文旅案例 | 喚醒沉睡資產：從“物理存量”到“體驗流量”、文旅思維引領的資產盤活創新路徑

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據不完全統計，全國范圍內存在大量工業遺址、老舊廠房、閑置商業設施、傳統村落建筑等存量資產，其普遍面臨功能過時、結構老化、價值衰減等困境。傳統盤活模式多側重于物理空間改造與功能置換，往往陷入“重硬件輕軟件、重形態輕內容、重短期招商輕長期運營”的窠臼，導致項目同質化嚴重、持續活力不足。

與此同時，文旅產業正經歷深刻變革：從觀光旅游到沉浸體驗，從景點消費到生活方式，從單一業態到產業融合。這一演變使“文旅”逐漸超越行業范疇，升維為一種能夠重塑空間價值、激活在地文化、創造新型消費場景的跨學科思維方法。文旅思維的核心是以“人”為中心，通過故事化、場景化、體驗化的方式，構建情感聯結與價值認同，這恰恰彌補了傳統資產盤活中“文化缺位、體驗缺失、情感缺場”的痛點。

一、核心理念 | 文旅思維如何重構資產價值認知價值重估：從“成本負擔”到“文化資本”文旅思維首先改變的是對資產價值的評估維度。它不再將老舊、閑置資產視為待處理的“負資產”或改造“成本項”，而是敏銳識別其中蘊含的獨特文化基因、歷史印記、空間特質與集體記憶。時間價值的轉化：斑駁的墻體、老舊的設備、特殊的結構，在文旅視角下不再是缺陷，而是承載時間故事的“文本”。如北京首鋼園的工業遺存，被轉化為冬奧背景下的賽博朋克美學載體。空間敘事的構建：普通空間通過故事線索串聯，形成可閱讀、可感知的敘事場域。上海上生·新所將孫科別墅、哥倫比亞鄉村俱樂部等歷史建筑，編織成“上海百年生活演變”的時空走廊。功能重構：從“物理空間”到“體驗場域”，文旅思維推動資產功能從實用導向轉向體驗導向，創造“空間即內容，場景即產品”的新模式。沉浸式場景營造：利用數字光影、藝術裝置、交互技術等，將靜態空間轉化為多感官沉浸環境。廣州永慶坊通過“微改造”保留嶺南建筑肌理，融入非遺體驗、戲劇巡游等活態內容，使老街區成為可沉浸體驗的“露天博物館”。混合式功能植入：打破單一功能限制，創造“工作+生活+娛樂”的復合場景。成都regular源野將地下公園與零售、餐飲、藝術展覽融合，打造出城市地下的立體生活社區。主體轉換：從“游客消費者”到“參與共創者”，文旅思維重新定義“用戶”角色，推動其從被動消費者轉變為內容共創者、社群共建者。社群化運營：圍繞資產打造主題社群，如藝術社群、手工藝社群、生活方式社群等，使資產成為社群活動的物理據點與精神家園。共創式開發：邀請用戶參與內容創作、產品設計甚至空間改造，如深圳南頭古城允許設計師、藝術家入駐改造老宅，形成持續更新的內容生態。

According to incomplete statistics, there are a large number of industrial sites, old factories, idle commercial facilities, and traditional village buildings as existing assets across the country. These assets generally face problems such as outdated functions, aging structures, and declining values. The traditional revitalization models mostly focus on physical space renovation and function replacement, often falling into the rut of "emphasizing hardware over software, form over content, and short-term investment promotion over long-term operation", resulting in serious project homogeneity and insufficient sustained vitality.

Meanwhile, the cultural tourism industry is undergoing profound changes: from sightseeing tourism to immersive experiences, from scenic spot consumption to lifestyle, from single business models to industry integration. This evolution has gradually elevated "cultural tourism" beyond the industry scope and elevated it to a cross-disciplinary thinking method that can reshape spatial value, activate local culture, and create new consumption scenarios. The core of the cultural tourism thinking is centered on "people", through storytelling, scene creation, and experiential methods, to build emotional connections and value recognition. This precisely compensates for the shortcomings of "cultural absence, experience absence, and emotional absence" in traditional asset revitalization.

