文旅案例 | 鄉村微改造：以繡花功夫喚醒鄉土、打造文旅新磁場

【友情提示】世界那么大，為防走散，請將AYS愛易設規劃設計事務所加星標！關注愛易設，關注AYS規劃設計事務所，點擊上方名片-點右上角彈出菜單欄設為星標即可。

在城市化進程高速推進的今天，鄉村不再是遙遠的背影，而是現代人追尋“詩與遠方”的精神棲息地。隨著文旅市場從觀光旅游向體驗式度假深刻轉型，鄉村改造迎來前所未有的機遇與挑戰。大拆大建的時代已經過去，以“微改造、精提升”為核心的精細化更新模式，正成為激發鄉村活力、實現可持續發展的明智之選。

一、鄉村改造的核心：尊重鄉土，活化重生，鄉村改造的重點核心絕非簡單的硬件升級或外貌美化，其本質在于平衡“保護與發展”的關系，在最小干預的前提下，激活鄉村內在生命力。這意味著改造必須堅守三個基本原則：

一是尊重鄉土肌理。鄉村的價值正體現在其與自然和諧共生的空間格局、歷史積淀的建筑風貌和獨特的人文氣息。任何改造都應以理解并強化這些特質為出發點。二是以人為本的活力復興。鄉村改造的終極目標是讓人愿意留下來、讓外來者被吸引過來。這需要兼顧原住民的生活需求與游客的體驗需求，創造有溫度的社區。三是產業賦能的長效機制。改造不是終點，而是通過環境提升帶動產業發展，構建能夠自我造血的鄉村經濟生態，特別是與文旅深度融合。“微改造”恰似中醫調理，不強求大刀闊斧，而是通過精準把脈，以微小而關鍵節點的介入，實現整體系統的優化升級。它投入小、見效快、爭議少，特別適合當下追求精細化運營的文旅市場。

Today, with the rapid advancement of urbanization, the countryside is no longer a distant silhouette but a spiritual haven for modern people in pursuit of "poetry and distant places". With the profound transformation of the cultural and tourism market from sightseeing tourism to experiential vacation, rural renovation is facing unprecedented opportunities and challenges. The era of large-scale demolition and construction has passed. The refined renewal model centered on "micro-renovation and precise improvement" is becoming a wise choice to invigorate rural areas and achieve sustainable development.

I. The Core of Rural Transformation: Respecting the native land and revitalizing and regenerating. The key point of rural transformation is by no means a simple upgrade of hardware or beautification of the appearance. Its essence lies in balancing the relationship between "protection and development", and activating the intrinsic vitality of the countryside with the least intervention. This means that the transformation must adhere to three fundamental principles: The first is to respect the texture of the local area. The value of the countryside is precisely reflected in its spatial layout that coexists harmoniously with nature, the architectural style accumulated over history, and the unique humanistic atmosphere. Any transformation should start from understanding and strengthening these traits. The second is the revitalization of vitality centered on people. The ultimate goal of rural transformation is to make people willing to stay and attract outsiders to come. This requires taking into account the living needs of the indigenous people and the experience demands of tourists, and creating a warm community. The third is the long-term mechanism for industrial empowerment. Transformation is not the end; rather, it is about driving industrial development through environmental improvement and building a self-sustaining rural economic ecosystem, especially by deeply integrating with culture and tourism. "Micro-renovation" is much like traditional Chinese medicine conditioning. It does not insist on radical changes but rather achieves the optimization and upgrading of the entire system through precise diagnosis and intervention at small but crucial nodes. It requires a small investment, yields quick results and has few controversies, making it particularly suitable for the current cultural and tourism market that pursues refined operation.

