文旅案例 | 重燃縣域煙火氣：打造立體化煙火氣體驗體系、培育可持續發展的社會生態

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在標準化、快節奏的都市生活成為常態的今天，那些散落在中華大地上的縣域，正以其獨特的“煙火氣”成為越來越多人向往的精神棲居地。縣域煙火氣，不僅是市井叫賣、炊煙裊裊的生活場景，更是一種真實可感的文化體驗與情感共鳴。隨著文旅市場從觀光旅游向深度體驗轉變，消費習慣從物質需求向精神滿足升級，縣域迎來了以煙火氣為抓手，實現經濟與文化雙重發展的歷史機遇。

縣域煙火氣的核心吸引力在于其“真實性”——這里保留著地域文化的原生狀態，承載著地方集體的記憶與情感。從文旅市場趨勢看，后疫情時代，近距離、慢節奏、深體驗的微旅游成為主流；從消費習慣看，Z世代消費者更加追求個性化、在地化、互動性的消費體驗。這兩大趨勢與縣域特有的市井生活、民俗文化、鄉土風情高度契合。縣域發展煙火氣經濟，不僅是恢復傳統生活場景，更是通過現代創意與傳統文化相結合，打造差異化文旅產品，實現文化傳承與經濟發展的雙贏。成功的縣域煙火氣營造，能夠形成強大的品牌效應，吸引人才回流、資本注入，為縣域發展注入持續動力。

In today's era when standardized and fast-paced urban life has become the norm, those counties scattered across the Chinese mainland are becoming more and more spiritual sanctuaries that people yearn for with their unique "vitality". The hustle and bustle of a county is not merely about the bustling scenes of vendors and the curling smoke from cooking fires, but also a genuine and tangible cultural experience and emotional resonance. As the cultural and tourism market shifts from sightseeing to in-depth experiences and consumption habits upgrade from material demands to spiritual satisfaction, counties are presented with a historical opportunity to achieve dual development of economy and culture by taking the vitality of daily life as the key point.

The core appeal of the county-level vitality lies in its "authenticity" - it retains the original state of regional culture and carries the collective memories and emotions of the local area. From the perspective of the trends in the cultural and tourism market, in the post-pandemic era, micro-tourism featuring close proximity, slow pace and deep experience has become the mainstream. From the perspective of consumption habits, Gen Z consumers are more inclined to pursue personalized, localized and interactive consumption experiences. These two major trends are highly consistent with the unique urban life, folk culture and local customs of counties. The development of a vibrant economy in counties is not only about restoring traditional living scenes, but also about combining modern creativity with traditional culture to create differentiated cultural and tourism products, achieving a win-win situation for cultural inheritance and economic development. A successful creation of a vibrant county-level atmosphere can generate a strong brand effect, attract talent to return and capital to be injected, and continuously inject impetus into the development of the county.

縣域煙火氣的營造，需要精心設計多元業態，形成多層次、立體化的體驗體系。

空間載體重塑：從物理空間到體驗場景，特色市集集群：打造早市、午市、夜市、周末市集等不同時段的市場形態，涵蓋農特產、手工藝品、創意文創、地方小吃等多元內容。如浙江桐廬的“菜市場咖啡館”，將傳統市集與現代消費空間巧妙融合。歷史文化街區活化：對老街古巷進行保護性開發，保留原有建筑風貌與生活氣息，引入文創工作室、非遺體驗館、主題民宿等新業態，如福建永泰的嵩口古鎮改造。濱水空間與城墻根利用：充分利用縣域特有的自然與歷史資源，打造親水休閑區、城墻文化帶，形成天然的公共生活舞臺。鄉村院落聚落：在縣城周邊鄉村，整合閑置院落，發展精品民宿、藝術家工作室、鄉村書店等，形成城鄉交融的煙火氣網絡。

內容產品創新：從傳統元素到當代體驗，在地美食工坊：建立從食材溯源到烹飪體驗的完整美食鏈條，開設小吃制作工坊、農家廚房體驗、美食文化博物館等，讓游客親手參與制作過程。非遺活化體驗：將傳統手工藝、戲曲、節慶等非物質文化遺產轉化為可參與、可體驗的旅游產品，如剪紙體驗館、地方戲妝造拍攝、節氣民俗活動等。農耕文化沉浸：開發農田認養、季節性采摘、農事體驗等項目，讓都市人感受鄉土生活的魅力。主題節慶活動：策劃具有地方特色的民俗節慶、美食節、文創市集等周期性活動，形成持續的吸引力。

The creation of a vibrant county-level atmosphere requires meticulous design of diverse business formats to form a multi-level and three-dimensional experience system.

Spatial carrier reshaping: From physical space to experience scenarios, characteristic market clusters: Creating market forms at different times such as morning markets, noon markets, night markets, and weekend markets, covering diverse contents including agricultural specialties, handicrafts, creative cultural and creative products, and local snacks. For instance, the "Vegetable Market Cafe" in Tonglu, Zhejiang Province, ingeniously integrates traditional markets with modern consumption Spaces. Revitalization of historical and cultural blocks: Protective development of old streets and alleys is carried out, preserving the original architectural style and living atmosphere. New business forms such as cultural and creative studios, intangible cultural heritage experience halls, and theme homestays are introduced, such as the renovation of Songkou Ancient Town in Yongtai, Fujian Province. Waterfront space and city wall root utilization: Make full use of the unique natural and historical resources of the county to create a water-friendly leisure area and a city wall cultural belt, forming a natural public life stage. Rural courtyard clusters: In the rural areas around the county town, idle courtyards are integrated to develop boutique homestays, artist studios, rural bookstores, etc., forming a network of urban and rural integration with the vitality of daily life.

