文旅案例 | 縣域煙火氣：小眾文化的破圈表達(dá)、文旅新浪潮下的復(fù)蘇密碼與前瞻路徑

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在城鎮(zhèn)化進(jìn)程加速與消費(fèi)升級(jí)的雙重浪潮下，中國(guó)縣域正經(jīng)歷著前所未有的轉(zhuǎn)型陣痛。縣域“煙火氣”——這一承載著地方文化記憶與生活美學(xué)的獨(dú)特存在，呈現(xiàn)出復(fù)雜的發(fā)展態(tài)勢(shì)。文化稀缺性與同質(zhì)化并存，許多縣域文旅項(xiàng)目陷入“千鎮(zhèn)一面”的困境，仿古街區(qū)、標(biāo)準(zhǔn)化小吃街遍地開(kāi)花，卻丟失了真正的地方文化內(nèi)核。與此同時(shí)，真正的縣域特色——如傳統(tǒng)手工藝、地方戲曲、民俗節(jié)慶等非物質(zhì)文化遺產(chǎn)，卻因缺乏現(xiàn)代轉(zhuǎn)化而逐漸式微。

空間空心化與體驗(yàn)淺表化交織。隨著青年人口外流，許多縣域的歷史街區(qū)、傳統(tǒng)市集出現(xiàn)“空心化”現(xiàn)象，原真性生活場(chǎng)景逐漸消失。而新建的文旅項(xiàng)目往往停留于靜態(tài)觀賞層面，缺乏能讓游客深度參與的沉浸式體驗(yàn)。消費(fèi)升級(jí)與供給滯后失衡。當(dāng)下消費(fèi)者已從“觀光式旅游”轉(zhuǎn)向“體驗(yàn)式生活”，追求個(gè)性化、情感連接與在地文化深度互動(dòng)。然而多數(shù)縣域文旅供給仍停留在門(mén)票經(jīng)濟(jì)、紀(jì)念品銷(xiāo)售的初級(jí)階段，難以滿(mǎn)足新一代消費(fèi)者的需求。

一、前瞻思路：重構(gòu)縣域煙火氣的五個(gè)維度場(chǎng)景再造：從物理空間到情感場(chǎng)域。未來(lái)的縣域文旅應(yīng)超越物理空間改造，著力構(gòu)建“情感場(chǎng)域”。浙江省松陽(yáng)縣的“陳家鋪平民書(shū)局”實(shí)踐提供了范本——將廢棄的鄉(xiāng)村文化禮堂改造為懸崖書(shū)店，既保留了建筑的歷史肌理，又注入了現(xiàn)代美學(xué)與文學(xué)內(nèi)涵，成為連接城鄉(xiāng)的文化節(jié)點(diǎn)。這種“記憶修復(fù)+功能重生”的模式，讓煙火氣在當(dāng)代語(yǔ)境中得以延續(xù)。業(yè)態(tài)融合：從旅游消費(fèi)到生活方式。文旅業(yè)態(tài)需要突破傳統(tǒng)邊界，實(shí)現(xiàn)“旅游+”的深度融合。福建屏南縣探索的“藝術(shù)喚醒鄉(xiāng)村”路徑頗具啟示：引入藝術(shù)家駐村計(jì)劃，將老宅改造為工作室、畫(huà)廊、民宿，培育出“油畫(huà)+民宿+農(nóng)產(chǎn)品”的復(fù)合業(yè)態(tài)。游客不再是匆匆過(guò)客，而是可參與創(chuàng)作、體驗(yàn)農(nóng)事、與村民共餐的“臨時(shí)村民”，消費(fèi)行為自然融入生活流程。時(shí)間維度：從季節(jié)限定到全時(shí)體驗(yàn)。破解縣域旅游“旺季人滿(mǎn)為患，淡季門(mén)可羅雀”的困境，需要構(gòu)建全時(shí)體驗(yàn)系統(tǒng)。陜西袁家村的“二十四節(jié)氣生活節(jié)”提供了思路：將傳統(tǒng)節(jié)氣民俗轉(zhuǎn)化為每月不同的主題活動(dòng)——春季的農(nóng)耕體驗(yàn)、夏季的星空露營(yíng)、秋季的豐收慶典、冬季的年俗市集，讓每個(gè)季節(jié)都有獨(dú)特的吸引力，形成可持續(xù)的消費(fèi)節(jié)奏。社群激活：從旁觀者到共建者。縣域文旅的核心競(jìng)爭(zhēng)力在于“人”的溫度。四川明月村的“新村民計(jì)劃”創(chuàng)新性地引入了“創(chuàng)客社群”——陶藝家、染布匠人、獨(dú)立書(shū)店主理人通過(guò)審核后成為“新村民”，與本地村民共建社區(qū)。這種“專(zhuān)業(yè)人才+原住居民”的共生模式，既保留了本土文化基因，又注入了創(chuàng)新活力，形成了自生長(zhǎng)的文旅生態(tài)系統(tǒng)。數(shù)字賦能：從實(shí)體體驗(yàn)到虛實(shí)共生。數(shù)字技術(shù)不應(yīng)是實(shí)體體驗(yàn)的替代品，而應(yīng)是其延伸與增強(qiáng)。江西婺源推出的“數(shù)字鄉(xiāng)民”計(jì)劃頗具前瞻性：游客可通過(guò)小程序認(rèn)領(lǐng)一片油菜花田的數(shù)字權(quán)益，通過(guò)物聯(lián)網(wǎng)設(shè)備實(shí)時(shí)觀看生長(zhǎng)狀況，收獲季節(jié)可獲得實(shí)物菜籽油，并享有線下深度體驗(yàn)特權(quán)。這種“數(shù)字孿生+實(shí)體權(quán)益”的模式，突破了地域與時(shí)間限制，構(gòu)建了持續(xù)的情感連接。

