文旅案例 | 溫泉康養產業：場景跨界與生活方式營造、實現二次消費增長的衍生產品體系構建

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從“單一療養”到“整合康養”：現代溫泉的核心價值已從簡單的物理熱療，轉向身、心、靈全方位的健康管理。消費者追求的是一套整合了溫泉理療、專業醫療評估、營養膳食、運動康復、睡眠管理及心理調適的系統化健康解決方案。這意味著溫泉度假村需轉型為“健康目的地”，與專業醫療機構、健康科技公司、運動康復機構等建立深度合作。

從“同質化資源”到“個性化敘事”：溫泉水的理化性質雖是基礎，但決定項目吸引力的，越來越是其獨特的文化內涵與主題敘事。無論是融入本地獨有的在地文化（如中醫藥、少數民族養生智慧），還是創造具有高辨識度的美學場景（如日式侘寂、北歐極簡、森林秘境），成功的項目都在講述一個能引發情感共鳴的故事，將泡湯從一種行為升格為一種文化體驗。

從“季節依賴”到“全時運營”：傳統溫泉的冬季旺季屬性正在被打破。通過“溫泉+”的業態融合，創造四季皆宜的體驗成為必然。“春季賞花+溫泉”、“夏季親水/避暑+冷泉”、“秋季觀葉+藥浴”、“冬季冰雪+熱湯”，以及與室內恒溫水樂園、運動場館、文化節慶的結合，有效平滑了客流曲線，提升了資產利用效率。

從“大眾市場”到“圈層深耕”：市場細分愈發明顯。針對銀發族的長期旅居康養、針對中高產家庭的親子微度假、針對都市白領的解壓療愈、針對高端商務客的私密董事會、針對年輕社群的潮流打卡地……精準定位特定客群，并提供深度滿足其核心需求的產品與服務，是構建客戶忠誠度與高溢價能力的關鍵。

一、溫泉康養發展的五大新思路

思路一：科學化與數據化的健康管理。新思路：引入“健康管家”服務與數字化監測工具。客人入住時進行初步健康評估，通過可穿戴設備監測其在度假期間的心率、睡眠、活動量等數據，結合溫泉療浴、定制餐飲、專業課程，形成個性化的“康養處方”，并在離店后提供持續的健康追蹤與建議。案例：日本許多高端溫泉旅館與“湯治”設施，已普遍與本地診所合作，提供基于溫泉療法的慢性病輔助管理方案。國內如云南騰沖的柏聯溫泉，其中醫SPA會結合客人體質診斷，搭配不同的草藥湯池與理療項目。

思路二：在地文化與養生產品的深度融合。新思路：深度挖掘本地物產與養生智慧，將溫泉體驗“在地化”。不僅僅是建筑風格的模仿，而是將本地特有的食材、草藥、手工藝、養生儀式，轉化為可體驗、可消費的康養產品。案例：臺灣知本溫泉區，結合原住民（卑南族）文化，開發出包含部落草藥浴、傳統按摩、風味養生餐的深度體驗套餐。芬蘭的“森林療愈”與溫泉結合，游客在桑拿后跳入冰湖，再在森林中冥想，完成一次身心的徹底重啟。

思路三：場景跨界與生活方式營造。新思路：打破溫泉的物理邊界，將其與書店、美術館、音樂廳、咖啡館、甚至農場等多元場景融合，打造一個以“溫熱感”為核心的生活方式聚集地。溫泉成為連接各種美好生活體驗的媒介。案例：日本箱根雕刻之森美術館內的溫泉，讓游客在欣賞藝術品后沐浴放松，藝術與療愈無縫銜接。國內溧陽美岕山野溫泉度假村，將樹屋、無邊泳池、溫泉、山野茶園融為一體，販賣的是一種遠離塵囂的“山居生活”方式。

思路四：社群化運營與內容共創。新思路：通過組織主題工作坊、康養課程、節慶活動，將一次性游客轉化為有共同興趣的社群成員。鼓勵用戶在社交平臺分享體驗，將度假村變為內容創作和社交發生的舞臺。案例：許多精品溫泉酒店定期舉辦“溫泉瑜伽靜修營”、“芳香療法工作坊”、“星空攝影課”等。日本虹夕諾雅·輕井澤通過其“冥想溫泉”等特色活動，吸引了大量追求內在平靜的忠實擁躉，形成了獨特的品牌社群。

