文旅案例 | 鄉村旅居的升維之戰：趨勢、突破與業態創新引領鄉村產業振興

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在消費升級與后疫情時代雙重浪潮的推動下，遠離喧囂、回歸田園的“鄉村旅居”正從一種小眾的生活方式，演變為文旅市場中一股不可忽視的主流力量。它不再是農家樂與民宿的簡單疊加，而是一種深度融合了居住、體驗、康養與社群的新型生活體驗。

一、 洞悉現狀：鄉村旅居的三大核心發展趨勢，當下鄉村旅居市場呈現出明顯的迭代升級特征，其發展趨勢可歸納為以下三點：

從“觀光體驗”到“生活沉浸”：早期的鄉村游以“吃農家飯、住農家屋、看農家景”為主，是短暫的身份逃離。而如今的鄉村旅居者，追求的是一種深度的“臨時居民”身份。他們渴望在鄉村“住下來”，參與節氣生活，與村民交流，學習傳統手藝，成為鄉村故事的參與者和共創者。旅居時間從周末延長至一周、一月甚至一季，其消費重心也從門票、餐飲轉向了住宿、深度課程和情感消費。

從“單一住宿”到“復合業態生態圈”：單一的民宿已難以形成強大的市場吸引力。成功的鄉村旅居項目，正圍繞核心住宿空間，構建一個“住宿+”的復合生態圈。這個生態圈可能包括親子研學、自然教育、康養療愈、文化藝術、創意農業等多元業態。住宿成為流量入口，而豐富的業態則是提升客單價、延長停留時間、實現多次消費的關鍵。

從“千村一面”到“文化IP與主題化”：同質化是鄉村文旅最大的陷阱。擁有獨特自然風光或深厚文化底蘊的鄉村，正通過挖掘和重塑在地文化，打造屬于自己的超級IP。無論是安徽黟縣的徽派建筑群，還是浙江莫干山的“洋家樂”風情，亦或是某個專注于陶藝、染織的手工藝村落，鮮明的主題和文化標簽成為了吸引特定客群、實現品牌溢價的核武器。

Driven by the dual waves of consumption upgrade and the post-pandemic era, "rural travel and residence", which aims to escape the hustle and bustle and return to the countryside, is evolving from a niche lifestyle to a mainstream force that cannot be ignored in the cultural and tourism market. It is no longer a simple combination of farmhouses and homestays, but a new type of life experience that deeply integrates residence, experience, health care and community.

I. Insight into the Current Situation: The Three Core Development Trends of Rural Tourism and Residence. The current rural tourism and residence market shows obvious iterative and upgrading characteristics, and its development trends can be summarized as the following three points:

From "sightseeing experience" to "immersion in life" : Early rural tourism mainly focused on "eating farm food, staying in rural houses, and viewing rural scenery", which was a temporary escape from one's identity. Nowadays, rural travelers are in pursuit of a profound identity as "temporary residents". They are eager to "settle down" in the countryside, participate in the seasonal life, communicate with villagers, learn traditional handicrafts, and become participants and co-creators of rural stories. The duration of residence has been extended from weekends to a week, a month, or even a season. The focus of consumption has also shifted from tickets and meals to accommodation, in-depth courses, and emotional consumption.

From "single accommodation" to "composite business ecosystem" : A single homestay is no longer capable of generating strong market appeal. Successful rural tourism and residence projects are building a "accommodation +" composite ecosystem around the core accommodation space. This ecosystem may encompass diverse business forms such as parent-child study Tours, nature education, health care and healing, culture and art, and creative agriculture. Accommodation has become a traffic entry point, and a rich variety of business types is the key to increasing the average transaction value, prolonging the stay time, and achieving multiple consumption.

From "All villages looking the same" to "Cultural IP and thematization" : Homogenization is the biggest trap in rural cultural tourism. Villages with unique natural scenery or profound cultural heritage are creating their own super ips by exploring and reshaping local culture. Whether it is the Huizhou-style architectural complex in Yi County, Anhui Province, the "Western-style inn" atmosphere in Moganshan, Zhejiang Province, or a certain handicraft village specializing in pottery and dyeing and weaving, distinct themes and cultural labels have become the nuclear weapons to attract specific customer groups and achieve brand premium.

