文旅案例 | 戶外運動與文旅融合：在快時代販賣慢權利、構建精神放空的三個沉浸層

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一、引言 | 被忽視的“空”

近年來，戶外運動與文化旅游的融合已成為各地提振消費、盤活資源的重要抓手。從山地徒步到水上運動，從森林穿越到沙漠越野，戶外場景正在成為文旅產業的新流量入口。然而，一個普遍存在的困境是：大量項目仍然停留在“運動+風景”的粗放疊加階段，營收結構嚴重依賴門票、裝備租賃和基礎餐飲，缺乏具有情感黏性與高溢價能力的二次消費產品。

這一困境的根源，在于對戶外運動參與者心理需求的窄化理解。傳統認知將戶外運動的核心價值定義為“挑戰”“征服”“體能釋放”，卻忽視了另一股正在崛起的心理驅動力——“精神放空”。城市中產對“逃離感”與“靜默感”的需求空前高漲，戶外運動不再是單純的體能活動，而日益成為一種心理修復儀式。如何在劇烈的心跳之后，植入一段安靜的停留？如何在揮灑汗水的肌肉記憶之上，疊加一層可供回味的精神印記？這正是戶外文旅從“流量邏輯”轉向“價值邏輯”的關鍵命題。

二、邏輯轉向 | 從“征服敘事”到“沉浸敘事”

理解這一轉向，需要回到戶外運動體驗的心理結構。經典的戶外體驗模型往往強調“挑戰—技能平衡”，即參與者通過克服環境障礙獲得自我效能感。然而，這一模型在文旅化改造中暴露了局限——過度追求“征服”容易導致體驗的緊張化、競技化，反而擠壓了“放空”與“回味”的空間。

文旅融合的真正價值，不在于把戶外場地變成游樂場，而在于將“自然空間”轉化為“心理容器”。這意味著，我們需要重新定義戶外運動產品的設計邏輯：

從“線性通關”轉向“環形停留”。傳統戶外活動以“完成路線”為目標，文旅化改造則需要在路徑中植入可停留、可回味的“精神錨點”。

從“身體消耗”轉向“感官喚醒”。運動不再是目的，而是進入深度感知狀態的前置儀式。

從“個人成就”轉向“共時體驗”。將個體征服自然的孤獨敘事，轉化為與自我、與他人、與時空對話的共情場景。

這一邏輯轉向，為二次消費產品的植入提供了理論支點：消費不是對運動本身的打擾，而是對沉浸狀態的深化與延續。

I. Introduction | The Forgotten "Empty Space"

In recent years, the integration of outdoor activities and cultural tourism has become an important means for boosting consumption and revitalizing resources in various regions. From mountain hiking to water sports, from forest to desert off-road，outdoor scenarios are becoming a new traffic entry point for the cultural tourism industry. However，a common predicament is that a large number of projects still remain at the stage of "sport + scenery" in a loose and extensive manner， with their revenue structure heavily relying on tickets，equipment rental， and basic catering， lacking secondary consumption products with emotional stickiness and high premium capabilities. The root cause of this predicament lies in the narrow understanding of the psychological needs of outdoor sports participants. Traditional cognition defines the core value of outdoor sports as "challenge"， "conquest"， and "physical release"，but neglects another rising psychological driving force - "mental emptiness". Urban middle-class people's demand for "escape feeling" and "silence feeling" has skyrocketed. Outdoor sports are no longer just a physical activity， but have increasingly become a psychological restoration ritual. How to implant a quiet pause after intense heartbeats？ How to add a layer of spiritual imprint that can be recalled on top of the sweaty muscle memory？ This is precisely the key proposition for outdoor cultural tourism to shift from "traffic logic" to "value logic".

II. Logical Shift | From "Conquest Narrative" to "Immersion Narrative"

To understand this shift， we need to return to the psychological structure of outdoor experience. The classic outdoor experience model often emphasizes "challenge - skill balance"， that is， participants gain self-efficacy by overcoming environmental obstacles. However， this model exposes limitations in the cultural tourism transformation - excessive pursuit of "conquest" can easily lead to the tension and competition of the experience， thereby squeezing out the space for "emptiness" and "recollection". The true value of cultural tourism integration does not lie in turning outdoor venues into amusement parks， but in transforming "natural space" into "psychological container". This means that we need to redefine the design logic of outdoor sports products： from "linear passage" to "circular stay". Traditional outdoor activities aim for "completing the route"， while cultural tourism transformation needs to implant "spiritual anchors" that can be stayed and recalled in the path. From "physical consumption" to "sensory awakening". Sports are no longer the goal， but a pre-ritual for entering a deep perception state. From "individual achievement" to "simultaneous experience". Transforming the solitary narrative of individual conquering nature into a sympathetic scene of dialogue with oneself， with others， and with time and space. This logical shift provides a theoretical foothold for the implantation of secondary consumption products： consumption is not a disturbance to the sport itself， but the deepening and continuation of the immersive state.