1. Core Concept | How Cultural Tourism Thinking Reconstructs Asset Value Perception

Value Reassessment: From "cost burden" to "cultural capital", cultural tourism thinking first changes the dimension of asset value assessment. It no longer regards old and idle assets as pending "negative assets" or renovation "cost items", but is keenly aware of the unique cultural genes, historical imprints, spatial characteristics, and collective memories contained therein. Time Value Transformation: Decaying walls, old equipment, and special structures, from the cultural tourism perspective, are no longer defects, but "texts" carrying time stories. For example, the industrial remnants of Beijing's Shougang Park have been transformed into a cyberpunk aesthetic carrier for the Winter Olympics backdrop. Spatial Narrative Construction: Ordinary spaces are connected through storylines, forming readable and perceptible narrative fields. Shanghai Shangsheng · Xinzu has woven together historical buildings such as Sun Ke Villa and the Colombian Country Club into a time corridor of "the evolution of Shanghai's century-old life".

Function Reconstruction: From "physical space" to "experience field", cultural tourism thinking promotes the asset function to shift from a practical orientation to an experience orientation, creating a new model of "space as content, scene as product". Immersive Scene Creation: Utilizing digital light and shadow, art installations, and interactive technologies, static spaces are transformed into multi-sensory immersive environments. Guangzhou Yongqingfang retains the architectural texture of Lingnan style through "micro-renovation" and integrates intangible contents such asexperiences and drama parades，making the old neighborhood an immersive experience "open-air museum". Mixed Function Implantation：Breaking the limitation of a single function， creating "work + life + entertainment" composite scenarios. Chengdu regular sourceyeo integrates underground parks with retail， dining， and art exhibitions to create a three-dimensional living community underground.

Subject Transformation：From "tourist consumers" to "co-creators"，cultural tourism thinking redefines the "user" role，promoting it from a passive consumer to a content co-creator and community builder. Community-Oriented Operation：Focusing on the asset to create themed communities， such as art communities， handicraft communities，and lifestyle communities， making the asset a physical base and spiritual home for community activities. Co-creation Development： Inviting users to participate in content creation，product design，and even space renovation， such as the South Head Ancient City allowing designers and artists to enter and renovate old houses，forming a continuous updated content ecosystem.

二、方法論體系 | 文旅盤活資產系統策略診斷與定位：“文化考古”與“市場探針”雙輪驅動，深度文化挖掘：開展“文化考古學”式調研，梳理資產的歷史層積、人物故事、工藝技藝等無形文化資產，建立“文化基因庫”。精準市場匹配：運用大數據分析周邊客群結構、消費偏好、行為軌跡，識別潛在市場需求空白與體驗缺口。內容與場景：“故事線”與“體驗流”雙線構建，頂層故事設計：為資產創作核心敘事主題，如“工業史詩”“田園牧歌”“科技未來”等，所有改造與運營均圍繞主題展開。體驗流程規劃：設計用戶的完整體驗動線，包括前奏（線上預熱）、入戲（抵達初感）、沉浸（核心體驗）、回味（離開后延續）四個階段，每個觸點都有精心設計的情感峰值。產品與業態：“爆款引流”與“生態盈利”組合布局，標志性產品打造：創造1-2個具有高傳播性、強體驗性的“爆款”產品，如一場特定場域戲劇、一個網紅觀景平臺、一個特色主題市集。生態化業態組合：構建“主力業態+配套業態+衍生業態”的金字塔模型，確保既有流量吸引核，又有深度消費場景和長效盈利點。運營與迭代：“數據智能”與“社群活態”持續賦能，智慧化運營系統：部署物聯網傳感器收集空間使用數據、用戶行為數據，實現精準化的空間管理、能耗控制與服務響應。活態化內容更新：建立“固定框架+可變內容”機制，定期引入藝術展覽、主題季活動、快閃店等新鮮內容，保持資產持續吸引力。三、實踐路徑 | 文旅盤活不同類型資產模式創新業遺產：從“生產機器”到“文化發動機”。模式一：文化創意園區——如北京798、上海M50，保留工業建筑骨架，植入美術館、設計師工作室、創意零售等，形成藝術生態圈。模式二：文旅綜合體——如廣州珠江琶醍，將啤酒廠房改造為濱江餐飲娛樂集群，融合工業景觀與都市休閑。模式三：博物館/展示中心——如唐山啟新水泥工業博物館，以“活態博物館”理念展示工業文明，兼具教育、旅游、文創功能。鄉村閑置資產：從“沉睡資源”到“鄉愁經濟載體”。農宅改造：莫干山民宿集群將廢棄農房轉化為高端度假空間，植入在地文化體驗（采茶、挖筍、手工制作）。集體資產盤活：浙江松陽將閑置糧站、供銷社改造為鄉村書房、契約博物館、手工作坊，構建“鄉土文化展示體驗鏈”。田園綜合體：無錫田園東方整合農田、村落、舊廠房，打造集農業觀光、親子教育、康養度假于一體的復合系統。城市老舊商業：從“消費場所”到“社交目的地”。商業空間主題化：上海TX淮海以“策展型零售”為核心，將購物中心改造為年輕人文化潮流策源地。地下空間激活：西安曲江創意谷利用地下車庫通道打造“地下藝術街區”，引入劇本殺、沉浸式劇場等新業態。屋頂經濟開發：北京SKP-S屋頂花園舉辦藝術裝置展、時尚發布會、星空影院，將消極空間轉化為城市客廳。公共設施遺存：從“功能載體”到“城市記憶場”。交通設施轉型：廈門鐵路文化公園將廢棄鐵路改造為帶狀公園，兼具慢行交通、歷史教育、休閑觀光功能。水利設施利用：杭州富陽東梓關將廢棄泵站改造為鄉村藝術館，成為新晉建筑打卡地。軍事設施轉化：青島八大關部分歷史建筑在保護前提下，適度開放為文化展廳、精品酒店。

