文旅案例 | 山水間的詩與遠方：消費新趨勢下縣域文旅市場的休閑轉型與服務升級策略

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縣域地區憑借其獨特的自然生態、歷史文化和鄉土風情，在這一轉型浪潮中迎來了前所未有的發展機遇，同時也面臨著如何精準對接新興消費需求、提升休閑屬性與服務質量的嚴峻挑戰。深入剖析當下文旅市場趨勢與客群消費習慣，并在此基礎上探索縣域文旅的高質量發展路徑，對于激發縣域經濟活力、促進城鄉融合發展具有重要的理論與現實意義。

一、縣域文旅市場的新趨勢 | 從資源驅動到體驗賦能

縣域文旅市場的發展趨勢正呈現出鮮明的新特征。首先，消費需求的結構性升級是核心驅動力。隨著大眾旅游時代向高質量發展階段邁進，游客不再滿足于“走馬觀花”式的淺層觀光，轉而追求更高層次的精神滿足、情感共鳴與身心健康。這促使縣域文旅必須超越對山水古跡的簡單展示，轉向提供富含文化內涵、具有參與感和治愈功能的深度體驗產品。其次，文旅融合的深度與廣度不斷拓展。文化是旅游的靈魂，旅游是文化的載體。縣域往往承載著未被充分發掘的地方性知識、非物質文化遺產和傳統生活方式。將地域文化基因創造性轉化、創新性融入吃、住、行、游、購、娛各環節，打造具有獨特標識度的文旅IP，成為差異化競爭的關鍵。再次，“微度假”與“近程游”成為主流模式。受時間碎片化及對安全、便捷需求提升的影響，以城市及周邊居民為主要客源、交通半徑在1-3小時內的短途休閑度假市場迅猛增長。這為縣域，尤其是大城市周邊的縣域，提供了穩定的基礎客源市場。最后，數字化與智慧化重塑產業生態。從線上預訂、智能導覽、沉浸式體驗到基于大數據的精準營銷和客流管理，數字技術正全方位滲透，為提升運營效率、優化游客體驗提供了強大工具。

The development trend of the county-level cultural and tourism market is showing distinct new characteristics. Firstly, the structural upgrading of consumer demand is the core driving force. As the era of mass tourism progresses towards a higher-quality stage, tourists are no longer satisfied with superficial sightseeing and instead seek higher levels of spiritual satisfaction, emotional resonance, and physical and mental well-being. This prompts county-level cultural tourism to go beyond simply showcasing scenic spots and historical sites, and instead shift towards providing in-depth experience products rich in cultural connotations, with a sense of participation and therapeutic functions. Secondly, the depth and breadth of cultural tourism integration continue to expand. Culture is the soul of tourism, and tourism is the carrier of culture. Counties often house local knowledge, intangible cultural heritage, and traditional lifestyles that have not been fully explored. Transforming and innovating the regional cultural genes and integrating them into the various aspects of eating, accommodation, transportation, sightseeing, shopping, and entertainment, creating unique and recognizable cultural tourism IPs, has become the key to differentiated competition. Thirdly, "micro vacations" and "short-distance tours" have become the mainstream model. Affected by the fragmentation of time and the increased demand for safety and convenience, the short-term leisure and vacation market with the main source of tourists being urban and surrounding residents and a transportation radius of 1-3 hours has grown rapidly. This provides a stable base customer market for counties, especially those around major cities. Finally, digitalization and intelligence are reshaping the industrial ecosystem. From online booking, intelligent guided tours, immersive experiences to precise marketing and crowd management based on big data, digital technology is penetrating in all aspects, providing powerful tools for enhancing operational efficiency and optimizing visitor experiences.

