文旅案例 | 從“小而美”到“美而強”：文旅新政策下的精微運營與區域聯動戰略

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一、政策深讀 | “小而美”成為文旅高質量發展的關鍵切口

文旅部及各級地方政府密集出臺系列政策，“小而美”文旅項目在多個文件中被重點提及。這不僅是簡單的發展導向調整，更蘊含著深刻的市場邏輯與戰略意圖。

“小而美”的政策內涵可解讀為四大轉向：從規模導向到質量導向的轉變：摒棄“大投資、大景區、大流量”的粗放模式，轉向精細化、特色化、高品質的發展路徑。從觀光經濟到體驗經濟的深化：注重深度體驗、情感鏈接與文化浸潤，將文旅消費從門票經濟延伸至全鏈條價值創造。從資源依賴到創意驅動的升級：在有限物理空間內，通過創意設計、內容營造與場景創新，提升單位空間的價值密度。從項目孤島到區域網絡的鏈接：每個“小”項目都是區域文旅網絡的關鍵節點，通過多點聯動形成協同效應。

這一政策轉向的背景清晰：后疫情時代游客需求深刻變化，同質化大型項目回報率下降，鄉村振興戰略需要可持續的產業支撐，以及大眾旅游消費進入“精選時代”的必然要求。

The Ministry of Culture and Tourism and local governments at all levels have issued a series of policies, and "small but beautiful" cultural and tourism projects have been highlighted in multiple documents. This is not merely a simple adjustment of development orientation, but also contains profound market logic and strategic intentions. The policy connotation of "small but beautiful" can be interpreted as four major shifts: from scale orientation to quality orientation: abandon the extensive model of "large investment, large scenic area, large traffic flow", and shift to a refined, distinctive, and high-quality development path. From sightseeing economy to experience economy: focus on in-depth experience, emotional connection, and cultural immersion, extending cultural tourism consumption from ticket economy to the creation of the entire value chain. From resource dependence to creative drive: within the limited physical space, through creative design, content creation, and scene innovation, increase the value density of each unit space. From isolated projects to regional networks: each "small" project is a key node of the regional cultural tourism network, and through multi-point linkage to form a synergy effect. The background of this policy shift is clear: in the post-pandemic era, tourists' demands have undergone profound changes, the return rate of homogeneous large-scale projects has declined, the rural revitalization strategy requires sustainable industrial support, and the inevitable requirement of mass tourism consumption entering the "selective era".

二、“小而美”項目 | 核心特征與價值維度

真正的“小而美”項目絕非簡單的規模縮小，而是具備以下核心特征：

空間形態之“小”：物理尺度精當：通常在50畝以下，甚至可以是單體建筑、院落或街區片段。投資規模可控：單項目投資在數百萬至數千萬區間，降低投資風險與進入門檻。團隊配置靈活：核心運營團隊精簡高效，往往在20人以內。

價值創造之“美”：美學表達極致化：在特定美學主題上做到極致，形成強烈的視覺識別與氛圍感。體驗設計深度化：提供超越預期的沉浸式體驗，創造難忘的記憶點。文化表達在地化：深度挖掘并現代表達在地文化，避免文化元素的表面堆砌。情感鏈接個性化：建立與游客的情感共鳴，形成高粘性的社群關系

“小”與“美”的內在統一：正是通過“小”的邊界，才能實現“美”的濃度；正是通過“美”的價值，才能突破“小”的局限，實現影響力的幾何級放大。

The truly "small yet beautiful" project is not merely a simple reduction in scale; it possesses the following core characteristics: Spatial form "smallness": The physical scale is precisely appropriate: usually below 50 acres, or it can be a single building, a courtyard, or a fragment of a neighborhood. Investment scale is controllable: the investment for a single project is within the range of several million to several tens of millions, reducing investment risks and entry barriers. Team configuration is flexible: The core operation team is streamlined and efficient, often consisting of no more than 20 people. Value creation "beauty": The aesthetic expression is maximized: achieving perfection in a specific aesthetic theme, creating a strong visual identity and atmosphere. Experience design is deepened: providing an immersive experience beyond expectations, creating memorable points. Cultural expression is localized: deeply exploring and presenting the local culture, avoiding superficial accumulation of cultural elements. Emotional connection is personalized: establishing emotional resonance with tourists, forming a highly sticky community relationship. The intrinsic unity of "small" and "beautiful": It is through the "small" boundaries that the "beautiful" concentration can be achieved; it is through the "beautiful" value that the limitations of "small" can be broken, achieving geometrically amplified influence.

