文旅案例 | 共享小院發展新思路：文旅融合背景下的創新規劃與二次消費體系構建

【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。

2025年中國鄉村旅游接待人次突破25億，其中以“微度假”、“深度體驗”為特征的新型鄉村住宿需求快速增長。消費主體呈現出“兩極化”趨勢：一端是追求品質與私密性的家庭客群，另一端是注重社交與體驗的年輕客群。市場調研顯示，70%的都市消費者愿意為有特色、有內容、有社交場景的鄉村住宿支付溢價30%以上。國家鄉村振興戰略為共享小院提供根本支撐，《關于促進鄉村民宿高質量發展的指導意見》明確鼓勵“創新經營模式”，提出“推動共享農莊、共享民宿等新業態健康發展”。多地政府出臺具體扶持政策，如浙江的“農房盤活利用”、成都的“川西林盤保護修復與利用”等，為共享小院提供土地、資金、審批等多方面支持。

“共享小院”概念再定義：共享小院并非傳統民宿的簡單升級，而是融合了空間共享、體驗共創、社群共建的新形態文旅產品。它以“一院多享、主客共建”為核心，突破傳統民宿的單一產權與使用模式，通過分時共享、功能分區、社群運營等方式，實現空間價值的最大化開發。 一、共享小院規劃設計七大原則 在地性融合設計：建筑風貌：保留原有院落格局與建筑肌理，采用本地建材與傳統工藝進行現代化改良。如徽州地區的“白墻黛瓦”現代演繹，閩南地區的“紅磚古厝”創新應用。空間敘事：每個小院應有獨特的故事線，可結合原主人職業、家族歷史、地方傳說等進行主題化設計，形成“一院一故事”的差異化體驗。模塊化共享布局：公私分區：明確劃分公共共享區（占比約40%）與私密居住區（占比約60%）。共享區包括庭院、廚房、茶室、工坊等；私密區確保每間客房均有獨立入口和景觀視角。靈活可變：采用可移動隔斷、多功能家具設計，實現空間功能的晝夜轉換、淡旺季調整。如白天庭院可作為手作體驗區，晚上變為露天影院或星空營地。生態智慧化集成：綠色技術：集成雨水收集系統、太陽能光伏板、生態污水處理裝置，實現資源循環利用。采用本土植物進行立體綠化，營造“會呼吸的院落”。智慧系統：部署智能門鎖、能耗監測、一鍵客服等系統，提升管理效率的同時減少對在地社區的干擾。社群化空間營造：互動場景：設計促進交流的“第三空間”，如共享廚房的開放式島臺、庭院的篝火聚會區、書房的共讀角落等。邊界滲透：通過鏤空圍墻、景觀滲透等方式，建立小院與周邊田園、鄰里社區的視覺與行為連接，避免形成“游客孤島”。

In 2025, the number of rural tourism visitors in China will exceed 2.5 billion. The demand for new types of rural accommodation characterized by "micro-recreation" and "in-depth experience" is growing rapidly. The consumer base shows a "dual polarization" trend: one end is the family group seeking quality and privacy, and the other end is the young group that values social interaction and experience. Market research indicates that 70% of urban consumers are willing to pay a premium of more than 30% for rural accommodation with unique features, content, and social scenarios. The national rural revitalization strategy provides fundamental support for shared courtyards. The "Guiding Opinions on Promoting High-Quality Development of Rural Homestays" clearly encourages "innovative business models" and proposes "promoting the healthy development of new business forms such as shared farmhouses and shared homestays". Many local governments have introduced specific support policies, such as Zhejiang's "Revitalization and Utilization of Rural Houses" and Chengdu's "Protection, Restoration and Utilization of the Cusco Landscape Cluster". These policies provide support in terms of land, funds, and approval for shared courtyards.

Re-definition of the concept of "shared courtyard": The shared courtyard is not a simple upgrade of traditional homestays, but a new form of cultural tourism product that integrates space sharing, experience creation, and community building. It focuses on "multiple enjoyment of one courtyard, co-construction by hosts and guests", breaking through the single property rights and usage model of traditional homestays. Through time-sharing, functional zoning, and community operation methods, it maximizes the development of spatial value.

