文旅案例 | 縣域農文旅：打造縣域超級IP、核心價值從“物”的展示轉向“事”與“境”的營造

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在鄉村振興與消費升級的雙重浪潮下，縣域農文旅已從區域經濟的“配角”躍升為拉動發展的“生力軍”。然而，面對游客日益挑剔的目光和同質化競爭的“紅海”，傳統的資源依賴型發展模式難以為繼。縣域農文旅的突圍，必須是一場從理念到實踐、從規劃到運營的深刻變革，亟需在頂層規劃、產品業態與運營思路三個維度上進行系統性創新與重塑。

第一部分：趨勢洞察——縣域農文旅發展的時代背景，要破局，必先觀勢。當下文旅市場正呈現四大核心趨勢，深刻影響著縣域農文旅的走向：

體驗至上，從“觀光”到“生活”：游客不再滿足于“看山看水”，而是渴望沉浸于當地文化，體驗一種不同于日常的“生活方式”。農文旅的核心價值從“物”的展示轉向“事”與“境”的營造。圈層分化，從“大眾”到“精準”：市場被細分化為親子家庭、Z世代潮玩客、銀發養生族、高端度假人群等眾多圈層。一刀切的營銷策略已然失效，精準定位與定制化服務成為關鍵。全時消費，從“白天”到“全時”：“過夜經濟”與“微度假”模式崛起，如何延長游客停留時間、創造夜間消費場景，成為提升盈利能力的核心。產業融合，從“單點”到“全域”：農文旅不再是獨立板塊，而是與農業、工業、康養、教育、商業等深度融合的“催化劑”，驅動區域經濟整體增值。

Under the dual waves of rural revitalization and consumption upgrade, county-level agriculture, culture and tourism have risen from a "supporting role" in regional economies to a "vital force" driving development. However, in the face of increasingly picky eyes from tourists and the "red ocean" of homogeneous competition, the traditional resource-dependent development model is no longer sustainable. The breakthrough of county-level agriculture, culture and tourism must be a profound transformation from concept to practice, from planning to operation, which is urgently neededSystematic innovation and reshaping should be carried out in three dimensions: top-level planning, product formats and operational thinking.

Part One: Trend Insight - The Era Background of County-level Agriculture, Culture and Tourism Development. To Break through, one must first Observe the trend. The cultural and tourism market is now presenting four core trends that profoundly influence the direction of county-level agricultural, cultural and tourism: Experience first, from "sightseeing" to "life" : Tourists are no longer satisfied with "seeing mountains and waters", but are eager to immerse themselves in the local culture and experience a "lifestyle" different from the daily. The core value of agriculture, culture and tourism has shifted from the display of "objects" to the creation of "events" and "environments". The market has been segmented into numerous segments, from "mass" to "precise", including parent-child families, Gen Z trendsetters, senior health enthusiasts, and high-end vacationers. The one-size-fits-all marketing strategy has become ineffective. Precise positioning and customized services have become the key. All-day consumption, from "daytime" to "all-day" : The rise of the "overnight economy" and "micro-vacation" models, how to extend tourists' stay time and create night-time consumption scenarios has become the core to enhance profitability. Industrial integration, from "single-point" to "all-domain" : Agriculture, culture and tourism are no longer independent sectors, but rather a "catalyst" deeply integrated with agriculture, industry, health care, education, business and other sectors, driving the overall value-added of the regional economy.

