文旅案例 | 輕質(zhì)文旅：在城市縫隙中播種人文微光、構(gòu)建可持續(xù)的價值共生體

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城市輕文旅，這一概念如同春日細雨，悄然浸潤著現(xiàn)代都市的脈絡(luò)。它并非傳統(tǒng)旅游的宏大敘事，而是摒棄重資產(chǎn)、大投入的枷鎖，以“輕”為魂——輕資產(chǎn)、輕介入、輕體驗，致力于挖掘與轉(zhuǎn)化城市中那些被忽視的文化碎片、生活場景與社群能量，為本地居民與深度游客提供一種融入日常卻超越日常的沉浸式文化體驗。其核心魅力在于，不是將人們帶離生活，而是引導他們以新的視角，重新發(fā)現(xiàn)與連接所在城市的隱秘經(jīng)緯。

一、 業(yè)態(tài)植入：于城市肌理中編織體驗網(wǎng)絡(luò)，輕文旅業(yè)態(tài)的植入，絕非簡單的商業(yè)填充，而是一場精密的“城市針灸”，旨在激活關(guān)鍵節(jié)點，串聯(lián)文化脈絡(luò)。

內(nèi)容為核，故事賦能空間：空洞的空間毫無吸引力。輕文旅的起點，是挖掘并凝練在地的“元故事”。這可能是某條老街的百年變遷，一個即將消逝的傳統(tǒng)手藝，一群藝術(shù)家的集體記憶，抑或是一種獨特的市井生活方式。例如，成都的“明堂創(chuàng)意社區(qū)”前身是老舊小區(qū)，其核心故事圍繞“成都本土青年文化”展開，將在地的慵懶、創(chuàng)意、煙火氣融入改造，使破舊樓宇轉(zhuǎn)變?yōu)槲幕貥恕?/strong>

業(yè)態(tài)混生，催化化學反應(yīng)：單一業(yè)態(tài)難以支撐深度體驗。需圍繞核心主題，引入“混生業(yè)態(tài)”，使其產(chǎn)生1+1>2的化學反應(yīng)。常見的組合邏輯包括：“文化策展+復合消費”：以小型博物館、藝術(shù)展廳、非遺工坊為內(nèi)容錨點，搭配主題咖啡館、設(shè)計型書店、手工零售等。上海“上生·新所”將孫科別墅、哥倫比亞鄉(xiāng)村俱樂部等歷史建筑作為文化展陳核心，周圍引入精品咖啡、餐廳、買手店，歷史敘事與現(xiàn)代消費自然交融。“社群活動+靈活空間”：創(chuàng)造可用于工作坊、沙龍、快閃店、迷你演出的多功能空間。這些空間本身是“空”的容器，因持續(xù)的活動內(nèi)容而“滿”，充滿活力。北京“27院兒”通過策劃鄰里茶會、社區(qū)戲劇、夕陽影展等活動，使老北京胡同院落的物理空間轉(zhuǎn)化為動態(tài)的社區(qū)文化發(fā)生器。“日間場景+夜間轉(zhuǎn)換”：通過燈光設(shè)計與業(yè)態(tài)調(diào)整，實現(xiàn)空間功能的晝夜切換。日間可能是安靜的文創(chuàng)空間，夜間則變?yōu)橹黝}清吧、微型live現(xiàn)場或露天電影場，延長體驗時段，豐富人群結(jié)構(gòu)。

場景營造，塑造沉浸感知：輕文旅拒絕走馬觀花，追求“沉浸其中”。這需要通過細致的場景設(shè)計來調(diào)動五感：視覺：保留并強化有辨識度的原生建筑肌理（如紅磚墻、老鋼窗），融入契合主題的藝術(shù)裝置與視覺導覽。聽覺：背景音樂可結(jié)合地方戲曲元素、自然白噪音或特定年代金曲，定制聲音景觀。嗅覺/味覺：與本地特色小吃、香料或植物結(jié)合，開發(fā)主題飲品、甜品，讓味道成為記憶載體。觸覺：提供可觸摸的材質(zhì)、可參與的手作環(huán)節(jié)，增強互動性與身體記憶。

