文旅案例 | 山地度假新浪潮：政策賦能下的規(guī)劃升級與品牌突圍、構(gòu)建山地度假的核心競爭力

【友情提示】世界那么大，為防走散，請將AYS愛易設(shè)規(guī)劃設(shè)計事務(wù)所加星標(biāo)！關(guān)注愛易設(shè)，關(guān)注AYS規(guī)劃設(shè)計事務(wù)所，點(diǎn)擊上方名片-點(diǎn)右上角彈出菜單欄設(shè)為星標(biāo)即可。

在全球旅游格局深刻變革的當(dāng)下，山地旅游正從傳統(tǒng)的觀光體驗(yàn)向沉浸式度假深刻轉(zhuǎn)型。這一轉(zhuǎn)變不僅呼應(yīng)了游客對健康生活、自然回歸和精神體驗(yàn)的深層需求，更與國家文旅政策導(dǎo)向高度契合。近年來，國家層面相繼出臺《關(guān)于促進(jìn)鄉(xiāng)村旅游可持續(xù)發(fā)展的指導(dǎo)意見》《山地戶外運(yùn)動產(chǎn)業(yè)發(fā)展規(guī)劃》等一系列政策，為山地旅游發(fā)展提供了明確的方向指引和政策支持。

當(dāng)前山地度假呈現(xiàn)三大核心趨勢：體驗(yàn)深度化——游客不再滿足于“看山看水”，更追求山地運(yùn)動、生態(tài)教育、文化沉浸等多元體驗(yàn)；季節(jié)全時化——通過“春賞花、夏避暑、秋觀葉、冬滑雪”的產(chǎn)品組合，破解山地旅游季節(jié)性瓶頸；業(yè)態(tài)融合化——山地旅游與健康養(yǎng)生、體育賽事、科普研學(xué)、藝術(shù)創(chuàng)作等領(lǐng)域的跨界融合日益緊密。在“兩山理論”和鄉(xiāng)村振興戰(zhàn)略的背景下，山地旅游被賦予了生態(tài)價值轉(zhuǎn)化和鄉(xiāng)村發(fā)展的雙重使命。這要求開發(fā)者在規(guī)劃之初就必須將生態(tài)保護(hù)置于核心位置，通過低碳設(shè)施、環(huán)境容量控制和生態(tài)補(bǔ)償機(jī)制，實(shí)現(xiàn)“保護(hù)中開發(fā)、開發(fā)中保護(hù)”的可持續(xù)發(fā)展。

一、科學(xué)規(guī)劃：構(gòu)建山地度假的核心競爭力

精準(zhǔn)定位與差異化布局：成功的山地度假區(qū)必須避免同質(zhì)化競爭。規(guī)劃階段需深入分析資源稟賦、區(qū)位條件、客源市場和競爭環(huán)境，確立獨(dú)特定位。例如，依托獨(dú)特地質(zhì)景觀的可打造科普探險主題，森林覆蓋率高的可側(cè)重康養(yǎng)度假，民族文化豐富的可深耕文化體驗(yàn)。張家界依托奇特地貌打造“世界地質(zhì)公園”IP，莫干山憑借近滬區(qū)位和民國文化發(fā)展精品民宿集群，都是精準(zhǔn)定位的典范。

空間規(guī)劃與生態(tài)融合：山地規(guī)劃需遵循“低強(qiáng)度、高體驗(yàn)”原則，采用分散式、組團(tuán)式布局，最大限度減少對自然肌理的破壞。交通組織上，建立“外部大交通快捷化、內(nèi)部慢行系統(tǒng)網(wǎng)絡(luò)化”的體系，減少機(jī)動車侵入，發(fā)展索道、步道、觀光小火車等綠色交通。建筑風(fēng)格應(yīng)體現(xiàn)地域特色，采用生態(tài)材料，推廣綠色建筑技術(shù)，實(shí)現(xiàn)建筑與自然的有機(jī)對話。

產(chǎn)品體系的多維構(gòu)建：構(gòu)建“核心吸引物+配套體驗(yàn)+主題住宿”的復(fù)合產(chǎn)品體系：核心吸引物：打造1-2個具有市場引爆力的項(xiàng)目，如高山玻璃棧道、星空觀測站、懸崖酒店等；體驗(yàn)活動矩陣：涵蓋戶外運(yùn)動（徒步、攀巖、騎行）、自然教育（觀鳥、植物認(rèn)知）、文化體驗(yàn)（手工藝、民俗節(jié)慶）、康養(yǎng)活動（瑜伽、禪修、溫泉）等多層次內(nèi)容；主題住宿系統(tǒng)：發(fā)展樹屋、帳篷營地、崖壁酒店、精品民宿等多樣化住宿產(chǎn)品，延長游客停留時間。