1. Seven Principles of Shared Courtyard Planning and Design

Place Integration Design: Architectural Style: Retain the original courtyard layout and architectural texture, and use local building materials and traditional techniques for modern renovation. For example, the modern interpretation of "white walls and black tiles" in the Anhui region, and the innovative application of "red brick old houses" in the Fujian region. Spatial Narrative: Each courtyard should have a unique storyline, which can be themed based on the original owner's occupation, family history, and local legends, forming a differentiated experience of "one courtyard, one story". Modular Shared Layout: Public and Private Zones: Clearly divide the public shared area (accounting for 40%) and the private living area (about 60%). The shared area includes courtyards, kitchens, tea rooms, workshops, etc.; the private area ensures that each room has an independent entrance and viewing perspective. Flexible and Variable: Use movable partitions and multi-functional furniture designs to achieve the transformation of space functions throughout the day and adjustment according to seasons. For example, the courtyard can be used as a handicraft experience area during the day and cinema or starry sky campsite at night. Ecological Smart Integration： Green Technology： Integrate rainwater collection systems， solar photovoltaic panels， and ecological sewage treatment devices to achieve resource recycling. Use local plants for vertical greening to create a "breathing courtyard". Smart System： Deploy smart locks， energy monitoring， and one-click customer service systems to improve management efficiency while reducing interference to the local community. Community Space Creation： Interactive Scenarios： Design spaces that promote communication， such as the open island counter in the shared kitchen， the campfire gathering area in the courtyard， and the shared reading corner in the study. Boundary Penetration： Through perforated walls， landscape infiltration， etc.， establish visual and behavioral connections between the courtyard and the surrounding countryside， neighborhoods， and communities， avoiding the formation of "tourist islands".

二、二次消費產品體系深度植入策略 在地生活體驗工坊體系：廚房經濟產品線：主廚餐桌體驗：邀請本地鄉廚或駐店主廚，使用小院菜園食材開展烹飪課程，定價280-480元/人次；食材尋源之旅：組織客人參與農產品采摘、傳統食品制作（豆腐、米酒、臘味等），配套銷售食材禮盒；私宴定制服務：提供個性化宴席設計，結合二十四節氣設計主題菜單，單桌消費1500-3000元。手藝傳承工坊：非遺手作體驗：與當地手藝人合作，開設竹編、陶藝、藍染等短期課程（98-198元/次）；季節性創作營：春季茶藝研習、夏季植物拓染、秋季果實加工、冬季年俗手作，形成季度產品循環；手藝材料包銷售：開發可帶走的DIY材料包，延伸消費場景，單價68-168元。 自然療愈產品矩陣：花園療愈項目：香草花園體驗：種植藥用香草，開發香草茶調制、精油提取、香囊制作等體驗項目；園藝治療課程：針對都市壓力人群設計“一米菜園”認養、盆栽療愈等課程，每期980元/4次。花園產品線：銷售小院自產的干花、香草茶、手工皂等，毛利率可達60%以上。身心康養服務：戶外瑜伽與冥想：利用庭院晨間空間，開展主題工作坊，120元/節；自然聲音療愈：結合當地自然環境，設計鳥鳴晨聽、雨聲冥想等特色項目；在地理療體驗：引入本地傳統的草藥浴、按摩手法，與現代SPA結合。 文化沉浸產品系列：微型文化展覽：院落里的博物館：每季度策劃微型主題展，如“農具的進化史”、“本地老照片展”，免費開放引導其他消費；藝術家駐地計劃：邀請藝術家短期入駐創作，客人可觀摩甚至參與創作過程；文化沙龍系列：每月舉辦讀書會、紀錄片觀影、方言教學等小型活動。節慶參與體驗：傳統節日復原：端午包粽子大賽、中秋拜月儀式、臘八粥制作等，增強文化真實性；季節性慶典：春季開耕儀式、夏季螢火蟲之夜、秋季豐收祭、冬季圍爐詩會。 社群活動產品包：主題社群聚會：興趣工作坊：攝影愛好者聚會、觀鳥小組、星空觀測等垂直社群活動；技能交換市集：每月舉辦“以物易物”或技能交換活動，增強客人間互動；社群專屬活動：為復購客人組織“后院主人日”，提供專屬體驗和折扣。企業定制服務：團隊建設套餐：設計半日/一日團隊建設活動，人均消費300-800元；創意辦公日租：為小型團隊提供“鄉村辦公+體驗”套餐，含會議室、午餐及一項體驗活動。 延伸零售產品開發：小院品牌商品：在地風味系列：開發小院專屬標簽的本地特產，如定制醬料、特色茶飲；生活美學產品：以院落元素設計的文創產品，如植物標本畫、院落香薰；實用紀念品：印有小院標志的環保袋、水杯、手賬本等日常用品。訂閱制產品：季度食材箱：每季度配送當季特色農產品和食譜，定價399元/季；手作材料月送：每月推送不同主題的手作材料包與教學視頻；小院生活雜志：編輯出版電子或紙質版小院生活美學刊物。

