文旅案例 | 都市農(nóng)業(yè)：以體驗為核心的“都市田園綜合體、從“菜籃子”到“后花園”的定位升級

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在城市化進(jìn)程不斷加速的今天，一片片鋼筋水泥的森林中，人們對田園牧歌的渴望愈發(fā)強(qiáng)烈。“采菊東籬下，悠然見南山”的詩意，不再是遙不可及的夢想，而是正在被“都市農(nóng)業(yè)”這一創(chuàng)新模式所滿足。都市農(nóng)業(yè)，早已超越了傳統(tǒng)“種菜養(yǎng)雞”的范疇，正與文旅產(chǎn)業(yè)深度融合，演變?yōu)橐环N新型的城市生活方式和消費(fèi)場景。

一、發(fā)展現(xiàn)狀：從生產(chǎn)補(bǔ)充到多元價值賦能，都市農(nóng)業(yè)并非新鮮概念，但其內(nèi)涵與價值正在發(fā)生深刻演變。

基礎(chǔ)現(xiàn)狀：從“菜籃子”到“后花園”的定位升級，傳統(tǒng)上，都市農(nóng)業(yè)是城市生鮮產(chǎn)品的“補(bǔ)給線”，側(cè)重于在城市周邊進(jìn)行集約化農(nóng)業(yè)生產(chǎn)，保障城市供應(yīng)。然而，隨著社會主要矛盾的變化，其功能已從單一的生產(chǎn)功能，向生態(tài)、生活、教育、休閑等多元功能拓展。今天的都市農(nóng)業(yè)，更是城市的“后花園”和“生態(tài)肺”，承擔(dān)著調(diào)節(jié)微氣候、涵養(yǎng)水土、提供休閑空間的重要作用。

市場現(xiàn)狀：需求驅(qū)動下的蓬勃生機(jī)，在需求側(cè)，三大力量共同推動著都市農(nóng)業(yè)文旅化的熱潮：都市人的“田園情結(jié)”與自然缺失癥：久居樊籠里的城市居民，對親近自然、體驗農(nóng)耕、緩解壓力的需求極為迫切。尤其是親子家庭，將對農(nóng)業(yè)的體驗視為重要的自然教育途徑。對食品安全與健康生活的追求：消費(fèi)者越來越關(guān)注食物的來源。都市農(nóng)業(yè)提供的“從田間到餐桌”的零距離、可追溯產(chǎn)品，極大地滿足了人們對健康、安全農(nóng)產(chǎn)品的需求。社交與體驗經(jīng)濟(jì)的興起：年輕人不再滿足于被動觀賞，他們渴望參與、分享和有深度的體驗。都市農(nóng)業(yè)項目提供了獨(dú)特的社交貨幣和體驗內(nèi)容。

實(shí)踐現(xiàn)狀：形態(tài)多樣但良莠不齊，目前，國內(nèi)都市農(nóng)業(yè)的實(shí)踐形態(tài)主要包括：城市周邊觀光農(nóng)場：如近郊的草莓、葡萄采摘園，已成為周末短途游的標(biāo)準(zhǔn)配置。屋頂農(nóng)場與社區(qū)支持農(nóng)業(yè)（CSA）：在城市建筑的頂層或社區(qū)空地開辟農(nóng)場，居民通過認(rèn)領(lǐng)土地、訂閱蔬菜盒等方式參與。高科技農(nóng)業(yè)園區(qū)：運(yùn)用無土栽培、智能溫室等技術(shù)進(jìn)行展示和生產(chǎn)，兼具科普與觀光功能。然而，整體而言，許多項目仍存在業(yè)態(tài)單一、同質(zhì)化嚴(yán)重、季節(jié)性明顯、盈利模式模糊等問題，尚未充分釋放其潛在價值。

Today, with the accelerating urbanization process, in the vast forests of steel and concrete, people's yearning for the idyllic pastoral life is becoming increasingly intense. The poetic sentiment of "Picking chrysanthemums by the eastern fence and leisurely seeing the southern mountains" is no longer an unattainable dream, but is being fulfilled by the innovative model of "urban agriculture". Urban agriculture has long transcended the traditional scope of "growing vegetables and raising chickens", and is deeply integrating with the cultural and tourism industry, evolving into a new type of urban lifestyle and consumption scenario.