In the current era of profound changes in the global tourism landscape, mountain tourism is undergoing a profound transformation from traditional sightseeing experiences to immersive vacations. This transformation not only responds to the deep-seated needs of tourists for healthy living, nature's return, and spiritual experiences, but also aligns perfectly with the national cultural and tourism policy orientations. In recent years, the national level has successively issued a series of policies such as "Guiding Opinions on Promoting the Sustainable Development of Rural Tourism" and "Development Plan for Mountain Outdoor Sports Industry", providing clear direction guidance and policy support for the development of mountain tourism. Currently, mountain vacation presents three core trends: deepened experience - tourists no longer content with "viewing mountains and waters", but seek diversified experiences such as mountain sports, ecological education, and cultural immersion; full-season accessibility - through the product combination of "spring flower viewing, summer heat avoidance, autumn leaf viewing, winter skiing", the seasonal bottleneck of mountain tourism is broken; integrated business model - the cross-border integration of mountain tourism with health preservation, sports events, science popularization, and art creation is becoming increasingly close. Under the background of the "Two Mountains Theory" and the rural revitalization strategy, mountain tourism has been endowed with dual missions of ecological value transformation and rural development. This requires developers to place ecological protection at the core position from the very beginning of planning, through low-carbon facilities, environmental capacity control, and ecological compensation mechanisms, to achieve "development while protecting, protecting while developing" sustainable development.

1. Scientific planning: Build the core competitiveness of mountain vacation. Precise positioning and differentiated layout: A successful mountain vacation area must avoid homogenization competition. During the planning stage, in-depth analysis of resource endowment, location conditions, tourist source markets, and competitive environment is required, and a unique positioning should be established. For example, based on unique geological landscapes, a science and exploration theme can be created; for areas with high forest coverage, a focus on health and vacation can be placed; for areas rich in ethnic culture, cultural experience can be deeply developed. Zhangjiajie, relying on unique landforms, has created the "World Geopark" IP; Moganshan, with its proximity to Shanghai and the development of high-quality boutique guesthouses based on the culture， are both exemplary cases of precise positioning.

Spatial planning and ecological integration： Mountain planning should follow the principle of "low intensity， high experience"， adopt dispersed and group layout， and minimize damage to the natural texture. In terms of transportation organization， establish a system of "fast external transportation and networked internal slow traffic"， reduce the intrusion of motor vehicles， and develop cable cars， footpaths， and sightseeing small trains as green transportation. Architectural style should reflect regional characteristics， use ecological materials， promote green building technologies， and achieve an organic dialogue between buildings and nature. Multi-dimensional construction of product system： Build a "core attraction + supporting experience + theme accommodation" composite product system： Core attraction： Create 1-2 projects with market-pushing power， such as high-altitude glass walkways， starry sky observation stations， cliff hotels， etc.； Experience activity matrix： Cover multiple levels of content such as outdoor sports (hiking， rock climbing， cycling)， natural education (bird watching， plant recognition)， cultural experience (crafts， folk festivals)， and health preservation activities (yoga， meditation， hot springs)； Theme accommodation system： Develop tree houses， tent camps， cliff hotels， and boutique guesthouses， etc.， to extend the stay time of tourists.

二、創(chuàng)新運(yùn)營：實(shí)現(xiàn)持續(xù)引流與多元盈利

內(nèi)容驅(qū)動的營銷策略：在信息過載時代，優(yōu)質(zhì)內(nèi)容成為吸引流量的核心。應(yīng)建立“專業(yè)內(nèi)容團(tuán)隊(duì)+用戶生成內(nèi)容+跨界內(nèi)容合作”的內(nèi)容生產(chǎn)體系：與戶外運(yùn)動KOL、自然攝影師、旅行作家合作，產(chǎn)出高質(zhì)量圖文視頻內(nèi)容；舉辦攝影大賽、游記征集活動，激勵用戶創(chuàng)作和分享；與影視綜藝合作，通過場景植入提升目的地曝光度。

