hong Tao believes that the core of the experience economy is centered around consumer experience, allowing consumers to pay for "process value" through personalized emotional and spiritual interactions. In this mode, consumers become the main body of value co creation, focusing on emotional resonance and memory retention, shifting the focus of consumption from material possession to spiritual satisfaction, and creating personalized experience relying on the scene and sense of participation. The essence is to "buy feelings and get resonance". To promote the sustainable and high-quality development of the experience economy, Hong Tao stated that efforts need to be made in three dimensions: promoting the integration of "intangible cultural heritage+", "culture+", and "technology+" in terms of formats, and developing high value-added experience formats; Create the ultimate cultural IP scene on the scene, strengthen locality, and build a shared space between hosts and guests; Empower the entire chain with digitalization in operation, strengthen user co creation, and build a composite monetization system. At the same time, relying on the three major supports of policies, technology, and talent creativity, we must deeply explore culture, deeply connect emotions, and deeply integrate technology in order to achieve long-term development. (New Society)