文旅案例 | “農場+”文旅模式：農業基底上的體驗經濟革命、建筑與景觀的農業美學表達

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現代消費者，尤其是都市中產家庭和年輕一代，呈現出對鄉村生活、自然教育和健康食品的強烈渴望。據《中國鄉村文旅消費報告》顯示，超過65%的城市家庭每年至少進行一次鄉村度假，其中“參與式農業體驗”成為最受歡迎的選項之一。人們渴望在自然環境中緩解壓力、重建身心連接。然而，傳統的觀光農業已無法滿足需求——簡單的采摘、農家樂餐飲等初級形態面臨同質化競爭和體驗單一化困境。市場呼喚更深度的內容、更精致的場景和更系統的價值提供。

農場文旅的三大核心優勢：土地資源的獨特屬性：農場擁有城市無法復制的自然空間、生態景觀和農業生產場景，這是構建差異化體驗的物理基礎。農業文化的深厚底蘊：二十四節氣、傳統農具、鄉土智慧等構成了豐富的文化IP資源。產業鏈的延伸潛力：從田間到餐桌的完整鏈條，為產品開發和價值提升提供了多維空間。規劃設計：從農業空間到生活場景的系統重構，成功的農場文旅項目必須堅守農業本質，避免淪為單純的娛樂公園。法國“未來農業主題公園”（Futuroscope農業區）提供了典范：園區內70%土地保持實際農業生產，30%用于體驗設施，所有體驗活動都與實際農事緊密結合，形成了“真實的農業生產+深度的農事教育+精致的休閑體驗”三位一體模式。一、規劃設計的五大原則

在地性尊重原則：規劃需充分尊重場地原有地形地貌、植被水系和建筑肌理。臺灣“薰衣草森林”品牌在開發每個農場時，都先進行長達半年的生態調查和文化挖掘，確保所有建設“長”在土地上而非“放”在土地上。日本Mokumoku農場更是典范——利用丘陵地形設計錯落有致的體驗動線，保留原有溪流作為自然教育載體，改造傳統農舍而非拆除重建。

四季平衡設計：破解季節性是農場規劃的關鍵。應采用“四季主題+室內外結合”策略：春季：種植體驗+花卉節慶；夏季：夜游經濟+親水活動；秋季：豐收慶典+自然藝術；冬季：溫室體驗+節慶工坊。荷蘭庫肯霍夫農場通過“室內球根花卉展示+戶外花園+溫室餐廳”的組合，將原本僅春季開放的郁金香花園延伸為四季可游的目的地。

動線分層設計：建立“生產動線—參觀動線—體驗動線”分離但有機連接的系統：生產動線保障農業作業效率、參觀動線設置最佳觀賞視角、體驗動線融入互動節點。成都多利農莊采用“外環生產—中環觀光—內環體驗”的圈層布局，既保證了有機農業的正常運營，又為游客提供了安全豐富的體驗空間。

建筑與景觀的農業美學表達：建筑應體現鄉土智慧與現代美學的融合。浙江“田園魯家”項目采用本地竹材、夯土、石材等自然材料，通過現代設計手法改造農舍，既降低了成本，又形成了獨特的視覺標識。景觀設計則強調“可食地景”——將蔬菜、香草、果樹融入景觀體系，實現功能與美學的統一。

生態循環的系統思維：將農場構建為完整的生態系統。福建“赤米茶食堂”農場建立“茶樹—綠肥—家禽—蚯蚓—堆肥”的循環鏈，并將這一過程設計為兒童生態教育課程，讓環保理念轉化為可體驗的產品。

Modern consumers, especially urban middle-class families and the younger generation, show a strong desire for rural life, nature education, and healthy food. According to the "China Rural Tourism Consumption Report", over 65% of urban families take at least one rural vacation each year, and "participatory agricultural experiences" have become one of the most popular options. People yearn to relieve stress and reconnect with their bodies and minds in a natural environment. However, traditional sightseeing agriculture cannot meet this demand - simple activities such as picking and farm stay catering face homogenization competition and single-experience predicaments. The market calls for deeper content, more refined scenes, and more systematic value provision.