思路五：科技賦能與沉浸式體驗。新思路：運用光影藝術、聲景設計、AR/VR技術、智能環控系統，打造超越常規的沉浸式溫泉體驗。科技不僅用于后臺管理，更直接用于提升前臺感官體驗的峰值。案例：冰島的藍湖溫泉，其現代化的設計、彌漫在空氣中的硅泥氣息、在線預訂與體驗管理，科技感與自然奇跡結合得天衣無縫。一些前沿項目開始嘗試在夜晚的溫泉區，運用投影 mapping 技術講述本土神話故事，創造“溫泉夜游”產品。

From "single convalescence" to "integrated health care" : The core value of modern hot springs has shifted from simple physical heat therapy to all-round health management of the body, mind and spirit. Consumers are in pursuit of a systematic health solution that integrates hot spring therapy, professional medical assessment, nutritional diet, exercise rehabilitation, sleep management and psychological adjustment. This means that hot spring resorts need to transform into "healthy destinations" and establish in-depth cooperation with professional medical institutions, health technology companies, sports rehabilitation institutions, etc. From "homogeneous resources" to "personalized narratives" : Although the physical and chemical properties of hot spring water are the foundation, what increasingly determines the appeal of a project is its unique cultural connotation and thematic narrative. Whether it is integrating the unique local culture (such as traditional Chinese medicine and the health wisdom of ethnic minorities), or creating highly recognizable aesthetic scenes (such as Japanese wabi-sabi, Nordic minimalism, and forest secret realms), successful projects are all telling a story that can evoke emotional resonance, elevating hot spring bathing from an act to a cultural experience. From "seasonal dependence" to "all-time operation" : The winter peak season attribute of traditional hot springs is being broken. Through the integration of the "hot spring +" business model, it has become inevitable to create an experience suitable for all seasons. The combination of "flower viewing in spring + hot springs", "water play/summer escape + cold springs", "leaf viewing in autumn + medicinal baths", "ice and snow in winter + hot springs", as well as indoor constant-temperature water parks, sports venues and cultural festivals, has effectively smoothed out the flow curve of visitors and improved the efficiency of asset utilization. From "mass market" to "deep cultivation of niche groups" : Market segmentation is becoming increasingly evident. Long-term travel and health care for the elderly, parent-child micro-vacations for middle and upper-class families, stress relief and healing for urban white-collar workers, private board meetings for high-end business travelers, and trendy check-in spots for young communities...

Accurately targeting specific customer groups and providing products and services that deeply meet their core needs is the key to building customer loyalty and high premium pricing capabilities.

Five New Ideas for the Development of Hot Spring Health CareIdea One: Scientific and data-driven health management. New idea: Introduce "Health Manager" services and digital monitoring tools. When guests check in, they undergo an initial health assessment. Their heart rate, sleep, activity level and other data during the vacation are monitored through wearable devices. Combined with hot spring baths, customized meals and professional courses, a personalized "health and wellness prescription" is formed. After they leave the hotel, continuous health tracking and suggestions are provided. Case: Many high-end hot spring inns and "hot spring therapy" facilities in Japan have generally collaborated with local clinics to offer chronic disease management assistance programs based on hot spring therapy. For instance, in China, the Bailian Hot Spring in Tengchong, Yunnan Province, its traditional Chinese medicine SPA will diagnose the guests' constitutions and combine different herbal hot spring pools and therapeutic programs.

