文旅案例 | 文旅項目休閑體驗感：洞察新消費心理、打造差異化體驗

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要設計出打動人心的文旅休閑體驗，首先需要理解當下核心消費群體的心理需求：體驗渴望大于物質擁有：現代消費者更加珍視體驗帶來的持久記憶，而非單純的物質積累。他們追求的是“可分享的記憶”，旅行體驗成為個人故事的一部分。深度參與替代被動觀察：從“看客”到“玩家”，現代旅游者希望成為體驗的共創者，而非被動接受者。他們渴望通過親手制作、親身參與來獲得成就感。社交價值融入休閑場景：休閑體驗不僅是個人享受，更是社交貨幣的來源。能夠產生優質內容、適合分享的場景，本身就具有強大吸引力。健康生活成為內在需求：后疫情時代，健康、養生、自然連接成為休閑旅游的重要考量因素。消費者希望在休閑中獲得身心修復。個性化與定制化偏好：標準化產品吸引力減弱，消費者渴望符合個人興趣和價值觀的獨特體驗，追求“小眾”、“定制”的滿足感。

To design a touching cultural and tourism leisure experience, it is first necessary to understand the psychological needs of the current core consumer group: the desire for experience outweighs material possession: Modern consumers value the lasting memories brought by experiences more than simple material accumulation. What they pursue is "shareable memories", and the travel experience becomes a part of their personal story. Deep participation replaces passive observation: From "spectator" to "player", modern tourists hope to be co-creators of experiences rather than passive recipients. They are eager to gain a sense of achievement through hands-on making and personal participation. Social value integrated into leisure scenarios: Leisure experiences are not only personal enjoyment but also the source of social currency. Scenarios that can generate high-quality content and are suitable for sharing inherently possess strong appeal. A healthy lifestyle has become an intrinsic need: In the post-pandemic era, health, wellness, and natural connection have become important considerations for leisure travel. Consumers hope to achieve physical and mental recovery during their leisure time. Personalization and customization preferences: The appeal of standardized products has weakened. Consumers long for unique experiences that align with their personal interests and values, and they pursue the satisfaction of being "niche" and "customized".

不同文旅項目類型的休閑體驗設計策略：在不同的項目類型中，雖然策略各有側重，但核心邏輯一致：從消費者的心理需求出發，通過場景營造、活動設計和細節打磨，將簡單的游覽轉變為難忘的體驗。成功的文旅項目不再僅僅是提供“看什么”或“住哪里”，而是提供“如何感受”和“如何存在”的短暫可能性。一、自然風光型項目：從觀賞到沉浸

傳統痛點：自然景區容易陷入“拍照就走”的淺層體驗，游客難以與自然環境建立深度連接。

體驗升級策略：多感官開發：除了視覺，充分調動聽覺、觸覺、嗅覺等感官，創造全方位自然體驗。微冒險設計：在安全范圍內設計適度挑戰，增強參與感和成就感。生態認知提升：將自然知識融入體驗，滿足游客的求知欲和對生態關懷的情感需求。

案例：挪威的“國家旅游路線”項目。挪威將18條風景優美的公路打造為“國家旅游路線”，不僅在沿途設置了極具設計感的觀景臺，還精心設計了沿途的休憩站點和體驗設施。例如：在特羅斯蒂格山路段，設計師打造了蜿蜒的木制步道，引導游客從不同角度欣賞山景；在賽于拉路段，設計了懸挑于海面上的休息平臺，讓游客可以靜靜地聆聽海浪聲；在幾個關鍵站點，還提供了當地食材制作的簡餐，強調“本地風味”。這些設計不僅解決了“看什么”的問題，更解決了“如何看”、“如何感受”的深度體驗需求，使自然觀光轉變為與自然對話的沉浸式體驗。

Leisure experience design strategies for different types of cultural and tourism projects: Although the strategies vary in focus across different project types, the core logic remains consistent: starting from the psychological needs of consumers, through scene creation, activity design, and detail refinement, simple Tours are transformed into unforgettable experiences. Successful cultural and tourism projects no longer merely offer "what to see" or "where to stay", but rather provide the short-term possibilities of "how to feel" and "how to exist".

I. Natural Scenery Projects: From Appreciation to ImmersionTraditional pain point: Natural scenic spots tend to fall into the superficial experience of "taking photos and leaving", making it difficult for tourists to establish a deep connection with the natural environment.

