文旅案例 | 縣域煙火氣：小眾文化的破圈表達、文旅新浪潮下的復蘇密碼與前瞻路徑

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在城鎮化進程加速與消費升級的雙重浪潮下，中國縣域正經歷著前所未有的轉型陣痛。縣域“煙火氣”——這一承載著地方文化記憶與生活美學的獨特存在，呈現出復雜的發展態勢。文化稀缺性與同質化并存，許多縣域文旅項目陷入“千鎮一面”的困境，仿古街區、標準化小吃街遍地開花，卻丟失了真正的地方文化內核。與此同時，真正的縣域特色——如傳統手工藝、地方戲曲、民俗節慶等非物質文化遺產，卻因缺乏現代轉化而逐漸式微。

空間空心化與體驗淺表化交織。隨著青年人口外流，許多縣域的歷史街區、傳統市集出現“空心化”現象，原真性生活場景逐漸消失。而新建的文旅項目往往停留于靜態觀賞層面，缺乏能讓游客深度參與的沉浸式體驗。消費升級與供給滯后失衡。當下消費者已從“觀光式旅游”轉向“體驗式生活”，追求個性化、情感連接與在地文化深度互動。然而多數縣域文旅供給仍停留在門票經濟、紀念品銷售的初級階段，難以滿足新一代消費者的需求。

一、前瞻思路：重構縣域煙火氣的五個維度場景再造：從物理空間到情感場域。未來的縣域文旅應超越物理空間改造，著力構建“情感場域”。浙江省松陽縣的“陳家鋪平民書局”實踐提供了范本——將廢棄的鄉村文化禮堂改造為懸崖書店，既保留了建筑的歷史肌理，又注入了現代美學與文學內涵，成為連接城鄉的文化節點。這種“記憶修復+功能重生”的模式，讓煙火氣在當代語境中得以延續。業態融合：從旅游消費到生活方式。文旅業態需要突破傳統邊界，實現“旅游+”的深度融合。福建屏南縣探索的“藝術喚醒鄉村”路徑頗具啟示：引入藝術家駐村計劃，將老宅改造為工作室、畫廊、民宿，培育出“油畫+民宿+農產品”的復合業態。游客不再是匆匆過客，而是可參與創作、體驗農事、與村民共餐的“臨時村民”，消費行為自然融入生活流程。時間維度：從季節限定到全時體驗。破解縣域旅游“旺季人滿為患，淡季門可羅雀”的困境，需要構建全時體驗系統。陜西袁家村的“二十四節氣生活節”提供了思路：將傳統節氣民俗轉化為每月不同的主題活動——春季的農耕體驗、夏季的星空露營、秋季的豐收慶典、冬季的年俗市集，讓每個季節都有獨特的吸引力，形成可持續的消費節奏。社群激活：從旁觀者到共建者。縣域文旅的核心競爭力在于“人”的溫度。四川明月村的“新村民計劃”創新性地引入了“創客社群”——陶藝家、染布匠人、獨立書店主理人通過審核后成為“新村民”，與本地村民共建社區。這種“專業人才+原住居民”的共生模式，既保留了本土文化基因，又注入了創新活力，形成了自生長的文旅生態系統。數字賦能：從實體體驗到虛實共生。數字技術不應是實體體驗的替代品，而應是其延伸與增強。江西婺源推出的“數字鄉民”計劃頗具前瞻性：游客可通過小程序認領一片油菜花田的數字權益，通過物聯網設備實時觀看生長狀況，收獲季節可獲得實物菜籽油，并享有線下深度體驗特權。這種“數字孿生+實體權益”的模式，突破了地域與時間限制，構建了持續的情感連接。

Under the dual waves of accelerated urbanization and consumption upgrade, China's counties are experiencing unprecedented transformational pains. The "vitality" of county-level areas - this unique existence that carries local cultural memories and life aesthetics - is presenting a complex development trend. Cultural scarcity and homogenization coexist. Many county-level cultural and tourism projects have fallen into the predicament of "all towns looking the same", with ancient-style streets and standardized snack streets blooming everywhere, but the true local cultural core has been lost. Meanwhile, the genuine county-level characteristics - such as traditional handicrafts, local operas, folk festivals and other intangible cultural heritages - have gradually declined due to the lack of modern transformation. The hollowing out of space and the superficiality of experience are intertwined. With the outflow of young people, many historical districts and traditional markets in counties have become "hollowed out", and authentic life scenes are gradually disappearing. However, newly-built cultural and tourism projects often remain at the level of static appreciation and lack immersive experiences that can deeply engage tourists. The imbalance between the upgrading of consumption and the lagging supply. Today, consumers have shifted from "sightseeing travel" to "experiential living", pursuing personalization, emotional connection and in-depth interaction with local culture. However, the supply of cultural tourism in most counties still remains at the primary stage of ticket economy and souvenir sales, which is difficult to meet the demands of the new generation of consumers.

