文旅案例 | 文商體旅融合發展：大品牌引流、小特色留人、發展“微度假”與“Staycation”

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傳統的“圈山圈水、賣票觀光”模式已觸及天花板，游客不再滿足于被動式的觀看，而是渴望深度、互動、個性化的沉浸式體驗。在這一背景下，“文商體旅”融合——即以文化為靈魂、商業為基礎、體育為活力、旅游為載體的跨界融合模式——應運而生，成為推動城市更新、產業升級和消費提振的重要引擎。

一、 文商體旅融合的核心發展思路：從“物理疊加”到“化學融合”，文商體旅融合絕非文化、商業、體育、旅游四個元素的簡單拼湊，而是一場以“用戶體驗為中心”的價值重構。其核心發展思路是打破產業邊界，通過功能互補、場景互融、流量共享，創造“1+1+1+1 > 4”的乘數效應。

以“文化為魂”，塑造獨特IP與品牌敘事：文化是區別于其他項目的根本標識。這里的“文化”不僅是歷史遺產、非遺技藝，更是一種生活方式、審美體系和情感連接。深度挖掘在地文化：從地方的歷史典故、民俗風情、飲食習慣、建筑風格中提取核心文化符號，將其轉化為可感知、可互動、可消費的IP。例如，西安的“長安十二時辰”主題街區，將影視IP與唐文化、本地美食、演藝、購物深度融合，構建了一個“唐朝元宇宙”沉浸式體驗空間。構建持續的內容體系：文化不是靜態的陳列，而需要通過持續的內容來活化。定期舉辦主題展覽、藝術節、戲劇節、文化沙龍，讓目的地“常來常新”，成為內容的發生地和傳播源。

以“商業為基”，構建可持續的消費生態：商業是保障項目持續運營的血脈。文商體旅中的“商”，需要從傳統的零售思維轉向“體驗式消費”思維。首店經濟與特色業態：引入區域首店、品牌概念店、設計師買手店、跨界集合店等，打造商業的稀缺性。同時，大力培育本土特色小店、老字號創新店，形成“大品牌引流、小特色留人”的生態。場景化消費與沉浸式零售：將商業空間本身作為景點來打造。例如，將健身房搬到戶外營地（體育+旅游+商業），在書店里嵌入小型劇場（文化+商業），讓購物中心成為主題公園（商業+旅游+文化）。商業行為本身就成為體驗的一部分。

以“體育為脈”，注入健康活力與高頻流量：體育是吸引年輕客群、創造高頻消費和健康生活方式的利器。它能有效突破文旅項目的季節性和時間性限制。賽事引流與常態化活動：承辦或自主創辦馬拉松、自行車賽、街舞比賽、電子競技等大眾性或專業性賽事，能在短時間內引爆巨大流量。更重要的是，將賽事活動化、活動常態化，如每周的瑜伽晨練、夜跑團、少兒體能挑戰等，打造“周周有活動”的活力氛圍。戶外休閑與潮流運動：緊抓當下戶外運動熱潮，發展露營、飛盤、槳板、滑雪、攀巖等潮流項目。這些項目不僅消費鏈條長（裝備、培訓、社交），而且與自然環境（旅游）緊密結合，是文商體旅融合的絕佳切口。

以“旅游為體”，承載綜合體驗與流量轉化：旅游是最終的載體和呈現方式，它將文化、商業、體育的成果打包成完整的“目的地產品”提供給消費者。打造主題化旅游線路：設計“文化尋根之旅”、“都市活力運動之旅”、“美食探秘之旅”等主題線路，將分散的文商體資源串聯成珠。發展“微度假”與“Staycation”：針對本地及周邊客群，提供周末短途、城市度假的一站式解決方案。一個成功的文商體旅項目，本身就應該是一個強大的“微度假目的地”。

The traditional model of "encircling mountains and waters and selling tickets for sightseeing" has reached its ceiling. Tourists are no longer satisfied with passive viewing but are eager for in-depth, interactive and personalized immersive experiences. Against this backdrop, the integration of "culture, business, sports and tourism" - that is, a cross-border integration model with culture as the soul, business as the foundation, sports as the vitality and tourism as the carrier - has emerged and become an important engine for promoting urban renewal, industrial upgrading and consumption boost.

