文旅案例 | 鄉(xiāng)村旅居的升維之戰(zhàn)：趨勢(shì)、突破與業(yè)態(tài)創(chuàng)新引領(lǐng)鄉(xiāng)村產(chǎn)業(yè)振興

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在消費(fèi)升級(jí)與后疫情時(shí)代雙重浪潮的推動(dòng)下，遠(yuǎn)離喧囂、回歸田園的“鄉(xiāng)村旅居”正從一種小眾的生活方式，演變?yōu)槲穆檬袌?chǎng)中一股不可忽視的主流力量。它不再是農(nóng)家樂(lè)與民宿的簡(jiǎn)單疊加，而是一種深度融合了居住、體驗(yàn)、康養(yǎng)與社群的新型生活體驗(yàn)。

一、 洞悉現(xiàn)狀：鄉(xiāng)村旅居的三大核心發(fā)展趨勢(shì)，當(dāng)下鄉(xiāng)村旅居市場(chǎng)呈現(xiàn)出明顯的迭代升級(jí)特征，其發(fā)展趨勢(shì)可歸納為以下三點(diǎn)：

從“觀光體驗(yàn)”到“生活沉浸”：早期的鄉(xiāng)村游以“吃農(nóng)家飯、住農(nóng)家屋、看農(nóng)家景”為主，是短暫的身份逃離。而如今的鄉(xiāng)村旅居者，追求的是一種深度的“臨時(shí)居民”身份。他們渴望在鄉(xiāng)村“住下來(lái)”，參與節(jié)氣生活，與村民交流，學(xué)習(xí)傳統(tǒng)手藝，成為鄉(xiāng)村故事的參與者和共創(chuàng)者。旅居時(shí)間從周末延長(zhǎng)至一周、一月甚至一季，其消費(fèi)重心也從門(mén)票、餐飲轉(zhuǎn)向了住宿、深度課程和情感消費(fèi)。

從“單一住宿”到“復(fù)合業(yè)態(tài)生態(tài)圈”：單一的民宿已難以形成強(qiáng)大的市場(chǎng)吸引力。成功的鄉(xiāng)村旅居項(xiàng)目，正圍繞核心住宿空間，構(gòu)建一個(gè)“住宿+”的復(fù)合生態(tài)圈。這個(gè)生態(tài)圈可能包括親子研學(xué)、自然教育、康養(yǎng)療愈、文化藝術(shù)、創(chuàng)意農(nóng)業(yè)等多元業(yè)態(tài)。住宿成為流量入口，而豐富的業(yè)態(tài)則是提升客單價(jià)、延長(zhǎng)停留時(shí)間、實(shí)現(xiàn)多次消費(fèi)的關(guān)鍵。

從“千村一面”到“文化IP與主題化”：同質(zhì)化是鄉(xiāng)村文旅最大的陷阱。擁有獨(dú)特自然風(fēng)光或深厚文化底蘊(yùn)的鄉(xiāng)村，正通過(guò)挖掘和重塑在地文化，打造屬于自己的超級(jí)IP。無(wú)論是安徽黟縣的徽派建筑群，還是浙江莫干山的“洋家樂(lè)”風(fēng)情，亦或是某個(gè)專注于陶藝、染織的手工藝村落，鮮明的主題和文化標(biāo)簽成為了吸引特定客群、實(shí)現(xiàn)品牌溢價(jià)的核武器。

Driven by the dual waves of consumption upgrade and the post-pandemic era, "rural travel and residence", which aims to escape the hustle and bustle and return to the countryside, is evolving from a niche lifestyle to a mainstream force that cannot be ignored in the cultural and tourism market. It is no longer a simple combination of farmhouses and homestays, but a new type of life experience that deeply integrates residence, experience, health care and community.

