文旅案例 | 鄉(xiāng)村文旅3.0：從觀光到共生、構(gòu)建未來(lái)鄉(xiāng)村發(fā)展新范式

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中國(guó)鄉(xiāng)村文旅經(jīng)歷了從1.0“農(nóng)家樂(lè)”式的簡(jiǎn)單接待，到2.0“美麗鄉(xiāng)村”的景觀化改造，如今正邁入3.0“價(jià)值共生”的新階段。這一階段的核心特征是從外在景觀改造轉(zhuǎn)向內(nèi)在價(jià)值重構(gòu)，從單點(diǎn)旅游消費(fèi)轉(zhuǎn)向多元產(chǎn)業(yè)融合，從短期客流導(dǎo)入轉(zhuǎn)向長(zhǎng)期社群共建。根據(jù)文化和旅游部數(shù)據(jù)，2025年全國(guó)鄉(xiāng)村旅游接待人次已達(dá)25億，同比增長(zhǎng)30%，但同質(zhì)化、淺層化問(wèn)題依然突出。鄉(xiāng)村文旅3.0正是對(duì)這一挑戰(zhàn)的回應(yīng)——它不再滿足于讓游客“來(lái)看一看”，而是致力于讓訪客“來(lái)住下來(lái)、參與進(jìn)來(lái)、帶東西走、再想回來(lái)”。

一、鄉(xiāng)村文旅3.0的四大核心理念理念一：主客共享的社區(qū)活化，3.0時(shí)代的鄉(xiāng)村不再是游客的“背景板”，而是本地居民與來(lái)訪者共同的生活空間。浙江桐廬“青龍塢”的改造保留了原住民生活區(qū)，同時(shí)引入設(shè)計(jì)師民宿、社區(qū)書(shū)店和共享工坊，原住民成為文化講解員、手藝傳授者，游客則通過(guò)深度參與感受到真實(shí)的鄉(xiāng)村生活節(jié)奏。理念二：四時(shí)無(wú)休的全季運(yùn)營(yíng)，突破鄉(xiāng)村旅游“周末經(jīng)濟(jì)”“假日經(jīng)濟(jì)”的局限，通過(guò)四季主題活動(dòng)、室內(nèi)外結(jié)合場(chǎng)景、氣候適應(yīng)性設(shè)計(jì)，實(shí)現(xiàn)“淡季不淡”。黑龍江雪鄉(xiāng)夏季開(kāi)發(fā)森林研學(xué)、菌菇采集，冬季主打冰雪體驗(yàn)，配合溫泉水療等全年可享設(shè)施，有效平衡季節(jié)性波動(dòng)。理念三：科技賦能的無(wú)縫體驗(yàn)，5G、物聯(lián)網(wǎng)、AR/VR等技術(shù)不再僅僅是營(yíng)銷工具，而是深度融入鄉(xiāng)村生活場(chǎng)景。福建屏南通過(guò)“數(shù)字鄉(xiāng)民”計(jì)劃，讓城市用戶通過(guò)云端認(rèn)養(yǎng)茶園、果園，實(shí)時(shí)查看生長(zhǎng)情況，收獲季節(jié)親自采摘或委托代寄，建立跨越地理的情感連接。理念四：生態(tài)閉環(huán)的可持續(xù)模式，將“綠水青山就是金山銀山”理念轉(zhuǎn)化為可操作的商業(yè)模式。四川青城山“拾野”項(xiàng)目建立完整的有機(jī)循環(huán)系統(tǒng)：廚余垃圾轉(zhuǎn)化為昆蟲(chóng)飼料→昆蟲(chóng)飼養(yǎng)提供禽類蛋白→禽類糞便滋養(yǎng)果園→果園產(chǎn)出供給餐廳，形成零廢棄閉環(huán)，其環(huán)保故事本身成為核心吸引力。

China's rural cultural tourism has evolved from the 1.0 "farmhouse" style of simple reception to the 2.0 "beautiful countryside" landscape transformation, and is now entering the 3.0 new stage of "value symbiosis". The core feature of this stage is the shift from the transformation of the external landscape to the reconstruction of the internal value, from

Single-point tourism consumption is shifting towards the integration of multiple industries, from short-term passenger flow introduction to long-term community co-construction. According to data from the Ministry of Culture and Tourism, the number of rural tourism visitors across the country reached 2.5 billion in 2025, a year-on-year increase of 30%. However, the problems of homogenization and superficiality remain prominent. Rural cultural Tourism 3.0 is precisely a response to this challenge - it is no longer content with merely having tourists "come and have a look", but is committed to getting visitors to "stay, get involved, take things away, and come back again".

