文旅案例 | 溫泉康養(yǎng)產(chǎn)業(yè)：場(chǎng)景跨界與生活方式營(yíng)造、實(shí)現(xiàn)二次消費(fèi)增長(zhǎng)的衍生產(chǎn)品體系構(gòu)建

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從“單一療養(yǎng)”到“整合康養(yǎng)”：現(xiàn)代溫泉的核心價(jià)值已從簡(jiǎn)單的物理熱療，轉(zhuǎn)向身、心、靈全方位的健康管理。消費(fèi)者追求的是一套整合了溫泉理療、專(zhuān)業(yè)醫(yī)療評(píng)估、營(yíng)養(yǎng)膳食、運(yùn)動(dòng)康復(fù)、睡眠管理及心理調(diào)適的系統(tǒng)化健康解決方案。這意味著溫泉度假村需轉(zhuǎn)型為“健康目的地”，與專(zhuān)業(yè)醫(yī)療機(jī)構(gòu)、健康科技公司、運(yùn)動(dòng)康復(fù)機(jī)構(gòu)等建立深度合作。

從“同質(zhì)化資源”到“個(gè)性化敘事”：溫泉水的理化性質(zhì)雖是基礎(chǔ)，但決定項(xiàng)目吸引力的，越來(lái)越是其獨(dú)特的文化內(nèi)涵與主題敘事。無(wú)論是融入本地獨(dú)有的在地文化（如中醫(yī)藥、少數(shù)民族養(yǎng)生智慧），還是創(chuàng)造具有高辨識(shí)度的美學(xué)場(chǎng)景（如日式侘寂、北歐極簡(jiǎn)、森林秘境），成功的項(xiàng)目都在講述一個(gè)能引發(fā)情感共鳴的故事，將泡湯從一種行為升格為一種文化體驗(yàn)。

從“季節(jié)依賴(lài)”到“全時(shí)運(yùn)營(yíng)”：傳統(tǒng)溫泉的冬季旺季屬性正在被打破。通過(guò)“溫泉+”的業(yè)態(tài)融合，創(chuàng)造四季皆宜的體驗(yàn)成為必然。“春季賞花+溫泉”、“夏季親水/避暑+冷泉”、“秋季觀(guān)葉+藥浴”、“冬季冰雪+熱湯”，以及與室內(nèi)恒溫水樂(lè)園、運(yùn)動(dòng)場(chǎng)館、文化節(jié)慶的結(jié)合，有效平滑了客流曲線(xiàn)，提升了資產(chǎn)利用效率。

從“大眾市場(chǎng)”到“圈層深耕”：市場(chǎng)細(xì)分愈發(fā)明顯。針對(duì)銀發(fā)族的長(zhǎng)期旅居康養(yǎng)、針對(duì)中高產(chǎn)家庭的親子微度假、針對(duì)都市白領(lǐng)的解壓療愈、針對(duì)高端商務(wù)客的私密董事會(huì)、針對(duì)年輕社群的潮流打卡地……精準(zhǔn)定位特定客群，并提供深度滿(mǎn)足其核心需求的產(chǎn)品與服務(wù)，是構(gòu)建客戶(hù)忠誠(chéng)度與高溢價(jià)能力的關(guān)鍵。

一、溫泉康養(yǎng)發(fā)展的五大新思路

思路一：科學(xué)化與數(shù)據(jù)化的健康管理。新思路：引入“健康管家”服務(wù)與數(shù)字化監(jiān)測(cè)工具。客人入住時(shí)進(jìn)行初步健康評(píng)估，通過(guò)可穿戴設(shè)備監(jiān)測(cè)其在度假期間的心率、睡眠、活動(dòng)量等數(shù)據(jù)，結(jié)合溫泉療浴、定制餐飲、專(zhuān)業(yè)課程，形成個(gè)性化的“康養(yǎng)處方”，并在離店后提供持續(xù)的健康追蹤與建議。案例：日本許多高端溫泉旅館與“湯治”設(shè)施，已普遍與本地診所合作，提供基于溫泉療法的慢性病輔助管理方案。國(guó)內(nèi)如云南騰沖的柏聯(lián)溫泉，其中醫(yī)SPA會(huì)結(jié)合客人體質(zhì)診斷，搭配不同的草藥湯池與理療項(xiàng)目。