I. Insight into the Current Situation: The Three Core Development Trends of Rural Tourism and Residence. The current rural tourism and residence market shows obvious iterative and upgrading characteristics, and its development trends can be summarized as the following three points:

From "sightseeing experience" to "immersion in life" : Early rural tourism mainly focused on "eating farm food, staying in rural houses, and viewing rural scenery", which was a temporary escape from one's identity. Nowadays, rural travelers are in pursuit of a profound identity as "temporary residents". They are eager to "settle down" in the countryside, participate in the seasonal life, communicate with villagers, learn traditional handicrafts, and become participants and co-creators of rural stories. The duration of residence has been extended from weekends to a week, a month, or even a season. The focus of consumption has also shifted from tickets and meals to accommodation, in-depth courses, and emotional consumption.

From "single accommodation" to "composite business ecosystem" : A single homestay is no longer capable of generating strong market appeal. Successful rural tourism and residence projects are building a "accommodation +" composite ecosystem around the core accommodation space. This ecosystem may encompass diverse business forms such as parent-child study Tours, nature education, health care and healing, culture and art, and creative agriculture. Accommodation has become a traffic entry point, and a rich variety of business types is the key to increasing the average transaction value, prolonging the stay time, and achieving multiple consumption.

From "All villages looking the same" to "Cultural IP and thematization" : Homogenization is the biggest trap in rural cultural tourism. Villages with unique natural scenery or profound cultural heritage are creating their own super ips by exploring and reshaping local culture. Whether it is the Huizhou-style architectural complex in Yi County, Anhui Province, the "Western-style inn" atmosphere in Moganshan, Zhejiang Province, or a certain handicraft village specializing in pottery and dyeing and weaving, distinct themes and cultural labels have become the nuclear weapons to attract specific customer groups and achieve brand premium.

二、 破局之道：鄉(xiāng)村旅居實(shí)現(xiàn)新突破的四大戰(zhàn)略路徑，基于以上趨勢(shì)，鄉(xiāng)村旅居要實(shí)現(xiàn)質(zhì)的飛躍，必須在以下四個(gè)層面進(jìn)行戰(zhàn)略性突破。

主題化與IP化塑造，打造“非此地不可”的獨(dú)特吸引力。路徑：深度挖掘在地資源，選擇一個(gè)核心主題進(jìn)行全方位、系統(tǒng)化的打造。這可以是物產(chǎn)IP（如安吉的“白茶之旅”、陽(yáng)澄湖的“蟹逅之旅”）、文化IP（如景德鎮(zhèn)的“陶瓷創(chuàng)作營(yíng)”、徽州古村的“建筑研學(xué)”）、生活方式IP（如大理的“田園牧歌”、莫干山的“極限戶外”）。實(shí)踐：將所有業(yè)態(tài)、活動(dòng)、景觀乃至服務(wù)細(xì)節(jié)都圍繞這一IP展開(kāi)。例如，一個(gè)以“禪修”為主題的村落，其住宿空間是禪意設(shè)計(jì)，餐飲是素食養(yǎng)生，活動(dòng)是冥想、茶道、抄經(jīng)，售賣的產(chǎn)品是相關(guān)文創(chuàng)與農(nóng)副產(chǎn)品，形成強(qiáng)大的品牌心智。

體驗(yàn)深度化與課程化，變“游客”為“學(xué)員”與“創(chuàng)作者”。路徑：將簡(jiǎn)單的農(nóng)事體驗(yàn)（如采摘）升級(jí)為系統(tǒng)性的“課程”或“工作坊”。讓短暫的興趣轉(zhuǎn)化為可持續(xù)的技能學(xué)習(xí)和深度社交。實(shí)踐：引入或培育“新鄉(xiāng)人”與本土匠人，開(kāi)設(shè)為期數(shù)天的“鄉(xiāng)村生活課程”。例如，“四季食養(yǎng)工作坊”（從識(shí)別草藥到制作藥膳）、“古法建造營(yíng)”（學(xué)習(xí)夯土、木工）、“鄉(xiāng)土藝術(shù)創(chuàng)作周”（自然染、植物拓印、大地藝術(shù)）。這種深度參與不僅大幅提升了客單價(jià)，更培養(yǎng)了高粘性的回頭客。