三、“以點帶面” | 系統操盤方法論

“小而美”項目的戰略價值在于其作為“引爆點”的帶動能力。以下是系統化操盤的六大關鍵環節：

精準選址：在空間格局中尋找戰略支點。流量借勢而非流量競爭：選擇毗鄰成熟景區、特色村落或城市近郊，形成“大樹底下好乘涼”的共生關系。交通可達性的巧妙平衡：距離核心城市1.5-3小時車程，既保持適度距離感，又確保周末游的可行性。景觀基底與改造潛力的評估：具備獨特自然景觀或建筑遺存，且改造提升空間較大。區域戰略位置的考量：處于區域旅游環線或鄉村振興示范帶的關鍵節點。案例：莫干山區域的“小而美”項目多分布在山谷、溪畔等次級節點，既共享大莫干山IP流量，又形成自身特色，避免了與核心景區直接競爭。 主題聚焦：在細分領域建立心智壟斷。“一米寬，百米深”的垂直深耕：選擇極細分領域（如單一植物主題、特定手工藝、某時期美學風格）做到極致。差異化敘事的構建：提煉獨特的故事線，形成不可復制的文化IP。多感官體驗的整合設計：圍繞主題，系統設計視覺、聽覺、嗅覺、味覺、觸覺體驗觸點。案例：江西婺源的“曬秋美宿”聚焦“曬秋”這一農俗景觀，通過極致化的場景營造與體驗設計，將季節性民俗轉化為全年可體驗的文化IP，成為攝影與美學期刊的常客。 場景革命：從功能空間到意義場所。“空間生產”理論的在地實踐：將物理空間轉化為承載情感、記憶與社交的文化場所。日常生活的審美化呈現：將在地日常生活（農事、飲食、手作）進行藝術化提煉與展示。晝夜場景的差異化轉換：通過燈光設計、夜間活動策劃，實現日間與夜間體驗的互補與延伸。第四空間的構建：融合自然（第一空間）、居住（第二空間）、工作（第三空間）的體驗優勢。案例：浙江松陽的“云端覓境”民宿，將夯土老房改造為兼具居住、展覽、茶敘、觀星功能的復合空間，游客在此不僅是住宿，更是參與一場關于山居美學的深度體驗。 儀式感設計：創造可傳播的記憶峰值。抵達儀式的精心安排：從進入項目輻射區域開始，通過路徑設計、標識系統、歡迎儀式等，營造漸入佳境的體驗。日常活動的儀式化提升：將用餐、晨起、休憩等日常環節設計為具有文化內涵的儀式。專屬節典的創意策劃：結合節氣、物候、在地文化，創造項目獨有的微型節慶。離別記憶的實體化：設計獨特的伴手禮或紀念物，讓體驗得以延續。案例：日本“星野·虹夕諾雅”酒店以“到達需乘船”的儀式感聞名，15分鐘的船程成為從凡俗世界進入度假心境的過渡儀式，這一設計成為其標志性記憶點。 社群運營：從單次消費到持續關系。種子用戶的精心篩選：首批客戶選擇與項目調性高度契合的意見領袖與深度體驗者。內容共創機制的建立：鼓勵游客分享體驗、參與改良建議，形成“我們的項目”的歸屬感。會員體系的權益設計：設計非價格導向的專屬權益，如參與內部活動、體驗新品優先權等。線上線下社群的聯動：通過微信群、專屬APP等維系線上互動，定期舉辦線下聚會強化鏈接。案例：成都“明月村”通過“新村民”計劃，吸引陶藝家、作家、設計師入駐，游客不僅參觀，更可與藝術家交流甚至短期學習，形成了活躍的創作與分享社群。 盈利模式創新：多元價值轉化路徑。“體驗門票+”基礎模型：門票（或住宿費）作為基礎收入，覆蓋高品質體驗成本。衍生品開發的品牌邏輯：開發高設計品質、強文化關聯的實物產品，實現品牌價值變現。內容IP的授權與輸出：將成熟的美學體系、運營模式進行品牌授權或管理輸出。產業延伸的價值捕獲：向上游延伸至農產品、手工藝品定制，向下游延伸至活動策劃、課程培訓。資產價值的多重提升：通過項目成功運營，帶動所在區域土地、房產價值提升，獲取資產增值收益。

