In the new consumption era, the cultural and tourism industry is shifting from basic elements-driven scale expansion to a high-quality development stage centred on the improvement of experience value. With Xichang City in Sichuan Province as a case study, we develop a cultural and tourism consumption scenario evaluation system based on the five-element and three-level framework by applying the Scene Theory and provide a comprehensive analysis of the current status of the cultural and tourism development in Xichang City. Our research finds that problems such as insufficient community participation, homogeneous business formats, and unclear brand characteristics have restricted the quality improvement and efficiency enhancement of culture and tourism in Xichang City. Based on these findings, a "five-in-one" collaborative optimization approach centred on "community activation, space reshaping, population segmentation, business format integration, and symbol value addition" is proposed.