二、解碼當下客群消費習慣 | 追求自我、注重品質、樂于分享

理解并順應主流客群的消費習慣，是縣域文旅發展的前提。當前核心消費群體（以“Z世代”、新中產、親子家庭等為主）呈現出以下鮮明特點：

體驗至上與自我表達：消費者愈發看重旅行帶來的獨特經歷和個人成長。他們渴望參與而非旁觀，熱衷于非遺手工、農耕體驗、戶外探險、地方美食制作等能親手參與、融入當地生活的項目。旅行成為彰顯個性、實現自我價值的重要方式。

品質敏感與休閑內核：對住宿、餐飲、環境乃至服務的品質要求顯著提高。精品民宿、主題酒店、生態露營地需求旺盛；“一餐一宿”本身即可成為出游目的。消費者希望在優美的自然或人文環境中放松身心，享受“慢生活”，對目的地的整體環境舒適度、服務友好度極為關注。

文化共鳴與情感連接：對真實、原生態的文化體驗抱有濃厚興趣。能夠觸動內心、引發思考的歷史故事、民俗活動、藝術表演更具吸引力。旅行尋求與目的地建立情感上的深度連接，而非簡單的物理位移。

社交分享與圈層影響：旅行全過程與社交媒體緊密綁定。“打卡”拍照、錄制短視頻、撰寫攻略筆記是重要環節。優質、獨特、具有“網感”的體驗能通過社交網絡實現裂變式傳播，口碑效應遠超傳統廣告。圈層文化（如露營圈、徒步圈、漢服圈等）對消費決策的影響巨大。

理性決策與綜合考量：信息獲取渠道多元，善于比價和查閱真實評價。在關注價格的同時，更綜合考量時間成本、體驗價值、安全衛生、環保理念等多重因素，消費決策趨于理性與成熟。

Understanding and adapting to the consumption habits of the mainstream customer group is the prerequisite for the development of county-level cultural tourism. Currently, the core consumer groups (mainly including "Generation Z", new middle class, family with children, etc.) exhibit the following distinct characteristics: prioritizing experience and self-expression: Consumers increasingly value the unique experiences and personal growth brought by travel. They prefer to participate rather than just observe, and are enthusiastic about projects such as intangible cultural heritage craftsmanship, agricultural experience, outdoor exploration, and local cuisine making that allow them to participate and integrate into local life. Travel becomes an important way to showcase individuality and realize self-worth.

Quality sensitivity and leisure core: The quality requirements for accommodation, dining, environment, and even service have significantly increased. There is a strong demand for boutique hotels, theme hotels, and ecological campsites; "one meal and one stay" itself can become the purpose of the trip. Consumers hope to relax in a beautiful natural or cultural environment, enjoy "slow life", and pay great attention to the overall environmental comfort and service friendliness of the destination.

Cultural resonance and emotional connection: There is a strong interest in authentic, original cultural experiences. Historical stories, folk activities, and artistic performances that can touch the heart and trigger thoughts are more attractive. Travel seeks to establish a deep emotional connection with the destination rather than a simple physical displacement. Social sharing and influence of the circle: The entire travel process is closely bound to social media. "Taking photos for打卡"， recording short videos， and writing travel guide notes are important steps. High-quality， unique， and "internet-savvy" experiences can achieve viral spread through social networks， and the word-of-mouth effect far exceeds traditional advertising. Circle culture (such as camping circle， hiking circle， Hanfu circle， etc.) has a significant impact on consumption decisions. Rational decision-making and comprehensive consideration： There are diverse information acquisition channels， and they are good at comparing prices and consulting real evaluations. While paying attention to prices， they also comprehensively consider factors such as time cost， experience value， safety and hygiene， and environmental protection concepts， and their consumption decisions tend to be rational and mature.