I. Forward-looking Thinking: Reconstructing the Five Dimensions of County-level Vitality

Scene Recreation: From physical space to emotional field. In the future, county-level cultural tourism should go beyond the transformation of physical Spaces and focus on building "emotional fields". The "Chenjiapu People's Bookstore" in Songyang County, Zhejiang Province, provides a model for practice - transforming an abandoned rural cultural hall into a cliff bookstore, which not only retains the historical texture of the building but also infuses modern aesthetics and literary connotations, becoming a cultural node connecting urban and rural areas. This "memory restoration + functional rebirth" model enables the vitality of daily life to continue in the contemporary context. Business format integration: From tourism consumption to lifestyle. The cultural and tourism industry needs to break through traditional boundaries and achieve a deep integration of "tourism +". The path of "Art Awakening the Countryside" explored by Pingnan County, Fujian Province, is quite enlightening: introducing an artist-in-residence program, transforming old houses into studios, galleries and homestays, and fostering a composite business model of "oil painting + homestay + agricultural products". Tourists are no longer just passing travelers but "temporary villagers" who can participate in creation, experience farming, and have meals with villagers. Their consumption behavior naturally integrates into the daily routine. Time dimension: From seasonal limited to all-time experience. To break the predicament of county-level tourism being overcrowded during peak seasons and deserted during off-peak seasons, it is necessary to build a full-time experience system. The "24 Solar Terms Life Festival" in Yuanjia Village, Shaanxi Province, offers an idea: transforming traditional solar term customs into different monthly theme activities - farming experiences in spring, starry sky camping in summer, harvest celebrations in autumn, and New Year customs markets in winter, making each season have its unique appeal and forming a sustainable consumption rhythm. Community Activation: From Onlookers to Co-builders. The core competitiveness of county-level cultural tourism lies in the warmth of "people". The "New Villagers Program" in Mingyue Village, Sichuan Province, innovatively introduced a "maker community" - potters, fabric dyeing artisans, and independent bookstore managers, after passing the review, became "new villagers" and jointly built the community with local villagers. This symbiotic model of "professional talents + original residents" not only retains the local cultural genes but also injects innovative vitality, forming a self-growing cultural and tourism ecosystem. Digital Empowerment: From Physical Experience to Virtual-Real Coexistence. Digital technology should not be a substitute for physical experiences, but rather an extension and enhancement of them. The "Digital Villagers" program launched by Wuyuan, Jiangxi Province, is highly forward-looking: Tourists can claim digital rights to a rapeseed field through a mini-program, view the growth status in real time via Internet of Things devices, obtain physical rapeseed oil during the harvest season, and enjoy the privilege of in-depth offline experience. This "digital twin + physical rights" model breaks through geographical and temporal limitations and builds a continuous emotional connection.

二、案例深解：屏南模式的三重創新，福建屏南縣的文旅轉型，系統性地呈現了縣域煙火氣的重生路徑：

內容創新：傳統技藝的當代轉譯。屏南挖掘瀕臨消失的木拱廊橋營造技藝、紅曲黃酒釀造技術等非物質文化遺產，不是將其博物館化，而是通過“傳承人+設計師”模式進行產品轉化。例如，傳統黃酒被重新設計為符合年輕審美的“文創酒”，搭配現代品飲場景；廊橋技藝轉化為建筑美學課程和文創積木，實現了文化價值的當代釋放。

運營創新：多方參與的共生系統。屏南創立“政府搭臺、企業運營、村民入股、創客參與”的四維模式。政府負責基礎設施與政策支持，專業文旅公司進行整體運營，村民以閑置資產入股享受分紅，各類創客則提供內容生產。這一模式平衡了商業效率與文化保護，形成了自我造血的良性循環。

傳播創新：小眾文化的破圈表達。屏南放棄傳統旅游廣告模式，轉向內容驅動的精準傳播。通過邀請文學、建筑、設計領域的關鍵意見領袖深度體驗，產出高質量內容；與視頻平臺合作推出“鄉土生活家”系列紀錄片；開發“屏南風物”小程序，將地方故事、手工藝課程、特產預售融為一體，構建了完整的內容生態。