三、場景營造 | 精神放空的三個沉浸層

要實現精神放空屬性的系統植入，需要在戶外運動場景中構建“三層沉浸場”。每一層都是一次消費產品的潛在附著界面。

第一層：自然療愈場——物理環境的心理化改造。戶外運動場地天然具備“遠離性”，但“遠離城市”不等于“進入放空”。大量戶外景區仍然充斥著嘈雜的廣播、刺眼的導視牌、過度人工化的棧道，破壞了自然的療愈效力。營造策略：引入“感官減法”設計。在徒步路線中設置“靜語路段”，要求參與者保持沉默，僅通過手勢交流；在營地周邊劃定“無光源區”，讓星空成為唯一視覺焦點；在水面運動區域設置“漂浮冥想平臺”，供皮劃艇或槳板使用者中途停靠。消費接口：此類場景本身不直接收費，但為后續服務產品提供了合法性——用戶付費購買的，本質上是“被允許安靜”的權利。第二層：文化敘事場——地理空間的想象性賦值。純粹的自然景觀缺乏排他性，難以支撐高客單價。精神放空不是真空，它需要被賦予可感知的意義框架。文化敘事的作用，是將“一片樹林”轉化為“一片有故事的樹林”。營造策略：在地文化的當代轉譯。不采用博物館式的靜態陳列，而是將神話、歷史、民俗轉化為可體驗的行為指令。例如，在竹林徒步中植入“宋代文人竹隱”主題，參與者需完成抄寫詩句、品茗靜坐等任務；在古道徒步中植入“商幫挑夫”體驗，讓負重行走成為一種歷史共情。消費接口：主題導覽服務、文化體驗工坊、限定路線權益。用戶為“進入另一個時空”付費。第三層：儀式行為場——身體動作的精神化定格。戶外運動本身是一系列身體動作的集合，但這些動作往往在活動結束時即被遺忘。精神放空需要被“定格”，才能從瞬時體驗轉化為可攜帶的記憶資產。營造策略：設計低門檻、高象征性的儀式行為。例如，在山頂設置“風鈴留言站”，參與者寫下心愿懸掛于風鈴之上；在湖泊出口設置“放流水燈”環節，象征放下焦慮；在營地尾聲設置“炭火封存”儀式，將木炭裝入布袋帶走，成為居家香薰的基底。消費接口：儀式物料銷售、儀式影像記錄、定制化紀念品。用戶為“被記住的瞬間”付費。

To achieve the system implantation of the attribute of mental relaxation, it is necessary to construct a "three-layer immersive field" in outdoor sports scenarios. Each layer is a potential attachment interface for consuming products.

The first layer: Natural Healing Field - Psychological transformation of the physical environment. Outdoor sports venues naturally have the characteristic of "being away from the city", but "entering the state of relaxation" does not mean "entering the city". A large number of outdoor scenic spots are still filled with noisy broadcasts, glaring directional signs, and overly artificial walkways, which disrupt the healing power of nature. Creating strategies: Introduce "sensory subtraction" design. Set "quiet sections" along the hiking route, requiring participants to remain silent and communicate only through gestures; Set "dark-light-free zones" around the campsite, making the starry sky the only visual focus; Set "floating meditation platforms" in the water sports area, providing resting places for kayakers or paddle boarders during their breaks. Consumption interface: Such scenarios do not directly charge fees, but provide legitimacy for subsequent service products - what users pay for is essentially the right to "be allowed to be quiet".

The second layer: Cultural Narrative Field - Imaginative assignment of geographical space. Pure natural landscapes lack exclusivity and are difficult to support high-priced services. Mental relaxation is not a vacuum; it needs to be given a perceivable meaning framework. The role of cultural narrative is to transform "a forest" into "a forest with stories". Creating strategies: Contemporary translation of local culture. Do not adopt static displays like museums, but convert myths, history, and folk customs into experiential behavioral instructions. For example, implant the theme of "Feng Shui Poets in the Song Dynasty" during bamboo forest hiking, requiring participants to complete tasks such as copying poems and sitting in meditation; implant the "Merchant Carriers" experience during ancient road hiking, making carrying heavy loads a form of historical empathy. Consumption interface: Theme guided tours, cultural experience workshops, limited route privileges. Users pay for "entering another time and space".