主理人驅(qū)動，注入靈魂人格：標準化連鎖往往缺乏溫度。輕文旅項目成功的關(guān)鍵，常在于吸引或培育具有強烈個人風格、深度熱愛在地文化的“主理人”。他們可能是資深媒體人、藝術(shù)家、收藏家或生活家，以其個人品位、人脈資源和敘事能力，為空間注入不可復制的靈魂。主理人本身就是一種吸引核，能聚集起黏性極高的同好社群。

The concept of urban light culture and tourism is like the gentle spring rain, quietly permeating the veins of modern cities. It is not a grand narrative of traditional tourism. Instead, it breaks free from the shackles of heavy assets and large investments, with "lightness" as its soul - light assets, light intervention, and light experience. It is dedicated to exploring and transforming the overlooked cultural fragments, life scenes, and community energy in the city, providing local residents and in-depth tourists with an immersive cultural experience that integrates into daily life yet transcends it. Its core charm lies not in taking people away from life, but in guiding them to rediscover and connect with the hidden threads of their cities from a new perspective.

I. Business Format Implantation: Weaving an experience network within the urban fabric, the implantation of light cultural tourism business formats is by no means a simple commercial filling, but a precise "urban acupuncture", aiming to activate key nodes and connect cultural veins.

Content as the core, story empowers space: An empty space has no appeal at all. The starting point of light cultural tourism is to explore and distill the local "meta-stories". This might be the century-old transformation of an old street, a traditional craft on the verge of vanishing, the collective memory of a group of artists, or perhaps a unique way of life in the marketplace. For instance, the "Mingtang Creative Community" in Chengdu was formerly an old residential area. Its core story revolves around "local youth culture in Chengdu", integrating the local laid-back, creative and lively atmosphere into the renovation, transforming dilapidated buildings into cultural landmarks.

Mixed business formats, catalytic chemical reactions: A single business format is hard to support in-depth experiences. It is necessary to introduce "mixed business models" around the core theme to generate a chemical reaction where 1+1>2. Common combination logics include: "Cultural curation + composite consumption" : taking small museums, art exhibition halls, and intangible cultural heritage workshops as content anchors, and matching them with theme coffee shops, design bookstores, and handicraft retail, etc. Shanghai's "Shangsheng Xinsuo" takes historical buildings such as Sun Ke's Villa and Columbia Country Club as the core of cultural exhibitions, and introduces specialty coffee shops, restaurants and boutiques around it. Historical narratives and modern consumption are naturally integrated. "Community Activities + Flexible Spaces" : Create multi-functional Spaces that can be used for workshops, salons, pop-up stores, and mini performances. These Spaces themselves are "empty" containers, but they are "full" and brimming with vitality due to the continuous activities. Beijing's "27 Courtyards" have transformed the physical Spaces of old Beijing hutong courtyards into dynamic community cultural generators by organizing activities such as neighborhood tea parties, community dramas, and sunset film festivals. "Daytime scene + nighttime transition" : Through lighting design and business format adjustment, the function of the space can be switched between day and night. During the day, it may be a quiet cultural and creative space, but at night, it transforms into a themed bar, a mini live event or an open-air movie theater, extending the experience period and enriching the crowd structure.

二、 運營模式：構(gòu)建可持續(xù)的價值共生體，成功的業(yè)態(tài)植入需匹配創(chuàng)新的運營模式，實現(xiàn)文化價值、商業(yè)價值與社會價值的平衡。

平臺化運營：從直接管理到生態(tài)賦能，運營方不應(yīng)是單一的“房東”或“管理者”，而應(yīng)轉(zhuǎn)型為“平臺搭建者”和“資源鏈接者”。其核心職責是：制定清晰的準入與共創(chuàng)規(guī)則，確保入駐業(yè)態(tài)與項目調(diào)性一致。搭建共享的公共服務(wù)體系，如統(tǒng)一的品牌推廣、客戶服務(wù)系統(tǒng)、活動統(tǒng)籌平臺。主動鏈接外部資源，如與旅行社、教育機構(gòu)、企業(yè)品牌合作，導入優(yōu)質(zhì)客流與內(nèi)容。