二、 破局之道：鄉村旅居實現新突破的四大戰略路徑，基于以上趨勢，鄉村旅居要實現質的飛躍，必須在以下四個層面進行戰略性突破。

主題化與IP化塑造，打造“非此地不可”的獨特吸引力。路徑：深度挖掘在地資源，選擇一個核心主題進行全方位、系統化的打造。這可以是物產IP（如安吉的“白茶之旅”、陽澄湖的“蟹逅之旅”）、文化IP（如景德鎮的“陶瓷創作營”、徽州古村的“建筑研學”）、生活方式IP（如大理的“田園牧歌”、莫干山的“極限戶外”）。實踐：將所有業態、活動、景觀乃至服務細節都圍繞這一IP展開。例如，一個以“禪修”為主題的村落，其住宿空間是禪意設計，餐飲是素食養生，活動是冥想、茶道、抄經，售賣的產品是相關文創與農副產品，形成強大的品牌心智。

體驗深度化與課程化，變“游客”為“學員”與“創作者”。路徑：將簡單的農事體驗（如采摘）升級為系統性的“課程”或“工作坊”。讓短暫的興趣轉化為可持續的技能學習和深度社交。實踐：引入或培育“新鄉人”與本土匠人，開設為期數天的“鄉村生活課程”。例如，“四季食養工作坊”（從識別草藥到制作藥膳）、“古法建造營”（學習夯土、木工）、“鄉土藝術創作周”（自然染、植物拓印、大地藝術）。這種深度參與不僅大幅提升了客單價，更培養了高粘性的回頭客。

運營社群化與會員制，構建私域流量與忠誠度體系。路徑：建立旅居項目的會員體系或社群，將一次性顧客轉化為長期會員。通過線上社群保持互動，通過線下專屬活動強化連接。實踐：推出“鄉村生活家”會員卡，會員可享受住宿折扣、優先參與特色活動、定期收到當季農產品禮盒等權益。運營專屬微信群，分享鄉村日常，組織線上分享會，打造一個擁有共同價值觀和生活趣味的社群。這不僅是穩定的現金流保障，更是最有效、成本最低的口碑傳播渠道。

科技賦能與智慧化，提升體驗與管理效率。路徑：巧妙運用數字技術，打破鄉村的地理隔閡，提升服務品質與管理能效。實踐：利用VR/AR技術進行線上“云旅居”預覽和文化遺產的數字化展示；開發小程序實現一站式預訂、行程規劃、社區互動；引入智能家居系統提升居住舒適度；通過大數據分析用戶偏好，實現精準營銷和個性化服務推薦。

Ii. The Way to Break the Deadlock: Four Strategic Paths for Rural Tourism and Residence to Achieve New Breakthroughs. Based on the above trends, for rural tourism and residence to achieve a qualitative leap, strategic breakthroughs must be made at the following four levels.

Thematization and IP-based shaping create a unique appeal of "this place is the only one you can do". Path: Deeply explore local resources and select a core theme for all-round and systematic development. This can be a product IP (such as the "White Tea Tour" in Anji and the "Crab Encounter Tour" in Yangcheng Lake), a cultural IP (such as the "Ceramic Creation Camp" in Jingdezhen and the "Architectural Research and Study" in the ancient villages of Huizhou), or a lifestyle IP (such as the "Pastoral Song" in Dali and the "Extreme Outdoor" in Moganshan). Practice: Revolve all business formats, activities, landscapes and even service details around this IP. For instance, a village themed around "Zen meditation" features accommodation Spaces designed in a Zen-like style, vegetarian and health-preserving cuisine, activities such as meditation, tea ceremony, and copying sutras, and sells related cultural and creative products as well as agricultural by-products, thus establishing a strong brand awareness.

Deepen and curriculum-based experiences, transforming "tourists" into "students" and "creators". Path: Upgrade simple agricultural experiences (such as picking) into systematic "courses" or "workshops". Transform short-term interests into sustainable skill learning and in-depth social interaction. Practice: Introduce or cultivate "Xinxiang people" and local artisans, and offer a several-day "Rural life course". For instance, there are "Four Seasons Food Therapy Workshop" (from identifying herbs to making medicinal cuisine), "Ancient Construction Camp" (learning rammed earth and woodworking), and "Local Art Creation Week" (natural dyeing, plant rubbing, and land art). This deep participation not only significantly increased the average transaction value but also cultivated highly loyal repeat customers.

