文旅案例 | 非遺+文旅：縣域城市的文化突圍與市場破局、構(gòu)建“體驗-商品-服務”三級盈利結(jié)構(gòu)

【友情提示】世界那么大，為防走散，請將AYS愛易設(shè)規(guī)劃設(shè)計事務所加星標！關(guān)注愛易設(shè)，關(guān)注AYS規(guī)劃設(shè)計事務所，點擊上方名片-點右上角彈出菜單欄設(shè)為星標即可。

“非遺+”正成為縣域城市破局發(fā)展的關(guān)鍵。非遺不僅是文化遺產(chǎn)，更是激活地方經(jīng)濟、塑造文化名片的重要資源。面對同質(zhì)化競爭和消費升級的挑戰(zhàn)，縣域城市如何借力非遺打造獨特文旅品牌，實現(xiàn)引流與盈利的雙重目標，已成為亟待解答的時代命題。

發(fā)展現(xiàn)狀：目前，我國非遺文旅呈現(xiàn)“三多三少”特點：保護項目多，活化利用少；靜態(tài)展示多，體驗互動少；短期節(jié)慶多，持續(xù)運營少?？h域城市非遺開發(fā)普遍停留在淺層展示階段，缺乏系統(tǒng)規(guī)劃和深度挖掘，導致“千城一面”的現(xiàn)象。

市場機遇：近年來，文旅消費呈現(xiàn)明顯趨勢：從觀光式旅游向沉浸式體驗轉(zhuǎn)變，從大眾化產(chǎn)品向個性化定制升級，從物質(zhì)消費向精神消費延伸。非遺所蘊含的手工溫度、文化故事和地方特色，恰好契合了當代游客對“真實性”“在地性”和“情感連接”的需求。

縣域優(yōu)勢：縣域城市擁有相對完整的文化生態(tài)和未被過度商業(yè)化的非遺資源，具備打造差異化文旅產(chǎn)品的先天條件。小而美、精而特的非遺項目，更易形成獨特記憶點和情感共鳴。

"Intangible Cultural Heritage Plus" is becoming the key for county-level cities to break through and develop. Intangible cultural heritage is not only cultural heritage but also an important resource for activating local economies and shaping cultural brands. Facing the challenges of homogenized competition and consumption upgrade, how county-level cities can leverage intangible cultural heritage to create unique cultural and tourism brands and achieve the dual goals of attracting traffic and making profits has become an urgent question of The Times to be answered.

Current development status: At present, China's intangible cultural heritage (ICH) tourism and culture exhibit the characteristics of "three more and three less" : there are many protection projects, but few revitalization and utilization. There are many static displays and few interactive experiences. There are many short-term festivals but few continuous operations. The development of intangible cultural heritage in county-level cities generally remains at the stage of superficial display, lacking systematic planning and in-depth exploration, resulting in the phenomenon of "all cities looking the same".

Market opportunities: In recent years, cultural and tourism consumption has shown a clear trend: it has shifted from sightseeing Tours to immersive experiences, upgraded from mass products to personalized customization, and extended from material consumption to spiritual consumption. The warmth of craftsmanship, cultural stories and local characteristics contained in intangible cultural heritage precisely meet the contemporary tourists' demands for "authenticity", "local character" and "emotional connection".

County-level advantages: County-level cities possess relatively complete cultural ecosystems and intangible cultural heritage resources that have not been overly commercialized, providing inherent conditions for creating differentiated cultural and tourism products. Small but beautiful, exquisite and distinctive intangible cultural heritage projects are more likely to form unique memory points and emotional resonances.

一、系統(tǒng)構(gòu)建：縣域非遺文化名片的打造路徑

深度挖掘：從“遺產(chǎn)”到“資產(chǎn)”的價值轉(zhuǎn)化，文化解碼：系統(tǒng)梳理縣域非遺資源，建立“核心符號—文化基因—現(xiàn)代價值”的解讀體系。如浙江龍泉將青瓷非遺轉(zhuǎn)化為“宋代極簡美學現(xiàn)代演繹”的文化IP。故事重構(gòu)：將非遺技藝、傳承人故事與地方歷史、風土人情融合，構(gòu)建有溫度、有情節(jié)的敘事體系。福建土樓將建筑技藝與家族遷徙、防御文化、民間信仰結(jié)合，形成立體文化敘事。

活態(tài)傳承：從“保存”到“生活”的場景再造，生產(chǎn)性保護工坊：建立“前店后坊”式非遺工坊，讓游客見證創(chuàng)作過程，如貴州丹寨的苗族蠟染體驗基地。生活化沉浸街區(qū)：打造非遺生活街區(qū)，讓非遺融入日常生活場景。江蘇揚州將雕版印刷、古琴藝術(shù)、茶點制作融入東關(guān)街日常經(jīng)營。

