“不白来，都不白来！”：情绪价值如何让一座城狂揽流量？-星度环球文化-教育宝

今年五一假期，中国文旅市场迎来“情绪价值”新风口。当传统观光模式逐渐让位于沉浸式体验，山东日照凭借“3000斤蛤蜊免费挖”活动冲上热搜，游客举桶追车、满载而归的欢乐场景刷屏网络。景区不仅每天投放1500公斤蛤蜊，更推出“龙王宝藏”主题玩法，以“敖丙”“小龙女”等角色打造沉浸式文化场景，将赶海转化为可分享的情感体验。从撒蛤蜊到造IP，日照的爆火折射出文旅产业从“资源竞争”转向“情绪供给”的深层变革。随着年轻群体成为消费主力，如何用情感共鸣重塑旅游吸引力？这场“蛤蜊狂欢”或许给出了答案。One of the longest holidays in China, the five-day May Day holidays ran from Thursday to Monday this year. Many people across China decided to treat themselves to a well-earned vacation. Amid the country"s booming domestic tourism scene, creating "emotional value" has quickly become a new key to winning the hearts of tourists.作为中国最长的假期之一，今年五一假期从周四持续至周一，共计五天。全国各地许多民众决定用一场应得的旅行犒劳自己。在国内旅游业蓬勃发展的背景下，创造"情绪价值"迅为赢得游客青睐的新关键。Local cultural and tourism departments around the country, as well as scenic destinations, are stepping up efforts to attract visitors.全国各地的文旅部门和景区正加大力度吸引游客。Yet Rizhao, a coastal city in East China"s Shandong Province, has grabbed national attention and made it on the trending chart on Sina Weibo with keywords such as "3,000 half-kilos of clams" and "emotional value."而山东沿海城市日照，却凭借"3000斤蛤蜊"、"情绪价值"等关键词冲上微博热搜，引发全国关注。With more and more tourists prioritizing immersive and memorable experiences over conventional sightseeing, activities such as clam digging have become increasingly popular in seaside cities such as Rizhao.随着越来越多游客将沉浸式体验和难忘回忆置于传统观光之上，挖蛤蜊等活动在日照等海滨城市日益走红。Exploring the tidal flats is an age-old pastime but feels refreshing to tourists. What they gain is not only nature"s gifts, but also a glimpse into the rich local maritime culture and traditional way of life.滩涂探秘虽是古老消遣，却让游客倍感新奇。他们收获的不仅是自然馈赠，更能窥见当地深厚的海洋文化与传统生活方式。During the May Day holidays, a scenic spot in Rizhao launched the "Dragon King"s Treasure" Clam Festival. Swearing that no visitors would go home empty-handed, 1,500 kilograms of clams were scattered across the tidal flats every day during the holiday period. Local authorities also set up a bus line dedicated to clam digging, and also published guides for clam digging and a collection of clam recipes.五一期间，日照某景区推出"龙王宝藏"蛤蜊节。承诺绝不让游客空手而归，假期每天在滩涂投放1500公斤蛤蜊。当地还专门开通挖蛤蜊公交专线，发布《挖蛤攻略》和《蛤蜊美食图鉴》。A popular video online shows a small flatbed truck loaded with baskets of clams moving along the shore while staff toss clams toward tourists. Some tourists laugh and run after the truck happily, holding out their buckets, which the staff fill with clams.网络热传视频中，载满筐筐蛤蜊的小卡车沿海岸行驶，工作人员不断向游客抛撒蛤蜊。欢笑着的游客举桶追车，工作人员则将蛤蜊倒入他们的桶中。Hashtags like "Rizhao ensures no visitor leaves without clams" and "3,000 half-kilos of clams a day for emotional value" have gone viral online, with some netizens commenting, that"s "truck after truck" of emotional value."日照保证游客不空手而归"、"每天3000斤蛤蜊搞情绪价值"等话题引爆网络，有网友戏称这是"一车车拉来的情绪价值"。After this clam-scattering event went viral, the scenic area quickly upgraded the experience by adding characters like Ao Bing (a son of the Dragon King) and the Dragon Maiden (a daughter of the Dragon King), based on suggestions from netizens, sparking a new wave of interest online.撒蛤活动走红后，景区根据网友建议迅速升级体验，加入"敖丙"（龙王三太子）、"小龙女"等角色，再度引发网络热潮。Initially a marketing term that measured customers" perceived emotional benefits against cost, the phrase "emotional value" has been growing popular, particularly among young people in China. It now refers to how one"s actions influence others. Bringing comfort and joy adds emotional value, while causing stress or discomfort reduces it. It has been selected as one of the top 10 Chinese buzzwords by a linguistics journal."情绪价值"原为衡量顾客情感收益与成本比的营销术语，如今在中国年轻人中广泛流行。现指个人行为对他人的情绪影响。带来舒适愉悦即增加情绪价值，造成压力不适则降低其价值。该词已被《咬文嚼字》杂志评为年度十大流行语。From a psychological perspective, "emotional value" is essentially about meeting individuals" emotional needs through interaction or experiences. For many, travel serves as a way to take a break from fast-paced urban life and is a form of emotional compensation, Ma Jianwen, an expert with the Clinical Psychology and Supervision Professional Committee of the Guangdong Psychological Association, told the Global Times.从心理学角度看，"情绪价值"本质是通过互动或体验满足个体情感需求。对许多人而言，旅行既是逃离快节奏城市生活的方式，也是一种情感补偿，广东省心理协会临床心理与督导专委会专家马健文向《环球时报》表示。"At their core, these approaches are all about thoughtfully designing emotional scenarios, that transform traditional sightseeing into experiences that are both shareable and emotionally engaging," said Ma.马健文指出："这些举措的核心在于精心设计情感场景，将传统观光转变为可分享且情感共鸣的体验。"Chinese tourism platform Tongcheng Travel"s newly released report shows that this year"s May Day holidays are expected to see record-breaking domestic tourism activity, and travel demand is likely to remain strong through the weekend following the official holiday, reported Xinhua Finance on Monday. The report highlighted a strong domestic tourism market, with both supply and demand on the rise.据新华财经5月6日报道，同程旅行最新报告显示，今年五一假期国内旅游人次有望创历史新高，且假期后的周末旅游需求仍将强劲。报告强调国内旅游市场供需两旺。From infrastructure to services, everything is undergoing transformation and upgrading as culture and tourism become more deeply integrated in China. The approach to service standards and quality is also shifting, Sun Jiashan, an associate researcher at the Central Academy of Culture and Tourism Administration, told the Global Times.从基础设施到服务，随着文化和旅游业在中国的深度融合，一切都在经历转型升级。服务标准和质量的方法也在发生变化，中央文化和旅游管理干部学院副研究员孙佳山向《环球时报》表示。"It"s no longer just about pouring in money or advancing technology in tourism, "emotional value" plays a key role in helping tourists truly feel a sense of satisfaction. It"s also key aspect of the deep integration of culture and tourism that is occurring now," added Sun.孙佳山补充道："旅游业不再仅靠资金投入或技术进步，"情绪价值"能帮助游客获得真实满足感。这也是当前文旅深度融合的关键要素。"综合来源：每日英语听力|双语精读等