Under the dual waves of accelerated urbanization and consumption upgrade, China's counties are experiencing unprecedented transformational pains. The "vitality" of county-level areas - this unique existence that carries local cultural memories and life aesthetics - is presenting a complex development trend. Cultural scarcity and homogenization coexist. Many county-level cultural and tourism projects have fallen into the predicament of "all towns looking the same", with ancient-style streets and standardized snack streets blooming everywhere, but the true local cultural core has been lost. Meanwhile, the genuine county-level characteristics - such as traditional handicrafts, local operas, folk festivals and other intangible cultural heritages - have gradually declined due to the lack of modern transformation. The hollowing out of space and the superficiality of experience are intertwined. With the outflow of young people, many historical districts and traditional markets in counties have become "hollowed out", and authentic life scenes are gradually disappearing. However, newly-built cultural and tourism projects often remain at the level of static appreciation and lack immersive experiences that can deeply engage tourists. The imbalance between the upgrading of consumption and the lagging supply. Today, consumers have shifted from "sightseeing travel" to "experiential living", pursuing personalization, emotional connection and in-depth interaction with local culture. However, the supply of cultural tourism in most counties still remains at the primary stage of ticket economy and souvenir sales, which is difficult to meet the demands of the new generation of consumers.

I. Forward-looking Thinking: Reconstructing the Five Dimensions of County-level Vitality

Scene Recreation: From physical space to emotional field. In the future, county-level cultural tourism should go beyond the transformation of physical Spaces and focus on building "emotional fields". The "Chenjiapu People's Bookstore" in Songyang County, Zhejiang Province, provides a model for practice - transforming an abandoned rural cultural hall into a cliff bookstore, which not only retains the historical texture of the building but also infuses modern aesthetics and literary connotations, becoming a cultural node connecting urban and rural areas. This "memory restoration + functional rebirth" model enables the vitality of daily life to continue in the contemporary context. Business format integration: From tourism consumption to lifestyle. The cultural and tourism industry needs to break through traditional boundaries and achieve a deep integration of "tourism +". The path of "Art Awakening the Countryside" explored by Pingnan County, Fujian Province, is quite enlightening: introducing an artist-in-residence program, transforming old houses into studios, galleries and homestays, and fostering a composite business model of "oil painting + homestay + agricultural products". Tourists are no longer just passing travelers but "temporary villagers" who can participate in creation, experience farming, and have meals with villagers. Their consumption behavior naturally integrates into the daily routine. Time dimension: From seasonal limited to all-time experience. To break the predicament of county-level tourism being overcrowded during peak seasons and deserted during off-peak seasons, it is necessary to build a full-time experience system. The "24 Solar Terms Life Festival" in Yuanjia Village, Shaanxi Province, offers an idea: transforming traditional solar term customs into different monthly theme activities - farming experiences in spring, starry sky camping in summer, harvest celebrations in autumn, and New Year customs markets in winter, making each season have its unique appeal and forming a sustainable consumption rhythm. Community Activation: From Onlookers to Co-builders. The core competitiveness of county-level cultural tourism lies in the warmth of "people". The "New Villagers Program" in Mingyue Village, Sichuan Province, innovatively introduced a "maker community" - potters, fabric dyeing artisans, and independent bookstore managers, after passing the review, became "new villagers" and jointly built the community with local villagers. This symbiotic model of "professional talents + original residents" not only retains the local cultural genes but also injects innovative vitality, forming a self-growing cultural and tourism ecosystem. Digital Empowerment: From Physical Experience to Virtual-Real Coexistence. Digital technology should not be a substitute for physical experiences, but rather an extension and enhancement of them. The "Digital Villagers" program launched by Wuyuan, Jiangxi Province, is highly forward-looking: Tourists can claim digital rights to a rapeseed field through a mini-program, view the growth status in real time via Internet of Things devices, obtain physical rapeseed oil during the harvest season, and enjoy the privilege of in-depth offline experience. This "digital twin + physical rights" model breaks through geographical and temporal limitations and builds a continuous emotional connection.