I. Current Development Status: From production supplementation to multi-value empowerment, urban agriculture is not a new concept, but its connotation and value are undergoing profound evolution. The current basic situation: The positioning upgrade from "vegetable basket" to "back garden". Traditionally, urban agriculture has been the "supply line" of urban fresh products, focusing on intensive agricultural production around the city to ensure urban supply. However, with the change of the principal contradiction in society, its functions have expanded from a single production function to multiple functions such as ecology, life, education and leisure. Today's urban agriculture is the "back garden" and "ecological lung" of cities, playing a crucial role in regulating microclimate, conserving water and soil, and providing recreational Spaces. Current market situation: The vigorous vitality driven by demand. On the demand side, three major forces are jointly promoting the upsurge of urban agriculture and cultural tourism: The "rural complex" of urbanites and the syndrome of nature deficiency: Urban residents who have long been confined in cages have an extremely urgent need to get close to nature, experience farming, and relieve stress. Especially for parent-child families, the experience of agriculture is regarded as an important way of natural education. The pursuit of food safety and a healthy lifestyle: Consumers are increasingly concerned about the source of food. The "from field to table" zero-distance and traceable products provided by urban agriculture have greatly met people's demands for healthy and safe agricultural products. The rise of the social and experience economyYoung people are no longer content with passive observation; they long to participate, share and have in-depth experiences. Urban agriculture projects offer unique social currency and experiential content.

Current practical situation: Diverse in form but uneven in quality. At present, the main practical forms of urban agriculture in China include: sightseeing farms around citiesFor instance, strawberry and grape-picking gardens in the suburbs have become a standard feature for weekend short trips. Rooftop farms and Community-supported Farming (CSA) : Farms are established on the top floors of urban buildings or open Spaces in communities, with residents participating by claiming land, subscribing to vegetable boxes, and other means. High-tech agricultural park: It uses technologies such as soilless cultivation and intelligent greenhouses for display and production, and has both popular science and sightseeing functions. However, on the whole, many projects still have problems such as a single business format, severe homogenization, obvious seasonality, and ambiguous profit models, and have not yet fully released their potential value.

二、發(fā)展思路：以文旅為引擎，驅(qū)動都市農(nóng)業(yè)價值重塑，要突破現(xiàn)狀，必須將都市農(nóng)業(yè)置于文旅產(chǎn)業(yè)的大框架下進(jìn)行系統(tǒng)性思考和精細(xì)化運(yùn)營。

主題化定位，塑造獨(dú)特品牌靈魂，避免“千篇一律的采摘”，深挖本地文化基因，打造獨(dú)一無二的品牌主題。可以是“可食地景”藝術(shù)農(nóng)場，可以是“昆蟲旅館”生態(tài)教育基地，也可以是“療愈花園”康養(yǎng)空間。主題是吸引特定客群、形成品牌差異化的核心。案例：日本大阪“森之宮社區(qū)農(nóng)場”，該項目利用大型商業(yè)綜合體的屋頂，建成了全球最大的屋頂農(nóng)場。其定位不僅是生產(chǎn)，更是“社區(qū)交流與健康生活的樞紐”。農(nóng)場內(nèi)設(shè)有田徑場、足球場、農(nóng)田和餐廳，人們可以在此運(yùn)動、學(xué)習(xí)耕種、品嘗自產(chǎn)食材制作的美食，形成了一個完整的“食與動”主題閉環(huán)。

科技化賦能，打造智慧體驗場景，將農(nóng)業(yè)科技（Agri-Tech）本身轉(zhuǎn)化為旅游吸引力。通過展示垂直農(nóng)業(yè)、植物工廠、魚菜共生等前沿技術(shù)，讓游客感受“未來農(nóng)業(yè)”的魅力。科技不僅能提高產(chǎn)量、克服季節(jié)限制，更能創(chuàng)造出充滿未來感的沉浸式體驗空間。

