文旅案例 | “研學+”文旅轉型：寓教于樂的創新實踐、從教育入口到文旅消費

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“文旅+研學”模式應運而生，成為連接旅游產業與教育需求的重要橋梁。研學旅行不僅符合國家素質教育政策導向，更回應了家庭消費升級中對“有意義旅行”的迫切需求。據統計，中國研學旅行市場規模已超千億元，年均增長率保持在15%以上，展現出強勁的發展勢頭。文旅項目與研學融合，本質上是通過教育價值注入，延長游客停留時間、提升消費頻次、增強項目黏性的戰略選擇。不同文旅項目類型如何抓住這一機遇，設計符合自身特色的研學產品，實現教育價值與經濟效益的雙贏，是當前行業面臨的核心課題。

一、不同類型文旅項目的“研學+”實踐路徑1）自然生態型景區：打造沉浸式自然科學課堂，對于以山川湖海、森林公園、地質公園為代表的自然生態景區，研學開發應聚焦于生態教育、地質科普和戶外探索。這類項目的核心優勢在于真實、豐富的自然資源。

產品設計思路：主題化課程體系：開發“森林生態考察”“地質演變探索”“星空觀測營”等系列主題課程，將自然現象轉化為可體驗的教學內容季節差異化設計：根據四季變化設計不同研學產品，如春季植物辨識、夏季昆蟲觀察、秋季果實采集、冬季動物蹤跡追蹤專業導師配置：與高校生物、地理專業合作，培養兼具專業知識與講解能力的研學導師。

案例參考：張家界國家森林公園推出“地質奇觀研學營”，通過實地考察砂巖峰林地貌，結合VR技術還原三億八千萬年前的地質變遷，成功吸引大量中小學團隊，復購率達40%。

盈利與引流策略：開發自然標本制作、生態瓶DIY等二次消費項目，與教育機構合作推出寒暑假長期營，提高非旺季客流量建立“小小護林員”認證體系，激勵家庭重復參與。

2）文化遺產型項目：構建活態歷史博物館，古城古鎮、歷史遺址、博物館等文化遺產類項目，具有天然的文化教育屬性。其研學開發關鍵在于如何將靜態展示轉化為動態體驗。

產品設計思路：角色代入式體驗：設計“一日古人生活”“考古發掘模擬”“傳統工匠體驗”等沉浸式活動文化解碼課程：將文物、建筑背后的歷史故事、工藝技術、審美觀念系統化呈現非遺傳承實踐：引入當地非物質文化遺產，讓學生親手參與制作過程。

案例參考：西安兵馬俑景區推出“秦風研學計劃”，學生可參與陶俑修復體驗、秦簡書寫、古代軍事陣法演練等活動，成功將平均參觀時間從2小時延長至6小時，人均消費提升150%。

盈利與引流策略：開發文創材料包，將體驗項目延伸至家庭場景；與歷史教科書內容聯動，成為學校歷史教學的校外課堂；推出“文化護照”打卡系統，鼓勵多次到訪不同文化點。

3）主題公園與樂園：寓教于樂的創新實踐，主題公園的優勢在于成熟的運營體系、高度的體驗性和娛樂性。研學開發需要在保持趣味性的同時，巧妙融入科學、藝術等教育元素。

產品設計思路：幕后揭秘課程：展示游樂設施背后的物理原理、動畫制作的技術流程、特效實現的科學原理創意工作坊：設立動畫制作、角色設計、場景搭建等藝術創作空間環保主題路線：結合園區設計，講解雨水收集系統、太陽能應用、垃圾處理等環保實踐。

案例參考：上海迪士尼樂園推出“迪士尼想象工程研學營”，讓學生了解游樂項目從概念設計到技術實現的全過程，成為長三角地區最受歡迎的高端研學產品之一。

盈利與引流策略：開發“樂園+研學”套餐，提高客單價；針對不同年齡段設計差異化產品，覆蓋更廣客群；與學校科技節、藝術節合作，提供定制化活動方案。

4）鄉村文旅項目：田園成為自然教室，鄉村旅游的興起為研學提供了廣闊空間。鄉村的生態環境、農耕文化、民俗傳統都是城市孩子稀缺的教育資源。

產品設計思路：農耕體驗系列：設計從播種到收獲的全周期農耕體驗，結合現代農業科技展示鄉土文化傳承：學習傳統手工藝、地方戲曲、民間故事等非物質文化遺產生態循環實踐：參與生態農場建設，了解循環農業、有機種植等可持續生活方式。

