文旅案例 | 水上休閑運動： “水上+”核心業態矩陣、文旅融合與體驗經濟視角下的發展思路

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在全球體驗經濟蓬勃發展的背景下，水上休閑運動正迎來前所未有的發展契機。體育發展規劃明確提出“推動體育與旅游、健康、教育等產業融合發展”，為水上運動產業提供了政策支撐。與此同時，消費者需求從傳統觀光向深度體驗、健康生活方式轉變，催生了多元化、個性化、場景化的水上休閑消費市場。然而，當前我國水上休閑運動發展仍面臨多重挑戰：項目同質化嚴重、業態融合度低、安全監管體系不完善、季節性影響顯著、專業人才匱乏等。因此，如何創新項目類型、植入多元業態、構建可持續的盈利模式，成為行業亟需解決的關鍵問題。

一、理論基礎 | 文旅融合與體驗經濟視角下的水上休閑運動文旅融合理論框架：文旅融合的本質是文化要素與旅游資源的創造性結合，形成新的產品形態和消費場景。水上休閑運動作為載體，能夠將地域文化、自然景觀、運動體驗有機結合，創造獨特的“水上文旅”產品。體驗經濟理論應用：根據派恩和吉爾摩的體驗經濟理論，水上休閑運動應從“服務”向“體驗”升級，通過主題化、情景化設計，創造“娛樂、教育、逃避、審美”四維體驗，提升消費者參與度和滿意度。產業價值鏈理論：水上休閑運動產業鏈包括設備制造、項目運營、培訓服務、賽事組織、衍生消費等環節。通過價值鏈延伸和橫向整合，可提升產業附加值和綜合收益。

In the context of the booming global experience economy, water-based recreational activities are experiencing an unprecedented development opportunity. The sports development plan clearly states that "promoting the integration of sports with industries such as tourism, health, and education" provides policy support for the water sports industry. At the same time, consumer demands have shifted from traditional sightseeing to in-depth experiences and healthy lifestyles, giving rise to diversified, personalized, and scene-based water-based recreational consumption markets. However, at present, the development of water-based recreational activities in China still faces multiple challenges: severe project homogeneity, low integration of business models, incomplete safety supervision system, significant seasonal impact, and a lack of professional talents. Therefore, how to innovate project types, integrate diverse business models, and build a sustainable profit model has become a key issue that the industry urgently needs to solve.

I. Theoretical Foundation | Water-based Recreational Sports from the Perspective of Cultural Tourism Integration and Experience Economy

The theoretical framework of cultural tourism integration: The essence of cultural tourism integration is the creative combination of cultural elements and tourism resources, forming new product forms and consumption scenarios. Water-based recreational sports, as a carrier, can integrate regional culture, natural landscapes, and sports experiences, creating unique "water-based cultural tourism" products. Application of the experience economy theory: According to the experience economy theory of Payne and Gilmore, water-based recreational sports should upgrade from "service" to "experience", through themed and situational design, creating "entertainment, education, escape, and aesthetic" four-dimensional experiences, to enhance consumer participation and satisfaction. Industry value chain theory: The water-based recreational sports industry chain includes equipment manufacturing, project operation, training services, event organization, and derivative consumption, etc. Through value chain extension and horizontal integration, the industry's added value and comprehensive income can be enhanced.

二、創新策略 | 水上休閑運動項目類型生態友好型輕度體驗項目：針對大眾市場，重點發展低門檻、高安全性、強體驗性的項目：靜水運動升級：開發主題槳板（如星空槳板、透明槳板）、生態皮劃艇（結合濕地觀鳥、水質檢測科普）；傳統項目創新：推出夜光龍舟、親子獨木舟、水上平衡訓練等融合產品；自然教育結合：設計“水上研學”路線，將運動體驗與生態教育相結合。技能挑戰型專業運動項目：針對運動愛好者和年輕客群，發展具有技術性和挑戰性的項目：分級挑戰體系：建立從初級到高級的漂流、沖浪、帆船訓練體系；科技賦能創新：引入電動沖浪板、智能帆船等高科技設備，提升體驗新奇感；競技娛樂融合：設計水上障礙賽、團隊接力賽等兼具競技性和娛樂性的活動。文化融合型特色項目：深度挖掘地域文化，打造差異化產品：非遺水上活化：開發漁家號子水上表演、傳統捕魚技藝體驗、水上戲曲觀賞等項目；節慶活動創新：將端午龍舟、傣族潑水等傳統節慶與現代水上運動結合；地域主題打造：如江南水鄉的“槳板游園”、海濱地區的“帆船尋寶”等主題線路。