體驗化設(shè)計，深化游客參與連接，遵循“五官六感”的體驗設(shè)計原則，將簡單的農(nóng)業(yè)生產(chǎn)過程，轉(zhuǎn)化為一系列可參與、可記憶、可分享的互動活動。從播種、育苗、管理到收獲、加工、品嘗，讓游客成為“臨時農(nóng)夫”，全過程參與，從而建立深厚的情感連接。

社群化運(yùn)營，構(gòu)建忠誠客戶體系，都市農(nóng)業(yè)的穩(wěn)定發(fā)展依賴于重復(fù)消費(fèi)和口碑傳播。通過建立會員制、招募“城市農(nóng)夫”、開展主題社群活動（如攝影、烹飪、手作），將一次性游客轉(zhuǎn)化為高頻參與的社群成員。社群是測試新產(chǎn)品、分?jǐn)傦L(fēng)險、實(shí)現(xiàn)穩(wěn)定現(xiàn)金流的關(guān)鍵。

Ii. Development Strategy: With cultural tourism as the engine, drive the value reshaping of urban agriculture. To break through the current situation, it is necessary to place urban agriculture within the broad framework of the cultural tourism industry for systematic thinking and refined operation.

Thematic positioning, shaping a unique brand soul, avoiding "uniform picking", deeply exploring local cultural genes, and creating a one-of-a-kind brand theme. It can be an "edible landscape" art farm, an "insect hotel" ecological education base, or a "healing garden" health and wellness space. The theme is the core for attracting specific customer groups and forming brand differentiation. Case: "Morinomiya Community Farm" in Osaka, Japan. This project utilized the rooftops of a large commercial complex to build the world's largest rooftop farm. Its positioning is not only about production, but also a "hub for community communication and healthy living". The farm is equipped with a track and field, a football field, farmlands and a restaurant. People can exercise, learn farming and taste delicious food made from self-produced ingredients here, forming a complete "food and movement" theme closed loop.

Empower with technology, create smart experience scenarios, and transform Agri-Tech itself into tourism appeal. By showcasing cutting-edge technologies such as vertical agriculture, plant factories, and aquaponics, visitors can experience the charm of "future agriculture". Technology can not only increase production and overcome seasonal limitations, but also create immersive experience Spaces full of a futuristic feel.

Experiential design deepens the connection of tourists' participation, adhering to the principle of "five senses and six senses" in experience design, transforming the simple agricultural production process into a series of interactive activities that are participatory, memorable and shareable. From sowing, seedling raising, management to harvesting, processing and tasting, let tourists become "temporary farmers", participating in the entire process, thereby establishing a deep emotional connection.

三、產(chǎn)品業(yè)態(tài)：多元矩陣實(shí)現(xiàn)有效引流與持續(xù)盈利，基于以上思路，可以構(gòu)建以下多元化的產(chǎn)品業(yè)態(tài)矩陣，打通從引流到盈利的全鏈路。

核心體驗業(yè)態(tài)：流量入口與特色吸引核，沉浸式農(nóng)耕體驗園：劃分微型農(nóng)場租賃區(qū)（“我家的一分田”），供家庭或個人認(rèn)領(lǐng)。提供種子、工具、技術(shù)指導(dǎo)，并通過APP遠(yuǎn)程監(jiān)控，滿足都市人的“地主夢”。高科技農(nóng)業(yè)觀光工場：以透明的植物工廠、垂直農(nóng)場為載體，設(shè)置觀光走廊和專業(yè)講解，展示播種、生長、采收的全過程，成為中小學(xué)生的科普研學(xué)基地和科技愛好者的打卡地。主題節(jié)事與營地活動：圍繞農(nóng)時節(jié)氣，策劃“春耕節(jié)”、“秋收節(jié)”、“星空農(nóng)場音樂會”、“稻田藝術(shù)節(jié)”等主題活動。同時，開辟農(nóng)場營地，開展親子露營、自然教育夏令營，有效解決工作日客源不足問題，提升場地利用率。