III. Methodological System: Systematic Strategies for Revitalizing Assets through Cultural Tourism

Diagnosis and Positioning: Dual-driven by "cultural archaeology" and "market probe", deep cultural exploration: Conduct "cultural archaeology" style research, sort out intangible cultural assets such as historical layers, character stories, and craftsmanship skills of the assets, and establish a "cultural gene bank". Precise market matching: Utilize big data analysis to understand the structure of surrounding customer groups, consumption preferences, and behavioral trajectories, and identify potential market demand gaps and experience deficiencies. Content and Scenarios: Dual-line construction of "story line" and "experience flow", top-level story design: Create core narrative themes for the assets, such as "industrial epic", "pastoral idyll", "technological future", etc., and all renovations and operations are centered around these themes. Experience Process Planning: Design the complete experience path for users, including prelude (online preheating), immersion (arrival initial feeling), immersion (core experience), and reminiscence (after leaving continuation), with each touchpoint having carefully designed emotional peaks.

Products and Formats: and "ecological profit" combined layoutcreation of iconic products： Create 1-2 products with high dissemination and strong experiencesuch as a specific venue drama， a popular viewing platforma characteristic theme market. Ecological Format Combination： Build a pyramid model of "mainstream format + supporting format + derivative format"， ensuring both existing traffic attraction core and deep consumption scenarios and long-term profit points. Operation and Iteration： "Data intelligence" and "community liveliness" continuous empowerment， intelligent operation system： Deploy IoT sensors to collect space usage data and user behavior data， achieving precise space management，energy control，and service response. Livable Content Update： Establish a "fixed framework + variable content" mechanism，regularly introducing fresh content such as art exhibitions，theme seasons， pop-up stores，etc.，to maintain the continuous attractiveness of the assets.

IV. Practical Pathways：Model Innovation for Revitalizing Different Types of Assets in Cultural Tourism

Industrial Heritage: From "production machine" to "cultural engine". Mode 1： Cultural Creative Park - such as Beijing 798， Shanghai M50， retain the industrial building framework， implant art galleries， designer studios， creative retail， etc.， forming an art ecosystem. Mode 2： Cultural Tourism Complex - such as Guangzhou Pearl Taigui， transform the beer factory into a waterfront dining and entertainment cluster， integrating industrial landscapes with urban leisure. Mode 3： Museum/Display Center - such as Tangshan Qixin Cement Industrial Museum， present industrial civilization with the concept of "living museum"， featuring education， tourism， and cultural creation functions.

Rural Idle Assets：From "asleep resources" to "carrier of nostalgia economy". Rural House Renovation： The Mogan Mountaincluster transforms abandoned rural houses into high-end vacation spaces， implant local cultural experiences (tea picking， digging bamboo shoots， handmade production). Collective Asset Revitalization： Zhejiang Songyang transforms idle grain stations and supply stations into rural libraries， contract museums， and handicraft workshops， constructing a "local culture display and experience chain". Rural Comprehensive Complex： Wuxi Yantai Dongfang integrates farmland， villages， and old factories to create a comprehensive system integrating agricultural sightseeing， family education， and health and wellness vacation.

