文旅案例 | 文脈激活與場景再生：從宏大敘事到微觀重構、存量時代城市微更新的文旅轉型路徑

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隨著城鎮化率突破65%，大規模增量擴張的時代逐漸落幕，城市發展進入以存量更新為主導的新階段。與此同時，文旅市場經歷疫情后的結構性調整，正從景點觀光向深度體驗、從規模擴張向品質提升轉型。在這雙重背景下，城市微更新不再僅僅是空間修補的技術行為，而成為驅動城市轉型升級、重塑競爭活力的戰略選擇。如何通過精細化、人文性的微更新實踐，實現存量空間的價值再生與文旅功能的有機融合，成為擺在城市治理者與規劃者面前的關鍵課題。

一、 存量時代的必然選擇：從宏大敘事到微觀重構

過去三十年的快速城市化塑造了無數新城新區，也留下了大量活力缺失、功能老化、風貌混雜的建成環境。這些存量空間普遍存在物質性老化、功能性衰退、社會性疏離與文化性斷層等多重挑戰。傳統“大拆大建”的更新模式因其經濟成本高昂、社會矛盾突出、歷史文脈割裂等弊端已難以為繼。城市微更新以其“小而美、漸而進”的特質，成為應對存量時代復雜性的理性路徑。微更新的核心優勢在于其“四兩撥千斤”的杠桿效應。它摒棄了顛覆式的推倒重來，轉向以精準干預激發空間內生動力。上海“衡復風貌區”的漸進式更新，通過對歷史建筑的保護性修繕、街道尺度的重新梳理與業態的引導置換，在基本保持原有肌理的同時，注入了藝術展覽、創意工坊、精品酒店等新功能，使歷史街區轉化為連續的城市文化客廳，實現了社會效益與文化價值的共贏。這種模式避免了社區網絡的瓦解，降低了更新成本，更重要的是保存了城市珍貴的記憶載體。

With the urbanization rate exceeding 65%, the era of large-scale incremental expansion is gradually coming to an end, and urban development has entered a new stage dominated by the renewal of existing stock. Meanwhile, the cultural and tourism market, after undergoing structural adjustments following the pandemic, is transforming from sightseeing at scenic spots to in-depth experiences and from scale expansion to quality improvement. Against this dual backdrop, urban micro-updating is no longer merely a technical act of spatial repair, but has become a strategic choice to drive urban transformation and upgrading and restore competitive vitality. How to achieve the value regeneration of existing space and the organic integration of cultural and tourism functions through refined and humanistic micro-update practices has become a key issue facing urban administrators and planners.

I. The Inevitable Choice in the Era of Stock: From Grand Narratives to Micro Reconstructions

The rapid urbanization over the past three decades has shaped countless new towns and districts, but also left behind a large number of built environments that lack vitality, have outdated functions and a mixed appearance. These existing Spaces generally face multiple challenges such as material aging, functional decline, social alienation and cultural discontinuity. The traditional "large-scale demolition and construction" renewal model has become unsustainable due to its drawbacks such as high economic costs, prominent social conflicts, and fragmented historical context. Urban micro-updating, with its characteristics of being "small but beautiful and progressive", has become a rational path to deal with the complexity of the era of stock. The core advantage of micro-updating lies in its leverage effect of "moving a thousand pounds with four ounces". It has abandoned the disruptive approach of starting from scratch and instead turned to stimulating the intrinsic driving force of space through precise intervention. The gradual renewal of the "Hengfu Scenic Area" in Shanghai, through the protective restoration of historical buildings, the reorganization of street scales and the guidance and replacement of business types, has not only basically maintained the original texture but also injected new functions such as art exhibitions, creative workshops and boutique hotels, transforming the historical district into a continuous urban cultural living room and achieving a win-win situation of social benefits and cultural value. This model avoids the disintegration of community networks, reduces the cost of updates, and more importantly, preserves the precious memory carriers of the city.

二、 文旅市場的新需求：從空間消費到場景體驗

當代文旅消費市場正在發生深刻變革。游客的需求已超越傳統的風景觀賞，轉向對異地生活方式、文化氛圍與情感共鳴的深度追尋。“打卡”經濟反映了游客對獨特視覺符號與社交資本的渴望；沉浸式體驗的興起，體現了消費者對敘事化、參與性活動的偏好；而本地生活化旅游的走紅，則彰顯了人們對于真實城市肌理與日常煙火氣的向往。文旅的競爭，日益成為城市獨特場景與綜合體驗的競爭。

這一轉變為城市存量空間更新提供了明確的價值導向。微更新恰恰擅長于創造這種“小而特”的場景。它能夠將看似普通的街角、廢棄的廠房、老舊的社區，轉化為富有故事性的文旅節點。成都的“Regular·源野”項目，將一座普通公園的地下空間，通過精心的設計改造，引入了自然光、綠植與高品質的消費業態，打造出一個融合藝術、輕食、社交的“地下桃源”，迅速成為城市潮流地標。它沒有創造宏偉的建筑，卻通過場景營造，創造了巨大的吸引力和消費停留時間。這揭示了一個規律：在文旅新消費中，空間的物理規模不如其體驗的濃度與獨特性重要。