創(chuàng)意轉(zhuǎn)化：從“傳統(tǒng)”到“當代”的產(chǎn)品創(chuàng)新，非遺+設(shè)計：邀請設(shè)計師與非遺傳承人合作，開發(fā)符合現(xiàn)代審美和實用功能的文創(chuàng)產(chǎn)品。湘西土家織錦與現(xiàn)代服裝設(shè)計結(jié)合，推出時尚系列。非遺+科技：運用AR/VR技術(shù)還原非遺歷史場景，數(shù)字藏品拓展非遺傳播邊界。敦煌研究院的數(shù)字化敦煌項目是成功典范。

I. System Construction: The Path to Creating County-level Intangible Cultural Heritage Business Cards；

In-depth exploration: Value Transformation from "Heritage" to "Asset", Cultural Decoding: Systematically sort out county-level intangible cultural heritage resources and establish an interpretation system of "core symbols - cultural genes - modern values". For instance, Longquan, Zhejiang Province, has transformed the intangible cultural heritage of celadon into a cultural IP titled "Modern Interpretation of the minimalist Aesthetics of the Song Dynasty". Story reconstruction: Integrate intangible cultural heritage skills and the stories of inheritors with local history and customs to build a narrative system that is warm and full of plots. Fujian Tulou combines architectural techniques with family migration, defense culture and folk beliefs, forming a three-dimensional cultural narrative. Living inheritance: Scene recreation from "preservation" to "living", productive conservation workshops: Establishing "front store and back workshop" style intangible cultural heritage workshops, allowing tourists to witness the creative process, such as the Miao batik experience base in Danzhai, Guizhou. Life-oriented immersive street: Create an intangible cultural heritage life street to integrate intangible cultural heritage into daily life scenarios. In Yangzhou, Jiangsu Province, woodblock printing, guqin art and tea and snack making have been integrated into the daily operation of Dongguan Street. Creative Transformation: Product Innovation from "Traditional" to "Contemporary", Intangible Cultural Heritage + Design: Invite designers to collaborate with intangible cultural heritage inheritors to develop cultural and creative products that conform to modern aesthetics and practical functions. Combining Xiangxi Tujia brocade with modern clothing design, a fashionable series has been launched. Intangible Cultural Heritage + Technology: Utilizing AR/VR technology to recreate historical scenes of intangible cultural heritage, digital collectibles expand the boundaries of intangible cultural heritage dissemination. The Digital Dunhuang project of the Dunhuang Academy is a successful model.

二、引流策略：構(gòu)建多維度的非遺吸引體系

內(nèi)容引流：打造“必看必體驗”的核心吸引物，王牌項目策劃：集中資源打造1-2個具有區(qū)域影響力的非遺體驗項目，如安徽涇縣的宣紙制作全流程體驗成為該縣旅游核心吸引點。節(jié)慶活動升級：將傳統(tǒng)節(jié)慶轉(zhuǎn)化為可持續(xù)的文旅產(chǎn)品。云南景邁山的茶祖節(jié)從傳統(tǒng)祭祀活動發(fā)展為集祭祀、茶市、體驗于一體的綜合性節(jié)慶。渠道引流：構(gòu)建線上線下融合的傳播矩陣，社交媒體引爆：針對抖音、小紅書等平臺特性，創(chuàng)作非遺技藝展示、體驗打卡、傳承人故事等內(nèi)容。景德鎮(zhèn)陶瓷非遺通過短視頻展示拉坯、繪畫過程，吸引大量年輕關(guān)注。跨界合作引流：與知名IP、品牌、影視綜藝合作。浙江桐鄉(xiāng)藍印花布與時尚品牌合作推出聯(lián)名系列，借助品牌流量擴大影響。社群引流：培育非遺“粉絲經(jīng)濟”，工作坊會員制：建立非遺深度體驗會員體系，提供進階課程、專屬活動等權(quán)益。傳承人IP化：打造“網(wǎng)紅”非遺傳承人，通過個人魅力吸引粉絲。四川道明竹編的“竹編大叔”楊隆梅通過直播吸引數(shù)十萬粉絲關(guān)注。

三、盈利模式：構(gòu)建可持續(xù)的非遺商業(yè)生態(tài)

產(chǎn)品體系：構(gòu)建“體驗-商品-服務”三級盈利結(jié)構(gòu)，體驗層：非遺工作坊、研學課程、沉浸式演出等門票收入，占總收入30%-40%。商品層：文創(chuàng)產(chǎn)品、非遺衍生品、跨界聯(lián)名商品銷售，占總收入40%-50%。服務層：非遺主題餐飲、住宿、旅行服務等，占總收入20%-30%。

產(chǎn)業(yè)鏈延伸：從單一產(chǎn)品到產(chǎn)業(yè)生態(tài)，上游：建立非遺原材料種植/養(yǎng)殖基地，如植物染料種植園、陶瓷土礦體驗點。中游：非遺創(chuàng)意設(shè)計、生產(chǎn)制作、質(zhì)量認證體系。下游：非遺主題酒店、餐廳、旅行線路、電商平臺。

價值溢出：非遺賦能區(qū)域品牌與產(chǎn)業(yè)升級，區(qū)域品牌溢價：非遺成為地方農(nóng)產(chǎn)品、制造業(yè)的品質(zhì)背書。宜興紫砂壺帶動整個茶具產(chǎn)業(yè)升級。產(chǎn)業(yè)融合增值：非遺+農(nóng)業(yè)、非遺+康養(yǎng)、非遺+教育等多業(yè)態(tài)融合創(chuàng)造新價值點。