II. Innovation Strategies for Water-based Leisure Sports Programs.Ecologically-friendly mild experience programs: Targeting the general market, focus on developing low-barrier, high-safety, and highly-experiential programs: Upgraded still-water sports: Develop themed paddleboards (such as starry sky paddleboards, transparent paddleboards), ecological kayaks (combining wetland bird watching, water quality detection education); Traditional program innovation: Introduce night-light dragon boats, parent-child canoeing, and water balance training as integrated products; Natural education integration: Design "water-based study tours" routes, combining sports experiences with ecological education. Skill-challenge type professional sports programs: Targeting sports enthusiasts and young customers, develop projects with technicality and challenge: Hierarchical challenge system: Establish a training system from beginner to advanced for rafting, surfing, and sailing; Technology-enabled innovation: Introduce electric surfboards, intelligent sailing boats, etc., to enhance the novelty of the experience; Competitive entertainment integration: Design water obstacle races, team relay races, etc., which combine competitiveness and entertainment. Cultural integration type characteristic programs: Deeply explore regional culture, create differentiated products: Intangible cultural heritage water-based activation: Develop projects such as fisherman's chantie water performance, traditional fishing skills experience, and water opera viewing; Festival activity innovation: Combine traditional festivals like the Dragon Boat Festival and the Dai ethnic group's water splashing with modern water sports; Regional theme creation: Such as "Paddleboard tour in the water town" in the Jiangnan area, "Sailing treasure hunt" in the coastal area, etc.

三、產品業態 | 多維植入模式“水上+”核心業態矩陣：構建以水上運動為核心，多元業態協同發展的生態體系：

時空維度業態拓展：季節性拓展：開發溫泉槳板（冬季）、冰雪水上項目（北方冬季）、室內沖浪館（全年運營）；全天候運營：日間培訓+黃昏巡航+夜間光影秀，延長消費時段；全齡段覆蓋：兒童水上樂園、青少年技能培訓、成人挑戰項目、長者靜水療愈。

Expansion of business models in time and space dimensions: Seasonal expansion: Develop hot spring paddleboarding (in winter), ice and snow water sports (in northern winter), indoor wave pool (operating all year round); All-day operation: Daytime training + evening cruise + night light show, extending the consumption period; Age group coverage: Children's water park, youth skills training, adult challenge projects, senior still water therapy.

水上休閑運動與文旅產業的融合發展，本質上是體驗經濟在特定領域的實踐創新。未來成功的水上休閑項目必須具備以下特征：主題獨特化（文化賦能）、體驗層次化（滿足不同需求）、業態融合化（構建消費生態）、運營智能化（科技提升效率）、發展可持續化（生態與經濟平衡）。隨著“健康中國”戰略深入推進和文旅消費持續升級，水上休閑運動將呈現以下趨勢：從“單一運動”向“生活方式”轉型；從“季節依賴”向“全時運營”發展；從“線下體驗”向“線上線下融合”演進；從“項目運營”向“生態構建”升級。

The integration of water-based leisure sports and the cultural tourism industry is essentially a practical innovation of the experience economy in a specific field. Future successful water-based leisure projects must possess the following characteristics: unique themes (empowering culture), hierarchical experiences (meeting diverse needs), integrated business models (constructing a consumption ecosystem), intelligent operations (enhancing efficiency through technology), and sustainable development (balancing ecology and economy). With the continuous advancement of the "Healthy China" strategy and the continuous upgrading of cultural tourism consumption, water-based leisure sports will exhibit the following trends: transforming from "single sports" to "lifestyle"; evolving from "seasonal dependence" to "all-time operation"; advancing from "offline experience" to "online and offline integration"; and upgrading from "project operation" to "ecosystem construction".

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