文旅案例 | 鄉(xiāng)村營地：以低流量入口重塑鄉(xiāng)村文旅新生態(tài)、構(gòu)建“營地+”微度假生態(tài)系統(tǒng)

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鄉(xiāng)村營地，作為一種輕介入、深體驗(yàn)、強(qiáng)連接的業(yè)態(tài)，正從單純的住宿產(chǎn)品演變?yōu)?strong>激活鄉(xiāng)村資源的“樞紐”和深度文旅體驗(yàn)的“入口”。其核心使命，并非在城市之外復(fù)制另一個(gè)精致化的消費(fèi)空間，而是成為都市人群與真實(shí)鄉(xiāng)村生活、自然生態(tài)、地方文化進(jìn)行沉浸式對(duì)話的“翻譯器”與“接口”。發(fā)展的關(guān)鍵思路，在于放棄高成本、重資產(chǎn)、大流量的傳統(tǒng)旅游開發(fā)邏輯，轉(zhuǎn)向以內(nèi)容為核心、以社群為紐帶、以融合為路徑的低成本、精細(xì)化、可持續(xù)運(yùn)營模式。

一、鄉(xiāng)村營地的核心定位：不止于住宿，而是鄉(xiāng)村生活的當(dāng)代接口，成功的鄉(xiāng)村營地，本質(zhì)是提供一個(gè)“鄉(xiāng)村生活方式的體驗(yàn)框架”。它應(yīng)實(shí)現(xiàn)三重價(jià)值統(tǒng)一：

對(duì)游客而言：是短暫逃離城市、沉浸自然、獲得松弛感與社群歸屬感的“第二家園”。對(duì)鄉(xiāng)村而言：是盤活閑置資產(chǎn)（宅基地、集體建設(shè)用地、山林湖灘）、導(dǎo)入新消費(fèi)人群、帶動(dòng)本地就業(yè)與農(nóng)產(chǎn)品溢價(jià)的“經(jīng)濟(jì)觸媒”。對(duì)文化而言：是讓傳統(tǒng)技藝、農(nóng)耕智慧、民俗節(jié)慶以可體驗(yàn)、可傳承、可創(chuàng)新的方式活化的“展示舞臺(tái)”。因此營地的規(guī)劃與設(shè)計(jì)，必須根植于所在地的“在地性”。低成本營造的精髓，在于“巧于因借，精在體宜”：利用原有的地形地貌、水系林木，改造廢棄的校舍、糧倉、院落，使用本土的竹、木、石等材料。硬件投入做減法，環(huán)境融合與體驗(yàn)設(shè)計(jì)做加法。例如，浙江莫干山的部分營地，利用梯田景觀設(shè)置無邊際帳篷平臺(tái)，用舊磚瓦砌筑公共灶臺(tái)，成本可控，卻極大地強(qiáng)化了場所的獨(dú)特記憶。

Rural campsites, as a business model that features light intervention, deep experience and strong connection, are evolving from mere accommodation products into a "hub" for activating rural resources and an "entry point" for in-depth cultural and tourism experiences. Its core mission is not to replicate another refined consumption space outside the city, but to serve as a "translator" and "interface" for immersive dialogue between urban residents and real rural life, natural ecology, and local culture. The key idea for development lies in giving up the traditional tourism development logic of high cost, heavy assets and large traffic, and making a shift

A low-cost, refined and sustainable operation model centered on content, linked by communities and following the path of integration.