The strategic value of the "Small and Beautiful" project lies in its ability to act as a "trigger point". The following are the six key steps of systematic operation: precise site selection: finding strategic pivots in the spatial layout. Leveraging traffic momentum rather than competing for traffic: choosing locations adjacent to mature scenic spots, characteristic villages, or the outskirts of cities, forming a symbiotic relationship where "the shade under a big tree is pleasant". Skillful balancing of transportation accessibility: a 1.5-3-hour drive from the core city, maintaining an appropriate sense of distance while ensuring the feasibility of weekend trips. Evaluation of landscape base and renovation potential: having unique natural landscapes or architectural remnants, with a large space for renovation and improvement. Consideration of regional strategic location: at key nodes of regional tourism routes or rural revitalization demonstration belts. Case: The "Small and Beautiful" projects in the Mogan Mountain area are mostly located at secondary nodes such as valleys and streams, sharing the IP traffic of the larger Mogan Mountain and forming their own characteristics, avoiding direct competition with core scenic spots.

Focus on the theme: establishing a mental monopoly in a specific field. "One meter wide, one hundred meters deep" vertical deepening: choosing extremely specialized fields (such as a single plant theme, specific handicrafts, a certain aesthetic style of a certain period) to achieve perfection. Construction of differentiated narratives: extracting unique storylines to form an uncopyable cultural IP. Integrated design of multi-sensory experiences: systematically designing touchpoints for visual, auditory, olfactory, gustatory, and tactile experiences around the theme. Case: The "Sun-Drying Autumn Accommodation" in Wuyuan, Jiangxi Province focuses on the agricultural custom scene of "sun-drying autumn", through extreme scene creation and experience design, transforming seasonal folk customs into a cultural IP that can be experienced throughout the year, becoming a frequent visitor to photography and beauty magazines.

Scene revolution: from functional space to meaningful place. In-situ practice of the "space production" theory: transforming physical space into a cultural place that conveys emotions, memories, and social interaction. Aesthetic presentation of daily life: extracting and showcasing local daily life (agriculture, cuisine, handicrafts) through artistic refinement. Differentiation of day and night scenes: through lighting design and night event planning, achieving complementarity and extension of daytime and nighttime experiences. Construction of the fourth space: integrating the advantages of nature (first space), residence (second space), and work (third space) experiences. Case: The "Cloudtop Quest" in Zhejiang Songyang transforms rammed earth old houses into a multi-functional space that combines residence， exhibition， tea party， and stargazing， where tourists not only stay but also participate in a deep experience of mountain living aesthetics.

Sensory design of rituals： creating memorable peaks that can be disseminated. Careful arrangement of arrival rituals： starting from entering the radiation area of the project， through path design， signage system， and welcome ceremonies， creating an experience that gradually improves. Ritualization of daily activities： designing dining， morning routines， and rest as activities with cultural connotations. Creative planning of special festivals： combining festivals， climatic conditions， and local culture to create unique micro-festivals for the project. Physicalization of parting memories： designing unique souvenirs or mementos to allow the experience to continue. Case： The "Starry Night Ryokan" hotel in Japan is famous for its "arrival by boat" ritual， the 15-minute boat ride becoming a transitional ceremony from the mundane world to the vacation mindset， and this design has become its iconic memory point. Case: The "Mingyue Village" in Chengdu has adopted the "New Villagers" program to attract ceramic artists, writers, and designers to settle there. Tourists not only visit but can also communicate with the artists and even have short-term learning experiences, forming an active creative and sharing community.

Innovative Profit Model: Multiple Value Transformation Paths. The basic model of "Experience Ticket +" is: The ticket (or accommodation fee) serves as the basic income, covering the cost of high-quality experiences. The brand logic of derivative product development: Develop physical products with high design quality and strong cultural associations to realize the monetization of brand value. The licensing and output of content IP: License or manage the output of mature aesthetic systems and operation models. The value capture of industry extension: Extend upstream to agricultural products and custom-made handicrafts, and extend downstream to event planning and course training. The multi-level enhancement of asset value: Through the successful operation of the project, drive the appreciation of land and property values in the area, and obtain asset appreciation income.

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