文旅案例 | 民宿集群：從單體博弈到生態(tài)共贏、采用“核心引領-多點共生”布局模式

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民宿集群的發(fā)展必須建立在對目標客群的深度理解之上。當代旅游消費呈現(xiàn)出鮮明的新特征：體驗至上：現(xiàn)代游客不再滿足于簡單的住宿功能，更追求沉浸式、個性化的體驗。他們渴望通過旅行拓展視野、學習技能、連接志同道合的社群，住宿成為體驗的載體而非目的。圈層分化：市場細分更為精細，家庭親子客群注重安全與教育活動，年輕Z世代追求社交與打卡場景，銀發(fā)族偏好康養(yǎng)與文化，高端客群則要求私密與定制服務。模糊邊界：工作和休閑、旅居和生活的界限日益模糊，“數(shù)字游民”群體壯大，他們對住宿環(huán)境的工作友好度、社群活躍度提出更高要求。可持續(xù)共鳴：尤其是年輕一代消費者，對環(huán)保、社區(qū)參與、文化保護等議題有強烈認同，傾向于選擇與其價值觀一致的旅游產(chǎn)品。全感期待：游客希望通過視覺、聽覺、嗅覺、味覺、觸覺的多維感知，獲得全方位的沉浸體驗，形成深刻的“記憶錨點”。

The development of homestay clusters must be based on a deep understanding of the target customer group. Contemporary tourism consumption presents distinct new features: Experience first: Modern tourists are no longer satisfied with simple accommodation functions and pursue immersive and personalized experiences. They are eager to broaden their horizons, learn skills and connect with like-minded communities through traveling. Accommodation becomes the carrier of the experience rather than the end. Circle differentiation: Market segmentation has become more refined. The family and parent-child customer group focuses on safety and educational activities. The young Generation Z pursues social interaction and check-in scenarios. The elderly prefer health care and culture. The high-end customer group demands privacy and customized services. Blurring boundaries: The boundaries between work and leisure, travel and life are becoming increasingly blurred. The group of "digital nomads" is growing, and they are putting forward higher requirements for the work-friendliness and community activity of their accommodation environment. Sustainable resonance: Especially among the younger generation of consumers, there is a strong identification with issues such as environmental protection, community participation, and cultural conservation, and they tend to choose tourism products that align with their values. All-sensory anticipation: Tourists hope to obtain an all-round immersive experience through multi-dimensional perceptions such as vision, hearing, smell, taste and touch, forming a profound "memory anchor point".

一、規(guī)劃引領：主題先行與整體協(xié)同，民宿集群的規(guī)劃設計應超越簡單的物理集聚，致力于構(gòu)建一個有靈魂的微型目的地。

主題定位創(chuàng)新：摒棄泛泛的“田園風”“文藝范”，挖掘在地文化的獨特基因。如莫干山民宿集群依托民國歷史和騎行情景，黃河宿集以西北荒漠文化和傳統(tǒng)民居為特色。主題定位應具有排他性、故事性和延展性，為后續(xù)體驗設計提供源泉。整體規(guī)劃協(xié)同：引入“整體規(guī)劃、分步實施”的理念，由專業(yè)機構(gòu)統(tǒng)一進行規(guī)劃設計，確保建筑風格、色彩材質(zhì)、天際線、開放空間等元素協(xié)調(diào)統(tǒng)一。同時保留適當彈性，允許個體民宿在統(tǒng)一框架下展現(xiàn)個性。生態(tài)優(yōu)先原則：規(guī)劃初期即進行生態(tài)敏感性分析，采用低影響開發(fā)模式。保留原生地形植被，設計雨水收集系統(tǒng)、生態(tài)污水處理設施，將綠色基礎設施融入景觀體系，實現(xiàn)與自然的和諧共生。

二、總體布局：集群結(jié)構(gòu)與功能分區(qū)，科學的總體布局是民宿集群高效運轉(zhuǎn)的骨架。

集群結(jié)構(gòu)優(yōu)化：根據(jù)地形地貌和開發(fā)規(guī)模，可采用“核心引領·多點共生”或“線性串聯(lián)·組團互補”等布局模式。前者以標志性民宿或公區(qū)為核心輻射帶動，后者沿景觀軸線或游線有序分布形成序列體驗。動靜分區(qū)設計：合理規(guī)劃安靜休息區(qū)、公共活動區(qū)和配套服務區(qū)。將酒吧、餐廳等業(yè)態(tài)集中布置，與靜謐的住宿區(qū)適當隔離，通過綠化、地形等手段進行聲景控制，保障不同客群的體驗品質(zhì)。交通流線智慧化：建立“外部聯(lián)通、內(nèi)部慢行”的交通體系。在集群外圍設置集中停車場，內(nèi)部推行步行、騎行等低碳方式，配備電動接駁車解決行李運輸。通過路徑設計引導游客探索發(fā)現(xiàn)，增加停留時間和消費機會。

I. Planning Guidance: Theme First and Overall Coordination. The planning and design of homestay clusters should go beyond simple physical aggregation and strive to build a micro-destination with a soul.