Experience upgrade strategy: Multi-sensory development: In addition to vision, fully mobilize the senses of hearing, touch, smell, etc., to create an all-round natural experience. Micro-adventure design: Design moderate challenges within a safe range to enhance a sense of participation and achievement. Ecological awareness enhancement: Integrating natural knowledge into experiences to satisfy tourists' thirst for knowledge and emotional needs for ecological care. Case: The "National Tourist Route" project in Norway. Norway has transformed 18 scenic roads into "national tourist routes", not only setting up highly designed viewing platforms along the way, but also carefully designing rest stops and experience facilities along the route. For instance, on the Trostig Mountain section, designers have created a winding wooden walkway to guide visitors to enjoy the mountain scenery from different angles. On the Sayura section, a rest platform suspended over the sea surface has been designed, allowing tourists to quietly listen to the sound of the waves. At several key stations, light meals made with local ingredients are also provided, emphasizing "local flavors". These designs not only address the issue of "what to see", but also meet the in-depth experience demands of "how to see" and "how to feel", transforming nature sightseeing into an immersive experience of dialogue with nature.

二、文化遺產型項目：從參觀到參與

傳統痛點：文化遺產類項目容易陷入“玻璃柜式”展示，讓游客產生距離感，難以理解其內涵和價值。

體驗升級策略：活態展示：讓傳統文化在當代語境中“活”起來，建立古今連接。場景還原：通過場景營造，讓游客穿越時空，直觀感受歷史氛圍。手藝傳承體驗：設計適度的動手環節，讓游客在參與中理解文化價值。

案例：日本瀨戶內海藝術節。瀨戶內海藝術節將荒島改造為露天藝術館，但它的成功不僅在于藝術品的展示，更在于如何讓游客參與其中：在直島上，游客不僅是觀看草間彌生的南瓜，還可以參加當地居民主持的工作坊，學習利用海廢材料制作手工藝品；在豐島，除了參觀震撼人心的水滴美術館，游客可以參與農耕體驗，感受島嶼生活；在小豆島，橄欖園不僅提供采摘體驗，還允許游客親手制作專屬橄欖油紀念品。這些參與式體驗讓文化遺產不再是靜止的展示，而是可觸摸、可參與、可帶走的記憶，滿足了現代游客對文化真實性和參與感的雙重需求。

Ii. Cultural Heritage Projects: From Visiting to Participation

Traditional pain point: Cultural heritage projects tend to fall into a "glass cabinet-style" display, creating a sense of distance for visitors and making it difficult for them to understand their connotations and values. Experience upgrade strategy: Dynamic Display: Bring traditional culture to life in a contemporary context and establish a connection between the past and the present. Scene restoration: Through scene creation, visitors can travel through time and space and directly experience the historical atmosphere. Craft Inheritance Experience: Design moderate hands-on activities to enable visitors to understand cultural values through participation. Case: The Setonaikai Art Festival in Japan. The Setonaikai Art Festival has transformed a deserted island into an open-air art gallery. However, its success lies not only in the display of artworks but also in how to involve visitors: on Naoshima Island, visitors can not only watch Yayoi Kusama's pumpkins but also participate in workshops hosted by local residents to learn how to make handicrafts using Marine waste materials. On Fengdao Island, apart from visiting the awe-inspiring Waterdrop Art Museum, tourists can also participate in farming experiences and feel the island life. On Shodo Island, the olive grove not only offers picking experiences but also allows visitors to make their own exclusive olive oil souvenirs by hand. These participatory experiences transform cultural heritage from static displays into tangible, participatory and portable memories, satisfying modern tourists' dual demands for cultural authenticity and a sense of participation.

三、都市休閑型項目：從功能到情感

傳統痛點：都市文旅項目容易同質化，陷入購物、餐飲、觀光的老三樣，缺乏獨特記憶點。

體驗升級策略：主題化營造：通過強主題串聯分散的消費場景，創造連貫的情感體驗。社區感構建：將商業空間轉化為社交場所，滿足都市人的連接需求。在地文化挖掘：突出城市獨特文化符號，避免“千城一面”的困境。

案例：上海“上生·新所”。上生·新所將原哥倫比亞鄉村俱樂部、孫科別墅和上海生物制品研究所改造為復合式文創園區，成功打造了都市休閑新地標：項目保留了歷史建筑的外觀，內部則引入了文創商店、咖啡館、餐廳等現代業態。但最成功的是其營造的社區感和活動設計——中央的露天泳池不僅是視覺焦點，更成為各類文化活動的天然舞臺；園區定期舉辦主題市集、文化沙龍和藝術展覽，吸引本地年輕人反復到訪；精心設計的戶外座椅區和綠化，鼓勵人們停留、交流。這種設計打破了傳統商業綜合體“消費即走”的模式，創造了讓人們愿意長時間停留、反復探訪的休閑場景，精準擊中了都市人群對高品質社交空間的需求。

Iii. Urban Leisure Projects: From Function to Emotion

Traditional pain points: Urban cultural tourism projects are prone to homogenization, getting stuck in the old three categories of shopping, dining and sightseeing, lacking unique memory points.

