文旅案例 | 田園書吧：在詩與遠方中構筑文旅新場景、構建多層次體驗體系

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在都市喧囂與浮躁并存的今天，一種融合了書香與田園的新型文化空間——田園書吧，正悄然成為文旅市場的一股清流。它不僅是傳統(tǒng)書店的轉型嘗試，更是當代人尋求精神棲息地的產物。當“詩與遠方”成為現代生活的向往，田園書吧如何抓住文旅融合的契機，在保留本真與特色的同時實現可持續(xù)發(fā)展，成為值得深入探討的課題。

一、田園書吧的發(fā)展趨勢與文旅市場新機遇，田園書吧的興起并非偶然，它與當下文旅市場的轉型與消費者需求的變化緊密相連。

從市場需求看，隨著國民教育水平的提高和中等收入群體的擴大，文化消費正成為旅游體驗中的重要組成部分。據相關調查顯示，超過65%的游客在選擇旅游目的地時，會考慮當地的文化設施與體驗活動。田園書吧恰恰滿足了這一需求，它將閱讀場景從城市轉移到鄉(xiāng)村，從封閉空間延伸到自然環(huán)境中，創(chuàng)造了“在風景中閱讀，在閱讀中賞景”的獨特體驗。

從文旅發(fā)展趨勢看，深度游、體驗游、沉浸式旅游正逐漸取代傳統(tǒng)的觀光游。游客不再滿足于走馬觀花式的景點打卡，而是渴望與當地文化、自然環(huán)境產生更深層次的連接。田園書吧作為文化載體與田園風光的結合體，恰好提供了這樣一種慢生活、深體驗的可能性。

從政策環(huán)境看，國家大力推進鄉(xiāng)村振興與文旅融合，鼓勵社會資本參與鄉(xiāng)村文化建設，這為田園書吧的發(fā)展提供了政策支持與發(fā)展空間。許多地方政府的鄉(xiāng)村旅游發(fā)展規(guī)劃中，已明確將鄉(xiāng)村書店、文化空間作為重點扶持項目。

In today's urban world where hustle and bustle and restlessness coexist, a new type of cultural space that combines the fragrance of books and the charm of the countryside - the Rural Book Bar - is quietly emerging as a refreshing force in the cultural and tourism market. It is not only an attempt at the transformation of traditional bookstores, but also a product of contemporary people seeking spiritual refuge. When "poetry and distant places" have become the aspirations of modern life, how the rural book bar can seize the opportunity of the integration of culture and tourism to achieve sustainable development while retaining its authenticity and characteristics has become a topic worthy of in-depth discussion.

I. The Development Trend of Rural Book Bars and New Opportunities in the Cultural Tourism Market The rise of Rural book bars is no accident; it is closely related to the current transformation of the cultural tourism market and changes in consumer demands.

From the perspective of market demand, with the improvement of the national education level and the expansion of the middle-income group, cultural consumption is becoming an important part of the tourism experience. According to relevant surveys, over 65% of tourists take into account local cultural facilities and experience activities when choosing a travel destination. The Rural Book Bar precisely meets this demand. It shifts the reading scene from the city to the countryside and extends it from a closed space to a natural environment, creating a unique experience of "reading in the scenery and enjoying the view while reading".

From the perspective of the development trend of culture and tourism, in-depth Tours, experiential Tours and immersive Tours are gradually replacing traditional sightseeing Tours. Tourists are no longer content with a cursory visit to scenic spots but are eager to establish a deeper connection with the local culture and natural environment. As a combination of cultural carriers and rural scenery, the rural book bar precisely offers the possibility of such a slow life and deep experience.

二、田園風格的旅游產品如何做得更好，田園風格的旅游產品要真正打動人心，需要超越表面的風格模仿，實現內涵與體驗的升級。

避免“田園”的形式化與表面化。當下不少田園項目陷入了“稻草、竹編、粗陶”的形式主義陷阱，缺乏真正的田園精神內核。優(yōu)質的田園旅游產品應當深入挖掘當地的自然生態(tài)與農耕文化，將地域特色轉化為可感知、可體驗的內容。例如，將二十四節(jié)氣與活動策劃相結合，根據季節(jié)變化推出農耕體驗、自然觀察、鄉(xiāng)土美食制作等活動，讓游客在參與中感受真正的田園生活節(jié)奏。