運(yùn)營(yíng)社群化與會(huì)員制，構(gòu)建私域流量與忠誠(chéng)度體系。路徑：建立旅居項(xiàng)目的會(huì)員體系或社群，將一次性顧客轉(zhuǎn)化為長(zhǎng)期會(huì)員。通過(guò)線上社群保持互動(dòng)，通過(guò)線下專屬活動(dòng)強(qiáng)化連接。實(shí)踐：推出“鄉(xiāng)村生活家”會(huì)員卡，會(huì)員可享受住宿折扣、優(yōu)先參與特色活動(dòng)、定期收到當(dāng)季農(nóng)產(chǎn)品禮盒等權(quán)益。運(yùn)營(yíng)專屬微信群，分享鄉(xiāng)村日常，組織線上分享會(huì)，打造一個(gè)擁有共同價(jià)值觀和生活趣味的社群。這不僅是穩(wěn)定的現(xiàn)金流保障，更是最有效、成本最低的口碑傳播渠道。

科技賦能與智慧化，提升體驗(yàn)與管理效率。路徑：巧妙運(yùn)用數(shù)字技術(shù)，打破鄉(xiāng)村的地理隔閡，提升服務(wù)品質(zhì)與管理能效。實(shí)踐：利用VR/AR技術(shù)進(jìn)行線上“云旅居”預(yù)覽和文化遺產(chǎn)的數(shù)字化展示；開(kāi)發(fā)小程序?qū)崿F(xiàn)一站式預(yù)訂、行程規(guī)劃、社區(qū)互動(dòng)；引入智能家居系統(tǒng)提升居住舒適度；通過(guò)大數(shù)據(jù)分析用戶偏好，實(shí)現(xiàn)精準(zhǔn)營(yíng)銷和個(gè)性化服務(wù)推薦。

Ii. The Way to Break the Deadlock: Four Strategic Paths for Rural Tourism and Residence to Achieve New Breakthroughs. Based on the above trends, for rural tourism and residence to achieve a qualitative leap, strategic breakthroughs must be made at the following four levels.

Thematization and IP-based shaping create a unique appeal of "this place is the only one you can do". Path: Deeply explore local resources and select a core theme for all-round and systematic development. This can be a product IP (such as the "White Tea Tour" in Anji and the "Crab Encounter Tour" in Yangcheng Lake), a cultural IP (such as the "Ceramic Creation Camp" in Jingdezhen and the "Architectural Research and Study" in the ancient villages of Huizhou), or a lifestyle IP (such as the "Pastoral Song" in Dali and the "Extreme Outdoor" in Moganshan). Practice: Revolve all business formats, activities, landscapes and even service details around this IP. For instance, a village themed around "Zen meditation" features accommodation Spaces designed in a Zen-like style, vegetarian and health-preserving cuisine, activities such as meditation, tea ceremony, and copying sutras, and sells related cultural and creative products as well as agricultural by-products, thus establishing a strong brand awareness.

Deepen and curriculum-based experiences, transforming "tourists" into "students" and "creators". Path: Upgrade simple agricultural experiences (such as picking) into systematic "courses" or "workshops". Transform short-term interests into sustainable skill learning and in-depth social interaction. Practice: Introduce or cultivate "Xinxiang people" and local artisans, and offer a several-day "Rural life course". For instance, there are "Four Seasons Food Therapy Workshop" (from identifying herbs to making medicinal cuisine), "Ancient Construction Camp" (learning rammed earth and woodworking), and "Local Art Creation Week" (natural dyeing, plant rubbing, and land art). This deep participation not only significantly increased the average transaction value but also cultivated highly loyal repeat customers.

