文旅案例 | 鄉村文旅3.0：從觀光到共生、構建未來鄉村發展新范式

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中國鄉村文旅經歷了從1.0“農家樂”式的簡單接待，到2.0“美麗鄉村”的景觀化改造，如今正邁入3.0“價值共生”的新階段。這一階段的核心特征是從外在景觀改造轉向內在價值重構，從單點旅游消費轉向多元產業融合，從短期客流導入轉向長期社群共建。根據文化和旅游部數據，2025年全國鄉村旅游接待人次已達25億，同比增長30%，但同質化、淺層化問題依然突出。鄉村文旅3.0正是對這一挑戰的回應——它不再滿足于讓游客“來看一看”，而是致力于讓訪客“來住下來、參與進來、帶東西走、再想回來”。

一、鄉村文旅3.0的四大核心理念理念一：主客共享的社區活化，3.0時代的鄉村不再是游客的“背景板”，而是本地居民與來訪者共同的生活空間。浙江桐廬“青龍塢”的改造保留了原住民生活區，同時引入設計師民宿、社區書店和共享工坊，原住民成為文化講解員、手藝傳授者，游客則通過深度參與感受到真實的鄉村生活節奏。理念二：四時無休的全季運營，突破鄉村旅游“周末經濟”“假日經濟”的局限，通過四季主題活動、室內外結合場景、氣候適應性設計，實現“淡季不淡”。黑龍江雪鄉夏季開發森林研學、菌菇采集，冬季主打冰雪體驗，配合溫泉水療等全年可享設施，有效平衡季節性波動。理念三：科技賦能的無縫體驗，5G、物聯網、AR/VR等技術不再僅僅是營銷工具，而是深度融入鄉村生活場景。福建屏南通過“數字鄉民”計劃，讓城市用戶通過云端認養茶園、果園，實時查看生長情況，收獲季節親自采摘或委托代寄，建立跨越地理的情感連接。理念四：生態閉環的可持續模式，將“綠水青山就是金山銀山”理念轉化為可操作的商業模式。四川青城山“拾野”項目建立完整的有機循環系統：廚余垃圾轉化為昆蟲飼料→昆蟲飼養提供禽類蛋白→禽類糞便滋養果園→果園產出供給餐廳，形成零廢棄閉環，其環保故事本身成為核心吸引力。

China's rural cultural tourism has evolved from the 1.0 "farmhouse" style of simple reception to the 2.0 "beautiful countryside" landscape transformation, and is now entering the 3.0 new stage of "value symbiosis". The core feature of this stage is the shift from the transformation of the external landscape to the reconstruction of the internal value, from

Single-point tourism consumption is shifting towards the integration of multiple industries, from short-term passenger flow introduction to long-term community co-construction. According to data from the Ministry of Culture and Tourism, the number of rural tourism visitors across the country reached 2.5 billion in 2025, a year-on-year increase of 30%. However, the problems of homogenization and superficiality remain prominent. Rural cultural Tourism 3.0 is precisely a response to this challenge - it is no longer content with merely having tourists "come and have a look", but is committed to getting visitors to "stay, get involved, take things away, and come back again".

I. Four Core Concepts of Rural Cultural Tourism 3.0Concept One: Community revitalization shared by both residents and visitors. In the 3.0 era, the countryside is no longer a "backdrop" for tourists, but a shared living space for local residents and visitors. The renovation of "Qinglongwu" in Tonglu, Zhejiang Province, has preserved the living area of the indigenous people, while introducing designer homestays, community bookstores and shared workshops. The indigenous people have become cultural interpreters and skill instructors, while tourists can experience the real pace of rural life through in-depth participation. Concept Two: All-season operation without a break throughout the four seasons, breaking through the limitations of the "weekend economy" and "holiday economy" in rural tourism. Through seasonal theme activities, indoor and outdoor combined scenarios, and climate-adaptive designs, it achieves "no slack season". In summer, Snow Town in Heilongjiang Province offers forest study Tours and mushroom collection. In winter, it focuses on ice and snow experiences, complemented by year-round facilities such as hot spring spa treatments, effectively balancing seasonal fluctuations. Concept Three: Seamless Experience Empowered by technology. Technologies such as 5G, the Internet of Things, and AR/VR are no longer merely marketing tools but have been deeply integrated into rural life scenarios. Through the "Digital Villagers" program, Pingnan, Fujian Province, enables urban users to adopt tea gardens and orchards via the cloud, check their growth conditions in real time, pick them themselves during the harvest season or entrust others to send them, thus establishing an emotional connection that transcends geographical boundaries. Concept Four: A sustainable model of ecological closed loop, transforming the concept that "green mountains and clear waters are as valuable as mountains of gold and silver" into an operational business model. The "Shiye" project in Qingcheng Mountain, Sichuan Province, has established a complete organic recycling system: kitchen waste is converted into insect feed → insect breeding provides poultry protein → poultry manure nourishes the orchard → the output from the orchard is supplied to the restaurant, forming a zero-waste closed loop. Its environmental protection story itself has become the core attraction.