I. Four Core Concepts of Rural Cultural Tourism 3.0Concept One: Community revitalization shared by both residents and visitors. In the 3.0 era, the countryside is no longer a "backdrop" for tourists, but a shared living space for local residents and visitors. The renovation of "Qinglongwu" in Tonglu, Zhejiang Province, has preserved the living area of the indigenous people, while introducing designer homestays, community bookstores and shared workshops. The indigenous people have become cultural interpreters and skill instructors, while tourists can experience the real pace of rural life through in-depth participation. Concept Two: All-season operation without a break throughout the four seasons, breaking through the limitations of the "weekend economy" and "holiday economy" in rural tourism. Through seasonal theme activities, indoor and outdoor combined scenarios, and climate-adaptive designs, it achieves "no slack season". In summer, Snow Town in Heilongjiang Province offers forest study Tours and mushroom collection. In winter, it focuses on ice and snow experiences, complemented by year-round facilities such as hot spring spa treatments, effectively balancing seasonal fluctuations. Concept Three: Seamless Experience Empowered by technology. Technologies such as 5G, the Internet of Things, and AR/VR are no longer merely marketing tools but have been deeply integrated into rural life scenarios. Through the "Digital Villagers" program, Pingnan, Fujian Province, enables urban users to adopt tea gardens and orchards via the cloud, check their growth conditions in real time, pick them themselves during the harvest season or entrust others to send them, thus establishing an emotional connection that transcends geographical boundaries. Concept Four: A sustainable model of ecological closed loop, transforming the concept that "green mountains and clear waters are as valuable as mountains of gold and silver" into an operational business model. The "Shiye" project in Qingcheng Mountain, Sichuan Province, has established a complete organic recycling system: kitchen waste is converted into insect feed → insect breeding provides poultry protein → poultry manure nourishes the orchard → the output from the orchard is supplied to the restaurant, forming a zero-waste closed loop. Its environmental protection story itself has become the core attraction.