Operate community-based and membership-based systems to build a private domain traffic and loyalty system. Path: Establish a membership system or community for the travel and residence program to convert one-time customers into long-term members. Maintain interaction through online communities and strengthen connections through exclusive offline events. Practice: Launch the "Rural Life Expert" membership card, where members can enjoy accommodation discounts, priority participation in special activities, and regular receipt of seasonal agricultural product gift boxes and other benefits. Operate a dedicated wechat group, share the daily life in the countryside, organize online sharing sessions, and create a community with common values and life interests. This is not only a guarantee of stable cash flow, but also the most effective and lowest-cost channel for word-of-mouth promotion.

Technology empowerment and intelligence enhance experience and management efficiency. Path: Skillfully apply digital technology to break down the geographical barriers in rural areas and enhance service quality and management efficiency. Practice: Utilize VR/AR technology for online "cloud travel and residence" previews and digital displays of cultural heritage; Develop mini-programs to achieve one-stop booking, itinerary planning and community interaction. Introduce smart home systems to enhance living comfort; By analyzing user preferences through big data, precise marketing and personalized service recommendations can be achieved.

三、 業態創新：植入驅動產業升級的“新引擎”，業態是戰略的載體。以下是幾種能夠有效促進鄉村產業發展和引流的創新業態組合：

康養旅居綜合體：融合“健康”與“歸隱”，核心業態：高端養生民宿/酒店、中醫理療館、溫泉療愈中心、健康膳食餐廳、冥想瑜伽中心。產業延伸：與當地合作建立道地中藥材種植園、有機食材基地，開發系列康養產品（如藥浴包、養生茶、精油等），形成“療愈體驗+產品售賣”的閉環。吸引銀發族、亞健康都市白領等中長期停留客群。

自然教育營地：瞄準“親子”與“研學”市場，核心業態：自然學校、無動力兒童樂園、森林劇場、農耕科普園、觀星臺、昆蟲旅館。產業延伸：與教育機構合作，開發標準化研學課程，承接學校團體。同時，帶動當地農民成為“自然導師”，傳授農耕知識。售賣研學教具、鄉土科普讀物、本地動植物標本等衍生品。

文化藝術聚落：激活“創意”與“交流”，核心業態：藝術家工作室/駐留基地、鄉村美術館、獨立書店、小劇場、手工藝作坊集群（陶藝、金工、染織等）。產業延伸：定期舉辦藝術節、市集、工作坊，吸引創作者和文藝愛好者。藝術創作與本地元素結合，衍生出高附加值的文創產品，反哺鄉村品牌。將閑置民居改造為創作空間，盤活存量資產。

數字游民公社：引入“新村民”與“活力”，核心業態：共享辦公空間、高品質咖啡廳、高速網絡全覆蓋的公寓、社交活動中心。產業延伸：吸引遠程辦公的年輕群體中長期旅居，他們消費能力強，樂于分享，是優質的傳播節點。他們的到來能為鄉村注入持續的現代活力，并可能催生新的合作與創業項目，實現“新鄉民”與“原鄉民”的共生共榮。

主題農業公園：升級“農業”與“休閑”，核心業態：景觀化農田、科技農業展示溫室、農產品加工體驗坊（釀酒、制醬、磨豆腐）、田園餐廳、萌寵樂園。產業延伸：將第一產業（農業）直接與第三產業（文旅）融合。游客在觀賞、體驗中完成對農產品的認知和信任，現場品嘗、購買，并通過電商平臺實現復購。實現“從田間到餐桌”的品牌化直銷，極大提升農業附加值。

Iii. Business Format Innovation: Implanting a "new engine" to drive Industrial upgrading, business formats serve as the carriers of strategy. The following are several innovative business format combinations that can effectively promote the development of rural industries and attract traffic:

Health and wellness tourism complex: Integrating "health" and "seclusion", core business formats: high-end health-preserving homestays/hotels, traditional Chinese medicine physiotherapy centers, hot spring therapy centers, healthy dining restaurants, and meditation and yoga centers. Industrial extension: Cooperate with local authorities to establish genuine Chinese medicinal herb plantations and organic food ingredient bases, develop a series of health and wellness products (such as medicinal bath bags, health tea, essential oils, etc.), and form a closed loop of "healing experience + product sales". Attract long-term visitors such as the elderly and sub-healthy urban white-collar workers.