I. The core positioning of rural campsites: It is not merely about accommodation, but a contemporary interface for rural life. A successful rural campsite, in essence, provides an "experience framework for rural lifestyle". It should achieve the unity of three values: For tourists, it is a "second home" where they can briefly escape the city, immerse themselves in nature, and gain a sense of relaxation and community belonging. For rural areas, it serves as an "economic catalyst" to revitalize idle assets (such as homesteads, collective construction land, mountains, forests, lakes and beaches), introduce new consumer groups, and boost local employment and the premium of agricultural products. For culture, it is a "showcase stage" that brings traditional skills, farming wisdom, and folk festivals to life in an experiential, inheritable, and innovative way. Therefore, the planning and design of the campsite must be rooted in the "locality" of the location. The essence of low-cost construction lies in "skillfully borrowing from the source and precisely adapting to the body" : making use of the original topography, water systems and forests, renovating abandoned school buildings, granaries and courtyards, and using local materials such as bamboo, wood and stone. Reduce hardware investment while increase environmental integration and experience design. For instance, in some campsites in Moganshan, Zhejiang Province, the terraced field landscape is utilized to set up an endless tent platform, and old bricks and tiles are used to build public stoves. The cost is controllable, but it greatly enhances the unique memory of the place.

二、發(fā)展路徑：構(gòu)建“營地+”微度假生態(tài)系統(tǒng)，單一住宿功能吸引力薄弱，必須通過“營地+”模式，構(gòu)建內(nèi)循環(huán)的消費(fèi)閉環(huán)和豐富的體驗(yàn)時(shí)序。

+自然教育：依托山林、田野、溪流，開發(fā)觀星、徒步、溯溪、農(nóng)耕科普、昆蟲觀察等課程。與專業(yè)機(jī)構(gòu)或KOL（關(guān)鍵意見領(lǐng)袖）合作，將營地變?yōu)椤皯敉饨淌摇薄＿@是吸引親子家庭的核心抓手。+本土文化：將營地活動(dòng)與鄉(xiāng)村時(shí)序綁定。春季策劃采茶制茶體驗(yàn)，夏季結(jié)合鄉(xiāng)村戲劇節(jié)，秋季開展豐收慶典與美食制作，冬季圍爐煮茶、聽老人講述村史。邀請(qǐng)本地非遺傳承人、老手藝人開設(shè)短期工作坊，使文化體驗(yàn)“場景化”、“日常化”。+創(chuàng)意農(nóng)業(yè)：將營地視為“農(nóng)田的會(huì)客廳”。開發(fā)“認(rèn)養(yǎng)一分地”、“專屬果樹”等會(huì)員制產(chǎn)品，舉辦“從土地到餐桌”的農(nóng)事體驗(yàn)與主題晚餐。與周邊農(nóng)戶形成訂單農(nóng)業(yè)，將營地客人轉(zhuǎn)化為優(yōu)質(zhì)農(nóng)產(chǎn)品的穩(wěn)定消費(fèi)者，實(shí)現(xiàn)三產(chǎn)反哺一產(chǎn)。+社群活動(dòng)：定期舉辦主題鮮明的社群活動(dòng)，如戶外電影節(jié)、瑜伽靜修營、自然音樂會(huì)、創(chuàng)業(yè)者沙龍等。通過持續(xù)的內(nèi)容輸出，將一次性游客沉淀為具有身份認(rèn)同的“營友”社群，他們是復(fù)購與傳播的核心力量。

三、低成本引流與宣傳：內(nèi)容驅(qū)動(dòng)、社群共生、口碑裂變，在預(yù)算有限的前提下，引流宣傳必須摒棄傳統(tǒng)旅游廣告的“廣撒網(wǎng)”思維，轉(zhuǎn)向“精準(zhǔn)滲透、價(jià)值吸引、圈層裂變”的精細(xì)化運(yùn)營。