思路二：在地文化與養(yǎng)生產(chǎn)品的深度融合。新思路：深度挖掘本地物產(chǎn)與養(yǎng)生智慧，將溫泉體驗(yàn)“在地化”。不僅僅是建筑風(fēng)格的模仿，而是將本地特有的食材、草藥、手工藝、養(yǎng)生儀式，轉(zhuǎn)化為可體驗(yàn)、可消費(fèi)的康養(yǎng)產(chǎn)品。案例：臺(tái)灣知本溫泉區(qū)，結(jié)合原住民（卑南族）文化，開(kāi)發(fā)出包含部落草藥浴、傳統(tǒng)按摩、風(fēng)味養(yǎng)生餐的深度體驗(yàn)套餐。芬蘭的“森林療愈”與溫泉結(jié)合，游客在桑拿后跳入冰湖，再在森林中冥想，完成一次身心的徹底重啟。

思路三：場(chǎng)景跨界與生活方式營(yíng)造。新思路：打破溫泉的物理邊界，將其與書(shū)店、美術(shù)館、音樂(lè)廳、咖啡館、甚至農(nóng)場(chǎng)等多元場(chǎng)景融合，打造一個(gè)以“溫?zé)岣小睘楹诵牡纳罘绞骄奂亍厝蔀檫B接各種美好生活體驗(yàn)的媒介。案例：日本箱根雕刻之森美術(shù)館內(nèi)的溫泉，讓游客在欣賞藝術(shù)品后沐浴放松，藝術(shù)與療愈無(wú)縫銜接。國(guó)內(nèi)溧陽(yáng)美岕山野溫泉度假村，將樹(shù)屋、無(wú)邊泳池、溫泉、山野茶園融為一體，販賣(mài)的是一種遠(yuǎn)離塵囂的“山居生活”方式。

思路四：社群化運(yùn)營(yíng)與內(nèi)容共創(chuàng)。新思路：通過(guò)組織主題工作坊、康養(yǎng)課程、節(jié)慶活動(dòng)，將一次性游客轉(zhuǎn)化為有共同興趣的社群成員。鼓勵(lì)用戶(hù)在社交平臺(tái)分享體驗(yàn)，將度假村變?yōu)閮?nèi)容創(chuàng)作和社交發(fā)生的舞臺(tái)。案例：許多精品溫泉酒店定期舉辦“溫泉瑜伽靜修營(yíng)”、“芳香療法工作坊”、“星空攝影課”等。日本虹夕諾雅·輕井澤通過(guò)其“冥想溫泉”等特色活動(dòng)，吸引了大量追求內(nèi)在平靜的忠實(shí)擁躉，形成了獨(dú)特的品牌社群。

思路五：科技賦能與沉浸式體驗(yàn)。新思路：運(yùn)用光影藝術(shù)、聲景設(shè)計(jì)、AR/VR技術(shù)、智能環(huán)控系統(tǒng)，打造超越常規(guī)的沉浸式溫泉體驗(yàn)。科技不僅用于后臺(tái)管理，更直接用于提升前臺(tái)感官體驗(yàn)的峰值。案例：冰島的藍(lán)湖溫泉，其現(xiàn)代化的設(shè)計(jì)、彌漫在空氣中的硅泥氣息、在線(xiàn)預(yù)訂與體驗(yàn)管理，科技感與自然奇跡結(jié)合得天衣無(wú)縫。一些前沿項(xiàng)目開(kāi)始嘗試在夜晚的溫泉區(qū)，運(yùn)用投影 mapping 技術(shù)講述本土神話(huà)故事，創(chuàng)造“溫泉夜游”產(chǎn)品。