Experience upgrade strategy: Thematic creation: Connect scattered consumption scenarios through strong themes to create a coherent emotional experience. Community sense construction: Transform commercial Spaces into social venues to meet the connection needs of urbanites. Local cultural exploration: Highlight the unique cultural symbols of the city to avoid the predicament of "all cities looking the same".

Case: "Shangsheng Xinsuo" in Shanghai. Shangsheng Xinsuo has transformed the former Columbia Country Club, Sun Ke Villa and Shanghai Institute of Biological Products into a multi-functional cultural and creative park, successfully creating a new landmark for urban leisure. The project retains the appearance of historical buildings while introducing modern business formats such as cultural and creative stores, coffee shops and restaurants inside. But the most successful aspect lies in the sense of community it creates and the design of activities - the central outdoor swimming pool is not only a visual focus but also a natural stage for various cultural activities. The park regularly holds theme markets, cultural salons and art exhibitions, attracting local young people to visit repeatedly. The elaborately designed outdoor seating area and greenery encourage people to stay and communicate. This design breaks the traditional "consume and go" model of commercial complexes, creating a leisure scene that people are willing to stay for a long time and visit repeatedly, precisely hitting the urban population's demand for high-quality social Spaces.

四、鄉村度假型項目：從住宿到生活

傳統痛點：鄉村民宿往往只提供基本住宿功能，缺乏深度體驗內容，難以吸引游客長時間停留。

體驗升級策略：主客共享空間：打破傳統酒店的主客分離模式，創造互動機會。地方感強化：深度挖掘當地資源，讓游客感受到“此地非彼地”的獨特魅力。節奏調控：通過活動設計，幫助游客自然切換生活節奏，實現真正放松。

案例：浙江莫干山裸心谷。裸心谷作為國內野奢度假區的標桿，其成功不僅在于高品質的住宿設施，更在于精心設計的休閑體驗體系：項目提供了從騎馬、徒步到農事體驗的多種活動，但關鍵是為每種體驗都注入了休閑感——即使是農事體驗，也設計得輕松有趣，強調享受而非勞作；中央的俱樂部不僅提供餐飲，還成為客人自然社交的場所；每天定期的免費活動，如晨間瑜伽、自然導覽，幫助客人結構化地安排時間，避免“無所事事”的焦慮。更重要的是，裸心谷創造了一種“理想山村生活”的體驗，讓都市人能夠在高品質條件下，短暫地體驗另一種生活節奏，滿足了他們對“逃離”和“充電”的雙重需求。

Iv. Rural Resort Projects: From Accommodation to daily Life

Traditional pain point: Rural homestays often only offer basic accommodation functions and lack in-depth experience content, making it difficult to attract tourists to stay for a long time.Experience upgrade strategy: Shared space for hosts and Guests: Break the traditional separation model of hosts and guests in hotels and create interaction opportunities. Enhanced sense of placeDeeply explore local resources to allow tourists to experience the unique charm of "this place is not that place". Rhythm control: Through activity design, help tourists naturally switch their life rhythms and achieve true relaxation.

Case: Naked Heart Valley, Moganshan, Zhejiang Province. Naked Heart Valley, as a benchmark for domestic wild luxury resorts, its success lies not only in its high-quality accommodation facilities but also in its meticulously designed leisure experience system: the project offers a variety of activities ranging from horseback riding and hiking to agricultural experiences, but the key is to infuse each experience with a sense of leisure - even the agricultural experiences are designed to be light-hearted and fun, emphasizing enjoyment rather than labor. The central club not only offers catering services but also serves as a natural social venue for guests. Regular free activities every day, such as morning yoga and nature Tours, help guests organize their time structurally and avoid the anxiety of having nothing to do. More importantly, Naked Heart Valley has created an experience of "ideal mountain village life", allowing urbanites to briefly experience a different pace of life under high-quality conditions, satisfying their dual needs for "escape" and "recharging".

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