Idea Two: The deep integration of local culture and health care products. New idea: Deeply explore local products and health preservation wisdom to "localize" the hot spring experience. It is not merely an imitation of architectural styles, but rather the transformation of local unique ingredients, herbs, handicrafts and health preservation rituals into health and wellness products that can be experienced and consumed. Case: In the Chihpen Hot Spring Area of Taiwan, by integrating the indigenous (Paiwan) culture, a deep experience package has been developed, which includes tribal herbal baths, traditional massages, and local health-preserving meals. In Finland, "forest healing" is combined with hot springs. After taking a sauna, tourists jump into an ice lake and then meditate in the forest, achieving a complete restart of both body and mind. Idea Three: Scene Cross-border and Lifestyle Creation. New idea: Break the physical boundaries of hot springs and integrate them with diverse scenarios such as bookstores, art galleries, concert halls, coffee shops, and even farms to create a lifestyle gathering place centered on the "warmth". Hot springs have become a medium connecting various wonderful life experiences. Case: The hot spring in the Hakone Sculpture Forest Art Museum in Japan allows visitors to relax after enjoying the artworks, seamlessly integrating art and healing. The domestic linyang mei 岕 mountain wild hot Spring resort integrates tree houses, infinity pools, hot springs and mountain wild tea gardens, offering a "mountain living" lifestyle away from the hustle and bustle.

Idea Four: Community-based operation and content co-creation. New idea: By organizing theme workshops, health and wellness courses, and festival activities, one-time visitors can be transformed into community members with common interests. Encourage users to share their experiences on social platforms and turn the resort into a stage for content creation and social interaction. Case: Many boutique hot spring hotels regularly hold "Hot spring yoga Retreat camps", "Aromatherapy workshops", "Starry Sky photography classes", etc. Hoshinoya Karuizawa in Japan has attracted a large number of loyal fans who seek inner peace through its distinctive activities such as "Meditation Hot Springs", forming a unique brand community. Idea Five: Technology Empowerment and Immersive Experience. New idea: By applying light and shadow art, soundscape design, AR/VR technology, and intelligent environmental control systems, create an immersive hot spring experience that transcends the conventional. Technology is not only used for back-end management, but also directly for enhancing the peak of front-end sensory experience. Case: The Blue Lagoon Hot Spring in Iceland, with its modern design, the scent of silica mud in the air, online booking and experience management, seamlessly combines a sense of technology with natural wonders. Some cutting-edge projects have begun to experiment with using projection mapping technology to tell local mythological stories in the hot spring area at night, creating "hot spring night tour" products.

二、實現二次消費增長的衍生產品體系構建，二次消費的增長，關鍵在于構建一個以溫泉體驗為核心，輻射住宿、餐飲、購物、娛樂、教育等多個消費環節的產品生態體系，讓消費自然發生、層層遞進。零售商品類：將“體驗”轉化為“可帶走的記憶”。美妝個護系列：以溫泉水為核心成分，開發高端護膚品、沐浴露、浴鹽、香薰、面膜等。關鍵在于成分故事與專業背書。案例：法國薇姿、理膚泉等品牌均源于溫泉小鎮，其產品在景區專賣店銷售火爆。日本由布院溫泉的“湯布院夢酵母”護膚品是當地必買手信。健康食品與飲品：利用溫泉的熱能或成分，開發特色食品，如溫泉蛋、溫泉豆腐、溫泉水釀造的啤酒或清酒、富含礦泉水的瓶裝水等。文化創意衍生品：設計融合溫泉文化與本地特色的文創產品，如特色浴衣（可定制）、溫泉杯、手繪地圖、藝術擺件、以溫泉守護神或傳說為IP的盲盒等。深度體驗服務類：將“短暫停留”延伸為“深度探索”。專業康養療程：提供單次付費的高階SPA、私人教練指導的溫泉水中體適能課程、一對一的中醫問診與針灸、定制化的抗衰老或體重管理療程。手作與工坊課程：開設調香工作坊（制作專屬浴鹽）、草本茶包配制、豆腐制作、當地工藝品（如陶藝）制作等課程，將時間轉化為有價值的產出。私密與定制體驗：提供私人湯屋的按時租賃、溫泉畔的私人晚餐/求婚儀式策劃、家庭或團隊的定制主題活動（如溫泉養生宴、團隊建設游戲）。會員與社群服務類：將“游客”轉化為“會員”。儲值會員與權益卡：提供消費折扣、免費升房、專屬活動參與權、生日禮遇等，鎖定長期消費。課程/活動訂閱制：針對本地或高頻次游客，推出瑜伽、冥想、養生講座等課程的月卡/季卡。農產品/健康產品訂閱配送：與本地農場合作，提供每周/每月配送的有機蔬菜箱，或定期配送自營品牌的美妝、健康食品，建立持續的家居消費聯系。內容與數字產品類：將“線下場景”賦能“線上消費”。線上知識付費：將特色的養生課程、瑜伽教程、本地食譜制作過程錄制成視頻課程，在自有平臺或第三方平臺銷售。虛擬體驗與數字藏品：制作高質量的VR溫泉體驗短片，或發行與溫泉景觀、文化相關的限量數字藏品（NFT），吸引科技愛好者與收藏家。品牌聯名與授權：將溫泉地的品牌、形象、設計元素授權給其他高品質消費品，如與茶品牌聯名推出“溫泉茶”，與家居品牌聯名推出“溫泉香氛”，分享品牌溢價。