Theme positioning innovation: Abandon the general "pastoral style" and "artistic flair", and explore the unique genes of local culture. For instance, the Moganshan homestay cluster relies on the history of the Republic of China era and cycling scenes, while the Yellow River homestay cluster features the desert culture of Northwest China and traditional dwellings. The theme positioning should be exclusive, story-telling and extensible, providing a source for subsequent experience design. Overall planning coordination: Introduce the concept of "overall planning and phased implementation", and have professional institutions uniformly carry out planning and design to ensure the coordination and unity of elements such as architectural style, color and material, skyline, and open space. At the same time, appropriate flexibility should be retained to allow individual homestays to showcase their individuality within a unified framework. Ecological priority principle: Ecological sensitivity analysis should be conducted at the initial stage of planning, and a low-impact development model should be adopted. Preserve the original terrain and vegetation, design rainwater collection systems and ecological sewage treatment facilities, integrate green infrastructure into the landscape system, and achieve harmonious coexistence with nature.

Ii. Overall Layout: Cluster Structure and Functional Zoning. A scientific overall layout serves as the framework for the efficient operation of a homestay cluster. Cluster structure optimization: Based on the topography, landforms and development scale, layout models such as "core leadership and multi-point symbiosis" or "linear connection and cluster complementarity" can be adopted. The former takes the iconic homestays or public areas as the core to radiate and drive, while the latter is orderly distributed along the landscape axis or tour route to form a sequential experience. Design of dynamic and static zoning: Rationally plan the quiet rest area, public activity area and supporting service area. Concentrate the layout of bars, restaurants and other business formats, appropriately isolate them from the quiet accommodation area, and control the soundscape through means such as greening and terrain to ensure the experience quality of different customer groups. Intelligentization of traffic flow lines: Establishing a transportation system that is "externally connected and internally slow-moving". A centralized parking lot will be set up around the cluster. Inside, low-carbon methods such as walking and cycling will be promoted, and electric shuttle buses will be provided to solve the problem of luggage transportation. Guide tourists to explore and discover through path design, increasing their stay time and consumption opportunities.

三、業(yè)態(tài)布局：跨界融合與場景消費，民宿集群的競爭力核心在于通過多元業(yè)態(tài)構(gòu)建完整的消費生態(tài)。

住宿產(chǎn)品差異化：集群內(nèi)各民宿應實現(xiàn)精準定位與特色互補，涵蓋設計型精品、家庭民宿、社交青旅等不同類型，滿足不同預算和需求的客群，避免同質(zhì)化競爭。業(yè)態(tài)融合創(chuàng)新：突破“住宿+”簡單思維，推動深度跨界融合：+文化體驗：引入非遺工坊、藝術駐地、微型博物館等；+在地美食：打造從農(nóng)場到餐桌的餐廳、烹飪課堂、美食市集；+創(chuàng)意零售：發(fā)展設計師集合店、手作體驗店、在地好物店；+康養(yǎng)休閑：提供瑜伽冥想、溫泉療愈、自然療愈等服務；+工作社交：設置共享辦公空間、創(chuàng)客沙龍、主題俱樂部。場景化消費設計：圍繞特定主題或時段打造沉浸式消費場景。如清晨觀鳥導覽接續(xù)野餐體驗，下午手作工坊結(jié)合下午茶，晚間露天電影搭配燒烤派對，形成全天候的消費鏈條。

四、空間營造：情感連接與記憶塑造，民宿集群的空間品質(zhì)直接決定游客的體驗深度和情感連接。

公共空間激活：精心設計廣場、街巷、庭院等過渡空間，使其成為自然發(fā)生的社交場所。設置特色座椅、互動裝置、夜間照明，營造宜人的尺度與氛圍，鼓勵停留與交流。節(jié)點空間強化：在交通轉(zhuǎn)折、視野開闊處打造標志性節(jié)點，如觀景平臺、精神堡壘、藝術裝置等，形成視覺焦點和打卡點，強化場所記憶。邊界空間柔化：通過模糊室內(nèi)外邊界，打造半開放的回廊、露臺、架空層等灰空間，增強空間的滲透性與層次感，讓建筑與自然對話。細節(jié)品質(zhì)把控：注重材質(zhì)肌理、景觀小品、標識導視、夜間燈光等細節(jié)設計，通過五感體驗傳遞集群的品質(zhì)追求與文化特質(zhì)。