The third layer: Ritual Action Field - Spiritualization of physical movements. Outdoor sports is a collection of a series of physical actions, but these actions are often forgotten at the end of the activity. Mental relaxation needs to be "fixed" so that it can be transformed from an instantaneous experience into a portable memory asset. Creating strategies: Design low-barrier, high-symbolic ritual actions. For example, set up a "wind chime message station" at the summit, where participants write their wishes and hang them on the wind chimes; set up a "water release lantern" section at the lake exit, symbolizing the release of anxiety; set up a "charcoal fire sealing" ceremony at the end of the campsite, stuffing the wood into bags to take home and become the base for home aromatherapy. Consumption interface: Ritual material sales, ritual video recording, customized souvenirs. Users pay for "remembered moments".

四、產品構建 | 四大二次消費產品體系

基于上述三層沉浸場，可以系統性地構建四類具有高溢價潛力的二次消費產品。這些產品的共同特征是：不依賴硬件投入，而依賴體驗設計；不打斷運動節奏，而延展運動回味。

靜觀體驗類產品：核心邏輯：將戶外運動中的“停頓時刻”產品化。

典型產品：“盲行”體驗：參與者佩戴眼罩，由向導帶領完成短距離徒步，剝奪視覺后觸覺、聽覺、嗅覺被放大，結束后提供“感官日記”定制本。森林頌缽療愈：在徒步中途設置頌缽音療站點，每次15-20分鐘，需提前預約，限額體驗。漂浮發呆權：槳板或皮劃艇使用者可購買“湖心停留券”，獲得限定時間內的湖面專屬浮臺使用權，附贈熱茶或冷泡飲。定價策略：體驗型產品，單價適中（50-150元），依靠高毛利與高復購。

輕療愈課程類產品：核心邏輯：將戶外運動與身心健康知識付費結合，賦予消費行為“自我投資”屬性。

典型產品：戶外正念行走課：2小時小班課程，包含呼吸法教學、正念行走指導、自然筆記撰寫，結業頒發電子證書。山林瑜伽晨課：在日出時段于觀景平臺開設，需自帶瑜伽墊，提供攝影跟拍服務。親子自然情緒營：針對家庭客群，通過戶外游戲引導兒童識別與表達情緒，家長可同步參與家長茶敘。定價策略：知識服務型產品，單價較高（200-500元），需配備專業導師，適合與第三方機構聯營。

情緒衍生品與文創消費：核心邏輯：將戶外體驗中的精神觸動轉化為可帶走的實體物品。

典型產品：“山的氣味”香氛系列：采集徒步路線沿途的松針、苔蘚、泥土氣息，定制為香薰蠟燭或藤條香薰，瓶身標注采集地經緯度。“放空石”：在溪流沿線挑選形態圓潤的卵石，經人工打磨后刻印單字（如“緩”“停”“止”），作為桌面擺件。路線紀念幣/徽章：非簡單的logo印制，而是以路線等高線、當日心率曲線、日出日落時間為設計元素，賦予數據紀念意義。定價策略：文創產品，單價低至中等（30-200元），核心在于故事包裝與審美設計，可作為流量轉化的長尾收入。

數字精神寄托類產品：核心邏輯：將實體體驗延伸至數字空間，打破物理消費的時空限制。

典型產品：云端紀念路線圖：用戶完成徒步后，可付費生成動態數據海報，包含軌跡動圖、海拔變化、沿途打卡照片，適配社交媒體分享。會員制“放空聲音庫”：訂閱制服務，每月推送在景區實地采集的自然原聲（溪流、風聲、篝火、鳥鳴），可作睡眠輔助。數字樹洞：在徒步終點設置錄音亭，用戶可留下內心獨白，經加密處理后生成專屬音頻二維碼，制成掛飾帶走。定價策略：數字產品，邊際成本趨近于零，適合會員訂閱或小額付費解鎖。