From "single convalescence" to "integrated health care" : The core value of modern hot springs has shifted from simple physical heat therapy to all-round health management of the body, mind and spirit. Consumers are in pursuit of a systematic health solution that integrates hot spring therapy, professional medical assessment, nutritional diet, exercise rehabilitation, sleep management and psychological adjustment. This means that hot spring resorts need to transform into "healthy destinations" and establish in-depth cooperation with professional medical institutions, health technology companies, sports rehabilitation institutions, etc. From "homogeneous resources" to "personalized narratives" : Although the physical and chemical properties of hot spring water are the foundation, what increasingly determines the appeal of a project is its unique cultural connotation and thematic narrative. Whether it is integrating the unique local culture (such as traditional Chinese medicine and the health wisdom of ethnic minorities), or creating highly recognizable aesthetic scenes (such as Japanese wabi-sabi, Nordic minimalism, and forest secret realms), successful projects are all telling a story that can evoke emotional resonance, elevating hot spring bathing from an act to a cultural experience. From "seasonal dependence" to "all-time operation" : The winter peak season attribute of traditional hot springs is being broken. Through the integration of the "hot spring +" business model, it has become inevitable to create an experience suitable for all seasons. The combination of "flower viewing in spring + hot springs", "water play/summer escape + cold springs", "leaf viewing in autumn + medicinal baths", "ice and snow in winter + hot springs", as well as indoor constant-temperature water parks, sports venues and cultural festivals, has effectively smoothed out the flow curve of visitors and improved the efficiency of asset utilization. From "mass market" to "deep cultivation of niche groups" : Market segmentation is becoming increasingly evident. Long-term travel and health care for the elderly, parent-child micro-vacations for middle and upper-class families, stress relief and healing for urban white-collar workers, private board meetings for high-end business travelers, and trendy check-in spots for young communities...

Accurately targeting specific customer groups and providing products and services that deeply meet their core needs is the key to building customer loyalty and high premium pricing capabilities.

Five New Ideas for the Development of Hot Spring Health CareIdea One: Scientific and data-driven health management. New idea: Introduce "Health Manager" services and digital monitoring tools. When guests check in, they undergo an initial health assessment. Their heart rate, sleep, activity level and other data during the vacation are monitored through wearable devices. Combined with hot spring baths, customized meals and professional courses, a personalized "health and wellness prescription" is formed. After they leave the hotel, continuous health tracking and suggestions are provided. Case: Many high-end hot spring inns and "hot spring therapy" facilities in Japan have generally collaborated with local clinics to offer chronic disease management assistance programs based on hot spring therapy. For instance, in China, the Bailian Hot Spring in Tengchong, Yunnan Province, its traditional Chinese medicine SPA will diagnose the guests' constitutions and combine different herbal hot spring pools and therapeutic programs.

Idea Two: The deep integration of local culture and health care products. New idea: Deeply explore local products and health preservation wisdom to "localize" the hot spring experience. It is not merely an imitation of architectural styles, but rather the transformation of local unique ingredients, herbs, handicrafts and health preservation rituals into health and wellness products that can be experienced and consumed. Case: In the Chihpen Hot Spring Area of Taiwan, by integrating the indigenous (Paiwan) culture, a deep experience package has been developed, which includes tribal herbal baths, traditional massages, and local health-preserving meals. In Finland, "forest healing" is combined with hot springs. After taking a sauna, tourists jump into an ice lake and then meditate in the forest, achieving a complete restart of both body and mind. Idea Three: Scene Cross-border and Lifestyle Creation. New idea: Break the physical boundaries of hot springs and integrate them with diverse scenarios such as bookstores, art galleries, concert halls, coffee shops, and even farms to create a lifestyle gathering place centered on the "warmth". Hot springs have become a medium connecting various wonderful life experiences. Case: The hot spring in the Hakone Sculpture Forest Art Museum in Japan allows visitors to relax after enjoying the artworks, seamlessly integrating art and healing. The domestic linyang mei 岕 mountain wild hot Spring resort integrates tree houses, infinity pools, hot springs and mountain wild tea gardens, offering a "mountain living" lifestyle away from the hustle and bustle.

Idea Four: Community-based operation and content co-creation. New idea: By organizing theme workshops, health and wellness courses, and festival activities, one-time visitors can be transformed into community members with common interests. Encourage users to share their experiences on social platforms and turn the resort into a stage for content creation and social interaction. Case: Many boutique hot spring hotels regularly hold "Hot spring yoga Retreat camps", "Aromatherapy workshops", "Starry Sky photography classes", etc. Hoshinoya Karuizawa in Japan has attracted a large number of loyal fans who seek inner peace through its distinctive activities such as "Meditation Hot Springs", forming a unique brand community. Idea Five: Technology Empowerment and Immersive Experience. New idea: By applying light and shadow art, soundscape design, AR/VR technology, and intelligent environmental control systems, create an immersive hot spring experience that transcends the conventional. Technology is not only used for back-end management, but also directly for enhancing the peak of front-end sensory experience. Case: The Blue Lagoon Hot Spring in Iceland, with its modern design, the scent of silica mud in the air, online booking and experience management, seamlessly combines a sense of technology with natural wonders. Some cutting-edge projects have begun to experiment with using projection mapping technology to tell local mythological stories in the hot spring area at night, creating "hot spring night tour" products.