四季全時運(yùn)營模式：打破“靠天吃飯”局限，通過產(chǎn)品創(chuàng)新實(shí)現(xiàn)四季均衡：春季開發(fā)山地花卉節(jié)、采茶體驗(yàn)、自然寫生活動；夏季推出避暑度假套餐、星空露營、戶外音樂節(jié)；秋季打造紅葉觀賞、豐收體驗(yàn)、山地馬拉松；冬季開發(fā)滑雪、溫泉、年俗文化等產(chǎn)品，同時發(fā)展室內(nèi)體驗(yàn)項(xiàng)目，如山地博物館、手工坊、康養(yǎng)中心，應(yīng)對惡劣天氣。

社群化用戶運(yùn)營：建立山地愛好者社群，通過會員體系、專屬活動、積分獎勵等方式培養(yǎng)忠實(shí)客群。例如，設(shè)立“山地探索家”俱樂部，為會員提供定制路線、專業(yè)向?qū)А⒀b備租賃等專屬服務(wù)，增強(qiáng)用戶粘性和復(fù)游率。

多元盈利模式設(shè)計：除門票、住宿、餐飲等基礎(chǔ)收入外，拓展更多盈利渠道：活動經(jīng)濟(jì)：舉辦越野賽、自行車賽等體育賽事，音樂節(jié)、藝術(shù)展等文化活動；教育經(jīng)濟(jì)：開發(fā)自然學(xué)校、研學(xué)營地、戶外技能培訓(xùn)課程；衍生品經(jīng)濟(jì)：開發(fā)具有山地特色的文創(chuàng)產(chǎn)品、農(nóng)產(chǎn)品、戶外裝備；服務(wù)輸出：將成熟的運(yùn)營管理模式向其他山地景區(qū)輸出，獲取咨詢管理收入。

II. Innovative Operations: Achieving Continuous Traffic Attraction and Diversified ProfitsContent-driven marketing strategy: In the era of information overload, high-quality content has become the core for attracting traffic. A content production system consisting of "professional content team + user-generated content + cross-border content cooperation" should be established: collaborate with outdoor sports KOLs, nature photographers, and travel writers to produce high-quality text, image, and video content; hold photography competitions and travelogue collection activities to motivate users to create and share; cooperate with film and TV shows to enhance the exposure of the destination through scene integration. Four-season all-time operation model: break the limitation of "relying on nature", achieve balanced operation throughout the year through product innovation: develop mountain flower festivals, tea-picking experiences, and nature writing activities in spring; launch summer vacation packages, starry sky camping, and outdoor music festivals; create red leaf viewing, harvest experience, and mountain marathon activities in autumn; develop winter skiing, hot spring, and New Year customs culture products, and develop indoor experience projects such as mountain museum, handicraft workshop, and health care center to cope with bad weather. Community-based user operation: establish mountain enthusiasts communities, cultivate loyal customers through membership systems, exclusive activities, and point rewards. For example, establish the "Mountain Explorer" club, providing customized routes, professional guides, equipment rental, and other exclusive services for members, enhancing user stickiness and repeat visit rate. Diversified profit model design: in addition to basic income from tickets, accommodation, and catering, expand more profit channels: event economy: hold sports events such as cross-country races and bicycle races, cultural activities such as music festivals and art exhibitions; education economy: develop nature schools, study camps, and outdoor training courses; derivative product economy: develop cultural products, agricultural products, and outdoor equipment with mountain characteristics; service output: transfer mature operation management models to other mountainous scenic spots to obtain consulting and management income.

三、品牌塑造：從目的地到生活方式倡導(dǎo)者

品牌故事與價值主張：成功的山地度假品牌往往超越地理概念，成為某種生活方式的象征。規(guī)劃者需要挖掘獨(dú)特的故事線索——可能是守護(hù)自然的承諾、戶外探險的精神，或是山地文化的傳承。將這些價值主張融入品牌視覺系統(tǒng)、服務(wù)標(biāo)準(zhǔn)和傳播內(nèi)容，形成一致性的品牌體驗(yàn)。

體驗(yàn)場景的品牌化：將品牌理念轉(zhuǎn)化為可感知的體驗(yàn)場景：設(shè)計具有品牌辨識度的打卡點(diǎn)、觀景平臺、休憩設(shè)施；培訓(xùn)員工具備自然講解、戶外技能等專業(yè)能力，成為品牌代言人；標(biāo)準(zhǔn)化服務(wù)質(zhì)量的同時，保留在地特色和人情溫度。