三、提升休閑屬性與服務質量 | 縣域文旅發展的核心策略

基于上述趨勢與消費習慣，縣域文旅要實現突破性發展，必須緊緊圍繞“提升休閑屬性”與“優化服務體驗”兩大核心，實施系統化策略。

深耕在地文化，打造高辨識度休閑IP與產品體系：休閑屬性的提升，根植于獨特內容的創造。縣域應摒棄“大而全”的模仿思路，轉向“小而美”的深耕策略。IP化打造與敘事轉化：深入挖掘本地最具特色的自然或文化資源（如一首詩、一個人、一種物產、一項技藝），進行系統化、品牌化開發，構建核心文旅IP。圍繞IP，創作生動故事，設計視覺符號，并將其貫穿于整個旅游體驗中，形成強大的情感吸引力和市場號召力。產品沉浸化與體驗化：推動產品從“觀看式”向“沉浸式”、“參與式”升級。建設非遺工坊、露天博物館、沉浸式劇場；開發主題徒步線路、田園綜合體體驗項目；策劃季節性民俗節慶、主題市集等活動，讓游客可觸摸、可體驗、可帶走記憶。場景休閑化與生活化：將整個縣域或核心片區作為一個大休閑空間來營造。優化城鄉風貌，建設休閑綠道、濱水空間、文化街區等公共休閑載體。鼓勵發展精品民宿集群、主題咖啡館、獨立書店、藝術工作室等“慢生活”業態，讓游客能“住下來、慢下來、融進來”。

構建全周期、精細化、人性化的服務質量體系：優質服務是休閑體驗的保障，也是形成口碑和回頭客的關鍵。服務標準化與個性化結合：在交通、住宿、餐飲、安全等基礎環節建立并嚴格執行服務標準，保障底線質量。同時，鼓勵從業者提供充滿人情味的個性化服務，如民宿主人的在地文化講解、針對家庭游客的貼心安排等，創造超越預期的感動瞬間。智慧服務賦能便捷與深度：加快建設縣域智慧文旅平臺，實現“一部手機游全域”。提供智能導覽、線上預約、無接觸服務、虛擬體驗等。利用數據分析游客行為，實現精準營銷和客流預警。但需注意，技術應用應服務于提升人的體驗，而非制造隔閡。主客共享與社區參與：文旅發展應惠及本地社區，鼓勵居民以多種形式參與（如提供民宿、餐飲、向導、手工藝展示等）。友好的社區氛圍本身就是重要的旅游吸引力。通過培訓提升居民旅游服務意識和技能，形成“人人都是旅游形象，處處都是旅游環境”的和諧主客關系。完善基礎設施與公共服務：持續改善通往景區的道路交通、停車設施；提升旅游廁所、游客中心、標識系統的質量；加強環境衛生整治和生態保護；健全應急救援和安全保障機制。這些是提升整體休閑舒適度的基礎。

創新營銷傳播，精準觸達目標客群：內容營銷與故事講述：利用短視頻、直播、圖文筆記等新媒體形式，持續產出高質量、有故事性的內容，展現縣域的獨特魅力、休閑氛圍和真實體驗，吸引潛在游客。圈層營銷與跨界合作：主動與戶外運動、文化藝術、美食美酒等領域的社群、品牌、KOL/KOC合作，策劃專題活動，滲透核心圈層，實現精準引流。口碑管理與品牌塑造：高度重視線上點評和游客反饋，及時響應、妥善處理。鼓勵游客分享正面體驗，積累網絡口碑，逐步塑造值得信賴、令人向往的休閑目的地品牌形象。

Based on the above trends and consumption habits, for county-level cultural tourism to achieve breakthrough development, it must closely focus on the two core aspects of "enhancing the leisure attribute" and "optimizing the service experience", and implement a systematic strategy.

Deepen the local culture, create high-visibility leisure IPs and product systems: The enhancement of the leisure attribute is rooted in the creation of unique content. Counties should abandon the "big and comprehensive" imitation approach and shift to a "small and beautiful" deepening strategy. IP creation and narrative transformation: Deeply explore the most distinctive natural or cultural resources (such as a poem, a person, a product, a craft), conduct systematic and brand-based development, and build core cultural tourism IPs. Around the IP, create vivid stories, design visual symbols, and integrate them throughout the entire tourism experience, forming strong emotional appeal and market appeal. Product immersion and experience: Promote the upgrade of products from "watching" to "immersive" and "participatory". Build intangible workshops, open-air museums, immersive theaters; develop theme hiking routes, rural complex experience projects; plan seasonal folk festivals, theme markets, etc., allowing tourists to touch, experience, and take away memories. Scene leisureization and life-oriented: Treat the entire county or core area as a large leisure space. Optimize urban and rural landscapes, build leisure greenways, waterfront spaces, cultural districts and other public leisure carriers. Encourage the development of boutiqueclusters，theme cafes，independent bookstores，art studios，etc.，allowing tourists to "stay， slow down， and integrate".