二、實(shí)現(xiàn)二次消費(fèi)增長(zhǎng)的衍生產(chǎn)品體系構(gòu)建，二次消費(fèi)的增長(zhǎng)，關(guān)鍵在于構(gòu)建一個(gè)以溫泉體驗(yàn)為核心，輻射住宿、餐飲、購(gòu)物、娛樂(lè)、教育等多個(gè)消費(fèi)環(huán)節(jié)的產(chǎn)品生態(tài)體系，讓消費(fèi)自然發(fā)生、層層遞進(jìn)。零售商品類(lèi)：將“體驗(yàn)”轉(zhuǎn)化為“可帶走的記憶”。美妝個(gè)護(hù)系列：以溫泉水為核心成分，開(kāi)發(fā)高端護(hù)膚品、沐浴露、浴鹽、香薰、面膜等。關(guān)鍵在于成分故事與專(zhuān)業(yè)背書(shū)。案例：法國(guó)薇姿、理膚泉等品牌均源于溫泉小鎮(zhèn)，其產(chǎn)品在景區(qū)專(zhuān)賣(mài)店銷(xiāo)售火爆。日本由布院溫泉的“湯布院夢(mèng)酵母”護(hù)膚品是當(dāng)?shù)乇刭I(mǎi)手信。健康食品與飲品：利用溫泉的熱能或成分，開(kāi)發(fā)特色食品，如溫泉蛋、溫泉豆腐、溫泉水釀造的啤酒或清酒、富含礦泉水的瓶裝水等。文化創(chuàng)意衍生品：設(shè)計(jì)融合溫泉文化與本地特色的文創(chuàng)產(chǎn)品，如特色浴衣（可定制）、溫泉杯、手繪地圖、藝術(shù)擺件、以溫泉守護(hù)神或傳說(shuō)為IP的盲盒等。深度體驗(yàn)服務(wù)類(lèi)：將“短暫停留”延伸為“深度探索”。專(zhuān)業(yè)康養(yǎng)療程：提供單次付費(fèi)的高階SPA、私人教練指導(dǎo)的溫泉水中體適能課程、一對(duì)一的中醫(yī)問(wèn)診與針灸、定制化的抗衰老或體重管理療程。手作與工坊課程：開(kāi)設(shè)調(diào)香工作坊（制作專(zhuān)屬浴鹽）、草本茶包配制、豆腐制作、當(dāng)?shù)毓に嚻罚ㄈ缣账嚕┲谱鞯日n程，將時(shí)間轉(zhuǎn)化為有價(jià)值的產(chǎn)出。私密與定制體驗(yàn)：提供私人湯屋的按時(shí)租賃、溫泉畔的私人晚餐/求婚儀式策劃、家庭或團(tuán)隊(duì)的定制主題活動(dòng)（如溫泉養(yǎng)生宴、團(tuán)隊(duì)建設(shè)游戲）。會(huì)員與社群服務(wù)類(lèi)：將“游客”轉(zhuǎn)化為“會(huì)員”。儲(chǔ)值會(huì)員與權(quán)益卡：提供消費(fèi)折扣、免費(fèi)升房、專(zhuān)屬活動(dòng)參與權(quán)、生日禮遇等，鎖定長(zhǎng)期消費(fèi)。課程/活動(dòng)訂閱制：針對(duì)本地或高頻次游客，推出瑜伽、冥想、養(yǎng)生講座等課程的月卡/季卡。農(nóng)產(chǎn)品/健康產(chǎn)品訂閱配送：與本地農(nóng)場(chǎng)合作，提供每周/每月配送的有機(jī)蔬菜箱，或定期配送自營(yíng)品牌的美妝、健康食品，建立持續(xù)的家居消費(fèi)聯(lián)系。內(nèi)容與數(shù)字產(chǎn)品類(lèi)：將“線(xiàn)下場(chǎng)景”賦能“線(xiàn)上消費(fèi)”。線(xiàn)上知識(shí)付費(fèi)：將特色的養(yǎng)生課程、瑜伽教程、本地食譜制作過(guò)程錄制成視頻課程，在自有平臺(tái)或第三方平臺(tái)銷(xiāo)售。虛擬體驗(yàn)與數(shù)字藏品：制作高質(zhì)量的VR溫泉體驗(yàn)短片，或發(fā)行與溫泉景觀(guān)、文化相關(guān)的限量數(shù)字藏品（NFT），吸引科技愛(ài)好者與收藏家。品牌聯(lián)名與授權(quán)：將溫泉地的品牌、形象、設(shè)計(jì)元素授權(quán)給其他高品質(zhì)消費(fèi)品，如與茶品牌聯(lián)名推出“溫泉茶”，與家居品牌聯(lián)名推出“溫泉香氛”，分享品牌溢價(jià)。