二、微改造的實施路徑：四大維度精準發力產業激活：一業興，百業旺，微改造并非脫離產業空談環境，而是圍繞核心產業進行空間適配。案例：景德鎮寒溪村——藝術點亮茶田，寒溪村，一個普通的皖南茶村，沒有驚天動地的歷史遺跡。其改造的突破口在于“藝術植入”。通過“藝術在浮梁”項目，邀請國內外藝術家駐地創作，作品不是被安置在美術館，而是散落在茶田、舊屋和村民的生活空間中。微改造手法：閑置空間藝術化：將廢棄倉庫改造為《空游云行》藝術裝置展廳，利用光影效果，使舊空間獲得新生。生產設施景觀化：茶田中的灌溉設施被稍作藝術修飾，成為拍照打卡點。民房功能復合化：鼓勵村民將自家院落開放為藝術工作室或茶室，實現“家”與“店”的柔性結合。效果：藝術沒有改變鄉村的物理形態，卻徹底改變了其精神氣質與產業生態。游客為看展而來，繼而品茶、住下、消費，形成了“藝術+茶園+旅游”的閉環。村民從單純的茶農變為藝術活動的參與者、旅游服務的提供者，實現了收入的多元化。風貌提升：修舊如舊，新舊共生，風貌是鄉村給人的第一印象。微改造拒絕“涂脂抹粉”和“千村一面”，強調對傳統元素的智慧轉譯。案例：廣州文沖村——新舊對話的街巷美學，作為一個典型的“城中村”，文沖村的改造面臨的挑戰是如何在保留歷史記憶的同時滿足現代功能需求。微改造手法：節點空間重塑：將村口雜亂無章的閑置地，通過鋪設青石板、增加低照度景觀燈、保留古樹并設置圍樹座椅，改造為溫馨的“鄉村客廳”。立面引導與更新：不強制統一立面，而是為村民提供改造導則和補貼，鼓勵他們清洗外墻、修復傳統窗欞、規范店招，形成和諧而富有生機的街道界面。“消極空間”積極利用：將房屋之間的狹窄縫隙地改造為微型花園、巷道畫廊，變“死角”為“活角”。效果：文沖村沒有變成陌生的“新鎮”，而是成為一個干凈、有序且充滿煙火氣的迷人街區。本地居民的生活品質得到提升，外來游客也能在其中感受到真實的市井生活與歷史質感。功能織補：嵌入現代，服務共生，鄉村要吸引人，必須補齊現代生活與服務功能的短板，但植入方式需巧案例：莫干山碧塢村——隱匿于鄉野的現代舒適，作為中國民宿業的標桿，莫干山的成功不僅在于風景，更在于其對現代旅游功能的精細織補。微改造手法：公共設施的最小介入：在保持村落整體格局不變的前提下，見縫插針地增設了標準化廁所、無線網絡覆蓋點和清晰的夜光導視系統。存量建筑的功能置換：將關閉的村小學改造為“鄉村文創書店”，既是村民的閱覽室，也是游客的休閑地，成為文化地標。基礎設施的景觀化處理：污水處理設施被巧妙地隱藏于地下，地上部分則成為景觀小品。效果：游客在享受鄉野寧靜的同時，無需犧牲現代生活的便利與舒適。這種“無縫銜接”的體驗，極大地延長了游客的停留時間并提升了滿意度。社群重構：主客共享，文化活態，文旅的最高境界是情感共鳴。微改造應致力于創造原住民與游客可以互動、共享的社交場域。案例：成都明月村——陶藝村里的社群活力，明月村以古窯遺址為基礎，吸引陶藝家、設計師等新村民入駐，但它的成功關鍵在于處理好了新老村民的關系。微改造手法：共創工坊：將村里的老院壩改造為“篆刻傳習所”，新村民（藝術家）在此開設課程，老村民（手工藝人）也可傳授竹編技藝，形成知識技能的雙向流動。共享公共空間：將廢棄的村委會改造為“明月書館”，并配有咖啡館，這里既是村民的公共文化中心，也是游客的信息站和交流中心。節慶活動策劃：定期舉辦“明月節”等主題活動，由新老村民共同策劃執行，將靜態的文化資源轉化為動態的、可參與的文旅體驗。效果：明月村形成了一個充滿創造力的共生社群。游客來到這里，感受到的不是冰冷的景點，而是一個有故事、有溫度、正在發生的“生活現場”。這種深度文化體驗構成了其最核心的吸引力。

Ii. Implementation Path of Micro-Renovation: Precise Efforts in Four Dimensions

Industrial activation: When one industry thrives, all industries thrive. Micro-transformation is not an empty talk about the industrial environment, but rather a spatial adaptation centered around the core industry. Case: Jingdezhen Hanxi Village - Art Illuminates the Tea Fields. Hanxi Village, an ordinary tea village in southern Anhui, has no earth-shattering historical relics. The breakthrough of its transformation lies in "artistic implantation". Through the "Art in Fuliang" project, domestic and foreign artists are invited to create in residence. The works are not placed in art galleries but scattered in tea fields, old houses and the living Spaces of villagers. Micro-renovation approach: Artistic transformation of idle space: Transform an abandoned warehouse into an art installation exhibition hall titled "Wandering in the Clouds", using light and shadow effects to give the old space a new lease of life. Landscape production facilities: The irrigation facilities in the tea fields have been slightly artistically decorated to become photo spots for taking pictures and checking in. The functional integration of civilian houses: Encourage villagers to open their own courtyards into art studios or tea houses, achieving a flexible combination of "home" and "store". Effect: Art has not altered the physical form of the countryside, but has completely transformed its spiritual temperament and industrial ecology. Tourists come to visit the exhibition, then enjoy tea, stay and make purchases, forming a closed loop of "art + tea garden + tourism". Villagers have transformed from mere tea farmers to participants in art activities and providers of tourism services, achieving a diversification of their income.