三、未來趨勢：縣域文旅的四個轉向，基于消費習慣與科技發展，縣域文旅將呈現以下趨勢：

體驗從標準化到個性化。隨著Z世代成為消費主力，他們對“真實”“獨特”“可參與”的追求將推動縣域文旅從標準化產品向定制化體驗轉型。未來可能出現更多基于個人興趣的“微主題游”——如古建筑修復體驗、地方植物研學、方言音樂采集等深度項目?？臻g從景點化到生活化。文旅空間將更加模糊“景區”與“社區”的邊界，游客體驗將更深度融入當地日常生活——清晨與村民共赴市集采購，午后參與手工作坊，傍晚圍坐聽地方故事，實現真正的“生活在別處”。消費從實物化到情感化。消費者越來越愿意為情感價值、文化認同支付溢價?？h域文旅需要構建完整的意義系統，將地方文化轉化為可感知、可參與、可攜帶的情感體驗，如一套融入地方元素的茶器、一次與非遺傳承人的私教課、一個持續更新的地方故事訂閱服務。連接從單次到持續。借助數字技術，游客與縣域的連接將突破“一次旅行”的局限，發展為持續的情感投資。通過會員體系、數字權益、線上社群等工具，縣域可以構建跨越時空的“情感共同體”，實現從旅游目的地到精神歸屬地的升華。

Ii. In-depth Case Analysis: The Triple Innovation of the Pingnan Model, the Cultural and Tourism Transformation of Pingnan County, Fujian Province, systematically presents the rebirth path of the county's vitality: Content Innovation: Contemporary Translation of Traditional Skills. Pingnan's exploration of intangible cultural heritages on the verge of extinction, such as the construction techniques of wooden arch Bridges and the brewing techniques of red yeast rice wine, is not about turning them into museums, but rather transforming them into products through the "inheritor + designer" model. For instance, traditional yellow wine has been redesigned into a "cultural and creative wine" that caters to the aesthetic standards of the younger generation and is paired with modern drinking scenarios. The craftsmanship of covered Bridges has been transformed into architectural aesthetics courses and cultural and creative building blocks, achieving a contemporary release of cultural value. Operational innovation: A symbiotic system involving multiple parties. Pingnan has established a four-dimensional model of "government providing the platform, enterprises operating, villagers investing, and makers participating". The government is responsible for infrastructure and policy support, professional cultural and tourism companies handle the overall operation, villagers contribute their idle assets as shares to enjoy dividends, and various types of makers provide content production. This model strikes a balance between business efficiency and cultural protection, forming a self-sustaining virtuous cycle. Communication Innovation: Cross-border Expression of Niche Cultures. Pingnan has abandoned the traditional tourism advertising model and shifted to content-driven precise communication. By inviting key opinion leaders from the fields of literature, architecture and design to have in-depth experiences, high-quality content is produced. Cooperate with video platforms to launch the documentary series "Rural Life Experts"; The "Pingnan Scenery" mini-program was developed, integrating local stories, handicraft courses and pre-sale of local specialties, thus building a complete content ecosystem.

Iii. Future Trends: Four Shifts in County-level Cultural Tourism Based on consumption habits and technological Development, county-level cultural tourism will present the following trends:Experience has evolved from standardization to personalization. As Generation Z becomes the main consumer force, their pursuit of "authenticity", "uniqueness" and "participation" will drive the transformation of county-level cultural tourism from standardized products to customized experiences. In the future, more "micro-theme Tours" based on personal interests may emerge, such as in-depth projects like the restoration experience of ancient buildings, local plant research and study, and the collection of dialect music. The space has evolved from being a scenic spot to a lifestyle Cultural and tourism Spaces will further blur the boundaries between "scenic spots" and "communities", and tourists' experiences will be more deeply integrated into local daily life - going to the market with villagers in the morning for shopping, participating in handicraft workshops in the afternoon, and sitting around in the evening to listen to local stories, achieving the true feeling of "living elsewhere". Consumption has shifted from materialization to emotionalization. Consumers are increasingly willing to pay a premium for emotional value and cultural identity. County-level cultural tourism needs to build a complete meaning system, transforming local culture into perceptible, participatory and portable emotional experiences, such as a set of tea sets infused with local elements, a private lesson with intangible cultural heritage inheritors, and a continuously updated subscription service for local stories. The connection has evolved from single to continuous. With the help of digital technology, the connection between tourists and counties will break through the limitations of a "one-time trip" and develop into a continuous emotional investment. Through tools such as membership systems, digital rights, and online communities, counties can build an "emotional community" that transcends time and space, achieving an elevation from a tourist destination to a spiritual home.

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