二、未來(lái)鄉(xiāng)村文旅的五大項(xiàng)目類型類型一：鄉(xiāng)村生活實(shí)驗(yàn)室，這類項(xiàng)目將鄉(xiāng)村作為未來(lái)可持續(xù)生活方式的試驗(yàn)場(chǎng)，吸引的不僅是游客，更是生活理念的認(rèn)同者。典型案例：浙江莫干山“芝麻谷·生活實(shí)驗(yàn)室”匯聚了樸門農(nóng)法實(shí)踐者、自然建筑設(shè)計(jì)師、手工藝復(fù)興者，提供三個(gè)月到一年的“生活體驗(yàn)套餐”，參與者可學(xué)習(xí)生態(tài)建筑、自然農(nóng)耕、可再生能源應(yīng)用等技能。關(guān)鍵業(yè)態(tài)：可持續(xù)生活工作坊（雨水收集、堆肥廁所建造等）長(zhǎng)期駐留計(jì)劃（藝術(shù)家、研究者、創(chuàng)業(yè)者）生態(tài)社群活動(dòng)（共享晚餐、自然音樂(lè)會(huì)、星空觀影）。類型二：鄉(xiāng)村產(chǎn)業(yè)綜合體，以在地特色產(chǎn)業(yè)為核心，延伸體驗(yàn)、教育、消費(fèi)鏈條，形成一二三產(chǎn)融合的復(fù)合體。典型案例：云南普洱“茶旅融合體”包含茶園認(rèn)養(yǎng)、制茶體驗(yàn)、茶文化研學(xué)、茶主題民宿、茶衍生品開(kāi)發(fā)（茶面膜、茶糕點(diǎn)等），游客可參與從采摘到品飲的全過(guò)程，購(gòu)買的不再僅是茶葉，而是與這片土地的情感連接。關(guān)鍵業(yè)態(tài)：產(chǎn)業(yè)深度體驗(yàn)工坊、在地材料創(chuàng)意產(chǎn)品店、產(chǎn)業(yè)主題住宿（如茶園民宿、酒莊客房）、產(chǎn)業(yè)研學(xué)課程體系。類型三：鄉(xiāng)村康養(yǎng)目的地，結(jié)合鄉(xiāng)村的生態(tài)優(yōu)勢(shì)與現(xiàn)代康養(yǎng)理念，服務(wù)老齡化社會(huì)和亞健康人群的長(zhǎng)期養(yǎng)護(hù)需求。典型案例：廣西巴馬依托長(zhǎng)壽文化，開(kāi)發(fā)“森林康養(yǎng)療程”，結(jié)合傳統(tǒng)中醫(yī)、瑤藥浴、負(fù)氧離子療法、有機(jī)食療，提供7-21天的定制康養(yǎng)方案，并與保險(xiǎn)公司合作開(kāi)發(fā)“康養(yǎng)旅游險(xiǎn)”。關(guān)鍵業(yè)態(tài)：傳統(tǒng)養(yǎng)生法體驗(yàn)中心（太極、八段錦、藥浴）、在地食材營(yíng)養(yǎng)餐廳、自然療愈空間（森林浴步道、靜坐平臺(tái)）、健康監(jiān)測(cè)與管理系統(tǒng)。類型四：鄉(xiāng)村藝術(shù)聚落，將藝術(shù)創(chuàng)作、展示、交易與鄉(xiāng)村空間結(jié)合，形成獨(dú)特的文化磁場(chǎng)。典型案例：安徽碧山通過(guò)“碧山計(jì)劃”吸引了上百位藝術(shù)家、手藝人定居，形成“藝術(shù)家+原住民”的混合社區(qū)，每年舉辦“碧山豐年祭”，成為鄉(xiāng)村藝術(shù)節(jié)標(biāo)桿。關(guān)鍵業(yè)態(tài)：藝術(shù)家工作室與開(kāi)放日、鄉(xiāng)土材料藝術(shù)創(chuàng)作營(yíng)、鄉(xiāng)村美術(shù)館與露天展場(chǎng)、藝術(shù)主題民宿與工作室。類型五：鄉(xiāng)村教育營(yíng)地，將鄉(xiāng)村的自然與文化資源轉(zhuǎn)化為教育資源，服務(wù)親子家庭、學(xué)校團(tuán)體和企業(yè)培訓(xùn)。典型案例：成都“彩虹村”與教育機(jī)構(gòu)合作開(kāi)發(fā)“大地學(xué)校”課程體系，涵蓋自然觀察、農(nóng)耕文明、鄉(xiāng)土建筑、傳統(tǒng)手工藝四大模塊，成為成都國(guó)際學(xué)校的定點(diǎn)實(shí)踐基地。關(guān)鍵業(yè)態(tài)：主題化研學(xué)課程（自然博物、傳統(tǒng)技藝等）、親子共創(chuàng)工作坊、學(xué)校實(shí)踐基地、企業(yè)團(tuán)隊(duì)自然拓展場(chǎng)。

Ii. Five major project Types for Future Rural Cultural Tourism

Type One: Rural Life Laboratory. This type of project takes the countryside as a testing ground for future sustainable lifestyles, attracting not only tourists but also those who identify with the concept of life. Typical case: The "Sesame Valley · Life Laboratory" in Moganshan, Zhejiang Province, brings together permaculture practitioners, natural architecture designers, and handicraft revivalists. It offers "life experience packages" ranging from three months to one year, allowing participants to learn skills such as ecological architecture, natural farming, and the application of renewable energy. Key business formats: Sustainable living workshops (rainwater collection, compost toilet construction, etc.), long-term residency programs (artists, researchers, entrepreneurs), ecological community activities (shared dinner, nature concerts, starry sky film viewing).