收入多元化：超越租金依賴，構(gòu)建健康的收入金字塔：基礎(chǔ)層：空間租金（可采用“基礎(chǔ)租金+營業(yè)額提成”的靈活模式，共擔風險）。增長層：自營核心業(yè)態(tài)收入（如門票、特色零售）、活動策劃與執(zhí)行服務(wù)費。衍生層：品牌授權(quán)與聯(lián)名收入、內(nèi)容產(chǎn)出與IP授權(quán)（如出版、影視）、會員訂閱服務(wù)（提供專屬活動、折扣等權(quán)益）。潛力層：數(shù)據(jù)價值轉(zhuǎn)化（在保護隱私前提下，對游客偏好進行匿名分析，為商業(yè)決策或城市管理提供參考）。

社群化生長：從消費者到共建者，將游客和本地居民轉(zhuǎn)化為“參與者”與“共建者”，是輕文旅保持活力的源泉。建立會員體系，提供深度體驗權(quán)益。發(fā)起眾籌、眾創(chuàng)項目，讓公眾參與內(nèi)容生產(chǎn)甚至投資。培育志愿者、在地文化使者，讓他們成為項目的口碑傳播節(jié)點。定期舉辦社群專屬活動，強化歸屬感。

數(shù)字化助力：線上線下融合體驗，線上：通過小程序/APP提供導覽、預約、打卡、社交分享功能；利用短視頻、直播、播客進行內(nèi)容種草與故事講述；構(gòu)建線上社群，維持日常互動。線下：運用AR技術(shù)實現(xiàn)歷史場景還原，設(shè)置互動裝置增強趣味，通過物聯(lián)網(wǎng)設(shè)備收集非敏感數(shù)據(jù)優(yōu)化服務(wù)。

Ii. Operating Model: Build a sustainable value symbiosis. Successful business format implantation requires matching with an innovative operating model to achieve a balance among cultural value, commercial value and social value.

Platform-based operation: From direct management to ecological empowerment, the operator should not be a single "landlord" or "manager", but should transform into a "platform builder" and "resource linker". Its core responsibility is to formulate clear access and co-creation rules to ensure that the business types that enter are consistent with the project's tone. Build a shared public service system, such as a unified brand promotion, customer service system, and event coordination platform. Take the initiative to connect with external resources, such as cooperating with travel agencies, educational institutions, and enterprise brands, to introduce high-quality customer flow and content. Income diversification: Beyond Rent Dependence, building a healthy income pyramid: Base layer: Space rent (a flexible model of "base rent + turnover commission" can be adopted to share risks). Growth layer: Revenue from self-operated core business formats (such as ticket sales, specialty retail), and service fees for event planning and execution. Derivative layer: Brand licensing and collaboration revenue, content production and IP licensing (such as publishing, film and television), member subscription services (providing exclusive activities, discounts and other benefits). Potential layer: Data value transformation (Anonymously analyzing tourists' preferences under the premise of protecting privacy to provide references for business decisions or urban management).

Community-based growth: From consumers to co-builders, transforming tourists and local residents into "participants" and "co-builders" is the source of vitality for light culture and tourism. Establish a membership system and offer in-depth experience benefits. Initiate crowdfunding and mass innovation projects to involve the public in content production and even investment. Cultivate volunteers and local cultural envoys, and make them the nodes for word-of-mouth promotion of the project. Regularly hold community-exclusive activities to enhance a sense of belonging. Digital assistance: Integrated online and offline experiences. Online: Through mini-programs/apps, functions such as guided Tours, reservations, check-ins, and social sharing are provided. Use short videos, live streaming, and podcasts for content seeding and story-telling. Build an online community and maintain daily interaction. Offline: Utilize AR technology to restore historical scenes, set up interactive devices to enhance the fun, and collect non-sensitive data through Internet of Things devices to optimize services.

