Research on Innovative Pathways for Immersive Interactive Art
in Macao Driven by DigitalizationGONG Yihan LIN Tianyi
Gong Yihan Lin Tianyi
Abstract:Against the backdrop of global digitalization and the rise of the experience economy,immersive interactive art has gradually emerged as a new trend in cultural consumption and tourism.Macao has a unique advantage of blending Chinese and Western cultures providing a fertile ground forthe digital art innovation. This paper analyzes representative cases of existing immersive interactive artin Macao and, integrating spatial narratology and urban branding theory. It explores the innovativepathways for immersive interactive art in Macao driven by digitalization. The research indicates thatimmersive interactive art not only enhances audience immersion and engagement but also effectivelydisseminates the "Macau narrative" within cultural storytelling, thereby supporting the modernizationof the city's brand identity. The findings offer valuable insights for local governments, culturalinstitutions, and art enterprises seeking to enhance interactive art design and cultural communicationoutcomes during digital transformation.
Keywords: Immersive Experiences; Interactive Art; Spatial Storytelling; Urban Branding; PathExploration
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