I. Core Development Ideas of the Integration of culture, business, sports and Tourism: From "physical superposition" to "chemical integration", the integration of culture, business, sports and tourism is by no means a simple patchwork of the four elements of culture, business, sports and tourism, but a value reconstruction centered on "user experience". Its core development idea is to break industrial boundaries and create a multiplier effect of "1+1+1+1 > 4" through complementary functions, integrated scenarios and shared traffic. With "culture as the soul", shape a unique IP and brand narrative: Culture is the fundamental identifier that distinguishes it from other projects. The "culture" here is not only historical heritage and intangible cultural heritage skills, but also a way of life, an aesthetic system and an emotional connection. Deeply explore local culture: Extract core cultural symbols from local historical anecdotes, folk customs, dietary habits, and architectural styles, and transform them into perceivable, interactive, and consumable ips. For instance, the "Twelve Hours of Chang 'an" themed street in Xi 'an deeply integrates film and television ips with Tang culture, local cuisine, performances and shopping, creating an immersive experience space of the "Tang Dynasty Metaverse". Build a continuous content system: Culture is not a static display but needs to be revitalized through continuous content. Regularly hold theme exhibitions, art festivals, drama festivals and cultural salons to keep the destination "fresh and new", making it a place where content takes place and a source of dissemination.

Based on "business", build a sustainable consumption ecosystem: Business is the lifeblood that ensures the continuous operation of the project. In the context of culture, business, sports and tourism, the "business" needs to shift from the traditional retail mindset to the "experiential consumption" mindset. First store economy and characteristic business formats: Introduce regional first stores, brand concept stores, designer buyer stores, cross-border collection stores, etc., to create the scarcity of business. At the same time, efforts should be made to vigorously cultivate local characteristic small stores and innovative stores of time-honored brands, forming an ecosystem where "big brands attract customers and small characteristics retain them". Scenario-based Consumption and Immersive retailDevelop the commercial space itself as a scenic spot. For instance, moving a gym to an outdoor camp (sports + tourism + business), embedding a small theater in a bookstore (culture + business), and transforming a shopping center into a theme park (business + tourism + culture). Business activities themselves become part of the experience. With "sports as the pulse", infuse health vitality and high-frequency traffic: Sports are a powerful tool to attract young customers, create high-frequency consumption and a healthy lifestyle. It can effectively break through the seasonal and temporal limitations of cultural and tourism projects. Event traffic diversion and regular activities: Hosting or independently organizing mass or professional events such as marathons, cycling races, street dance competitions, and e-sports can generate a huge amount of traffic in a short period of time. More importantly, make the events activity-based and regularized, such as weekly yoga morning exercises, night running groups, and children's physical fitness challenges, to create a vibrant atmosphere of "activities every week". Outdoor leisure and trendy sports: Seizing the current craze for outdoor sports, we develop trendy activities such as camping, frisbee, paddleboarding, skiing, and rock climbing. These projects not only have a long consumption chain (equipment, training, social interaction), but also are closely integrated with the natural environment (tourism), making them an excellent entry point for the integration of culture, business, sports and tourism. With "tourism as the body", it carries comprehensive experiences and traffic conversion: Tourism is the ultimate carrier and presentation method, which packages the achievements of culture, business and sports into a complete "destination product" and provides it to consumers. Create thematic tourism routes: Design theme routes such as "Cultural Root-Seeking Tour", "Urban Vitality Sports Tour", and "Food Exploration Tour" to connect scattered cultural, commercial and sports resources into a pearl. Develop "micro-vacations" and "staycations" : Provide one-stop solutions for weekend short trips and urban vacations for local and nearby customer groups. A successful cultural, commercial, sports and tourism project should itself be a powerful "micro-vacation destination".