五、運營思路：平臺思維與社群活化，創(chuàng)新的運營模式是民宿集群持續(xù)活力的保障。

統(tǒng)一運營平臺：建立集群統(tǒng)一管理公司或合作社，負責整體品牌營銷、客源分配、標準制定、后勤保障等。既保持個體特色，又實現(xiàn)規(guī)模效應，降低運營成本。動態(tài)收益管理：建立集群中央預訂系統(tǒng)，根據(jù)市場需求、活動安排等因素動態(tài)調(diào)整價格和推廣策略。推行通票、套餐等產(chǎn)品，促進集群內(nèi)消費流動。內(nèi)容運營為王：組建專業(yè)內(nèi)容團隊，持續(xù)產(chǎn)出高質(zhì)量的文字、圖片、視頻內(nèi)容，通過社交媒體講好集群故事。打造品牌IP，開發(fā)衍生品，延長品牌價值鏈。社群活力營造：定期舉辦主題沙龍、手藝分享、節(jié)慶活動等，構(gòu)建宿主與游客、游客與游客之間的社交網(wǎng)絡。培養(yǎng)忠實粉絲，推動口碑傳播，實現(xiàn)從單次消費到持續(xù)關系的轉(zhuǎn)變。社區(qū)共生計劃：積極吸納本地居民參與，采購當?shù)厥巢摹⒐蛡虮镜貑T工、推廣本地文化，使民宿集群成為鄉(xiāng)村振興的觸媒，實現(xiàn)游客體驗與社區(qū)發(fā)展的雙贏。

Iii. Business Format Layout: Cross-border Integration and Scene Consumption. The core competitiveness of a homestay cluster lies in building a complete consumption ecosystem through diverse business formats.

Differentiation of accommodation products: Each homestay within the cluster should achieve precise positioning and complementary characteristics, covering different types such as design-oriented boutique, family homestays, and social youth hostels, to meet the needs of guests with different budgets and demands, and avoid homogeneous competition. Business format integration and innovation: Breaking through the simple thinking of "accommodation +", promoting in-depth cross-border integration: + Cultural experience: Introducing intangible cultural heritage workshops, art residences, micro-museums, etc. + Local cuisine: Creating farm-to-table restaurants, cooking classes, and food markets; + Creative Retail: Develop designer collection stores, handicraft experience stores, and local quality product stores; + Health and wellness Leisure: Offering services such as yoga meditation, hot spring therapy, and natural healing; + Work socializing: Set up shared office Spaces, maker salons, and theme clubs. Scenario-based consumption design: Creating immersive consumption scenarios around specific themes or time periods. For instance, in the morning, bird-watching Tours are followed by picnic experiences; in the afternoon, handicraft workshops are combined with afternoon tea; and in the evening, open-air movies are paired with barbecue parties, forming an all-day consumption chain.

Iv. Spatial Creation: Emotional Connection and Memory Shaping The spatial quality of a homestay cluster directly determines the depth of tourists' experience and their emotional connection. Public space activation: Carefully design transitional Spaces such as squares, streets, and courtyards to make them naturally occurring social venues. Set up special seats, interactive installations and night lighting to create a pleasant scale and atmosphere, and encourage people to stay and communicate. Node space enhancement: Create landmark nodes at traffic turns and places with wide views, such as viewing platforms, spiritual fortresses, and art installations, to form visual focal points and photo spots, and strengthen the memory of the place. Boundary space softening: By blurring the boundaries between indoor and outdoor Spaces, semi-open corridors, terraces, elevated floors and other gray Spaces are created to enhance the permeability and layering of the space, allowing the building to communicate with nature. Detail quality control: Pay attention to the design of details such as material texture, landscape ornaments, signage and guidance, and night lighting, and convey the quality pursuit and cultural characteristics of the cluster through the five-sense experience.

V. Operational Ideas: Platform thinking and community activation, as well as innovative operational models, are the guarantee for the continuous vitality of the homestay cluster. Unified operation platform: Establish a cluster unified management company or cooperative to be responsible for overall brand marketing, customer source allocation, standard setting, logistical support, etc. It not only maintains individual characteristics but also achieves economies of scale and reduces operating costs. Dynamic revenue management: Establish a cluster central reservation system to dynamically adjust prices and promotion strategies based on factors such as market demand and event arrangements. Promote products such as passes and packages to facilitate the flow of consumption within the cluster. Content operation is king: Form a professional content team, continuously produce high-quality text, image and video content, and tell the cluster story well through social media. Build brand ips, develop derivatives, and extend the brand value chain. Community vitality creation: Regularly hold theme salons, craft sharing sessions, festival activities, etc., to build social networks between hosts and tourists, as well as among tourists themselves. Cultivate loyal fans, promote word-of-mouth promotion, and achieve a transformation from single consumption to a lasting relationship. Community Symbiosis Plan: Actively involve local residents, purchase local ingredients, hire local employees, and promote local culture, making the homestay cluster a catalyst for rural revitalization and achieving a win-win situation for tourists' experience and community development.

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