Nature Education Camp: Targeting the "parent-child" and "study tour" markets, core business formats: Nature School, non-powered children's playground, Forest Theater, agricultural science Popularization Park, stargazing Platform, Insect Hotel. Industry extension: Collaborate with educational institutions to develop standardized study Tours and courses, and undertake school groups. At the same time, it encourages local farmers to become "nature mentors" and impart farming knowledge. Sell derivative products such as study tour teaching AIDS, local popular science books, and specimens of local animals and plants. Cultural and Artistic Cluster: Activating "creativity" and "exchange", core business formats: artist studios/residency bases, rural art galleries, independent bookstores, small theaters, handicraft workshop clusters (pottery, metalworking, dyeing and weaving, etc.). Industry extension: Regularly hold art festivals, markets, and workshops to attract creators and art lovers. The combination of artistic creation and local elements gives rise to high-value-added cultural and creative products, which in turn nourish rural brands. Transform idle residential buildings into creative Spaces to revitalize existing assets.

Digital Nomad Commune: Introducing "new villagers" and "vitality", core business formats: Shared office Spaces, high-quality coffee shops, apartments with full coverage of high-speed Internet, and social activity centers. Industry extension: Attract young people who work remotely to stay for a long time. They have strong purchasing power and are willing to share, making them excellent communication nodes. Their arrival can inject continuous modern vitality into the countryside and may give rise to new cooperative and entrepreneurial projects, achieving a symbiotic and prosperous coexistence between "new villagers" and "original villagers".

Theme Agricultural Park: Upgrading "Agriculture" and "leisure", core business forms: Landscape farmland, technology agriculture exhibition greenhouse, agricultural product processing experience workshop (wine-making, sauce-making, tofu grinding), rural restaurant, pet park. Industrial extension: Directly integrate the primary industry (agriculture) with the tertiary industry (culture and tourism). Tourists complete their understanding and trust of agricultural products through sightseeing and experience, taste and purchase them on the spot, and achieve repeat purchases through e-commerce platforms. Realizing brand direct sales from "field to table" greatly enhances the added value of agriculture.

四、引流與升級：構建可持續發展的良性循環，所有創新最終都需要通過有效的引流來實現價值，并反哺鄉村產業。

內容營銷為王：鼓勵并資助創作者（住客、博主、藝術家）生產高質量的圖文、視頻內容，在小紅書、抖音、B站等平臺傳播。真實、美好、有深度的內容是最佳的引流利器。節慶活動引流：圍繞核心IP，打造標志性的年度節慶，如“鄉村音樂節”、“大地藝術季”、“豐收慶典”、“古道徒步賽”等，形成爆發式的短期流量，并轉化為長期的品牌認知。跨界合作破圈：與知名品牌、車企、高端俱樂部等合作，舉辦定制化活動，導入其高凈值客戶資源，實現客群破圈。產業融合共生：確保所有文旅業態與本地農業、手工業等深度綁定。建立“農戶+合作社+文旅公司”的利益聯結機制，讓村民真正從中獲益，從而自發地保護和維護這一發展模式，實現從“輸血”到“造血”的根本性轉變。

Iv. Attracting Traffic and Upgrading: Building a virtuous cycle of sustainable development, all innovations ultimately need to realize their value through effective attracting traffic and feed back to rural industries.

Content marketing is king: Encourage and fund creators (residents, bloggers, artists) to produce high-quality text, images, and video content for dissemination on platforms such as Xiaohongshu, Douyin, and Bilibili. Authentic, beautiful and profound content is the best tool for attracting traffic. Festival event traffic diversion: Centering on the core IP, create iconic annual festivals such as "Country Music Festival", "Land Art Season", "Harvest Celebration", "Ancient Trail Hiking Race", etc., to generate explosive short-term traffic and transform it into long-term brand recognition. Cross-border cooperation to break through boundaries: Collaborate with well-known brands, automakers, high-end clubs, etc., hold customized events, introduce their high-net-worth client resources, and achieve a breakthrough in customer base. Industrial integration and symbiosis: Ensure that all cultural and tourism formats are deeply integrated with local agriculture, handicrafts, etc. Establish a benefit connection mechanism of "farmers + cooperatives + cultural tourism companies" to enable villagers to truly benefit from it, thereby voluntarily protecting and maintaining this development model and achieving a fundamental transformation from "blood transfusion" to "blood production".

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