Improvement of appearance: Restore the old to its original state, with the new and the old coexisting. Appearance is the first impression that a village gives people. Micro-renovation refuses to be "powdered" or "all villages look the same", emphasizing the intelligent translation of traditional elements. Case: Wenchong Village in Guangzhou - The Street Aesthetics of the Dialogue between the Old and the New. As a typical "urban village", the challenge faced by the renovation of Wenchong Village is how to preserve historical memory while meeting modern functional demands. Micro-renovation approach: Reconstruction of node space: Transform the disorderly and idle land at the village entrance into a warm "rural living room" by laying bluestone slabs, adding low-light landscape lights, preserving ancient trees and setting up tree-surrounding seats. Facade guidance and renovation: Instead of forcing a uniform facade, villagers are provided with renovation guidelines and subsidies, encouraging them to clean the exterior walls, restore traditional window lattices, and standardize shop signs, thus creating a harmonious and vibrant street interface. Actively utilize "negative Spaces" : Transform the narrow gaps between houses into miniature gardens and alleyway galleries, turning "dead corners" into "active corners". The result is that Wenchong Village has not turned into an unfamiliar "new town", but has become a charming district that is clean, orderly and full of the vitality of daily life. The quality of life for local residents has been improved, and tourists from outside can also experience the authentic urban life and historical texture here.

Functional complementarity: Embedding modernity, service symbiosis. For rural areas to be attractive, they must make up for the shortcomings of modern life and service functions, but the way of implantation needs to be ingenious. Case: Biwu Village in Moganshan - A Modern Comfort Hidden in the Countryside. As a benchmark of China's homestay industry, the success of Moganshan lies not only in its scenery but also in its meticulous weaving of modern tourism functions. Micro-renovation approach: Minimal intervention in public facilitiesUnder the premise of maintaining the overall layout of the village unchanged, standardized toilets, wireless network coverage points and clear night light guidance systems were added in every available space. Functional replacement of existing buildings: Transform the closed village primary school into a "rural cultural and creative bookstore", which serves as both a reading room for villagers and a leisure spot for tourists, becoming a cultural landmark. Landscape treatment of infrastructure: Sewage treatment facilities are ingeniously hidden underground, while the above-ground parts become landscape ornaments. Effect: Tourists can enjoy the tranquility of the countryside without sacrificing the convenience and comfort of modern life. This "seamless connection" experience has greatly prolonged tourists' stay time and enhanced their satisfaction.

Community reconstruction: Shared by hosts and guests, cultural vitality, the highest realm of cultural tourism is emotional resonance. Micro-renovations should be dedicated to creating social Spaces where indigenous people and tourists can interact and share. Case: Mingyue Village in Chengdu - The Community Vitality of the Pottery Village. Mingyue Village, based on ancient kiln sites, has attracted new villagers such as potters and designers to settle in. However, the key to its success lies in handling the relationship between new and old villagers well. Micro-renovation approach: Co-creation Workshop: Transform the old courtyard in the village into a "Seal Engraving Learning Center", where new villagers (artists) can offer courses and old villagers (artisans) can also teach bamboo weaving skills, thus creating a two-way flow of knowledge and skills. Shared public space: The abandoned village committee was transformed into the "Mingyue Library", equipped with a coffee shop. This place serves as both a public cultural center for villagers and an information station and communication center for tourists. Festival event planning: Regularly hold theme activities such as the "Bright Moon Festival", jointly planned and executed by both new and old villagers, transforming static cultural resources into dynamic and participatory cultural and tourism experiences. Effect: Mingyue Village has formed a creative symbiotic community. When tourists come here, what they feel is not a cold scenic spot, but a "living scene" with stories, warmth and ongoing events. This profound cultural experience constitutes its most core appeal.

- END -

內容整理｜愛易設規劃設計事務所、AYS愛易設

素材來源｜部分文案及圖片來源于網絡

文章聲明｜文章及圖片內容僅供參考，我們尊重原創和知識產權，所有轉載或改編均會明確標注出處；若不慎侵犯了第三方權益，請立即聯系我們，我們將盡快處理。

易老師聯系方式：13717943868