第二部分：突破思路——三維一體的系統性重塑

維度一：頂層規劃——從“資源導向”到“戰略引領”，頂層規劃決定了發展的格局與可持續性。必須改變“有什么做什么”的舊思路，轉向“市場要什么我們創造什么”的戰略思維。主題化定位，打造縣域超級IP：思路：摒棄“大而全”，追求“小而美”。深入梳理本地最具唯一性和故事性的文化、物產或生態資源（如一個歷史傳說、一種特色物產、一項獨有非遺），將其提煉為縣域農文旅的核心主題與超級IP。所有規劃、建設和營銷都圍繞這一主題展開，形成強大的品牌認知。實踐路徑：例如，一個盛產竹子的縣，可以確立“竹文化”主題，全域打造“竹藝之鄉”、“竹海樂園”、“竹筍美食之地”的形象。城市規劃、景觀設計、公共藝術乃至節慶活動，都深度融入竹元素，讓游客進入縣域即進入一個完整的“竹世界”。

全域融合，構建“文旅+”產業生態：思路：打破景區與社區的物理和心理圍墻，推動“文旅+農業”、“文旅+加工”、“文旅+康養”、“文旅+體育”等深度融合，形成“一業興、百業旺”的乘數效應。實踐路徑：規劃“田園綜合體”，將農業生產、農產品精深加工、鄉村旅游體驗、電商銷售融為一體；利用良好的生態資源，引入專業機構發展“森林康養基地”、“溫泉療愈中心”；依托山地、水系開展越野跑、自行車賽等體育旅游項目。

主客共享，營造宜居宜游的活力空間：思路：規劃的核心不僅是服務游客，更是為了提升本地居民的生活品質。通過構建主客共享的空間和業態，增強本地居民的獲得感與自豪感，從而為游客提供更真實、有溫度的服務。實踐路徑：在縣城或中心鄉鎮建設集游客服務中心、鄉村書店、文創市集、特色餐飲于一體的“文旅會客廳”，這里既是游客的集散地，也是本地居民的公共文化生活空間。

Part Two: Breaking Through the Thinking - Systematic Reconstruction of Three-Dimensional IntegrationDimension One: Top-level Planning - From "Resource orientation" to "strategic guidance", top-level planning determines the pattern and sustainability of development. It is necessary to change the old mindset of "doing whatever is available" and shift to a strategic thinking of "creating whatever the market demands". Thematic positioning, creating county-level super ips: Idea: Abandon "big and comprehensive", and pursue "small and beautiful". Thoroughly sort out the most unique and story-telling cultural, product or ecological resources in the local area (such as a historical legend, a characteristic product, or a unique intangible cultural heritage), and distill them into the core theme and super IP of the county's agriculture, culture and tourism. All planning, construction and marketing are carried out around this theme to form a strong brand recognition. Practical approach: For instance, a county rich in bamboo can establish the theme of "bamboo culture" and build the image of "Hometown of Bamboo Art", "Paradise of Bamboo Sea" and "Land of Bamboo Shoot Delicacies" throughout the region. Urban planning, landscape design, public art and even festival activities all deeply integrate bamboo elements, allowing tourists to enter a complete "bamboo world" as soon as they enter the county.

All-domain integration, building a "culture and tourism +" industrial ecosystem: Idea: Break down the physical and psychological barriers between scenic spots and communities, promote the in-depth integration of "culture and tourism + agriculture", "culture and tourism + processing", "culture and tourism + health care", "culture and tourism + sports", etc., and form a multiplier effect of "one industry thriving, all industries flourishing". Practical path: Plan a "rural complex" that integrates agricultural production, deep processing of agricultural products, rural tourism experience, and e-commerce sales. By making use of the excellent ecological resources, professional institutions are introduced to develop "forest health and wellness bases" and "hot spring therapy centers". Relying on mountains and water systems, carry out sports tourism projects such as cross-country running and cycling races.

Shared by both residents and tourists, creating a vibrant space that is both livable and tourist-friendly: Idea: The core of the planning is not only to serve tourists, but also to enhance the quality of life for local residents. By creating shared Spaces and business formats for both residents and guests, the sense of gain and pride of local residents can be enhanced, thereby providing tourists with more genuine and warm services. Practical approach: Build "cultural and tourism living rooms" integrating tourist service centers, rural bookstores, cultural and creative markets, and characteristic restaurants in county towns or central towns. These places not only serve as gathering and distribution centers for tourists but also provide public cultural living Spaces for local residents.