二、 當前政策支持風向解讀。國家層面已將文旅融合提升到戰略高度，政策供給持續加碼，為文商體旅項目提供了前所未有的發展機遇。

促進消費升級與夜間經濟：國務院及文旅部等部門連續發文，鼓勵發展假日經濟、夜間經濟、首店經濟，支持打造業態豐富、特色鮮明的文旅消費集聚區。這對于文商體旅項目中商業板塊的創新和延時運營提供了直接的政策依據和資金支持。推動體育產業與文旅融合：要“培育體育旅游精品項目、精品賽事”，鼓勵在景區、街區等嵌入體育設施，開展體育旅游活動。這為體育元素融入文旅項目掃清了障礙，并指明了賽事IP打造、設施共建等方向。支持文化產業數字化轉型：《關于推進實施國家文化數字化戰略的意見》等政策，鼓勵運用大數據、AR/VR、元宇宙等技術，創新文化體驗場景。這為文商體旅項目通過科技手段提升沉浸感、打破時空限制提供了強有力的技術賦能和政策背書。鼓勵城市更新與鄉村振興：在城市更新和鄉村振興戰略中，文旅被賦予產業導入和活力激發的重要使命。利用舊廠房、老街區、古村落改造，植入文商體旅新業態，盤活存量資產，是當前政策大力鼓勵的方向。這為項目獲取低成本空間和特色載體打開了大門。

Ii. Interpretation of Current Policy Support Trends. At the national level, the integration of culture and tourism has been elevated to a strategic height, and policy support has been continuously strengthened, providing unprecedented development opportunities for cultural, commercial, sports and tourism projects.

Promoting consumption upgrade and night economy: The State Council and the Ministry of Culture and Tourism, among other departments, have successively issued documents to encourage the development of holiday economy, night economy and first store economy, and support the creation of cultural and tourism consumption clusters with rich business types and distinct characteristics. This provides direct policy basis and financial support for the innovation and extended operation of the commercial sector in cultural, commercial, sports and tourism projects. Promote the integration of the sports industry and cultural tourism: It is necessary to "cultivate high-quality sports tourism projects and events", encourage the embedding of sports facilities in scenic spots, streets and other places, and carry out sports tourism activities. This has cleared the obstacles for integrating sports elements into cultural and tourism projects and pointed out directions such as the creation of event ips and the joint construction of facilities. Support the digital transformation of the cultural industry: Policies such as the "Opinions on Promoting the Implementation of the National Cultural Digitalization Strategy" encourage the application of technologies like big data, AR/VR, and the metaverse to innovate cultural experience scenarios. This provides strong technological empowerment and policy endorsement for cultural, commercial, sports and tourism projects to enhance immersion and break through the limitations of time and space through technological means. Encourage urban renewal and rural revitalization: In the strategies of urban renewal and rural revitalization, culture and tourism are entrusted with the important mission of industrial introduction and vitality stimulation. The current policy strongly encourages the transformation of old factories, old districts and ancient villages, the introduction of new cultural, commercial, sports and tourism business forms, and the revitalization of existing assets. This opens the door for the project to obtain low-cost space and distinctive carriers.

三、 當下市場環境下，文商體旅項目的轉型升級路徑。面對日益挑剔的游客和激烈的市場競爭，文商體旅項目必須進行深刻的轉型升級。

從“空間運營”到“場景營城”：未來的競爭，是場景的競爭。項目方需要從一個物理空間的房東或管理者，轉型為“美好生活場景”的營造者和運營商。策略：圍繞一個核心主題（如“潮流運動”、“復古懷舊”、“生態親子”），對所有業態、美陳、活動、服務進行一體化設計。讓游客踏入項目的那一刻，就進入一個完整的、有情緒價值的敘事場景中。

從“流量思維”到“留量思維”：粗放式的引流已難以為繼，深耕用戶價值，提升復游率和客單價成為關鍵。會員體系深化：建立跨業態的積分通兌、權益共享的會員系統，實現用戶數據的統一管理和精準營銷。社群運營激活：圍繞核心興趣（如跑步、讀書、手作），建立線上線下的社群，通過定期活動將游客轉化為“粉絲”，形成穩定的私域流量池。創造“第二家園”感：通過提供個性化服務、組織社群活動，讓游客產生情感歸屬，將項目視為生活的一部分，而不僅僅是一個消費地點。

從“單向供給”到“共創共生”：讓用戶、商戶、原住民都成為內容的創造者和利益的分享者。與商戶共創：不再是簡單的招商租賃，而是與品牌方共同研發定制化、獨家化的產品，甚至聯合投資孵化新品牌。讓用戶參與：通過征集創意、眾籌項目、舉辦市集等方式，讓用戶從消費者變為共建者。例如，邀請游客參與在地藝術創作，或舉辦由用戶提案的主題活動。社區共建：在鄉村或城市更新類項目中，必須讓原住民參與其中，共享發展紅利，他們的真實生活本身就是最動人的旅游風景。