Operate community-based and membership-based systems to build a private domain traffic and loyalty system. Path: Establish a membership system or community for the travel and residence program to convert one-time customers into long-term members. Maintain interaction through online communities and strengthen connections through exclusive offline events. Practice: Launch the "Rural Life Expert" membership card, where members can enjoy accommodation discounts, priority participation in special activities, and regular receipt of seasonal agricultural product gift boxes and other benefits. Operate a dedicated wechat group, share the daily life in the countryside, organize online sharing sessions, and create a community with common values and life interests. This is not only a guarantee of stable cash flow, but also the most effective and lowest-cost channel for word-of-mouth promotion.

Technology empowerment and intelligence enhance experience and management efficiency. Path: Skillfully apply digital technology to break down the geographical barriers in rural areas and enhance service quality and management efficiency. Practice: Utilize VR/AR technology for online "cloud travel and residence" previews and digital displays of cultural heritage; Develop mini-programs to achieve one-stop booking, itinerary planning and community interaction. Introduce smart home systems to enhance living comfort; By analyzing user preferences through big data, precise marketing and personalized service recommendations can be achieved.

三、 業(yè)態(tài)創(chuàng)新：植入驅(qū)動(dòng)產(chǎn)業(yè)升級(jí)的“新引擎”，業(yè)態(tài)是戰(zhàn)略的載體。以下是幾種能夠有效促進(jìn)鄉(xiāng)村產(chǎn)業(yè)發(fā)展和引流的創(chuàng)新業(yè)態(tài)組合：

康養(yǎng)旅居綜合體：融合“健康”與“歸隱”，核心業(yè)態(tài)：高端養(yǎng)生民宿/酒店、中醫(yī)理療館、溫泉療愈中心、健康膳食餐廳、冥想瑜伽中心。產(chǎn)業(yè)延伸：與當(dāng)?shù)睾献鹘⒌赖刂兴幉姆N植園、有機(jī)食材基地，開(kāi)發(fā)系列康養(yǎng)產(chǎn)品（如藥浴包、養(yǎng)生茶、精油等），形成“療愈體驗(yàn)+產(chǎn)品售賣”的閉環(huán)。吸引銀發(fā)族、亞健康都市白領(lǐng)等中長(zhǎng)期停留客群。

自然教育營(yíng)地：瞄準(zhǔn)“親子”與“研學(xué)”市場(chǎng)，核心業(yè)態(tài)：自然學(xué)校、無(wú)動(dòng)力兒童樂(lè)園、森林劇場(chǎng)、農(nóng)耕科普?qǐng)@、觀星臺(tái)、昆蟲(chóng)旅館。產(chǎn)業(yè)延伸：與教育機(jī)構(gòu)合作，開(kāi)發(fā)標(biāo)準(zhǔn)化研學(xué)課程，承接學(xué)校團(tuán)體。同時(shí)，帶動(dòng)當(dāng)?shù)剞r(nóng)民成為“自然導(dǎo)師”，傳授農(nóng)耕知識(shí)。售賣研學(xué)教具、鄉(xiāng)土科普讀物、本地動(dòng)植物標(biāo)本等衍生品。

文化藝術(shù)聚落：激活“創(chuàng)意”與“交流”，核心業(yè)態(tài)：藝術(shù)家工作室/駐留基地、鄉(xiāng)村美術(shù)館、獨(dú)立書(shū)店、小劇場(chǎng)、手工藝作坊集群（陶藝、金工、染織等）。產(chǎn)業(yè)延伸：定期舉辦藝術(shù)節(jié)、市集、工作坊，吸引創(chuàng)作者和文藝愛(ài)好者。藝術(shù)創(chuàng)作與本地元素結(jié)合，衍生出高附加值的文創(chuàng)產(chǎn)品，反哺鄉(xiāng)村品牌。將閑置民居改造為創(chuàng)作空間，盤(pán)活存量資產(chǎn)。