二、案例深解：屏南模式的三重創(chuàng)新，福建屏南縣的文旅轉(zhuǎn)型，系統(tǒng)性地呈現(xiàn)了縣域煙火氣的重生路徑：

內(nèi)容創(chuàng)新：傳統(tǒng)技藝的當(dāng)代轉(zhuǎn)譯。屏南挖掘?yàn)l臨消失的木拱廊橋營(yíng)造技藝、紅曲黃酒釀造技術(shù)等非物質(zhì)文化遺產(chǎn)，不是將其博物館化，而是通過(guò)“傳承人+設(shè)計(jì)師”模式進(jìn)行產(chǎn)品轉(zhuǎn)化。例如，傳統(tǒng)黃酒被重新設(shè)計(jì)為符合年輕審美的“文創(chuàng)酒”，搭配現(xiàn)代品飲場(chǎng)景；廊橋技藝轉(zhuǎn)化為建筑美學(xué)課程和文創(chuàng)積木，實(shí)現(xiàn)了文化價(jià)值的當(dāng)代釋放。

運(yùn)營(yíng)創(chuàng)新：多方參與的共生系統(tǒng)。屏南創(chuàng)立“政府搭臺(tái)、企業(yè)運(yùn)營(yíng)、村民入股、創(chuàng)客參與”的四維模式。政府負(fù)責(zé)基礎(chǔ)設(shè)施與政策支持，專(zhuān)業(yè)文旅公司進(jìn)行整體運(yùn)營(yíng)，村民以閑置資產(chǎn)入股享受分紅，各類(lèi)創(chuàng)客則提供內(nèi)容生產(chǎn)。這一模式平衡了商業(yè)效率與文化保護(hù)，形成了自我造血的良性循環(huán)。

傳播創(chuàng)新：小眾文化的破圈表達(dá)。屏南放棄傳統(tǒng)旅游廣告模式，轉(zhuǎn)向內(nèi)容驅(qū)動(dòng)的精準(zhǔn)傳播。通過(guò)邀請(qǐng)文學(xué)、建筑、設(shè)計(jì)領(lǐng)域的關(guān)鍵意見(jiàn)領(lǐng)袖深度體驗(yàn)，產(chǎn)出高質(zhì)量?jī)?nèi)容；與視頻平臺(tái)合作推出“鄉(xiāng)土生活家”系列紀(jì)錄片；開(kāi)發(fā)“屏南風(fēng)物”小程序，將地方故事、手工藝課程、特產(chǎn)預(yù)售融為一體，構(gòu)建了完整的內(nèi)容生態(tài)。

三、未來(lái)趨勢(shì)：縣域文旅的四個(gè)轉(zhuǎn)向，基于消費(fèi)習(xí)慣與科技發(fā)展，縣域文旅將呈現(xiàn)以下趨勢(shì)：