Type Two: Rural Industrial complex, with local characteristic industries as the core, extends the experience, education and consumption chains, forming a complex integrating the primary, secondary and tertiary industries. Typical case: The "Tea and Tourism Integration Body" in Pu 'er, Yunnan Province, includes tea garden adoption, tea-making experience, tea culture research and study, tea-themed homestays, and the development of tea derivatives (such as tea masks and tea pastries). Tourists can participate in the entire process from picking to tasting. What they purchase is no longer just tea leaves, but an emotional connection with this land. Key business formats: In-depth industrial experience workshops, local material creative product stores, industry-themed accommodations (such as tea garden homestays, winery guest rooms), and industrial research and study course systems.

Type Three: Rural Health and Wellness destinations, integrating the ecological advantages of rural areas with modern health and wellness concepts, serve the long-term care needs of an aging society and sub-healthy individuals. Typical case: Relying on its longevity culture, Bama, Guangxi has developed a "Forest Health and Wellness Program", integrating traditional Chinese medicine, Yao medicine baths, negative oxygen ion therapy, and organic food therapy to offer customized health and wellness plans lasting 7 to 21 days. It has also collaborated with insurance companies to develop "Health and wellness travel insurance". Key business formats: Traditional health preservation experience center (Tai Chi, Baduanjin, medicinal bath), local ingredient nutrition restaurant, natural healing space (forest bathing trail, meditation platform), health monitoring and management system.

Type Four: Rural Art Clusters, integrating art creation, exhibition, trading with rural Spaces, form a unique cultural magnetic field. Typical case: Through the "Bishan Plan", Bishan, Anhui Province, has attracted over a hundred artists and artisans to settle down, forming a mixed community of "artists + indigenous people". Every year, the "Bishan Harvest Festival" is held, which has become a benchmark for rural art festivals. Key business formats: Artist studios and open days, local material art creation camps, rural art galleries and open-air exhibition venues, art-themed homestays and studios.

Type Five: Rural Education camps, which transform the natural and cultural resources of rural areas into educational resources, serve parent-child families, school groups and enterprise training. Typical case: The "Rainbow Village" in Chengdu has collaborated with educational institutions to develop the "Earth School" curriculum system, which covers four major modules: nature observation, agricultural civilization, local architecture, and traditional handicrafts. It has become a designated practice base for the Chengdu International School. Key business formats: Thematic research and study courses (natural history, traditional craftsmanship, etc.), parent-child co-creation workshops, school practice bases, and corporate team nature expansion fields.