二、未來鄉村文旅的五大項目類型類型一：鄉村生活實驗室，這類項目將鄉村作為未來可持續生活方式的試驗場，吸引的不僅是游客，更是生活理念的認同者。典型案例：浙江莫干山“芝麻谷·生活實驗室”匯聚了樸門農法實踐者、自然建筑設計師、手工藝復興者，提供三個月到一年的“生活體驗套餐”，參與者可學習生態建筑、自然農耕、可再生能源應用等技能。關鍵業態：可持續生活工作坊（雨水收集、堆肥廁所建造等）長期駐留計劃（藝術家、研究者、創業者）生態社群活動（共享晚餐、自然音樂會、星空觀影）。類型二：鄉村產業綜合體，以在地特色產業為核心，延伸體驗、教育、消費鏈條，形成一二三產融合的復合體。典型案例：云南普洱“茶旅融合體”包含茶園認養、制茶體驗、茶文化研學、茶主題民宿、茶衍生品開發（茶面膜、茶糕點等），游客可參與從采摘到品飲的全過程，購買的不再僅是茶葉，而是與這片土地的情感連接。關鍵業態：產業深度體驗工坊、在地材料創意產品店、產業主題住宿（如茶園民宿、酒莊客房）、產業研學課程體系。類型三：鄉村康養目的地，結合鄉村的生態優勢與現代康養理念，服務老齡化社會和亞健康人群的長期養護需求。典型案例：廣西巴馬依托長壽文化，開發“森林康養療程”，結合傳統中醫、瑤藥浴、負氧離子療法、有機食療，提供7-21天的定制康養方案，并與保險公司合作開發“康養旅游險”。關鍵業態：傳統養生法體驗中心（太極、八段錦、藥浴）、在地食材營養餐廳、自然療愈空間（森林浴步道、靜坐平臺）、健康監測與管理系統。類型四：鄉村藝術聚落，將藝術創作、展示、交易與鄉村空間結合，形成獨特的文化磁場。典型案例：安徽碧山通過“碧山計劃”吸引了上百位藝術家、手藝人定居，形成“藝術家+原住民”的混合社區，每年舉辦“碧山豐年祭”，成為鄉村藝術節標桿。關鍵業態：藝術家工作室與開放日、鄉土材料藝術創作營、鄉村美術館與露天展場、藝術主題民宿與工作室。類型五：鄉村教育營地，將鄉村的自然與文化資源轉化為教育資源，服務親子家庭、學校團體和企業培訓。典型案例：成都“彩虹村”與教育機構合作開發“大地學校”課程體系，涵蓋自然觀察、農耕文明、鄉土建筑、傳統手工藝四大模塊，成為成都國際學校的定點實踐基地。關鍵業態：主題化研學課程（自然博物、傳統技藝等）、親子共創工作坊、學校實踐基地、企業團隊自然拓展場。

Ii. Five major project Types for Future Rural Cultural Tourism

Type One: Rural Life Laboratory. This type of project takes the countryside as a testing ground for future sustainable lifestyles, attracting not only tourists but also those who identify with the concept of life. Typical case: The "Sesame Valley · Life Laboratory" in Moganshan, Zhejiang Province, brings together permaculture practitioners, natural architecture designers, and handicraft revivalists. It offers "life experience packages" ranging from three months to one year, allowing participants to learn skills such as ecological architecture, natural farming, and the application of renewable energy. Key business formats: Sustainable living workshops (rainwater collection, compost toilet construction, etc.), long-term residency programs (artists, researchers, entrepreneurs), ecological community activities (shared dinner, nature concerts, starry sky film viewing).

Type Two: Rural Industrial complex, with local characteristic industries as the core, extends the experience, education and consumption chains, forming a complex integrating the primary, secondary and tertiary industries. Typical case: The "Tea and Tourism Integration Body" in Pu 'er, Yunnan Province, includes tea garden adoption, tea-making experience, tea culture research and study, tea-themed homestays, and the development of tea derivatives (such as tea masks and tea pastries). Tourists can participate in the entire process from picking to tasting. What they purchase is no longer just tea leaves, but an emotional connection with this land. Key business formats: In-depth industrial experience workshops, local material creative product stores, industry-themed accommodations (such as tea garden homestays, winery guest rooms), and industrial research and study course systems.

Type Three: Rural Health and Wellness destinations, integrating the ecological advantages of rural areas with modern health and wellness concepts, serve the long-term care needs of an aging society and sub-healthy individuals. Typical case: Relying on its longevity culture, Bama, Guangxi has developed a "Forest Health and Wellness Program", integrating traditional Chinese medicine, Yao medicine baths, negative oxygen ion therapy, and organic food therapy to offer customized health and wellness plans lasting 7 to 21 days. It has also collaborated with insurance companies to develop "Health and wellness travel insurance". Key business formats: Traditional health preservation experience center (Tai Chi, Baduanjin, medicinal bath), local ingredient nutrition restaurant, natural healing space (forest bathing trail, meditation platform), health monitoring and management system.