維度二：產品業態——從“單一門票”到“多元體驗”，產品是農文旅價值的直接載體。業態創新是引流與盈利的核心抓手。

沉浸式場景營造，讓文化“活”起來：沉浸式戲劇/實景演藝：以本地真實歷史或傳說為藍本，在古街、田野、山林中打造小型沉浸式劇目，游客可角色扮演，參與劇情推動。主題文化聚落：打造“陶藝村”、“編織小鎮”、“詩經田園”等，將整個村落作為一個大景區來運營，所有業態（吃、住、購、娛）都深度契合主題，形成強大的場景感召力。

創新業態：研學與深度體驗，構建“第二課堂”：自然教育營地：與專業機構合作，開設自然觀察、地質探險、野外生存等課程，吸引親子家庭與學校團體。非遺傳承工作坊：邀請手藝人開設2-3天的深度工坊（如陶藝、扎染、木工），讓游客從“觀看”到“動手”，完成一件屬于自己的作品，滿足其精神層面的需求。“從農場到餐桌”的食育體驗：讓游客參與農耕、采摘，并在廚師指導下用自己收獲的食材烹飪，形成完整的勞動與美食體驗閉環。

“數字+文旅”賦能，拓展體驗邊界：AR/VR智慧導覽：通過手機APP掃描實景，再現古跡原貌、講述歷史故事，增加游覽的趣味性和知識性。智慧農場與“云認養”：利用物聯網技術，實現線上土地/果樹認養、生長過程直播、農產品直送到家，將一次性旅游消費轉化為持續的農業消費。創新業態：夜間與微度假產品，激活“全時經濟”：鄉村夜游體系：開發燈光秀、星空觀測、螢火蟲秘境、夜間集市、田園酒吧等產品，讓夜晚成為旅游的“第二戰場”。精品微度假綜合體：打造集設計型民宿、特色餐飲、無邊泳池、手工體驗、兒童樂園于一體的綜合體，精準滿足城市客群周末“48小時煥活之旅”的需求。

Dimension Two: Product Format - From "Single ticket" to "Diverse experiences", products are the direct carriers of the value of agriculture, culture and tourism. Business format innovation is the core driver for attracting traffic and making profits.

Immersive scene creation brings culture to life: Immersive drama/live performance: Based on local real history or legends, small-scale immersive plays are created in ancient streets, fields, and mountains. Tourists can role-play and participate in the development of the plot. Thematic cultural cluster

Build "Pottery Village", "Weaving Town", "Book of Songs Garden", etc., and operate the entire village as a large scenic area. All business forms (food, accommodation, shopping, entertainment) are deeply in line with the theme, forming a strong scene appeal.

Innovative business models: Study Tours and in-depth experiences, building a "second classroom" : Nature education camps: Collaborating with professional institutions to offer courses such as nature observation, geological exploration, and wilderness survival, attracting parent-child families and school groups. Intangible Cultural Heritage Inheritance Workshop: Invite artisans to set up 2-3 days of in-depth workshops (such as pottery, tie-dyeing, woodworking), allowing visitors to progress from "watching" to "hands-on", completing a piece of work of their own and satisfying their spiritual needs. "From farm to table" food education experience: Let visitors participate in farming and picking, and cook with the ingredients they have harvested under the guidance of chefs, forming a complete closed loop of labor and food experience.

"Digital + cultural Tourism" empowerment expands the boundaries of experience: AR/VR smart tour guide: By scanning the real scene through a mobile APP, the original appearance of historical sites is recreated and historical stories are told, increasing the fun and knowledge of the tour. Smart Farms and "Cloud Adoption" : By leveraging Internet of Things (iot) technology, it enables online land/fruit tree adoption, live streaming of the growth process, and direct delivery of agricultural products to your home, transforming one-time tourism consumption into continuous agricultural consumption. Innovative business forms: Nighttime and micro-vacation products, activating the "all-time economy" : Rural night tour system: Developing products such as light shows, starry sky observation, firefly secret spots, night markets, and rural bars, making the night the "second battlefield" of tourism. Premium micro-vacation complexCreate a complex integrating design-oriented homestays, characteristic dining, infinity pools, handicraft experiences and children's playgrounds, precisely meeting the needs of urban tourists for a "48-hour rejuvenation journey" on weekends.