三、 案例深析：兩種路徑的實踐啟示

案例一：上海“黑石M+”街區(qū)——歷史建筑的音樂藝術(shù)重生，業(yè)態(tài)植入：以百年歷史建筑黑石公寓為核心，圍繞“音樂、藝術(shù)、生活”主題。植入上海交響樂團音樂資源，打造唱片主題書店“幸福集薈”，引入精品咖啡、法式餐廳、設(shè)計酒店。空間設(shè)計上極致保留裝飾藝術(shù)派建筑細節(jié)，搭配黑膠試聽、音樂主題展陳。運營模式：運營方“幸福里”作為平臺，整合了頂尖的文化資源（上海交響樂團）與商業(yè)品牌。通過舉辦小型音樂會、音樂沙龍、唱片分享會等活動，持續(xù)制造內(nèi)容。收入來源于租金、自營書店與活動收入。成功將一座老建筑變?yōu)槌鞘懈哐乓魳肺幕c生活方式的地標，吸引特定圈層人群。

案例二：廣州“永慶坊”一期（示范段）——微改造下的市井生活延續(xù)，業(yè)態(tài)植入：采用“繡花功夫”進行微改造，保留西關(guān)老街巷肌理與原有社區(qū)居民。業(yè)態(tài)選擇上嚴格篩選，引入非遺工作站（廣彩、廣繡）、特色民宿、文藝茶室、獨立設(shè)計師品牌店等。強調(diào)“見人見物見生活”，原住民與商戶、游客共存。運營模式：政府主導、企業(yè)實施、居民參與。運營方（萬科）負責整體規(guī)劃、招商與運營，但注重與街道、居民溝通。通過建立社區(qū)議事會等方式，讓原住民在發(fā)展中受益并參與維護。收入主要來自物業(yè)租金與自營項目。它探索了在城市更新中，如何平衡商業(yè)開發(fā)、文化傳承與社區(qū)福祉，讓文旅活化真正滋養(yǎng)本地生活。

Iii. In-depth Case Analysis: Practical Implications from Two Approaches

Case One: Shanghai's "Blackstone M+" District - The Rebirth of Music Art in Historical Buildings and the Implantation of Business Formats: Centered around the century-old Blackstone Apartment, it centers on the theme of "music, Art, and life". Integrate the musical resources of the Shanghai Symphony Orchestra to create a record book-themed bookstore called "Happiness Gathering", and introduce specialty coffee shops, French restaurants and design hotels. The spatial design retains the architectural details of the Art Deco school to the extreme, complemented by vinyl auditions and music-themed exhibitions. Operation mode: The operator "Xingfu Li" serves as the platform, integrating top-notch cultural resources (Shanghai Symphony Orchestra) and commercial brands. Continuously create content by holding small-scale concerts, music salons, record sharing sessions and other activities. The income comes from rent, self-operated bookstores and event income. Successfully transforming an old building into a landmark of the city's elegant music culture and lifestyle, attracting people from specific social circles.

Case Two: Phase I (Demonstration Section) of "Yongqingfang" in Guangzhou - Continuation of Urban Life through Micro-Renovation and Introduction of Business Formats: Micro-renovation was carried out with meticulous care, preserving the texture of the old streets and alleys in Xiguan and the original residents of the community. In terms of business format selection, strict screening is carried out, introducing intangible cultural heritage workstations (Guangcai, Guangxiu), characteristic homestays, artistic tea houses, and independent designer brand stores, etc. Emphasizing "seeing people, things and life", indigenous people coexist with merchants and tourists. Operation mode: Government-led, enterprise-implemented, and resident participation. The operator (Vanke) is responsible for overall planning, investment promotion and operation, but pays attention to communication with the streets and residents. By establishing community councils and other means, indigenous people can benefit from development and participate in maintenance. The income mainly comes from property rent and self-operated projects. It explores how to balance commercial development, cultural inheritance and community well-being in urban renewal, so that the revitalization of culture and tourism can truly nourish local life.

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