數(shù)字游民公社：引入“新村民”與“活力”，核心業(yè)態(tài)：共享辦公空間、高品質(zhì)咖啡廳、高速網(wǎng)絡(luò)全覆蓋的公寓、社交活動(dòng)中心。產(chǎn)業(yè)延伸：吸引遠(yuǎn)程辦公的年輕群體中長(zhǎng)期旅居，他們消費(fèi)能力強(qiáng)，樂(lè)于分享，是優(yōu)質(zhì)的傳播節(jié)點(diǎn)。他們的到來(lái)能為鄉(xiāng)村注入持續(xù)的現(xiàn)代活力，并可能催生新的合作與創(chuàng)業(yè)項(xiàng)目，實(shí)現(xiàn)“新鄉(xiāng)民”與“原鄉(xiāng)民”的共生共榮。

主題農(nóng)業(yè)公園：升級(jí)“農(nóng)業(yè)”與“休閑”，核心業(yè)態(tài)：景觀化農(nóng)田、科技農(nóng)業(yè)展示溫室、農(nóng)產(chǎn)品加工體驗(yàn)坊（釀酒、制醬、磨豆腐）、田園餐廳、萌寵樂(lè)園。產(chǎn)業(yè)延伸：將第一產(chǎn)業(yè)（農(nóng)業(yè)）直接與第三產(chǎn)業(yè)（文旅）融合。游客在觀賞、體驗(yàn)中完成對(duì)農(nóng)產(chǎn)品的認(rèn)知和信任，現(xiàn)場(chǎng)品嘗、購(gòu)買(mǎi)，并通過(guò)電商平臺(tái)實(shí)現(xiàn)復(fù)購(gòu)。實(shí)現(xiàn)“從田間到餐桌”的品牌化直銷，極大提升農(nóng)業(yè)附加值。

Iii. Business Format Innovation: Implanting a "new engine" to drive Industrial upgrading, business formats serve as the carriers of strategy. The following are several innovative business format combinations that can effectively promote the development of rural industries and attract traffic:

Health and wellness tourism complex: Integrating "health" and "seclusion", core business formats: high-end health-preserving homestays/hotels, traditional Chinese medicine physiotherapy centers, hot spring therapy centers, healthy dining restaurants, and meditation and yoga centers. Industrial extension: Cooperate with local authorities to establish genuine Chinese medicinal herb plantations and organic food ingredient bases, develop a series of health and wellness products (such as medicinal bath bags, health tea, essential oils, etc.), and form a closed loop of "healing experience + product sales". Attract long-term visitors such as the elderly and sub-healthy urban white-collar workers.

Nature Education Camp: Targeting the "parent-child" and "study tour" markets, core business formats: Nature School, non-powered children's playground, Forest Theater, agricultural science Popularization Park, stargazing Platform, Insect Hotel. Industry extension: Collaborate with educational institutions to develop standardized study Tours and courses, and undertake school groups. At the same time, it encourages local farmers to become "nature mentors" and impart farming knowledge. Sell derivative products such as study tour teaching AIDS, local popular science books, and specimens of local animals and plants. Cultural and Artistic Cluster: Activating "creativity" and "exchange", core business formats: artist studios/residency bases, rural art galleries, independent bookstores, small theaters, handicraft workshop clusters (pottery, metalworking, dyeing and weaving, etc.). Industry extension: Regularly hold art festivals, markets, and workshops to attract creators and art lovers. The combination of artistic creation and local elements gives rise to high-value-added cultural and creative products, which in turn nourish rural brands. Transform idle residential buildings into creative Spaces to revitalize existing assets.

Digital Nomad Commune: Introducing "new villagers" and "vitality", core business formats: Shared office Spaces, high-quality coffee shops, apartments with full coverage of high-speed Internet, and social activity centers. Industry extension: Attract young people who work remotely to stay for a long time. They have strong purchasing power and are willing to share, making them excellent communication nodes. Their arrival can inject continuous modern vitality into the countryside and may give rise to new cooperative and entrepreneurial projects, achieving a symbiotic and prosperous coexistence between "new villagers" and "original villagers".