UrbanOldCommercialFromconsumer place"to"social destination". Commercial Space Themeization： Shanghai TX Huaihai takes "curated retail" as the core， transforms the shopping center into a cultural trend source for young people. Underground Space Activation： Xi'an Qujiang Creative Valley uses underground garage passages to create an "underground art district"， introducing new business models such as role-playing games and immersive theaters. Roof Economy Development： The rooftop garden of Beijing SKP-S hosts art installations， fashion shows， and starry sky cinemas， converting negative spaces into urban living rooms.

Public Facilities Remnants： From "functional carrier" to "urban memory field". Transportation facility transformation: The Xiamen Railway Cultural Park has transformed the abandoned railway into a strip-shaped park, which combines functions of slow traffic, historical education, and leisure sightseeing. Water facility utilization: In Fuyang, Zhejiang Province, Dongzikuan will convert the abandoned pumping station into a rural art gallery, becoming a newly popular architectural attraction. Military facility conversion: Some historical buildings in Qiaoguang District, Qingdao, have been moderately opened for cultural exhibition halls and boutique hotels under the premise of protection.

文旅思維為資產盤活提供了從“物理存量”到“體驗流量”的價值躍升路徑。它不是簡單的“+旅游”或“+文化”，而是一種以體驗設計為核心、以文化敘事為靈魂、以持續運營為生命的系統性創新方法論。成功的文旅盤活項目，最終將創造出一種獨特的“場所精神”——讓人產生情感共鳴、愿意反復到訪、自發傳播分享的活力空間。

四、風險規避 | 可持續發展考量平衡保護與開發：建立分級分類更新機制。對歷史價值較高的資產采取“微介入、輕改造”策略，最大限度保留原真性；對一般性存量資產可進行創造性轉化。建立“保護性修繕、適應性利用、創新性植入”三層級更新標準。避免過度商業化：守護文化本真與社區權益。設定商業化比例紅線，確保公共空間屬性；建立社區參與機制，讓原住民、在地社群享有發展紅利；定期評估文化原真性保持度。培育長效運營能力：超越“改造即終點”思維。將運營前置到策劃階段，設計合理的投資回報模型；培育專業化運營團隊或引入優質運營方；建立動態調適機制，根據市場反饋持續優化內容。擁抱數字技術：實現物理與虛擬價值共振。利用元宇宙、數字孿生、NFT等技術，為實體資產創造數字衍生價值；通過線上傳播擴大影響力，反哺線下體驗消費。

The cultural and tourism thinking provides a value leap path from "physical stock" to "experiential flow" for asset revitalization. It is not simply "adding tourism" or "adding culture", but a systematic innovative methodology centered on experience design, with cultural narrative as the soul, and continuous operation as the lifeblood. Successful cultural and tourism revitalization projects will ultimately create a unique "place spirit" - a dynamic space that evokes emotional resonance, encourages repeated visits, and spontaneously spreads and shares.

V. Risk Avoidance and Sustainable Development Considerations

Balancing protection and development: Establish a hierarchical and classified update mechanism. For assets with high historical value, adopt a "micro-intervention, light renovation" strategy to maximize the retention of authenticity; for general stock assets, they can be creatively transformed. Establish a three-level update standard of "protective restoration, adaptive utilization, and innovative implantation". Avoid excessive commercialization: Guard the authenticity of culture and the rights and interests of the community. Set a red line for the proportion of commercialization to ensure the public space attributes; establish a community participation mechanism to enable the original residents and local communities to enjoy the development benefits; regularly assess the degree of maintaining cultural authenticity. Cultivate long-term operation capabilities: Go beyond the thinking of "reconstruction as the end". Move the operation forward to the planning stage, design a reasonable investment return model; cultivate a professional operation team or introduce a high-quality operation partner; establish a dynamic adjustment mechanism to continuously optimize the content based on market feedback. Embrace digital technology: Achieve resonance between physical and virtual values. Utilize technologies such as the metaverse, digital twins, and NFT to create digital derivative values for physical assets; expand influence through online dissemination and feed back to offline experience consumption.

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