Yuqi Zheng ¹ Jiayi Zhang ^1* Jinsha Li ^2*

• ¹ Peking University, Beijing, China
• ² Communication University of China, Beijing, Beijing Municipality, China

Under the context of internet economy era, it has become an essential issue for historic cities to attract tourists in the realm of urban design. In recent years, many historic Chinese cities have started to explore the concept of immersive districts as a way to enhance consumer travel experiences, achieving some success. This paper utilizes gamification theory to examine the Guitanglou (簋唐楼) immersive district in Xi'an, China, employing methods of in-depth interviews and content analysis to explore Guitanglou's design strategies. The research introduces a "4S" design model for historic sites, encompassing Scene, Socialization, Story, and Stimulus. By progressively innovating design within these four aspects, tourists can more fully engage with the immersive district, thereby fostering a deep cultural resonance and positive emotional connections. This study provides new insights for tourism and urban design, suggesting a novel approach to effectively disseminate historical and cultural values through urban districts, utilizing communication methods familiar to digital natives, and achieving a harmonious balance between cultural and economic benefits.