延伸消費(fèi)業(yè)態(tài)：提升客單價與停留時間，農(nóng)場餐廳與美食工坊：以園區(qū)自產(chǎn)的新鮮食材為賣點(diǎn)，開設(shè)“從農(nóng)場到餐桌”的主題餐廳。同時，開設(shè)烘焙、釀造（如自制草莓醬）、腌制等美食工坊，讓游客將自己的勞動成果轉(zhuǎn)化為美食，極大提升體驗價值。農(nóng)產(chǎn)品深加工與文創(chuàng)零售：開發(fā)自有品牌農(nóng)產(chǎn)品，如精品蔬菜禮盒、蜂蜜、果醬等。更重要的是，將農(nóng)產(chǎn)品與文創(chuàng)結(jié)合，開發(fā)出種子盲盒、微型盆栽、農(nóng)業(yè)主題的文具、玩具等，突破生鮮產(chǎn)品的時效局限，成為高利潤的紀(jì)念品。自然教育課程體系：與教育機(jī)構(gòu)合作，開發(fā)體系化的自然教育課程，如“昆蟲世界探秘”、“土壤的科學(xué)”、“神奇的光合作用”等，面向?qū)W校、幼兒園輸出，成為穩(wěn)定的B端收入來源。

特色服務(wù)業(yè)態(tài)：創(chuàng)造高附加值利潤點(diǎn)，陽臺園藝解決方案：為都市家庭提供陽臺、露臺的設(shè)計、種植、養(yǎng)護(hù)一站式服務(wù)，將業(yè)務(wù)從園區(qū)延伸到用戶的家中，建立長期的服務(wù)關(guān)系。企業(yè)團(tuán)建與場地租賃：將農(nóng)場打造為企業(yè)團(tuán)建的理想場所，提供團(tuán)隊農(nóng)耕挑戰(zhàn)、農(nóng)場晚餐等定制化活動。同時，優(yōu)美的田園風(fēng)光本身便是婚禮、派對、品牌發(fā)布會的獨(dú)特場地。康養(yǎng)與療愈花園：結(jié)合園藝療法，設(shè)計特定的植物配置和活動，為高壓人群、老年人等提供舒緩壓力、康復(fù)身心的服務(wù)，切入大健康市場。

Iii. Product Formats: A diversified matrix for effective traffic diversion and continuous profitability. Based on the above ideas, the following diversified product format matrices can be constructed to connect the entire chain from traffic diversion to profitability.

Core experience format: Traffic entry point and distinctive attraction core, immersive farming experience park: Divide the micro-farm rental area (" My family's One share of Land ") for families or individuals to claim. Provide seeds, tools, technical guidance, and remote monitoring through an APP to fulfill urbanites' "landlord dream". High-tech Agricultural sightseeing Workshop: With transparent plant factories and vertical farms as the carriers, it sets up sightseeing corridors and professional explanations to showcase the entire process of sowing, growth and harvesting, becoming a popular science research and study base for primary and secondary school students and a must-visit spot for science and technology enthusiasts. Theme festivals and camp activities: Centering on the agricultural seasons and solar terms, plan theme activities such as the "Spring Ploughing Festival", "Autumn Harvest Festival", "Starry Sky Farm Concert", and "Rice Field Art Festival". At the same time, farm camps have been established to organize parent-child camping and nature education summer camps, effectively addressing the issue of insufficient visitors on weekdays and enhancing the utilization rate of the venues.

Extend consumption formats: Increase average transaction value and stay time. Farm restaurants and food workshops: Use the fresh ingredients produced in the park as a selling point to open a "from farm to table" theme restaurant. At the same time, food workshops such as baking, brewing (such as making homemade strawberry jam), and pickling are set up, allowing tourists to transform their labor achievements into delicacies and greatly enhancing the value of the experience. Deep processing of agricultural products and cultural and creative retail: Developing self-owned brand agricultural products, such as premium vegetable gift boxes, honey, jam, etc. More importantly, by integrating agricultural products with cultural and creative products, seed blind boxes, miniature potted plants, agricultural-themed stationery, toys, etc. have been developed, breaking through the time limit of fresh produce and turning them into high-profit souvenirs. Natural education curriculum system: Collaborate with educational institutions to develop systematic natural education courses, such as "Exploring the Insect World", "The Science of Soil", "The Magic of Photosynthesis", etc., and output them to schools and kindergartens, becoming a stable source of B-end income. Specialized service formats: Creating high value-added profit points. Balcony gardening solutions: Providing one-stop services including design, planting, and maintenance for balconies and terraces for urban families, extending business from the park to users' homes and establishing long-term service relationships. Corporate team-building and venue rental: Transform the farm into an ideal place for corporate team-building, offering customized activities such as team farming challenges and farm dinners. Meanwhile, the beautiful rural scenery itself is a unique venue for weddings, parties and brand launches. Health care and Healing Garden: By integrating horticultural therapy, it designs specific plant arrangements and activities to provide stress-relieving and physical and mental rehabilitation services for people under high pressure, the elderly, and others, entering the big health market.