創(chuàng)造“可帶走的田園記憶”。田園旅游產品不應局限于空間體驗，還應延伸至產品設計與文創(chuàng)開發(fā)。可以結合當地物產與手工藝，開發(fā)具有實用價值與紀念意義的文創(chuàng)產品，如以本地植物為原料的手工紙、基于當地傳說設計的文創(chuàng)禮品、融入田園元素的日常用品等，讓游客能夠將田園記憶帶回家。

構建多層次體驗體系。單一的田園風光已難以滿足多元化的游客需求，成功的田園旅游產品往往能夠將自然景觀、文化體驗、手工創(chuàng)作、美食品鑒等元素有機結合，形成完整而豐富的體驗鏈條。例如，一家田園書吧不僅可以提供閱讀空間，還可以定期舉辦鄉(xiāng)土文學分享會、植物拓印工作坊、露天電影放映等活動，將靜態(tài)的空間轉化為動態(tài)的文化生活平臺。

Second, how can rural-style tourism products be made better? To truly touch people's hearts, rural-style tourism products need to go beyond superficial style imitation and achieve an upgrade in both connotation and experience.

Avoid the formalization and superficiality of the "rural landscape". At present, many rural projects have fallen into the formalism trap of "straw, bamboo weaving and coarse pottery", lacking the true core of rural spirit. High-quality rural tourism products should deeply explore the local natural ecology and farming culture, and transform regional characteristics into perceptible and experiential content. For instance, by integrating the 24 solar terms with event planning, activities such as farming experiences, nature observation, and local cuisine making can be launched based on seasonal changes, allowing tourists to feel the true rhythm of rural life through participation.

Create "portable rural memories". Rural tourism products should not be confined to spatial experiences but should also extend to product design and cultural and creative development. Local products and handicrafts can be combined to develop cultural and creative products with practical value and commemorative significance, such as handmade paper made from local plants, cultural and creative gifts designed based on local legends, and daily necessities incorporating rural elements, allowing tourists to take their rural memories home.

Build a multi-level experience system. The single rural scenery is no longer able to meet the diverse needs of tourists. Successful rural tourism products often organically combine elements such as natural landscapes, cultural experiences, handicraft creations, and food tasting, forming a complete and rich experience chain. For instance, a rural book bar can not only offer a reading space but also regularly host activities such as sharing sessions on local literature, plant rubbing workshops, and open-air film screenings, transforming a static space into a dynamic platform for cultural life.

三、田園書吧的精細化運營之道，田園書吧的運營遠比城市書店復雜，它面臨著季節(jié)性波動大、客源不穩(wěn)定、復合型人才缺乏等多重挑戰(zhàn)。要實現可持續(xù)發(fā)展，必須建立精細化的運營體系。

空間運營上，田園書吧應當突破傳統(tǒng)書店的思維局限，構建“書+”的復合型業(yè)態(tài)。書籍是核心，但不是全部。理想的田園書吧應當是“圖書+茶飲+文創(chuàng)+展覽+活動”的多功能空間，各部分之間形成有機聯動。例如，在餐飲區(qū)提供與書籍主題相關的特色飲品；在文創(chuàng)區(qū)展示與本地文化相關的工藝品；在活動區(qū)舉辦與田園生活相關的主題沙龍。

內容運營上，田園書吧需要打造獨特的文化IP。這包括：一是主題化選書，避免與城市書店同質化競爭，聚焦田園生活、生態(tài)環(huán)保、鄉(xiāng)村建設、鄉(xiāng)土文學等特色主題，形成差異化優(yōu)勢；二是活動品牌化，打造一系列具有辨識度的品牌活動，如“稻田讀書會”、“星空詩會”、“鄉(xiāng)土作家面對面”等，形成穩(wěn)定的客群期待與參與習慣；三是內容原創(chuàng)能力，鼓勵基于本地文化的創(chuàng)作與出版，如編寫當地風物志、整理民間故事集等，提升書吧的文化深度與獨特性。

人才運營上，田園書吧需要培養(yǎng)復合型團隊。員工不僅要懂書籍，還要了解鄉(xiāng)村文化、熟悉活動策劃、善于顧客溝通，甚至掌握一定的農業(yè)知識。可以通過與本地居民合作、招募志愿者、與高校建立實習基地等方式，構建多元化的人才隊伍。

Iii. The Refined Operation Approach of the Rural Book Bar: The operation of the Rural Book Bar is far more complex than that of urban bookstores. It is confronted with multiple challenges such as significant seasonal fluctuations, unstable customer base, and a shortage of versatile talents. To achieve sustainable development, it is necessary to establish a refined operation system.