三、 融合發展的核心路徑：文脈為魂、場景為體、運營為脈

要實現城市微更新與文旅升級的有效融合，必須構建一套系統性的方法論，其核心可概括為：以文化脈絡為靈魂，以多維場景為載體，以長效運營為血脈。

首先，深度挖掘與創新轉譯文化基因。文化是差異化競爭力的根本。微更新不應停留在建筑立面的美化，而需進行深入的文化考古，識別場地特有的歷史記憶、產業遺痕、生活習俗或社群文化，并將其進行創造性轉譯。北京的“白塔寺再生計劃”沒有孤立地保護一座古塔，而是通過“白塔寺文化周”、“胡同改造工作坊”等系列行動，將宗教文化、胡同生活與現代設計結合，讓歷史以可感知、可參與的方式融入當下，使片區成為解讀北京老城新生的文化樣本。

其次，精心營造復合功能的生活化場景。文旅體驗源于生活，高于生活。成功的微更新應致力于打造功能混合、時間充盈、主客共享的“日常性場景”。這要求打破單一功能分區，在更新中植入彈性復合的用途。廣州的“永慶坊”在騎樓街區改造中，不僅引入非遺工作室、特色書店等文旅業態，更保留了部分原住民住宅，配套社區食堂、長者活動中心，實現了游客體驗與社區生活的有機交織。白天是游客漫步的景區，傍晚則是居民納涼聊天的場所，這種真實的生活氣息本身構成了最動人的旅游吸引力。

再次，構建可持續的多元化運營生態。更新完成只是開始，持續運營才是成敗關鍵。必須突破“重建設、輕運營”的傳統思維，在規劃初期就建立由政府引導、市場主導、社會參與的可持續商業模式。可探索“EPC+O”（設計采購施工+運營）一體化、產權方與專業運營方合作、社區社會企業等多種模式。蘇州“雙塔市集”的改造，由政府與專業運營團隊合作，在保留菜市場原生功能服務市民的同時，通過設計提升與引入咖啡、小吃等業態吸引游客，以商業反哺公益，實現了社會功能與市場效益的平衡。

Ii. New Demands in the Cultural and Tourism Market: From Spatial Consumption to Scene Experience

The contemporary cultural and tourism consumption market is undergoing profound changes. Tourists' demands have transcended the traditional pursuit of scenic views and shifted towards a deeper exploration of the lifestyle, cultural atmosphere and emotional resonance of a foreign place. The "check-in" economy reflects tourists' desire for unique visual symbols and social capital. The rise of immersive experiences reflects consumers' preference for narrative and participatory activities. The popularity of local life-oriented tourism reflects people's yearning for the real urban texture and the daily hustle and bustle. The competition in the cultural and tourism industry is increasingly becoming a competition of unique urban scenes and comprehensive experiences.

This transformation provides a clear value orientation for the renewal of urban existing space. Micro-updates are precisely adept at creating such "small but distinctive" scenarios. It can transform seemingly ordinary street corners, abandoned factories and old communities into cultural and tourism nodes full of stories. The "Regular· Yuan Ye" project in Chengdu has transformed the underground space of an ordinary park through meticulous design and renovation, introducing natural light, green plants and high-quality consumption formats, creating an "underground paradise" that integrates art, light food and social interaction. It has quickly become a trendy landmark in the city. It did not create grand buildings, but through scene creation, it generated huge appeal and consumer dwell time. This reveals a rule: in the new consumption of culture and tourism, the physical scale of space is not as important as the concentration and uniqueness of its experience.

Iii. Core Path of Integrated Development: Cultural context as the soul, scenarios as the body, and operation as the veinTo achieve an effective integration of urban micro-renewal and cultural tourism upgrading, it is necessary to construct a systematic methodology, whose core can be summarized as:With cultural context as its soul, multi-dimensional scenarios as its carrier, and long-term operation as its lifeblood.

First of all, deeply explore and innovatively translate cultural genes.Culture is the foundation of differentiated competitiveness. Micro-updating should not merely focus on the beautification of building facades, but rather involve in-depth cultural archaeology to identify the unique historical memories, industrial remnants, living customs or community cultures of the site, and creatively translate them. The "White Pagoda Temple Regeneration Plan" in Beijing does not merely protect an ancient pagoda in isolation. Instead, it combines religious culture, hutong life and modern design through a series of actions such as the "White Pagoda Temple Cultural Week" and the "Hutong Renovation Workshop", allowing history to be integrated into the present in a perceptible and participatory way, and making the area a cultural sample for interpreting the rebirth of the old city of Beijing.

Secondly, carefully create life-like scenarios with multiple functions.Cultural and tourism experiences originate from life but transcend it. A successful micro-update should be dedicated to creating a "daily scenario" that is functionally mixed, time-rich, and shared by both hosts and guests. This requires breaking the single-function zoning and embedding the use of flexible composites in the update. In the renovation of the arcade district of "Yongqingfang" in Guangzhou, not only were cultural and tourism formats such as intangible cultural heritage studios and characteristic bookstores introduced, but also some original residents' residences were preserved, along with community canteens and senior activity centers, achieving an organic interweaving of tourist experiences and community life. During the day, it is a scenic area for tourists to stroll around, while in the evening, it becomes a place for residents to enjoy the cool and chat. This genuine atmosphere of life itself constitutes the most charming tourism appeal.

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