II. Deep Integration Strategy for Secondary Consumption Product System

Local Life Experience Workshop System: Kitchen Economy Product Line: Chef's Table Experience: Invite local chefs or resident chefs to use the vegetable garden ingredients to conduct cooking courses, with a pricing range of 280-480 yuan per person; Food Source Exploration Trip: Organize guests to participate in agricultural product picking and traditional food making (such as tofu, rice wine, dried meat, etc.), and provide food ingredients gift boxes for sale; Private Banquet Customization Service: Provide personalized banquet design, combined with the 24 solar terms to design theme menus, with a single-table consumption ranging from 1500 to 3000 yuan. Handicraft Inheritance Workshop: Intangible Cultural Heritage Handicraft Experience: Cooperate with local artisans to offer short-term courses such as bamboo weaving, pottery making, and indigo dyeing (98-198 yuan per session); Seasonal Creation Camp: Spring Tea Art Study, Summer Plant Transfer Printing, Autumn Fruit Processing, Winter Folk Art Handicraft, forming a quarterly product cycle; Handicraft Materials Package Sales: Develop take-home DIY materials packages to extend the consumption scenarios, with a unit price ranging from 68 to 168 yuan. Natural Healing Product Matrix: Garden Healing Project: Herb Garden Experience: Plant medicinal herbs and develop experience projects such as herb tea preparation, essential oil extraction, and sachet making; Horticultural Therapy Courses: Design courses for urban stress groups such as "One Meter Vegetable Garden" participation and pot therapy, with a price of 980 yuan per 4 sessions. Garden Product Line: Sell dry flowers, herbal tea, handmade soaps, etc. produced by the small garden, with a gross profit margin of over 60%. Physical and Mental Health Care Services: Outdoor Yoga and Meditation: Conduct themed workshops in the morning courtyard space, with a price of 120 yuan per session; Natural Sound Healing: Design special projects such as bird song morning listening and rain sound meditation based on the local natural environment; Geographical Healing Experience: Introduce local traditional herbal baths and massage techniques, combined with modern SPA.

Cultural Immersion Product Series: Mini Cultural Exhibitions: Courtyard Museum: Plan mini thematic exhibitions quarterly, such as "Evolution History of Agricultural Tools" and "Local Old Photos Exhibition", with free access for other consumption; Artist Residency Program: Invite artists to stay for short-term creation, allowing guests to observe and even participate in the creative process; Cultural Salon Series: Monthly small-scale activities such as reading clubs, documentary screenings, dialect teaching, etc. Festival Participation Experience: Traditional Festival Restoration: Dragon Boat Festival Zongzi Making Competition, Mid-Autumn Festival Worship Ceremony, Cold Winter Porridge Making, etc., enhancing cultural authenticity; Seasonal Celebrations: Spring Farming Ceremony, Summer Firefly Night, Autumn Harvest Festival, Winter Fire Pit Poetry Gathering.

Community Activity Product Package: Theme Community Gatherings: Interest Workshops: Photography enthusiasts gatherings, bird watching groups, star observation, etc., vertical community activities; Skill Exchange Market: Monthly "Barter" or Skill Exchange activities, enhancing interaction among guests; Community Exclusive Activities: Organize "Backyard Masterpiece Day" for repeat customers, providing exclusive experiences and discounts. Corporate Customized Services: Team Building Packages: Design half-day or one-day team-building activities, with a per-person consumption ranging from 300 to 800 yuan; Creative Office Day Rental: Provide "Rural Office + Experience" packages for small teams, including meeting rooms, lunch, and one experience activity. Extended Retail Product Development: Small Garden Brand Products: Local Flavor Series: Develop local specialties with the small garden's exclusive label, such as custom sauces and special tea drinks; Life Aesthetic Products: Cultural products designed with the courtyard elements, such as plant specimen paintings, courtyard scented candles; Practical Souvenirs: Eco-friendly bags, water bottles, notebook binders, etc., daily items with the small garden logo. Subscription Products: Quarterly Food Boxes: Deliver seasonal specialty agricultural products and recipes quarterly, with a pricing of 399 yuan per quarter; Handmade Materials Monthly Delivery: Monthly delivery of different-themed handmade materials packages and instructional videos; Small Garden Life Magazine: Edit and publish electronic or paper versions of the Small Garden Life Aesthetic Journal.

- 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