第一階段：內(nèi)容筑基——打造“可傳播的在地故事”，視覺錨點(diǎn)設(shè)計(jì)：投入少量成本，創(chuàng)造極具辨識(shí)度與傳播力的視覺場景。例如，一棵造型獨(dú)特的樹下的秋千、面向稻田的復(fù)古自行車、夜晚點(diǎn)綴著串燈的長桌宴。這些場景天然適合拍照打卡，成為營地的“視覺名片”。深耕內(nèi)容平臺(tái)：無需全面鋪開，集中精力運(yùn)營1-2個(gè)最貼合營地調(diào)性的平臺(tái)。小紅書：核心陣地。以“美好生活方式”圖文/短視頻為主，突出“治愈感”、“出片率”、“親子友好”、“獨(dú)特體驗(yàn)”。關(guān)鍵詞布局至關(guān)重要，如“北京周邊露營地”、“江浙滬小眾營地”、“星空帳篷”。抖音/視頻號(hào)：側(cè)重動(dòng)態(tài)體驗(yàn)與情緒共鳴。直播營地日常（如準(zhǔn)備早餐、帶領(lǐng)徒步）、發(fā)布短劇式vlog（記錄一個(gè)家庭在營地的一天）、制作展現(xiàn)鄉(xiāng)村四季之美的短片。微信公眾號(hào)：用于深度內(nèi)容沉淀，發(fā)布營地故事、業(yè)主訪談、在地風(fēng)物介紹、活動(dòng)長文回顧，塑造品牌厚度。內(nèi)容生產(chǎn)眾包：主動(dòng)邀請(qǐng)本地的攝影師、畫家、作家、音樂人等創(chuàng)作者前來體驗(yàn)，以資源置換（提供免費(fèi)住宿）獲取高質(zhì)量原創(chuàng)內(nèi)容。他們的視角往往能發(fā)現(xiàn)營地未被言說的美。

第二階段：社群滲透——從“觀眾”到“參與者”，種子用戶培育：首批客戶至關(guān)重要。可通過定向邀請(qǐng)周邊城市的親子社群主理人、戶外俱樂部領(lǐng)隊(duì)、生活美學(xué)類博主等進(jìn)行深度體驗(yàn)。給予他們一定的優(yōu)惠或權(quán)益，鼓勵(lì)其進(jìn)行真實(shí)分享，他們的背書極具公信力。構(gòu)建會(huì)員體系：設(shè)計(jì)輕量化的會(huì)員制度，如“年度營友”。會(huì)員享有預(yù)定優(yōu)先權(quán)、活動(dòng)折扣、生日禮遇、時(shí)令農(nóng)產(chǎn)品直送等權(quán)益。通過會(huì)員群進(jìn)行日常互動(dòng)、活動(dòng)預(yù)告、意見征集，營造歸屬感。合作跨界破圈：與調(diào)性相符但不同領(lǐng)域的品牌進(jìn)行資源互換。例如，與高端自行車品牌合作舉辦鄉(xiāng)村騎行活動(dòng)，與獨(dú)立書店合作舉辦田野閱讀會(huì)，與精油品牌合作舉辦芳香療愈工作坊。共享雙方客戶群，實(shí)現(xiàn)低成本跨圈層引流。

第三階段：口碑裂變——讓客人成為代言人，設(shè)計(jì)“社交貨幣”：在體驗(yàn)流程中，刻意設(shè)計(jì)便于客人分享的環(huán)節(jié)。如入住時(shí)贈(zèng)送印有營地logo的環(huán)保帆布袋、定制款明信片；在特色活動(dòng)（如制作竹筒飯、植物拓染）結(jié)束時(shí)，引導(dǎo)客人合影并設(shè)置專屬分享話題。激勵(lì)式分享機(jī)制：推出“老友推薦計(jì)劃”，推薦新客人成功入住后，雙方均可獲得優(yōu)惠券或特色禮品（如一罐營地自制的蜂蜜）。將分享從自發(fā)行為變?yōu)橛休p微激勵(lì)的愉快互動(dòng)。服務(wù)即宣傳：極致的、充滿人情味的服務(wù)本身是最好的宣傳。記住客人的名字和偏好，離店時(shí)贈(zèng)送一包剛從菜地摘的蔬菜，這些超預(yù)期的細(xì)節(jié)，會(huì)激發(fā)客人發(fā)自內(nèi)心的感動(dòng)與分享欲。

Ii. Development Path: Build a "camp +" micro-vacation ecosystem. The appeal of a single accommodation function is weak. It is necessary to build an internal consumption closed loop and a rich experience sequence through the "camp +" model.