案例參考：浙江莫干山某民宿集群聯合推出“山野學堂”，整合周邊竹林、茶園、溪流資源，開發自然觀察、戶外生存、生態藝術等課程，年均接待研學團隊超500批次。

盈利與引流策略：開發農產品深加工體驗，延伸消費鏈條；設計周末家庭研學套餐，平衡工作日團隊與周末散客；與城市學校建立長期合作，成為固定實踐基地。

5）城市文旅綜合體：都市文化資源的教育轉化，城市中的科技館、美術館、商業文化街區等，具有交通便利、設施完善、資源集中的優勢。

產品設計思路：城市探索課程：通過城市徒步、建筑觀察、社區訪談等方式認識城市脈絡藝術鑒賞實踐：在美術館、劇院開展藝術工作坊，學習欣賞與創作科技創新體驗：利用科技館、創新工場等資源，開展編程、機器人、3D打印等STEM教育。

案例參考：成都遠洋太古里聯合周邊文化場所推出“都市文化研學線”，將商業空間、歷史建筑、當代藝術展覽串聯，探索城市更新的文化邏輯，成為城市研學的創新模式。

盈利與引流策略：開發短時高頻的課后研學產品，滿足城市家庭日常需求；與企業CSR項目合作，開發員工親子研學活動；打造“城市研學通行證”，整合多個場所資源。

The "culture and tourism + study Tours" model has emerged as an important bridge connecting the tourism industry and educational demands. Study Tours not only conform to the national policy orientation of quality-oriented education, but also respond to the urgent demand for "meaningful travel" in the process of family consumption upgrade. According to statistics, the market size of study Tours in China has exceeded 100 billion yuan, with an average annual growth rate of over 15%, demonstrating a strong development momentum. The integration of cultural tourism projects and study Tours is essentially a strategic choice to extend tourists' stay time, increase consumption frequency and enhance project stickiness by injecting educational value. How different types of cultural and tourism projects can seize this opportunity, design study Tours that suit their own characteristics, and achieve a win-win situation of educational value and economic benefits is the core issue currently faced by the industry.

I. Practical Paths of "Study Tour +" for Different Types of Cultural and Tourism Projects

1) Natural ecological scenic spots: Create immersive natural science classrooms. For natural ecological scenic spots represented by mountains, rivers, lakes, seas, forest parks, and geological parks, the development of study Tours should focus on ecological education, geological science popularization, and outdoor exploration. The core advantage of this type of project lies in its genuine and abundant natural resources. Product design concept: Thematic curriculum system: Develop a series of thematic courses such as "Forest Ecological Investigation", "Geological Evolution Exploration", and "Starry Sky Observation Camp", transforming natural phenomena into experiential teaching content. Seasonal differentiated design: Design different study tour products based on the changes of the four seasons, such as plant identification in spring, insect observation in summer, fruit collection in autumn, and animal tracking in winter. Professional mentor configuration: Cooperate with the biology and geography departments of universities to cultivate study tour mentors who possess both professional knowledge and the ability to explain.

Case reference: Zhangjiajie National Forest Park launched a "Geological Wonder Study Camp". By conducting on-site investigations of sandstone peak forest landforms and combining VR technology to recreate geological changes 380 million years ago, it successfully attracted a large number of primary and secondary school teams, with a repurchase rate of 40%. Profit and traffic diversion strategies: Develop secondary consumption projects such as natural specimen making and DIY ecological bottles, cooperate with educational institutions to launch long-term camps during winter and summer vacations to increase the number of visitors during off-peak seasons, establish a "Little Forest Ranger" certification system to encourage families to participate repeatedly.

2) Cultural heritage projects: Build living historical museums. Ancient cities and towns, historical sites, museums and other cultural heritage projects have natural cultural and educational attributes. The key to its research and study development lies in how to transform static display into dynamic experience. Product design concept: Role-playing experience: Design immersive activities such as "A Day in Ancient Life", "Archaeological Excavation Simulation", and "Traditional Craftsman Experience". Cultural Decoding course: Systematically present the historical stories, craftsmanship techniques, and aesthetic concepts behind cultural relics and buildings. Intangible Cultural Heritage Inheritance practice: Introduce local intangible cultural heritage and let students participate in the production process by themselves. Case reference: The Terracotta Army Scenic Area in Xi 'an has launched the "Qin Style Research and Study Program", where students can participate in activities such as terracotta Army restoration experiences, Qin bamboo slips writing, and ancient military formation drills. This has successfully extended the average visiting time from 2 hours to 6 hours and increased per capita consumption by 150%. Profit and traffic diversion strategies: Develop cultural and creative material packages and extend experience projects to home scenarios; It is linked with the content of history textbooks and becomes an off-campus classroom for school history teaching. Introduce a "Cultural Passport" check-in system to encourage multiple visits to different cultural sites.