Second, the construction of a derivative product system for achieving growth in secondary consumption. The key to the growth of secondary consumption lies in building a product ecosystem centered on hot spring experiences and radiating to multiple consumption links such as accommodation, dining, shopping, entertainment, and education, allowing consumption to occur naturally and progress layer by layer. Retailer category: Transform "experience" into "portable memories". Beauty and personal care series: With hot spring water as the core ingredient, we develop high-end skin care products, body wash, bath salts, aromatherapy, masks, etc. The key lies in the ingredient story and professional endorsement. Case: French brands such as Vicey and La Roche-Posay all originated from hot spring towns, and their products are selling extremely well in the scenic area's specialty stores. The "Yufuin Dream Yeast" skin care product from Yufuin Onsen in Japan is a must-buy souvenir in the local area. Health food and beverages: Utilizing the heat energy or components of hot springs, develop characteristic foods, such as hot spring eggs, hot spring tofu, beer or sake brewed with hot spring water, and bottled water rich in mineral water, etc. Cultural and creative derivatives: Design cultural and creative products that integrate hot spring culture with local characteristics, such as custom yukata, hot spring cups, hand-drawn maps, artistic ornaments, blind boxes based on the IP of hot spring guardians or legends, etc. Deep experience service category: Extend "short stay" to "deep exploration". Professional health and wellness treatments: We offer high-end SPA services at a single charge, fitness courses in hot spring water guided by personal trainers, one-on-one traditional Chinese medicine consultations and acupuncture, as well as customized anti-aging or weight management treatments. Handicraft and Workshop courses: Offer courses such as perfumery workshops (making exclusive bath salts), herbal tea bag preparation, tofu making, and local handicraft (such as pottery) making, transforming time into valuable outputs. Private and customized experiences: Offering on-time rental of private hot spring houses, private dinners by hot springs/proposal ceremony planning, and customized theme activities for families or teams (such as hot spring health banquets, team-building games).

Membership and community services category: Convert "visitors" into "members". Stored-value membership and benefit cards: Offer consumption discounts, free room upgrades, exclusive event participation rights, birthday gifts, etc., locking in long-term consumption. Course/activity subscription system: Monthly or quarterly cards for courses such as yoga, meditation, and health lectures are offered for local or frequent visitors. Agricultural products/health products subscription and delivery: Collaborate with local farms to offer weekly/monthly delivery of organic vegetable boxes or regular delivery of self-owned brand beauty and health foods, establishing a continuous home consumption connection. Content and digital Products category: Empowering "online consumption" with "offline scenarios". Online knowledge payment: Record distinctive health preservation courses, yoga tutorials, and the process of making local recipes into video courses and sell them on your own platform or third-party platforms. Virtual experiences and digital collectibles: Produce high-quality VR hot spring experience short films or issue limited-edition digital collectibles (NFTS) related to hot spring landscapes and culture to attract tech enthusiasts and collectors. Brand collaboration and licensing: Licensing the brand, image and design elements of the hot spring area to other high-quality consumer goods, such as collaborating with tea brands to launch "Hot Spring Tea" and with home furnishing brands to launch "Hot Spring Fragrance", to share the brand premium.

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