跨界聯(lián)動與品牌延伸：與高端戶外品牌、健康管理機(jī)構(gòu)、文化機(jī)構(gòu)等開展跨界合作，通過聯(lián)名產(chǎn)品、合作活動提升品牌調(diào)性。在條件成熟時，可將品牌延伸至城市體驗(yàn)店、戶外裝備、健康食品等領(lǐng)域，構(gòu)建品牌生態(tài)圈。

可持續(xù)品牌承諾：將生態(tài)保護(hù)行動轉(zhuǎn)化為品牌資產(chǎn)，定期發(fā)布可持續(xù)發(fā)展報告，展示在碳減排、社區(qū)共建、生物多樣性保護(hù)等方面的成果。邀請游客參與植樹、清潔山林等環(huán)保活動，將品牌與責(zé)任深度綁定。

隨著“健康中國”戰(zhàn)略深入實(shí)施和消費(fèi)者對高品質(zhì)生活需求的增長，山地度假正迎來黃金發(fā)展期。未來，科技賦能將進(jìn)一步提升山地旅游體驗(yàn)，VR預(yù)體驗(yàn)、智能穿戴設(shè)備、生態(tài)監(jiān)測互動等技術(shù)應(yīng)用將更加廣泛。同時，個性化定制、小團(tuán)深度體驗(yàn)、多代同游產(chǎn)品將成為市場新寵。在鄉(xiāng)村振興大背景下，山地度假區(qū)應(yīng)積極探索“景區(qū)帶村”模式，通過民宿標(biāo)準(zhǔn)輸出、農(nóng)產(chǎn)品采購、就業(yè)帶動等方式，促進(jìn)當(dāng)?shù)厣鐓^(qū)可持續(xù)發(fā)展，實(shí)現(xiàn)經(jīng)濟(jì)、社會、生態(tài)效益的統(tǒng)一。

III. Brand Building: From Destination to Lifestyle AdvocateBrand Story and Value Proposition: Successful mountain resort brands often transcend geographical boundaries and become symbols of a certain lifestyle. Planners need to uncover unique storylines - perhaps the commitment to protecting nature, the spirit of outdoor exploration, or the傳承 of mountain culture. Integrate these value propositions into the brand visual system, service standards, and communication content to create a consistent brand experience.

Brandization of Experience Scenarios： Transform brand concepts into perceptible experience scenarios： design signature check-in points， viewing platforms, and rest facilities; train staff to possess professional capabilities such as natural interpretation and outdoor skills， and become brand advocates； standardize service quality while maintaining local characteristics and humanistic warmth. Cross-border collaboration and brand extension： collaborate with high-end outdoor brands， health management institutions， cultural institutions， etc.， to enhance brand positioning through joint products and cooperative activities. When conditions are ripe， the brand can be extended to urban experience stores， outdoor equipment， health food， etc.， to build a brand ecosystem. Sustainable Brand Commitment： Transform ecological protection actions into brand assets， regularly release sustainable development reports， and showcase achievements in carbon reduction， community building， and biodiversity protection. Invite tourists to participate in environmental protection activities such as tree planting and cleaning of mountain forests， deeply linking the brand with responsibility.

With the in-depth implementation of the "Healthy China" strategy and the growth of consumers' demand for high-quality life， mountain resort tourism is entering a golden development period. In the future， technology empowerment will further enhance the mountain tourism experience. VR pre-experience， smart wearable devices， ecological monitoring interaction and other technological applications will be more widespread. At the same time， personalized customization， small group in-depth experiences， and multi-generation group tours will become market favorites. Against the backdrop of rural revitalization， mountain resort areas should explore the "scenic area leads villages" model， through standard output of民宿 standards， agricultural product procurement， employment promotion， etc.， to promote the sustainable development of local communities and achieve unity of economic， social， and ecological benefits.

- END -

內(nèi)容整理｜愛易設(shè)規(guī)劃設(shè)計事務(wù)所、AYS愛易設(shè)

素材來源｜部分文案及圖片來源于網(wǎng)絡(luò)

文章聲明｜文章及圖片內(nèi)容僅供參考，我們尊重原創(chuàng)和知識產(chǎn)權(quán)，所有轉(zhuǎn)載或改編均會明確標(biāo)注出處；若不慎侵犯了第三方權(quán)益，請立即聯(lián)系我們，我們將盡快處理。

易老師聯(lián)系方式：13717943868