數字化轉型與智慧賦能：科技是實現精細化運營和提升體驗的必備工具。“一部手機游”全程服務：通過小程序或APP，整合導覽、預約、支付、社交分享、客服等功能，提供無縫的線上線下一體化體驗。數據驅動決策：利用大數據分析客源地、消費偏好、動線熱力圖，為業態調整、營銷策略、活動策劃提供科學依據。沉浸式技術應用：在關鍵節點合理運用AR/VR、全息投影、數字孿生等技術，打造虛實結合的震撼體驗，如文物活化、歷史場景再現等。

綠色發展與可持續運營：ESG（環境、社會和治理）理念已成為衡量項目長期價值的重要標尺。策略：在項目規劃、建設、運營全周期貫徹綠色理念，使用環保材料，推廣綠色交通，實行垃圾分類，打造生態友好的環境。同時，注重對本土文化的保護與傳承，承擔社會責任。這不僅是政策要求，更是吸引高端、理性游客的核心魅力所在。

Iii. The transformation and upgrading paths of cultural, commercial, sports and tourism projects under the current market environment. Facing increasingly demanding tourists and fierce market competition, cultural, commercial, sports and tourism projects must undergo profound transformation and upgrading.From "Space operation" to "Scene City Management" : The competition in the future will be a competition of scenes. The project party needs to transform from a landlord or manager of a physical space to a creator and operator of "beautiful life scenarios". Strategy: Centering on a core theme (such as "trendy sports", "Retro Nostalgia", "ecological parent-child"), carry out integrated design for all business formats, visual merchandising, events, and services. The moment visitors step into the project, they should be immersed in a complete and emotionally valuable narrative scene.

From "traffic thinking" to "retention thinking" : Extensive traffic diversion is no longer sustainable. Deepening user value, increasing repeat visit rate and average transaction value have become the key. Deepening of the membership system: Establish a cross-industry membership system featuring universal points redemption and shared benefits to achieve unified management of user data and precise marketing. Community operation activation: Centering on core interests (such as running, reading, and handicrafts), establish online and offline communities. Through regular activities, convert visitors into "fans" to form a stable private domain traffic pool. Create a sense of a "second home"By providing personalized services and organizing community activities, we aim to make tourists feel an emotional sense of belonging, viewing the project as a part of their life rather than merely a place for consumption.

From "one-way supply" to "co-creation and coexistence" : Let users, merchants, and native residents all become creators of content and sharers of benefits. Co-creation with merchants: It is no longer simply about recruitment and leasing, but about jointly developing customized and exclusive products with brand owners, and even jointly investing in and incubating new brands. Involve users: By collecting ideas, crowdfunding projects, holding markets and other means, transform users from consumers to co-builders. For instance, inviting tourists to participate in local art creation or holding theme activities proposed by users. Community co-constructionIn rural or urban renewal projects, it is essential to involve the indigenous people and share the dividends of development. Their real lives themselves are the most touching tourist attractions.

Digital transformation and intelligent empowerment: Technology is an essential tool for achieving refined operation and enhancing experience. "One Mobile Phone Tour" full-service: Through mini-programs or apps, it integrates functions such as navigation, reservation, payment, social sharing, and customer service, providing a seamless online and offline integrated experience. Data-driven decision-making: Utilizing big data to analyze customer sources, consumption preferences, and heat maps of movement routes, it provides scientific basis for business format adjustment, marketing strategies, and event planning. Immersive technology application: By rationally applying AR/VR, holographic projection, digital twin and other technologies at key nodes, a stunning experience that combines the virtual and the real can be created, such as the revitalization of cultural relics and the reproduction of historical scenes.Green development and sustainable operation: The ESG (Environmental, Social and Governance) concept has become an important yardstick for measuring the long-term value of projects. Strategy: Throughout the entire cycle of project planning, construction and operation, implement the green concept, use environmentally friendly materials, promote green transportation, carry out garbage classification, and create an eco-friendly environment. At the same time, it attaches great importance to the protection and inheritance of local culture and assumes social responsibilities. This is not only a policy requirement, but also the core charm that attracts high-end and rational tourists.

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