In terms of spatial operation, the Rural Book Bar should break through the thinking limitations of traditional bookstores and build a composite business model of "books +". Books are the core, but not everything. The ideal rural book bar should be a multi-functional space integrating books, tea beverages, cultural and creative products, exhibitions and activities, with each part forming an organic connection. For instance, offer special beverages related to the themes of books in the dining area; Display handicrafts related to local culture in the cultural and creative zone; A theme salon related to rural life will be held in the activity area.

In terms of content operation, Tianyuan Book Bar needs to create a unique cultural IP. This includes: First, thematic book selection to avoid homogenized competition with urban bookstores, focusing on distinctive themes such as rural life, ecological protection, rural construction, and local literature, to form a differentiated advantage; Second, brand the activities and create a series of recognizable brand events, such as "Rice Field Reading Club", "Starry Sky Poetry Gathering", "Face-To-Face with Local Writers", etc., to form stable customer expectations and participation habits. The third is the originality of content. Encourage creation and publication based on local culture, such as compiling local Chronicles and collecting folk tales, to enhance the cultural depth and uniqueness of the book bar.

四、田園書吧引流的痛點與破解策略，引流難是田園書吧普遍面臨的痛點，地理位置相對偏遠、知名度有限、客群定位模糊等因素都制約著其客流增長。破解這一難題，需要線上線下結合，短期引流與長期品牌建設并重。

線上引流方面，田園書吧應當充分利用社交媒體與內容平臺，通過高質量的內容輸出吸引潛在客群。具體策略包括：一是視覺化呈現，利用抖音、小紅書等平臺，展示書吧獨特的自然環(huán)境與空間設計，突出“顏值經濟”；二是故事化傳播，挖掘書吧背后的創(chuàng)業(yè)故事、鄉(xiāng)村變遷、讀者趣事等，增強情感連接；三是達人合作，邀請文旅、生活方式領域的KOL實地體驗，借助其影響力擴大知名度；四是建立線上社群，通過微信群、會員系統(tǒng)等，將散客轉化為忠實粉絲，形成穩(wěn)定的私域流量。

線下引流方面，田園書吧需要積極融入區(qū)域旅游體系，變單打獨斗為協同發(fā)展。可以與周邊的民宿、農場、景區(qū)建立合作關系，共同設計旅游線路，互相導流客源；參與地方文旅節(jié)慶活動，提高本地知名度；與教育機構合作，開發(fā)自然教育、研學旅行課程，開拓學生市場。

此外，破解引流難題還需要在體驗設計上做出創(chuàng)新。田園書吧可以開發(fā)“沉浸式閱讀體驗”，如設計以書為主題的住宿套餐，將閱讀與住宿結合；推出“季節(jié)限定活動”，如春季賞花讀詩、夏季觀星夜讀、秋季收獲主題書展、冬季圍爐讀書會等，創(chuàng)造不同時節(jié)的到訪理由；設立“創(chuàng)作者駐留計劃”，吸引藝術家、作家入駐創(chuàng)作，通過他們的影響力吸引特定客群。

Four. Pain Points and Solutions for Attracting Customers to Tianyuan Book Bars: Difficulty in attracting customers is a common pain point faced by Tianyuan Book Bars. Factors such as relatively remote geographical location, limited popularity, and ambiguous customer group positioning all restrict the growth of their customer flow. To solve this difficult problem, it is necessary to combine online and offline efforts, and attach equal importance to short-term traffic diversion and long-term brand building.

In terms of online traffic diversion, Tianyuan Book Bar should make full use of social media and content platforms to attract potential customers through high-quality content output. Specific strategies include: First, visual presentation. Utilize platforms such as Douyin and Xiaohongshu to showcase the unique natural environment and spatial design of the book bar, highlighting the "appearity-level economy". The second is story-based dissemination, exploring the entrepreneurial stories, rural changes, and interesting stories of readers behind the book bar to enhance emotional connections. The third is to collaborate with influencers, inviting Kols from the fields of culture and tourism as well as lifestyle to experience on-site and leveraging their influence to enhance popularity. Fourth, establish online communities. Through wechat groups, membership systems, etc., convert individual customers into loyal fans and form stable private domain traffic.

In terms of offline traffic diversion, Tianyuan Book Bar needs to actively integrate into the regional tourism system and shift from going it alone to developing in a coordinated manner. It is possible to establish cooperative relationships with nearby homestays, farms and scenic spots, jointly design tourism routes and mutually direct tourists. Participate in local cultural and tourism festivals and events to enhance local popularity. Cooperate with educational institutions to develop nature education and study tour courses and expand the student market.

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