The three core advantages of farm tourism: The unique attributes of land resources: Farms have natural spaces, ecological landscapes, and agricultural production scenarios that cannot be replicated in cities, which is the physical foundation for building differentiated experiences. The profound heritage of agricultural culture: The Twenty-Four Solar Terms, traditional farming tools, and local wisdom constitute rich cultural IP resources. The potential for the extension of the industrial chain: The complete chain from the field to the table provides multi-dimensional space for product development and value enhancement. Planning and design: The systematic reconstruction from agricultural space to living scene is necessary for successful farm tourism projects, as they must adhere to the essence of agriculture and avoid becoming mere entertainment parks. The French "Future Agriculture Theme Park" (Futuroscope Agricultural Area) provides a model: 70% of the land in the park is used for actual agricultural production, 30% for experience facilities, and all experience activities are closely integrated with actual farming, forming a tripartite model of "real agricultural production + in-depth agricultural education + exquisite leisure experience".

1. Five Principles of Planning and Design

The principle of respecting the local context: The planning must fully respect the original topography, vegetation, water systems, and architectural texture of the site. The "Lavender Forest" brand in Taiwan developed each farm after conducting a six-month ecological investigation and cultural exploration to ensure that all construction was "rooted" in the land rather than "placed" on it. The Mokumoku farm in Japan is a model - it uses the hilly terrain to design a staggered experience route, retains the original stream as a natural education carrier, and renovates traditional farmhouses instead of demolishing and rebuilding. Seasonal balance design: Solving the seasonal problem is the key to farm planning. The strategy should be "seasonal themes + indoor and outdoor combination": Spring: planting experience + flower festival; Summer: night tourism economy + water activities; Autumn: harvest celebration + natural art; Winter: greenhouse experience + festival workshops. The Dutch Koeckenhof farm extended the tulip garden, which was originally open only in spring, into a destination that can be visited all year round through a combination of "indoor bulb flower display + outdoor garden + greenhouse restaurant". Layered design of the route: Establish a system of "production route - viewing route - experience route" that is separated but organically connected: The production route ensures agricultural operation efficiency, the viewing route sets the best viewing perspective, and the experience route integrates interactive nodes. The Dali Farm in Chengdu adopts a "outer ring production - middle ring sightseeing - inner ring experience" circular layout, which not only ensures the normal operation of organic agriculture but also provides tourists with a safe and rich experience space. Agricultural aesthetics expression of buildings and landscapes: Buildings should reflect the integration of local wisdom and modern aesthetics. The "Rural Lu Jia" project in Zhejiang uses local materials such as bamboo, rammed earth, and stone, renovates farmhouses through modern design methods, reducing costs while forming a unique visual identity. Landscape design emphasizes "edible landscape" - integrating vegetables, herbs, and fruit trees into the landscape system to achieve the unity of function and aesthetics. Systematic thinking of ecological circulation: Building the farm as a complete ecosystem. The "Red Rice Tea Kitchen" farm in Fujian Province has established a circular chain of "tea trees - green manure - poultry - earthworms - compost", and has designed this process as a children's ecological education course, transforming the environmental protection concept into an experiential product.

二、業態創新：構建“農業+”的盈利生態系統第一層級：核心體驗業態（輕資產啟動）。農事教育體系：針對親子家庭和學校市場，開發系統化的自然教育課程：季節農事課：插秧、收割、堆肥等、食物教育課：從食材到料理的全過程體驗、生態觀察課：昆蟲旅館、鳥類觀察、土壤研究。日本白石農場將水稻種植設計為“365天水稻故事”課程包，家庭可認購一小塊田，每月參與不同農事活動，最終收獲自己種植的大米，復購率達85%。主題節慶活動：基于農業生產周期策劃品牌節慶：種植季：開耕儀式、插秧比賽成長季：植物觀察日記、田間音樂會收獲季：豐收慶典、農夫市集；加工季：釀酒、制醬、腌菜工作坊。美國藍山農場將南瓜收獲季擴展為為期一個月的“南瓜藝術節”，通過雕刻比賽、南瓜馬車巡游、南瓜美食研發等活動，將客單價提升3倍以上。第二層級：延伸消費業態（提升客單價）。農場餐廳與食品工坊：打造“農場到餐桌”的完整體驗鏈：景觀餐廳：以田園為背景的用餐體驗、開放式廚房：展示料理過程、加工體驗坊：自制果醬、腌制蔬菜、烘焙面包、食材盲盒：當季食材的驚喜組合，意大利“慢食農場”餐廳只提供當日采收食材制作的套餐，顧客需提前預訂且不接受點菜，反而成為美食愛好者追捧的體驗，人均消費達普通農家樂的5倍。在地手作與文創開發：挖掘農業相關的手工藝：植物染坊：利用農場植物進行紡織品染色、草木工藝：稻草編織、枝葉拓印、農具美學：傳統農具的微型文創開發、節氣產品：二十四節氣主題的系列產品。臺灣“掌生谷粒”品牌將大米包裝設計成文學作品，講述每一粒米背后的風土故事，價格達到普通大米的8-10倍，成功進入精品百貨渠道。第三層級：深度服務業態（創造持續收入）。農場住宿體系：構建多層次住宿產品：基礎層：田野露營、星空帳篷、特色層：糧倉改造民宿、樹屋、水上屋、高端層：農場villa、療愈院落。法國波爾多葡萄酒莊園將傳統農舍改造為“葡萄園中的房間”，每個房間以不同葡萄品種命名，配以該品種釀造的葡萄酒和專屬品鑒課，年均入住率達78%。會員制與訂閱服務：建立穩定的客戶關系：土地認養：個人或企業認養地塊，農場代管、食材訂閱：每周/月配送當季食材箱、課程會員：年度自然教育課程通行證、活動優先權：節慶活動的VIP權益。上海“百歐歡農場”推出家庭會員制，年費1.2萬元，包含每周食材配送、12次農場課程、專屬活動邀請等權益，鎖定了一批高黏性客戶。