+ Nature Education: Relying on mountains, forests, fields and streams, develop courses such as stargazing, hiking, stream tracing, agricultural science popularization and insect observation. Collaborate with professional institutions or Kols (Key Opinion Leaders) to transform the camp into an "outdoor classroom". This is the core handle to attract parent-child families. + Local culture: Link camp activities to the rural time sequence. In spring, tea-picking and tea-making experiences are planned; in summer, it is combined with the rural drama festival; in autumn, harvest celebrations and food making are held; in winter, people gather around a stove to brew tea and listen to the elders tell the village's history. Invite local intangible cultural heritage inheritors and veteran artisans to hold short-term workshops to make cultural experiences "scene-based" and "routine". + Creative Agriculture: Regard the camp as the "reception hall of the farmland". Develop membership-based products such as "Adopt One Piece of Land" and "Exclusive Fruit Trees", and hold agricultural experiences and theme dinners from "land to table". Form order-based agriculture with surrounding farmers, convert camp guests into stable consumers of high-quality agricultural products, and achieve the feedback of the tertiary industry to the primary industry. + Community Activities: Regularly hold community activities with distinct themes, such as outdoor film festivals, yoga recamps, nature concerts, and entrepreneur salons, etc. Through continuous content output, one-time visitors can be retained as a "camp friend" community with a sense of identity. They are the core force for repeat purchases and dissemination.

Iii. Low-cost Lead Generation and Promotion: Content-driven, community symbiosis, and word-of-mouth expansion. Under the premise of a limited budget, lead generation and promotion must abandon the traditional "casting a wide net" thinking of tourism advertising and shift to a refined operation of "precise penetration, value attraction, and circle expansion".

Phase One: Content Foundation Building - Creating "local stories that can be shared", Visual Anchor Point Design: Invest a small amount of cost to create highly recognizable and communicative visual scenes. For instance, a swing under a uniquely shaped tree, a vintage bicycle facing the rice field, and a long table banquet decorated with string lights at night. These scenes are naturally perfect for taking photos and checking in, becoming the "visual business card" of the campsite. Deeply cultivate content platforms: There is no need to fully expand. Focus on operating 1-2 platforms that best match the tone of the camp. Xiaohongshu: The core stronghold. The content mainly features "beautiful lifestyle" pictures, texts and short videos, highlighting the "healing effect", "high success rate", "parent-child friendliness" and "unique experience". Keyword layout is of vital importance, such as "campsites around Beijing", "niche campsites in Jiangsu, Zhejiang and Shanghai", and "starry sky tents". Douyin/Video Account: Focusing on dynamic experience and emotional resonance. Live-stream the daily life of the campsite (such as preparing breakfast and leading hiking), release short play-style vlogs (documenting a family's day at the campsite), and produce short films showcasing the beauty of the four seasons in the countryside. Wechat Official Account: It is used for in-depth content accumulation, publishing camp stories, owner interviews, local product introductions, and long article reviews of activities, to build brand depth. Content production crowdsourcing: Actively invite local photographers, painters, writers, musicians and other creators to experience it, and obtain high-quality original content through resource exchange (free accommodation provided). Their perspectives often reveal the unspoken beauty of the camp.

Phase Two: Community Penetration - From "Audience" to "Participants", Seed User Cultivation: The first batch of customers is crucial. In-depth experiences can be conducted by specifically inviting the managers of parent-child communities, leaders of outdoor clubs, and bloggers specializing in life aesthetics from nearby cities. Offer them certain discounts or benefits and encourage them to share truthfully. Their endorsement is highly credible. Build a membership system: Design a lightweight membership system, such as "Annual Camper". Members enjoy benefits such as priority booking, event discounts, birthday gifts, and direct delivery of seasonal agricultural products. Create a sense of belonging through daily interaction, activity announcements and opinion collection in the member group. Cross-border cooperation and breaking through circles: Exchanging resources with brands that are in line with the tone but from different fields. For instance, we have collaborated with high-end bicycle brands to hold rural cycling events, worked with independent bookstores to organize field reading sessions, and worked with essential oil brands to hold aromatherapy workshops. Share the customer groups of both sides to achieve low-cost cross-circle traffic diversion.

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