Build a full-cycle，refined，and humanized service quality system：Quality service is the guarantee of leisure experience and the key to forming a good reputation and repeat customers. Service standardization and personalization combination：Establish and strictly implement service standards in basic links such as transportation，accommodation，catering，and safety to ensure the bottom-line quality. At the same time，encourage practitioners to provide personalized services with humanistic touch， such as local culture explanations by owners for local residents，and thoughtful arrangements for family tourists，etc.，creating unexpected touching moments. Smart service empowerment for convenience and depth：

Accelerate the construction of county-level smart cultural tourism platforms to achieve "one mobile phone for the entire region". Provide intelligent guidance， online reservations， contactless services， virtual experiences，etc. Use data analysis of tourists' behaviors to achieve precise marketing and crowd flow warnings. However，it is necessary to note that technology application should serve to enhance people's experience，rather than creating barriers. Host and community participation： Cultural tourism development should benefit the local community， encouraging residents to participate in various forms (such as providing guesthouses， restaurants， guides， handicraft displaysetc.). A friendly community atmosphere is itself an important tourism attraction. Through training to enhance residents' tourism service awareness and skills， form a harmonious host-resident relationship where "everyone is a tourism image and everywhere is a tourism environment". Improve infrastructure and public services： Continuously improve road traffic to scenic spots， parking facilities； enhance the quality of tourist toilets， visitor centers， and signage systems； strengthen environmental sanitation and ecological protection； improve emergency rescue and safety guarantee mechanisms. These are the foundation for improving overall leisure comfort.

Innovate marketing and communication，precisely reach target customers：Content marketing and story-telling： Utilize new media forms such as short videos， live streaming， and graphic notes to continuously produce high-quality， story-driven content， showcasing the unique charm， leisure atmosphere， and real experience of the county，attracting potential tourists. Circle marketing and cross-border cooperation：Actively collaborate with communitiesbrands，KOLs/KOCs in outdoor sports，culture and art，food and wine，etc.，plan special events， penetrate core circles， and achieve precise traffic diversion. Reputation management and brand building： Attach great importance to online reviews and tourists' feedback， respond promptly and handle properly. Encourage tourists to share their positive experiences, accumulate online word-of-mouth, and gradually shape a trustworthy and desirable brand image for the leisure destination.

縣域文旅市場的未來，不在于盲目追求游客數量的增長，而在于追求發展質量的躍升。其核心路徑在于，深刻把握消費升級背景下市場追求深度體驗、品質休閑的內在趨勢，立足縣域獨有的資源稟賦與文化底蘊，以“休閑化”為導向進行系統性產品重構，以“人性化”為準則進行全鏈條服務升級。通過打造具有高情感價值和文化溫度的休閑體驗，縣域不僅能有效滿足新時代游客對“詩與遠方”的渴望，更能將文旅產業真正培育成縣域經濟可持續發展的支柱產業、促進城鄉共同富裕的重要抓手。

The future of the county-level cultural tourism market does not lie in blindly pursuing an increase in the number of tourists, but in striving for a leap in development quality. The core path lies in deeply grasping the inherent trend of the market's pursuit of in-depth experiences and quality leisure in the context of consumption upgrading. Based on the unique resource endowments and cultural heritage of the county, systematic product reconfiguration is carried out with an "enjoyment-oriented" approach, and the entire service chain is upgraded based on the principle of "humanization". By creating leisure experiences with high emotional value and cultural warmth, the county can not only effectively meet the new era tourists' longing for "poetry and distant places", but also truly cultivate the cultural tourism industry into a pillar industry for the sustainable development of the county economy and an important lever for promoting common prosperity between urban and rural areas.

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