體驗(yàn)從標(biāo)準(zhǔn)化到個(gè)性化。隨著Z世代成為消費(fèi)主力，他們對(duì)“真實(shí)”“獨(dú)特”“可參與”的追求將推動(dòng)縣域文旅從標(biāo)準(zhǔn)化產(chǎn)品向定制化體驗(yàn)轉(zhuǎn)型。未來(lái)可能出現(xiàn)更多基于個(gè)人興趣的“微主題游”——如古建筑修復(fù)體驗(yàn)、地方植物研學(xué)、方言音樂(lè)采集等深度項(xiàng)目。空間從景點(diǎn)化到生活化。文旅空間將更加模糊“景區(qū)”與“社區(qū)”的邊界，游客體驗(yàn)將更深度融入當(dāng)?shù)厝粘Ｉ睢宄颗c村民共赴市集采購(gòu)，午后參與手工作坊，傍晚圍坐聽(tīng)地方故事，實(shí)現(xiàn)真正的“生活在別處”。消費(fèi)從實(shí)物化到情感化。消費(fèi)者越來(lái)越愿意為情感價(jià)值、文化認(rèn)同支付溢價(jià)。縣域文旅需要構(gòu)建完整的意義系統(tǒng)，將地方文化轉(zhuǎn)化為可感知、可參與、可攜帶的情感體驗(yàn)，如一套融入地方元素的茶器、一次與非遺傳承人的私教課、一個(gè)持續(xù)更新的地方故事訂閱服務(wù)。連接從單次到持續(xù)。借助數(shù)字技術(shù)，游客與縣域的連接將突破“一次旅行”的局限，發(fā)展為持續(xù)的情感投資。通過(guò)會(huì)員體系、數(shù)字權(quán)益、線上社群等工具，縣域可以構(gòu)建跨越時(shí)空的“情感共同體”，實(shí)現(xiàn)從旅游目的地到精神歸屬地的升華。

Ii. In-depth Case Analysis: The Triple Innovation of the Pingnan Model, the Cultural and Tourism Transformation of Pingnan County, Fujian Province, systematically presents the rebirth path of the county's vitality: Content Innovation: Contemporary Translation of Traditional Skills. Pingnan's exploration of intangible cultural heritages on the verge of extinction, such as the construction techniques of wooden arch Bridges and the brewing techniques of red yeast rice wine, is not about turning them into museums, but rather transforming them into products through the "inheritor + designer" model. For instance, traditional yellow wine has been redesigned into a "cultural and creative wine" that caters to the aesthetic standards of the younger generation and is paired with modern drinking scenarios. The craftsmanship of covered Bridges has been transformed into architectural aesthetics courses and cultural and creative building blocks, achieving a contemporary release of cultural value. Operational innovation: A symbiotic system involving multiple parties. Pingnan has established a four-dimensional model of "government providing the platform, enterprises operating, villagers investing, and makers participating". The government is responsible for infrastructure and policy support, professional cultural and tourism companies handle the overall operation, villagers contribute their idle assets as shares to enjoy dividends, and various types of makers provide content production. This model strikes a balance between business efficiency and cultural protection, forming a self-sustaining virtuous cycle. Communication Innovation: Cross-border Expression of Niche Cultures. Pingnan has abandoned the traditional tourism advertising model and shifted to content-driven precise communication. By inviting key opinion leaders from the fields of literature, architecture and design to have in-depth experiences, high-quality content is produced. Cooperate with video platforms to launch the documentary series "Rural Life Experts"; The "Pingnan Scenery" mini-program was developed, integrating local stories, handicraft courses and pre-sale of local specialties, thus building a complete content ecosystem.

Iii. Future Trends: Four Shifts in County-level Cultural Tourism Based on consumption habits and technological Development, county-level cultural tourism will present the following trends:Experience has evolved from standardization to personalization. As Generation Z becomes the main consumer force, their pursuit of "authenticity", "uniqueness" and "participation" will drive the transformation of county-level cultural tourism from standardized products to customized experiences. In the future, more "micro-theme Tours" based on personal interests may emerge, such as in-depth projects like the restoration experience of ancient buildings, local plant research and study, and the collection of dialect music. The space has evolved from being a scenic spot to a lifestyle Cultural and tourism Spaces will further blur the boundaries between "scenic spots" and "communities", and tourists' experiences will be more deeply integrated into local daily life - going to the market with villagers in the morning for shopping, participating in handicraft workshops in the afternoon, and sitting around in the evening to listen to local stories, achieving the true feeling of "living elsewhere". Consumption has shifted from materialization to emotionalization. Consumers are increasingly willing to pay a premium for emotional value and cultural identity. County-level cultural tourism needs to build a complete meaning system, transforming local culture into perceptible, participatory and portable emotional experiences, such as a set of tea sets infused with local elements, a private lesson with intangible cultural heritage inheritors, and a continuously updated subscription service for local stories. The connection has evolved from single to continuous. With the help of digital technology, the connection between tourists and counties will break through the limitations of a "one-time trip" and develop into a continuous emotional investment. Through tools such as membership systems, digital rights, and online communities, counties can build an "emotional community" that transcends time and space, achieving an elevation from a tourist destination to a spiritual home.

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