Ii. Traffic Diversion Strategy: Build a multi-dimensional intangible cultural heritage attraction system

Content diversion: Create core attractions that are "must-see and must-experience". Ace project planning: Concentrate resources to develop 1-2 intangible cultural heritage experience projects with regional influence. For instance, the full-process experience of making Xuan paper in Jing County, Anhui Province, has become a core attraction for tourism in the county. Festival activities upgraded

Transform traditional festivals into sustainable cultural and tourism products. The Tea Ancestor Festival in Jingmai Mountain, Yunnan Province, has evolved from a traditional sacrificial activity to a comprehensive festival integrating sacrificial services, tea markets and experiences. Channel diversion: Build an integrated online and offline communication matrix, and social media ignition: Based on the characteristics of platforms such as Douyin and Xiaohongshu, create content such as displays of intangible cultural heritage skills, experience check-ins, and stories of inheritors. The intangible cultural heritage of Jingdezhen ceramics has attracted a large number of young people's attention by showcasing the processes of throwing and painting through short videos. Cross-border cooperation for traffic diversion: Collaborating with well-known ips, brands, films, TV shows and variety programs. Zhejiang Tongxiang blue and white printed Cloth has collaborated with a fashion brand to launch a co-branded series, leveraging the brand's traffic to expand its influence. Community traffic diversion: Cultivating the "fan economy" of intangible cultural heritage, Workshop membership system: Establishing a membership system for in-depth experience of intangible cultural heritage, providing advanced courses, exclusive activities and other benefits. Ip-ization of inheritors: Creating "internet-famous" intangible cultural heritage inheritors to attract fans through personal charm. Yang Longmei, the "Bamboo Weaving Uncle" of Daoming Bamboo Weaving in Sichuan Province, has attracted hundreds of thousands of fans through live streaming.

非遺文旅不僅關(guān)乎經(jīng)濟效益，更關(guān)乎文化傳承與鄉(xiāng)村振興。成功的縣域非遺實踐將為文化自信提供基層樣本，為鄉(xiāng)村振興探索特色路徑。隨著“非遺進景區(qū)”“非遺在社區(qū)”等國家工程的推進，縣域非遺文旅正迎來前所未有的發(fā)展機遇。

縣域城市應以非遺為支點，撬動文旅融合的深層價值，構(gòu)建“以文塑旅、以旅彰文”的良性循環(huán)。在數(shù)字化、體驗化、個性化的文旅新時代，那些真正理解非遺價值、尊重文化規(guī)律、創(chuàng)新表達方式的縣域，必將在文旅市場中占據(jù)獨特位置，實現(xiàn)文化保護與經(jīng)濟發(fā)展的雙贏。非遺不是過去時的遺產(chǎn)，而是現(xiàn)在時的資源、未來時的資產(chǎn)。縣域城市的非遺文旅之路，本質(zhì)上是尋找文化根脈與現(xiàn)代生活的連接點，在傳承中創(chuàng)新，在保護中發(fā)展，最終讓文化遺產(chǎn)真正“活”在當代人的生活里，成為可持續(xù)的地方發(fā)展動力。

Intangible cultural heritage tourism is not only related to economic benefits, but also to cultural inheritance and rural revitalization. Successful county-level intangible cultural heritage practices will provide grassroots samples for cultural confidence and explore distinctive paths for rural revitalization. With the advancement of national projects such as "Intangible Cultural Heritage Entering Scenic Spots" and "Intangible Cultural Heritage in Communities", county-level intangible cultural heritage tourism and culture are embracing unprecedented development opportunities.

County-level cities should take intangible cultural heritage as a fulcrum to leverage the profound value of the integration of culture and tourism, and build a virtuous cycle of "shaping tourism with culture and highlighting culture through tourism". In the new era of cultural tourism characterized by digitalization, experience and personalization, those counties that truly understand the value of intangible cultural heritage, respect cultural laws and innovate expression methods will surely occupy a unique position in the cultural tourism market and achieve a win-win situation for cultural protection and economic development. Intangible cultural heritage is not a legacy of the past tense, but a resource of the present tense and an asset of the future tense. The path of intangible cultural heritage tourism in county-level cities is essentially about seeking the connection points between cultural roots and modern life. It involves innovation in inheritance and development in protection, ultimately enabling cultural heritage to truly "live" in the lives of contemporary people and become a sustainable driving force for local development.

- END -

內(nèi)容整理｜愛易設(shè)規(guī)劃設(shè)計事務所、AYS愛易設(shè)

素材來源｜部分文案及圖片來源于網(wǎng)絡(luò)

文章聲明｜文章及圖片內(nèi)容僅供參考，我們尊重原創(chuàng)和知識產(chǎn)權(quán)，所有轉(zhuǎn)載或改編均會明確標注出處；若不慎侵犯了第三方權(quán)益，請立即聯(lián)系我們，我們將盡快處理。

易老師聯(lián)系方式：13717943868