維度三：運營思路——從“粗放管理”到“智慧化與社群化”，優秀的頂層規劃和產品業態，需要現代化的運營思路來激活。

數字化智慧運營，提升效率與體驗：運營策略：構建縣域農文旅統一數字平臺（小程序或APP），整合門票預訂、住宿、交通、導游、特產電商等功能。通過大數據分析游客行為，實現精準營銷和個性化服務推薦。利用社交媒體進行內容種草和口碑管理。內容營銷與社群構建，打造流量引力場：運營策略：成立專業的內容團隊，持續在抖音、小紅書、B站等平臺輸出高質量、有故事性的短視頻和圖文（如手藝人紀錄片、鄉村美食探訪、美景航拍）。不再是硬廣，而是通過情感共鳴吸引潛在游客。同時，建立粉絲社群，通過“榮譽村民”計劃、會員制、定期活動等方式，培養高粘性的“回頭客”和“代言人”。

市場化專業運作，引入“外腦”與資本：運營策略：改變政府大包大攬的模式，通過PPP等模式引入專業的文旅投資運營商，負責具體項目的投資、建設和市場化運營。政府則專注于規劃、監管和公共服務。同時，大力培育和扶持本地文旅創客和合作社，激發內生動力。共創共享機制，保障可持續發展：運營策略：建立合理的利益聯結機制，確保本地居民能從文旅發展中獲益。例如，鼓勵居民以資產、土地入股，優先雇傭本地員工，采購本地農產品，支持居民發展家庭民宿和餐飲。只有讓民眾成為主角和受益者，農文旅發展才能獲得持續的生命力。

Dimension Three: Operational Thinking - From "extensive management" to "intelligent and community-based", excellent top-level planning and product formats require modern operational thinking to be activated.

Digital smart operation to enhance efficiency and experience: Operation strategy: Build a unified digital platform (mini-program or APP) for county-level agriculture, culture and tourism, integrating functions such as ticket booking, accommodation, transportation, tour guides, and local specialty e-commerce. By analyzing tourists' behaviors through big data, precise marketing and personalized service recommendations can be achieved. Utilize social media for content seeding and word-of-mouth management. Content marketing and community building, creating a traffic attraction field: Operation strategy: Establish a professional content team and continuously produce high-quality, story-driven short videos and images on platforms such as Douyin, Xiaohongshu, and Bilibili (such as documentaries about artisans, visits to rural delicacies, and aerial photography of beautiful scenery). It's no longer about hard advertising, but about attracting potential visitors through emotional resonance. At the same time, establish a fan community and cultivate highly loyal "repeat customers" and "spokespersons" through the "Honorary Villager" program, membership system, regular activities and other means.

Market-oriented professional operation, introducing "external brains" and capital: Operation strategy: Change the model where the government takes on everything, and introduce professional cultural and tourism investment operators through models such as PPP to be responsible for the investment, construction and market-oriented operation of specific projects. The government focuses on planning, regulation and public services. At the same time, we should vigorously cultivate and support local cultural and tourism makers and cooperatives to stimulate their internal driving force. Co-creation and sharing mechanism to ensure sustainable development: Operation strategy: Establish a reasonable benefit connection mechanism to ensure that local residents can benefit from cultural and tourism development. For instance, encourage residents to contribute their assets and land as shares, give priority to hiring local employees, purchase local agricultural products, and support residents in developing family homestays and catering services. Only by making the people the main characters and beneficiaries can the development of agriculture, culture and tourism gain sustained vitality.

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