Second, the construction of a derivative product system for achieving growth in secondary consumption. The key to the growth of secondary consumption lies in building a product ecosystem centered on hot spring experiences and radiating to multiple consumption links such as accommodation, dining, shopping, entertainment, and education, allowing consumption to occur naturally and progress layer by layer. Retailer category: Transform "experience" into "portable memories". Beauty and personal care series: With hot spring water as the core ingredient, we develop high-end skin care products, body wash, bath salts, aromatherapy, masks, etc. The key lies in the ingredient story and professional endorsement. Case: French brands such as Vicey and La Roche-Posay all originated from hot spring towns, and their products are selling extremely well in the scenic area's specialty stores. The "Yufuin Dream Yeast" skin care product from Yufuin Onsen in Japan is a must-buy souvenir in the local area. Health food and beverages: Utilizing the heat energy or components of hot springs, develop characteristic foods, such as hot spring eggs, hot spring tofu, beer or sake brewed with hot spring water, and bottled water rich in mineral water, etc. Cultural and creative derivatives: Design cultural and creative products that integrate hot spring culture with local characteristics, such as custom yukata, hot spring cups, hand-drawn maps, artistic ornaments, blind boxes based on the IP of hot spring guardians or legends, etc. Deep experience service category: Extend "short stay" to "deep exploration". Professional health and wellness treatments: We offer high-end SPA services at a single charge, fitness courses in hot spring water guided by personal trainers, one-on-one traditional Chinese medicine consultations and acupuncture, as well as customized anti-aging or weight management treatments. Handicraft and Workshop courses: Offer courses such as perfumery workshops (making exclusive bath salts), herbal tea bag preparation, tofu making, and local handicraft (such as pottery) making, transforming time into valuable outputs. Private and customized experiences: Offering on-time rental of private hot spring houses, private dinners by hot springs/proposal ceremony planning, and customized theme activities for families or teams (such as hot spring health banquets, team-building games).

Membership and community services category: Convert "visitors" into "members". Stored-value membership and benefit cards: Offer consumption discounts, free room upgrades, exclusive event participation rights, birthday gifts, etc., locking in long-term consumption. Course/activity subscription system: Monthly or quarterly cards for courses such as yoga, meditation, and health lectures are offered for local or frequent visitors. Agricultural products/health products subscription and delivery: Collaborate with local farms to offer weekly/monthly delivery of organic vegetable boxes or regular delivery of self-owned brand beauty and health foods, establishing a continuous home consumption connection. Content and digital Products category: Empowering "online consumption" with "offline scenarios". Online knowledge payment: Record distinctive health preservation courses, yoga tutorials, and the process of making local recipes into video courses and sell them on your own platform or third-party platforms. Virtual experiences and digital collectibles: Produce high-quality VR hot spring experience short films or issue limited-edition digital collectibles (NFTS) related to hot spring landscapes and culture to attract tech enthusiasts and collectors. Brand collaboration and licensing: Licensing the brand, image and design elements of the hot spring area to other high-quality consumer goods, such as collaborating with tea brands to launch "Hot Spring Tea" and with home furnishing brands to launch "Hot Spring Fragrance", to share the brand premium.

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