3) Theme Parks and Amusement Parks: An innovative practice of combining education with entertainment. The advantages of theme parks lie in their mature operation systems, high levels of experience and entertainment. Research and study development should maintain its interest while ingeniously integrating educational elements such as science and art. Product design concept: Behind-the-scenes Unveiling Course: Demonstrate the physical principles behind amusement facilities, the technical process of animation production, and the scientific principles of special effects realization. Creative Workshop: Set up artistic creation Spaces such as animation production, character design, and scene construction. Environmental Protection Theme route: Combine park design to explain environmental protection practices such as rainwater collection systems, solar energy applications, and garbage disposal. Case reference: Shanghai Disneyland has launched the "Disney Imagination Engineering Study Camp", allowing students to understand the entire process from concept design to technical implementation of the rides. It has become one of the most popular high-end study products in the Yangtze River Delta region. Profit and traffic diversion strategies: Develop "park + study tour" packages to increase the average transaction value; Design differentiated products for different age groups to cover a broader customer base; Cooperate with the school's science and technology festival and art festival to provide customized activity plans.

二、“研學+”業態的盈利模式創新，多元收入結構設計，成功的研學項目需要突破單一門票經濟，構建多元化收入體系：

課程服務收入：根據不同課程內容、師資配置、材料成本差異化定價；衍生品銷售：開發與研學主題相關的教具、圖書、文創產品；認證與測評：提供學習成果認證、能力測評報告等增值服務；師資培訓：為學校教師提供研學指導培訓，成為行業服務提供商；場地租賃：為學校、機構開展研學活動提供場地和專業支持。

成本控制與效率提升：課程模塊化設計：將研學內容模塊化，便于根據不同需求快速組合，降低開發成本；導師資源共享：建立區域研學導師庫，實現優質師資高效配置；數字化工具應用：開發研學管理平臺，實現課程預訂、物料管理、效果評估的數字化；淡旺季平衡：設計季節適應性課程和室內外結合方案，緩解季節性波動。引流策略：從教育入口到文旅消費，教育渠道深耕；與教育部門合作：爭取將項目納入當地中小學社會實踐基地目錄；課程體系銜接：將研學內容與學校課程標準對接，增強教育相關性；教師社群建設：通過教師體驗活動、教研合作建立信任關系。家庭市場拓展：親子產品設計：開發適合家庭周末參與的短時研學產品；社交媒體傳播：鼓勵家長分享孩子的研學成果，形成口碑傳播；會員體系建立：推出研學會員卡，提供課程折扣、專屬活動等權益。跨界資源整合：教育機構合作：與培訓機構、幼兒園、高校等建立合作關系；企業市場開發：針對企業團隊建設、家庭日需求開發定制產品；線上流量轉化：通過知識付費、在線課程等形式吸引用戶，轉化為線下體驗。

Second, the profit model innovation of the "Study Tour +" business format and the design of a diversified income structure. Successful study tour projects need to break through the single ticket economy and build a diversified income system:

Course service revenue: Differentiated pricing based on different course contents, faculty allocation, and material costs. Derivative product sales: Develop teaching AIDS, books, and cultural and creative products related to study tour themes; Certification and Assessment: Provide value-added services such as learning outcome certification and ability assessment reports; Teacher training: Provide research and study guidance training for school teachers and become an industry service provider; Venue rental: Provide venues and professional support for schools and institutions to carry out study Tours. Cost control and efficiency improvement: Modular course design: Modularize the study and research content to facilitate rapid combination based on different needs and reduce development costs. Mentor resource sharing: Establish a regional research and study mentor database to achieve efficient allocation of high-quality teaching staff. Digital tool application: Develop a study tour management platform to achieve digitalization of course booking, material management, and effect evaluation. Balance between peak and off-peak seasons: Design seasonal adaptive courses and indoor and outdoor combined programs to alleviate seasonal fluctuations.

Traffic diversion strategy: From educational entry points to cultural and tourism consumption, deeply cultivate educational channels; Cooperate with the education department: Strive to have the project included in the local directory of social practice bases for primary and secondary schools; Curriculum system connection: Align the research and study content with the school's curriculum standards to enhance educational relevance. Teacher community building: Establish trust relationships through teacher experience activities and teaching and research cooperation. Family market expansion: Parent-child product design: Develop short-term study Tours suitable for family participation on weekends; Social media dissemination: Encourage parents to share their children's study tour achievements to form word-of-mouth promotion. Membership system establishment: Launch study tour membership cards, offering benefits such as course discounts and exclusive activities. Cross-border resource integration: Cooperation with educational institutions: Establishing cooperative relationships with training institutions, kindergartens, universities, etc. Enterprise market development: Develop customized products for enterprise team building and family daily needs. Online traffic conversion: Attract users through forms such as knowledge payment and online courses, and convert them into offline experiences.

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