Type Four: Rural Art Clusters, integrating art creation, exhibition, trading with rural Spaces, form a unique cultural magnetic field. Typical case: Through the "Bishan Plan", Bishan, Anhui Province, has attracted over a hundred artists and artisans to settle down, forming a mixed community of "artists + indigenous people". Every year, the "Bishan Harvest Festival" is held, which has become a benchmark for rural art festivals. Key business formats: Artist studios and open days, local material art creation camps, rural art galleries and open-air exhibition venues, art-themed homestays and studios.

Type Five: Rural Education camps, which transform the natural and cultural resources of rural areas into educational resources, serve parent-child families, school groups and enterprise training. Typical case: The "Rainbow Village" in Chengdu has collaborated with educational institutions to develop the "Earth School" curriculum system, which covers four major modules: nature observation, agricultural civilization, local architecture, and traditional handicrafts. It has become a designated practice base for the Chengdu International School. Key business formats: Thematic research and study courses (natural history, traditional craftsmanship, etc.), parent-child co-creation workshops, school practice bases, and corporate team nature expansion fields.

三、鄉村文旅3.0的產品業態創新業態一：時間共享農園，創新點：將CSA（社區支持農業）與分時度假結合
運營模式：城市家庭支付年費獲得小片土地的種植權，可選擇自主種植、委托管理或混合模式。配套提供種植指導、農具共享、收成配送服務。非種植季節，土地轉換為露營、野餐場地。盈利模式：會員年費+托管服務費+農產品增值銷售+衍生體驗活動。業態二：鄉土材料設計中心，創新點：挖掘在地材料的設計潛力，運營模式：收集本地竹、藤、陶土、石材等，邀請設計師研發符合現代審美的產品，培訓村民制作。空間同時作為材料展示廳、制作工坊、設計工作室。盈利模式：設計產品銷售+工作坊體驗+設計服務輸出。業態三：鄉村聲音博物館，創新點：以聲音為媒介記錄和傳播鄉村記憶，運營模式：采集村落自然聲景（鳥鳴、溪流、風聲）和人文聲音（方言、民謠、勞作聲響），打造可聆聽的鄉村檔案。開發聲音漫步路線、聲音療愈課程、聲音文創產品。盈利模式：聲音導覽服務+音頻內容付費+聲音裝置藝術展覽。業態四：鄉村共享廚房網絡，創新點：分布式餐飲體驗系統，運營模式：認證有特色烹飪技能的村民家庭，將其廚房改造為符合標準的“共享廚房”。游客可選擇不同家庭的特色餐單，系統統一調度、結算和質量控制。盈利模式：平臺服務費+餐飲收入分成+烹飪課程。業態五：鄉村夜經濟聚落，創新點：突破“鄉村夜晚無活動”的局限，運營模式：設計星空觀測、螢火蟲探秘、夜間自然觀察、鄉土劇場、篝火故事會等夜間活動，配套安全照明系統和導覽服務。盈利模式：夜間活動門票+夜間消費場景（觀星茶座、夜宵攤點）。

Iii. Product Format Innovation of Rural Cultural Tourism 3.0Business Format One: Time-sharing Farm, Innovation Point: Combining CSA (Community Supported Agriculture) with time-sharing vacation

Operation mode: Urban families pay an annual fee to obtain the planting rights of small plots of land and can choose self-cultivation, entrusted management or a mixed model. It provides supporting services such as planting guidance, shared farm tools and harvest distribution. During the non-planting season, the land is converted into camping and picnic areas. Profit model: Annual membership fee + management service fee + value-added sales of agricultural products + derivative experience activities.

Business Format Two: Local Materials Design Center, Innovation Point: Exploring the design potential of local materials, Operation Mode: Collecting local bamboo, rattan, clay, stone, etc., inviting designers to develop products that meet modern aesthetics, and training villagers to make them. The space also serves as a material exhibition hall, a production workshop, and a design studio. Profit model: Design product sales + workshop experience + design service output.

Business Format Three: Rural Sound Museum, Innovation Point: Using sound as a medium to record and disseminate rural memories, Operation Mode: Collecting the natural soundscapes of the village (bird chirping, streams, wind sounds) and humanistic sounds (dialects, folk songs, labor sounds), creating a rural archive that can be listened to. Develop sound walking routes, sound healing courses, and sound cultural and creative products. Profit model: Audio tour guide service + paid audio content + audio installation art exhibition.

Business Format Four: Rural Shared Kitchen Network, Innovation Point: Distributed Catering Experience System, Operation Mode: Certified villagers' families with distinctive cooking skills transform their kitchens into "shared kitchens" that meet the standards. Tourists can choose the special menus of different families, and the system will uniformly schedule, settle and control the quality. Profit model: Platform service fee + share of catering revenue + cooking courses.

Business Format Five: Rural Night Economy Cluster. Innovation Point: Breaking the limitation of "no activities in rural areas at night". Operation Model: Designing night activities such as starry sky observation, firefly exploration, night nature observation, local theater, and bonfire story-telling sessions, along with safety lighting systems and guided tour services. Profit model: Nighttime event tickets + nighttime consumption scenarios (stargazing tea houses, night snack stalls).

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