Based on the above three layers of immersive fields, four types of secondary consumption products with high potential for premium value can be systematically constructed. The common feature of these products is that they do not rely on hardware investment but on experience design; they do not interrupt the movement rhythm but extend the aftertaste of the movement. Static experience products: Core logic: Productize the "pause moments" in outdoor sports. Typical product: "Blind Walk" experience: Participants wear eye masks and are led by a guide to complete a short-distance hike. Afterward, a "sensory diary" customized book is provided. Forest chanting therapy: Set chanting sound therapy stations halfway through the hike, each lasting 15-20 minutes, requiring advance reservation and limited experience. Floating daydreaming right: Users of paddleboards or kayaks can purchase "lake center stay vouchers" to obtain exclusive floating platforms on the lake surface for a limited period, accompanied by hot tea or cold-brew drinks. Pricing strategy: Experience-based products, with moderate unit prices (50-150 yuan), relying on high margins and high repeat purchases. Light healing course products: Core logic: Combine outdoor sports with paid knowledge services to give the consumption behavior a "self-investment" attribute. Typical product: Outdoor mindfulness walking course: 2-hour small-class course, including breathing method teaching, mindfulness walking guidance, and natural note writing, and awarding an electronic certificate upon completion. Mountain forest yoga morning class: Opened at the viewing platform during sunrise, requiring a yoga mat to be brought along, and providing photography follow-up service. Parent-child natural emotion camp: Targeting family customers, guiding children to identify and express emotions through outdoor games, and parents can also participate in parent tea parties simultaneously. Pricing strategy: Knowledge service-based products, with high unit prices (200-500 yuan), requiring professional mentors and suitable for joint operation with third-party institutions.

Emotional derivatives and cultural consumption: Core logic: Transform the spiritual stimulation in outdoor experiences into tangible physical items.

Typical product: "Mountain's Smell" fragrance series: Collect the scents of pine needles, moss, and soil along the hiking route and customize them as scented candles or rattan scented candles, with the collection location's latitude and longitude marked on the bottle. "Empty Stone": Select round and smooth pebbles along the stream, polish them, and engrave single characters (such as "slow", "stop", "end") as tabletop ornaments. Route commemorative coins/medals

: Not simply logo printing, but using elements such as route contour lines, daily heart rate curves, and sunrise/sunset times as design elements, giving data commemorative significance. Pricing strategy: Cultural products, with unit prices ranging from low to medium (30-200 yuan), the core lies in story packaging and aesthetic design, and can be used as long-tail income for traffic conversion.

Digital spiritual products： Core logic：Extend the physical experience to the digital space， breaking the time and space limitations of physical consumption.Typical product： Cloud-based memorial route map：After completing the hike，users can pay to generate a dynamic data poster， including trajectory animations， altitude changes，and photos taken along the way， suitable for sharing on social media. Membership-based "Empty Sound Library"：Subscription-based service， monthlyoriginal natural sounds collected on-site (stream， wind， campfire， bird calls)， can be used as sleep assistance. Digital tree hole：Set up a recording booth at the end of the hike， users can leave their inner monologues， which are encrypted and processed to generate an exclusive audio QR code， and make it into a pendant to take away. Pricing strategy：Digital products， marginal cost approaching zero， suitable for membership subscriptions or small payments for unlocking.

戶外運動與文旅融合的深層命題，不是如何讓參與者“玩得更累”，而是如何讓他們在劇烈的心跳之后，獲得一次安靜的著陸。二次消費產品的本質，不是對運動場景的商業化透支，而是對精神需求的合法化回應。

未來的戶外文旅項目，將不再以賽道長度或海拔高度為榮，而以“能讓人停留多久”“能讓人忘記手機多久”為新的衡量標尺。在這個意義上，所有成功的二次消費產品，本質上都在販賣同一種權利——在加速的時代里，被允許緩慢、被允許沉默、被允許無所事事的權利。這是一條從“征服自然”走向“安頓自我”的路徑，也是一條從門票經濟走向情感經濟的路徑。戶外文旅的下半場，屬于那些懂得在終點線后，為參與者留一把椅子的人。

The underlying proposition of integrating outdoor sports with cultural tourism is not about making the participants "exhausted by the fun", but about enabling them to have a quiet landing after experiencing intense heartbeats. The essence of secondary consumption products is not the commercial exploitation of the sports scene, but the legitimate response to spiritual needs. Future outdoor cultural tourism projects will no longer be proud of the length of the race track or the altitude, but will be measured by "how long people can stay" and "how long people can forget their phones". In this sense, all successful secondary consumption products are essentially selling the same kind of right - the right to be allowed to be slow, the right to be allowed to be silent, and the right to be allowed to do nothing. This is a path from "conquering nature" to "settling oneself", and also a path from ticket economy to emotional economy. The second half of outdoor cultural tourism belongs to those who know how to leave a chair for the participants after the finish line.

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