Content product innovation: From traditional elements to contemporary experiences, local food workshops: Establishing a complete food chain from ingredient traceability to cooking experiences, opening snack-making workshops, rural kitchen experiences, food culture museums, etc., allowing tourists to participate in the cooking process with their own hands. Intangible cultural heritage revitalization experience: Transform traditional handicrafts, operas, festivals and other intangible cultural heritages into participatory and experiential tourism products, such as paper-cutting experience halls, local opera costume and costume shooting, and seasonal folk activities. Agricultural culture immersion: Develop projects such as farmland adoption, seasonal picking, and agricultural experience, allowing urbanites to feel the charm of rural life. Theme festival activities: Plan periodic activities with local characteristics such as folk festivals, food festivals, and cultural and creative markets to create a continuous appeal.

優質的業態需要專業的運營才能持續煥發活力。主體協同：構建政府-企業-居民共生機制，政府負責頂層設計、基礎設施建設和政策支持；吸引專業運營企業進行市場化運作；鼓勵本地居民參與經營、提供體驗，形成三方利益共享機制。如陜西袁家村的成功，很大程度上得益于村民全員參與的股份合作模式。體驗設計：打造“五感六覺”沉浸式環境，從視覺、聽覺、嗅覺、味覺、觸覺等多維度營造氛圍感——統一的視覺標識系統、適度的市井聲音（叫賣聲、戲曲聲）、誘人的食物香氣、地道的美食味道、可觸摸的傳統材質，共同構成完整的煙火氣體驗。數字賦能：線上線下融合運營，建立縣域文旅數字平臺，提供導覽、預約、購物一站式服務；通過短視頻、直播等方式展示縣域生活場景；運用大數據分析游客偏好，精準調整業態與活動安排。社區營造：培育可持續發展的社會生態，鼓勵本地年輕人返鄉創業，為縣域煙火氣注入新理念；建立商戶協會、文創聯盟等自組織，形成行業自律與協同發展；開展面向居民的文化傳承活動，增強文化自信與傳播意愿。

多元化盈利模式：空間運營收入：攤位租金、物業收入、場地租賃費等。體驗服務收入：門票收入、體驗課程費、導游服務費等。商品銷售收益：特色農產品、手工藝品、文創商品的銷售利潤。IP授權與連鎖擴張：打造縣域煙火氣品牌，通過品牌授權、模式輸出獲取額外收益。節慶活動收入：活動贊助、攤位費、票務收入等。

精準化宣傳推廣：內容營銷：挖掘縣域人文故事，通過圖文、短視頻、紀錄片等形式，傳遞真實動人的煙火氣息。社交媒體引爆：邀請網紅、KOL實地體驗，在小紅書、抖音等平臺形成話題效應。影視綜藝植入：與影視節目合作，將縣域作為取景地，如《向往的生活》對蘑菇屋所在地的帶動效應。跨界合作：與知名品牌聯名推出限定產品，擴大品牌影響力。口碑傳播：提供超出預期的體驗，鼓勵游客自發分享，形成持久的口碑效應。

High-quality business formats require professional operation to maintain their vitality continuously. Subject synergy: Establish a symbiotic mechanism among the government, enterprises and residents, with the government responsible for top-level design, infrastructure construction and policy support; Attract professional operation enterprises to carry out market-oriented operations; Encourage local residents to participate in business operations and provide experiences, and form a tripartite benefit-sharing mechanism. The success of Yuanjia Village in Shaanxi Province is largely attributed to the shareholding cooperation model in which all villagers participate. Experience Design: Create an immersive environment for the "five senses and six senses", creating an atmosphere from multiple dimensions such as vision, hearing, smell, taste, and touch - a unified visual identity system, moderate sounds of the marketplace (hawking sounds, opera sounds), alluring food aromas, authentic flavors of delicacies, and touchable traditional materials, all together form a complete experience of the hustle and bustle of daily life. Digital empowerment: Integrated online and offline operation, establishing a county-level cultural and tourism digital platform, providing one-stop services including guided Tours, reservations, and shopping. Showcase county-level life scenes through short videos, live streaming and other means; Utilize big data to analyze tourists' preferences and precisely adjust business formats and activity arrangements. Community building: Cultivate a sustainable social ecosystem, encourage local young people to return to their hometowns to start businesses, and infuse new ideas into the vitality of the county. Establish self-organizations such as merchant associations and cultural and creative alliances to form industry self-discipline and coordinated development; Carry out cultural inheritance activities for residents to enhance cultural confidence and the willingness to disseminate.

Diversified profit model: Space operation income: booth rental, property income, venue rental fees, etc. Experience service income: ticket revenue, experience course fees, tour guide service fees, etc. Revenue from product sales: The sales profits of characteristic agricultural products, handicrafts, and cultural and creative products. IP licensing and chain expansion: Building a county-level brand with a lively atmosphere, and obtaining additional revenue through brand licensing and model output. Festival event income: event sponsorship, booth fees, ticket revenue, etc.

Precise promotion and publicity: Content marketing: Unearth the humanistic stories of the county and convey the genuine and touching atmosphere of daily life through forms such as pictures, short videos, and documentaries. Social media explosion: Inviting Internet celebrities and Kols to experience it on-site creates a topic effect on platforms such as Xiaohongshu and Douyin. Product placement in film and television variety shows: Collaborating with film and television programs, using counties as filming locations, such as the driving effect of "The Life You Long For" on the location of the mushroom house. Cross-border cooperation: Collaborate with well-known brands to launch limited-edition products and expand brand influence. Word-of-mouth promotion: Offer experiences that exceed expectations, encourage tourists to share voluntarily, and create a lasting word-of-mouth effect.

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