Theme Agricultural Park: Upgrading "Agriculture" and "leisure", core business forms: Landscape farmland, technology agriculture exhibition greenhouse, agricultural product processing experience workshop (wine-making, sauce-making, tofu grinding), rural restaurant, pet park. Industrial extension: Directly integrate the primary industry (agriculture) with the tertiary industry (culture and tourism). Tourists complete their understanding and trust of agricultural products through sightseeing and experience, taste and purchase them on the spot, and achieve repeat purchases through e-commerce platforms. Realizing brand direct sales from "field to table" greatly enhances the added value of agriculture.

四、引流與升級(jí)：構(gòu)建可持續(xù)發(fā)展的良性循環(huán)，所有創(chuàng)新最終都需要通過(guò)有效的引流來(lái)實(shí)現(xiàn)價(jià)值，并反哺鄉(xiāng)村產(chǎn)業(yè)。

內(nèi)容營(yíng)銷為王：鼓勵(lì)并資助創(chuàng)作者（住客、博主、藝術(shù)家）生產(chǎn)高質(zhì)量的圖文、視頻內(nèi)容，在小紅書(shū)、抖音、B站等平臺(tái)傳播。真實(shí)、美好、有深度的內(nèi)容是最佳的引流利器。節(jié)慶活動(dòng)引流：圍繞核心IP，打造標(biāo)志性的年度節(jié)慶，如“鄉(xiāng)村音樂(lè)節(jié)”、“大地藝術(shù)季”、“豐收慶典”、“古道徒步賽”等，形成爆發(fā)式的短期流量，并轉(zhuǎn)化為長(zhǎng)期的品牌認(rèn)知。跨界合作破圈：與知名品牌、車企、高端俱樂(lè)部等合作，舉辦定制化活動(dòng)，導(dǎo)入其高凈值客戶資源，實(shí)現(xiàn)客群破圈。產(chǎn)業(yè)融合共生：確保所有文旅業(yè)態(tài)與本地農(nóng)業(yè)、手工業(yè)等深度綁定。建立“農(nóng)戶+合作社+文旅公司”的利益聯(lián)結(jié)機(jī)制，讓村民真正從中獲益，從而自發(fā)地保護(hù)和維護(hù)這一發(fā)展模式，實(shí)現(xiàn)從“輸血”到“造血”的根本性轉(zhuǎn)變。

Iv. Attracting Traffic and Upgrading: Building a virtuous cycle of sustainable development, all innovations ultimately need to realize their value through effective attracting traffic and feed back to rural industries.

Content marketing is king: Encourage and fund creators (residents, bloggers, artists) to produce high-quality text, images, and video content for dissemination on platforms such as Xiaohongshu, Douyin, and Bilibili. Authentic, beautiful and profound content is the best tool for attracting traffic. Festival event traffic diversion: Centering on the core IP, create iconic annual festivals such as "Country Music Festival", "Land Art Season", "Harvest Celebration", "Ancient Trail Hiking Race", etc., to generate explosive short-term traffic and transform it into long-term brand recognition. Cross-border cooperation to break through boundaries: Collaborate with well-known brands, automakers, high-end clubs, etc., hold customized events, introduce their high-net-worth client resources, and achieve a breakthrough in customer base. Industrial integration and symbiosis: Ensure that all cultural and tourism formats are deeply integrated with local agriculture, handicrafts, etc. Establish a benefit connection mechanism of "farmers + cooperatives + cultural tourism companies" to enable villagers to truly benefit from it, thereby voluntarily protecting and maintaining this development model and achieving a fundamental transformation from "blood transfusion" to "blood production".

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內(nèi)容整理｜愛(ài)易設(shè)規(guī)劃設(shè)計(jì)事務(wù)所、AYS愛(ài)易設(shè)

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