四、發(fā)展前景：都市農(nóng)業(yè)文旅化的未來圖景，結(jié)合政策、科技與消費(fèi)趨勢，都市農(nóng)業(yè)的文旅化發(fā)展前景廣闊。

成為城市微度假的核心載體：隨著周末“2.5小時旅游圈”的成熟，融合了生產(chǎn)、生態(tài)、生活與體驗的都市農(nóng)場，將成為城市居民逃離喧囂、實(shí)現(xiàn)“微度假”的首選地。智慧農(nóng)業(yè)與沉浸式體驗的深度結(jié)合：借助AR/VR技術(shù)，游客可以“看到”植物根系生長、“感受”養(yǎng)分運(yùn)輸，實(shí)現(xiàn)虛實(shí)結(jié)合的互動。物聯(lián)網(wǎng)技術(shù)則能讓游客與自己的“認(rèn)領(lǐng)田塊”產(chǎn)生全天候的連接。推動城市可持續(xù)發(fā)展的關(guān)鍵一環(huán)：都市農(nóng)業(yè)在促進(jìn)本地食物循環(huán)、減少碳足跡、增加城市生物多樣性、營造社區(qū)氛圍等方面作用顯著，是建設(shè)韌性城市、低碳城市的重要組成部分。社交貨幣與內(nèi)容創(chuàng)作的熱土：高顏值、有話題性的都市農(nóng)業(yè)項目，天生就是社交媒體上的“網(wǎng)紅”。通過持續(xù)的內(nèi)容輸出（短視頻、直播種植過程），它能吸引線上流量，并轉(zhuǎn)化為線下客源，形成良性循環(huán)。

都市農(nóng)業(yè)項目以農(nóng)業(yè)為本底、以科技為手段、以文化為靈魂、以體驗為核心的“都市田園綜合體”。它們通過精細(xì)化的運(yùn)營和多元化的業(yè)態(tài)，不僅能夠有效引流，更能構(gòu)建起可持續(xù)的盈利模式，最終在城市的脈絡(luò)中，生長出一片片人與自然和諧共生的詩意棲居地。

Iv. Development Prospects: The future picture of urban agriculture's cultural tourism, combined with policy, technological and consumption trends, the development prospects of urban agriculture's cultural tourism are broad.

Becoming the core carrier of urban micro-vacations: With the maturation of the weekend "2.5-hour travel circle", urban farms that integrate production, ecology, life and experience will become the first choice for urban residents to escape the hustle and bustle and achieve "micro-vacations". The deep integration of smart agriculture and immersive experiences: With the help of AR/VR technology, visitors can "see" the growth of plant roots and "feel" the transportation of nutrients, achieving an interactive combination of virtual and real. The Internet of Things (iot) technology enables tourists to have a 24/7 connection with their "claimed plots". A key link in promoting sustainable urban development: Urban agriculture plays a significant role in facilitating local food circulation, reducing carbon footprints, increasing urban biodiversity, and fostering a community atmosphere. It is an important component of building resilient and low-carbon cities. A hotbed for social currency and content creation: Urban agriculture projects with high physical attractiveness and topicality are naturally "Internet celebrities" on social media. Through continuous content output (short videos, live-streaming the planting process), it can attract online traffic and convert it into offline customers, forming a virtuous cycle.

Urban agriculture projects are "urban rural complexes" that take agriculture as their foundation, technology as their means, culture as their soul, and experience as their core. Through refined operation and diversified business forms, they can not only effectively attract customers but also build a sustainable profit model. Eventually, in the context of the city, they will grow into poetic habitats where humans and nature coexist in harmony.

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