三、鄉(xiāng)村文旅3.0的產(chǎn)品業(yè)態(tài)創(chuàng)新業(yè)態(tài)一：時(shí)間共享農(nóng)園，創(chuàng)新點(diǎn)：將CSA（社區(qū)支持農(nóng)業(yè)）與分時(shí)度假結(jié)合
運(yùn)營(yíng)模式：城市家庭支付年費(fèi)獲得小片土地的種植權(quán)，可選擇自主種植、委托管理或混合模式。配套提供種植指導(dǎo)、農(nóng)具共享、收成配送服務(wù)。非種植季節(jié)，土地轉(zhuǎn)換為露營(yíng)、野餐場(chǎng)地。盈利模式：會(huì)員年費(fèi)+托管服務(wù)費(fèi)+農(nóng)產(chǎn)品增值銷售+衍生體驗(yàn)活動(dòng)。業(yè)態(tài)二：鄉(xiāng)土材料設(shè)計(jì)中心，創(chuàng)新點(diǎn)：挖掘在地材料的設(shè)計(jì)潛力，運(yùn)營(yíng)模式：收集本地竹、藤、陶土、石材等，邀請(qǐng)?jiān)O(shè)計(jì)師研發(fā)符合現(xiàn)代審美的產(chǎn)品，培訓(xùn)村民制作。空間同時(shí)作為材料展示廳、制作工坊、設(shè)計(jì)工作室。盈利模式：設(shè)計(jì)產(chǎn)品銷售+工作坊體驗(yàn)+設(shè)計(jì)服務(wù)輸出。業(yè)態(tài)三：鄉(xiāng)村聲音博物館，創(chuàng)新點(diǎn)：以聲音為媒介記錄和傳播鄉(xiāng)村記憶，運(yùn)營(yíng)模式：采集村落自然聲景（鳥(niǎo)鳴、溪流、風(fēng)聲）和人文聲音（方言、民謠、勞作聲響），打造可聆聽(tīng)的鄉(xiāng)村檔案。開(kāi)發(fā)聲音漫步路線、聲音療愈課程、聲音文創(chuàng)產(chǎn)品。盈利模式：聲音導(dǎo)覽服務(wù)+音頻內(nèi)容付費(fèi)+聲音裝置藝術(shù)展覽。業(yè)態(tài)四：鄉(xiāng)村共享廚房網(wǎng)絡(luò)，創(chuàng)新點(diǎn)：分布式餐飲體驗(yàn)系統(tǒng)，運(yùn)營(yíng)模式：認(rèn)證有特色烹飪技能的村民家庭，將其廚房改造為符合標(biāo)準(zhǔn)的“共享廚房”。游客可選擇不同家庭的特色餐單，系統(tǒng)統(tǒng)一調(diào)度、結(jié)算和質(zhì)量控制。盈利模式：平臺(tái)服務(wù)費(fèi)+餐飲收入分成+烹飪課程。業(yè)態(tài)五：鄉(xiāng)村夜經(jīng)濟(jì)聚落，創(chuàng)新點(diǎn)：突破“鄉(xiāng)村夜晚無(wú)活動(dòng)”的局限，運(yùn)營(yíng)模式：設(shè)計(jì)星空觀測(cè)、螢火蟲(chóng)探秘、夜間自然觀察、鄉(xiāng)土劇場(chǎng)、篝火故事會(huì)等夜間活動(dòng)，配套安全照明系統(tǒng)和導(dǎo)覽服務(wù)。盈利模式：夜間活動(dòng)門票+夜間消費(fèi)場(chǎng)景（觀星茶座、夜宵攤點(diǎn)）。

Iii. Product Format Innovation of Rural Cultural Tourism 3.0Business Format One: Time-sharing Farm, Innovation Point: Combining CSA (Community Supported Agriculture) with time-sharing vacation

Operation mode: Urban families pay an annual fee to obtain the planting rights of small plots of land and can choose self-cultivation, entrusted management or a mixed model. It provides supporting services such as planting guidance, shared farm tools and harvest distribution. During the non-planting season, the land is converted into camping and picnic areas. Profit model: Annual membership fee + management service fee + value-added sales of agricultural products + derivative experience activities.

Business Format Two: Local Materials Design Center, Innovation Point: Exploring the design potential of local materials, Operation Mode: Collecting local bamboo, rattan, clay, stone, etc., inviting designers to develop products that meet modern aesthetics, and training villagers to make them. The space also serves as a material exhibition hall, a production workshop, and a design studio. Profit model: Design product sales + workshop experience + design service output.

Business Format Three: Rural Sound Museum, Innovation Point: Using sound as a medium to record and disseminate rural memories, Operation Mode: Collecting the natural soundscapes of the village (bird chirping, streams, wind sounds) and humanistic sounds (dialects, folk songs, labor sounds), creating a rural archive that can be listened to. Develop sound walking routes, sound healing courses, and sound cultural and creative products. Profit model: Audio tour guide service + paid audio content + audio installation art exhibition.

Business Format Four: Rural Shared Kitchen Network, Innovation Point: Distributed Catering Experience System, Operation Mode: Certified villagers' families with distinctive cooking skills transform their kitchens into "shared kitchens" that meet the standards. Tourists can choose the special menus of different families, and the system will uniformly schedule, settle and control the quality. Profit model: Platform service fee + share of catering revenue + cooking courses.

Business Format Five: Rural Night Economy Cluster. Innovation Point: Breaking the limitation of "no activities in rural areas at night". Operation Model: Designing night activities such as starry sky observation, firefly exploration, night nature observation, local theater, and bonfire story-telling sessions, along with safety lighting systems and guided tour services. Profit model: Nighttime event tickets + nighttime consumption scenarios (stargazing tea houses, night snack stalls).

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