文旅案例 | 鄉村營地：以低流量入口重塑鄉村文旅新生態、構建“營地+”微度假生態系統

【友情提示】世界那么大，為防走散，請將AYS愛易設規劃設計事務所加星標！關注愛易設，關注AYS規劃設計事務所，點擊上方名片-點右上角彈出菜單欄設為星標即可。

鄉村營地，作為一種輕介入、深體驗、強連接的業態，正從單純的住宿產品演變為激活鄉村資源的“樞紐”和深度文旅體驗的“入口”。其核心使命，并非在城市之外復制另一個精致化的消費空間，而是成為都市人群與真實鄉村生活、自然生態、地方文化進行沉浸式對話的“翻譯器”與“接口”。發展的關鍵思路，在于放棄高成本、重資產、大流量的傳統旅游開發邏輯，轉向以內容為核心、以社群為紐帶、以融合為路徑的低成本、精細化、可持續運營模式。

一、鄉村營地的核心定位：不止于住宿，而是鄉村生活的當代接口，成功的鄉村營地，本質是提供一個“鄉村生活方式的體驗框架”。它應實現三重價值統一：

對游客而言：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”。對鄉村而言：是盤活閑置資產（宅基地、集體建設用地、山林湖灘）、導入新消費人群、帶動本地就業與農產品溢價的“經濟觸媒”。對文化而言：是讓傳統技藝、農耕智慧、民俗節慶以可體驗、可傳承、可創新的方式活化的“展示舞臺”。因此營地的規劃與設計，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，環境融合與體驗設計做加法。例如，浙江莫干山的部分營地，利用梯田景觀設置無邊際帳篷平臺，用舊磚瓦砌筑公共灶臺，成本可控，卻極大地強化了場所的獨特記憶。

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、發展路徑：構建“營地+”微度假生態系統，單一住宿功能吸引力薄弱，必須通過“營地+”模式，構建內循環的消費閉環和豐富的體驗時序。

+自然教育：依托山林、田野、溪流，開發觀星、徒步、溯溪、農耕科普、昆蟲觀察等課程。與專業機構或KOL（關鍵意見領袖）合作，將營地變為“戶外教室”。這是吸引親子家庭的核心抓手。+本土文化：將營地活動與鄉村時序綁定。春季策劃采茶制茶體驗，夏季結合鄉村戲劇節，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。邀請本地非遺傳承人、老手藝人開設短期工作坊，使文化體驗“場景化”、“日常化”。+創意農業：將營地視為“農田的會客廳”。開發“認養一分地”、“專屬果樹”等會員制產品，舉辦“從土地到餐桌”的農事體驗與主題晚餐。與周邊農戶形成訂單農業，將營地客人轉化為優質農產品的穩定消費者，實現三產反哺一產。+社群活動：定期舉辦主題鮮明的社群活動，如戶外電影節、瑜伽靜修營、自然音樂會、創業者沙龍等。通過持續的內容輸出，將一次性游客沉淀為具有身份認同的“營友”社群，他們是復購與傳播的核心力量。

三、低成本引流與宣傳：內容驅動、社群共生、口碑裂變，在預算有限的前提下，引流宣傳必須摒棄傳統旅游廣告的“廣撒網”思維，轉向“精準滲透、價值吸引、圈層裂變”的精細化運營。

第一階段：內容筑基——打造“可傳播的在地故事”，視覺錨點設計：投入少量成本，創造極具辨識度與傳播力的視覺場景。例如，一棵造型獨特的樹下的秋千、面向稻田的復古自行車、夜晚點綴著串燈的長桌宴。這些場景天然適合拍照打卡，成為營地的“視覺名片”。深耕內容平臺：無需全面鋪開，集中精力運營1-2個最貼合營地調性的平臺。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”、“獨特體驗”。關鍵詞布局至關重要，如“北京周邊露營地”、“江浙滬小眾營地”、“星空帳篷”。抖音/視頻號：側重動態體驗與情緒共鳴。直播營地日常（如準備早餐、帶領徒步）、發布短劇式vlog（記錄一個家庭在營地的一天）、制作展現鄉村四季之美的短片。微信公眾號：用于深度內容沉淀，發布營地故事、業主訪談、在地風物介紹、活動長文回顧，塑造品牌厚度。內容生產眾包：主動邀請本地的攝影師、畫家、作家、音樂人等創作者前來體驗，以資源置換（提供免費住宿）獲取高質量原創內容。他們的視角往往能發現營地未被言說的美。

第二階段：社群滲透——從“觀眾”到“參與者”，種子用戶培育：首批客戶至關重要。可通過定向邀請周邊城市的親子社群主理人、戶外俱樂部領隊、生活美學類博主等進行深度體驗。給予他們一定的優惠或權益，鼓勵其進行真實分享，他們的背書極具公信力。構建會員體系：設計輕量化的會員制度，如“年度營友”。會員享有預定優先權、活動折扣、生日禮遇、時令農產品直送等權益。通過會員群進行日常互動、活動預告、意見征集，營造歸屬感。合作跨界破圈：與調性相符但不同領域的品牌進行資源互換。例如，與高端自行車品牌合作舉辦鄉村騎行活動，與獨立書店合作舉辦田野閱讀會，與精油品牌合作舉辦芳香療愈工作坊。共享雙方客戶群，實現低成本跨圈層引流。

第三階段：口碑裂變——讓客人成為代言人，設計“社交貨幣”：在體驗流程中，刻意設計便于客人分享的環節。如入住時贈送印有營地logo的環保帆布袋、定制款明信片；在特色活動（如制作竹筒飯、植物拓染）結束時，引導客人合影并設置專屬分享話題。激勵式分享機制：推出“老友推薦計劃”，推薦新客人成功入住后，雙方均可獲得優惠券或特色禮品（如一罐營地自制的蜂蜜）。將分享從自發行為變為有輕微激勵的愉快互動。服務即宣傳：極致的、充滿人情味的服務本身是最好的宣傳。記住客人的名字和偏好，離店時贈送一包剛從菜地摘的蔬菜，這些超預期的細節，會激發客人發自內心的感動與分享欲。

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.

- END -

內容整理｜愛易設規劃設計事務所、AYS愛易設

素材來源｜部分文案及圖片來源于網絡

文章聲明｜文章及圖片內容僅供參考，我們尊重原創和知識產權，所有轉載或改編均會明確標注出處；若不慎侵犯了第三方權益，請立即聯系我們，我們將盡快處理。

易老師聯系方式：13717943868