II. Business Model Innovation: Establishing a Profitable Ecosystem of "Agriculture +"

First Level: Core Experience Business Model (Light Asset Initiation). Agricultural Education System: For families and schools, develop systematic natural education courses: Seasonal Farming Courses: Planting, Harvesting, Composting, etc., Food Education Courses: Full-process experience from ingredients to cooking, Ecological Observation Courses: Insect Hotels, Bird Observation, Soil Research. The Japanese Bai Shi Farm has designed rice cultivation as a "365-day Rice Story" course package. Families can subscribe to a small plot of land, participate in different farming activities each month, and finally harvest their own grown rice, with a repeat purchase rate of 85%. Theme Festival Activities: Based on the agricultural production cycle, plan brand festivals: Planting Season: Opening Ceremony, Rice Planting Competition, Growth Season: Plant Observation Diary, Field Concert, Harvest Season: Harvest Celebration, Farmer Market; Processing Season: Brewing, Making Sauce, Pickling Workshop. The American Blue Mountain Farm expanded the pumpkin harvest season into a one-month "Pumpkin Art Festival", through carving competitions, pumpkin carriage parades, and pumpkin food research activities, increasing the average order value by more than three times.

Second Level: Extended Consumption Business Model (Enhancing Average Order Value). Farm Restaurants and Food Workshops: Create a complete experience chain from farm to table: Landscape Restaurant: Dining experience with a rural backdrop, Open Kitchen: Displaying the cooking process, Processing Experience Workshop: Making homemade jams, pickled vegetables, baking bread, Food Box: Surprise combinations of seasonal ingredients, The Italian "Slow Food Farm" restaurant only provides meals made with the day's harvested ingredients, customers need to make reservations in advance and do not accept orders, instead becoming a sought-after experience for food lovers, with an average consumption 5 times that of ordinary農家樂. Local Handicrafts and Cultural Development： Explore agricultural-related handicrafts： Plant Dyeing Workshop： Using farm plants for textile dyeing， Herb Craft： Straw weaving， Branch Transfer Printing， Agricultural Aesthetics： Micro-cultural development of traditional farm tools， Seasonal Products： Series of products themed on the 24 Solar Terms. The Taiwan "Zhang Sheng Grain" brand packages rice as literary works， telling the story of each grain of rice behind the local soil， with a price 8-10 times that of ordinary rice， successfully entering the boutique department store channel.

Third Level： Deep Service Business Model (Creating Sustainable Income). Farm Accommodation System： Build multi-level accommodation products： Basic Layer： Field Camping， Starry Sky Tents， Special Layer： Grain Warehouse Renovation民宿， Tree Houses， Waterborne Houses， High-end Layer： Farm Villa， Healing Courtyard. The French Bordeaux Wine Estate transformed traditional farmhouses into "rooms in the vineyard"， each room named after a different grape variety， accompanied by wine of that variety and exclusive tasting classes， with an annual occupancy rate of 78%. Membership System and Subscription Services： Establish stable customer relationships： Land Caring： Individuals or enterprises adopt a plot of land for management， the farm takes charge， Food Subscription： Weekly/Monthly delivery of seasonal food boxes， Course Membership： Annual Natural Education Course Pass， Event Priority： VIP rights for festival events. Shanghai "Baio Huan Farm" launched a family membership system， with an annual fee of 12，000 yuan， including weekly food delivery， 12 farm courses， exclusive event invitations， etc.， locking in a group of highly sticky customers.

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