文旅案例 | 超越門票：可持續浪潮下景區二次消費產品系統的重構與創新、實現 “產品內容化”

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在門票經濟日益受限、游客體驗需求持續升級的大背景下，構建一個強吸引力、高附加值、可持續盈利的二次消費產品系統，已成為景區突破發展瓶頸、實現長期繁榮的核心戰略。這不僅關乎短期營收，更是景區在激烈市場競爭中塑造獨特品牌、建立深度用戶連接、實現永續經營的關鍵。

一、時代背景：市場變革與可持續命題的雙重驅動

市場側需求劇變：體驗經濟主導：游客消費動機從“觀看”轉向“參與和沉浸”，追求個性化、情感化、社交化的深度體驗。單純的門票和基礎觀光已無法滿足需求。消費分層明顯：大眾市場追求性價比與打卡，中產階層追求品質與文化深度，高端市場追求私密、定制與精神滿足。景區需提供匹配不同圈層的消費選擇。在地文化覺醒：游客渴望消費承載本地真實故事、工藝和智慧的產品，抵制同質化旅游紀念品。“為文化買單”的意愿顯著增強。

可持續發展剛性約束：環境承載壓力：過度依賴人流量的粗放模式難以為繼。二消系統需能在不增加或少增加環境負荷的前提下，提升單位游客價值。社區共生要求：景區發展需惠及當地社區，將在地文化、物產和人力創造性轉化，實現經濟與社會效益的統一。長期主義經營：二消產品不能是短視的“一錘子買賣”，而應致力于建立游客的長期信任與情感聯結，推動重復消費和口碑傳播。

二、核心理念：從“附屬售賣”到“體驗價值鏈”的系統重構，傳統景區的二消往往是零散的“攤位經濟”，與核心游覽體驗割裂。新時代的系統構建，必須以“體驗價值鏈”為核心思想：價值內核：所有二消產品都應根植于景區的核心IP、獨特資源或在地文化，成為游客體驗的自然延伸和情感物化。系統設計：將二消視為一個有機整體，各產品線之間相互導流、彼此賦能，形成疊加效應。全程滲透：消費觸點應貫穿“行前-游中-游后”全旅程，覆蓋“食、住、行、游、購、娛、教、養”全要素。

Against the backdrop of the increasingly restricted ticket economy and the continuous upgrading of tourists' experience demands, building a secondary consumption product system that is highly attractive, high in added value and sustainable in profitability has become the core strategy for scenic spots to break through development bottlenecks and achieve long-term prosperity. This is not only about short-term revenue, but also the key for scenic spots to shape unique brands, establish deep user connections and achieve sustainable operation in the fierce market competition.

I. Background of The Times: Driven by both market transformation and sustainable propositions

Dramatic changes in market demand: Dominated by the experience economy: Tourists' consumption motives have shifted from "watching" to "participation and immersion", pursuing personalized, emotional and social in-depth experiences. Simple tickets and basic sightseeing can no longer meet the demands. The consumption stratification is obvious: the mass market pursues cost performance and check-ins, the middle class pursues quality and cultural depth, and the high-end market pursues privacy, customization and spiritual satisfaction. Scenic spots need to offer consumption options that match different social circles. Local cultural awakening: Tourists are eager to consume products that carry local true stories, craftsmanship and wisdom, and resist homogeneous tourist souvenirs. The willingness to "pay for culture" has significantly increased. Rigid constraints on sustainable development: Environmental carrying pressure: The extensive model that overly relies on human flow is unsustainable. The secondary disinfection system should be capable of enhancing the value per tourist unit without increasing or with minimal increase in environmental load. The requirement of community symbiosis: The development of scenic spots should benefit the local community, creatively transform local culture, products and human resources, and achieve the unity of economic and social benefits. Long-term management: Secondary consumer products should not be short-sighted "one-off deals", but rather efforts should be made to build long-term trust and emotional connections among tourists, promoting repeat consumption and word-of-mouth promotion.

Ii. Core Concept: A systematic reconstruction from "ancillary sales" to "experience value chain". The secondary consumption in traditional scenic spots is often a fragmented "stall economy", which is disconnected from the core tour experience. The system construction in the new era must take the "experience value chain" as its core idea: Value core: All secondary consumption products should be rooted in the core IP, unique resources or local culture of the scenic area, and become a natural extension and emotional materialization of the tourists' experience. System design: View the secondary consumer product line as an organic whole, with each product line guiding traffic and empowering one another, creating a superimposed effect. Full-process penetration: Consumption touchpoints should run through the entire journey of "before the trip - during the trip - after the trip", covering all elements of "food, accommodation, transportation, sightseeing, shopping, entertainment, education and health care".

三、四維產品系統構建框架，一個健全的二消產品系統，應圍繞以下四個維度進行立體化構建：1）維度一：實體商品——從“紀念品”到“文化載體”。這是最傳統但潛力最大的板塊，關鍵在于實現“產品內容化”。在地風物品牌化升級：思路：聯合本地農戶、手工藝人，對土特產、工藝品進行設計賦能、品質標準化和品牌包裝，講述其與土地、人文的故事。案例：日本瀨戶內海藝術祭，每個島嶼的藝術品周邊都與當地物產緊密結合，如小豆島的橄欖油衍生出的護膚系列，成為必購手信。故宮文創更是將歷史文化符號成功轉化為時尚、實用的生活用品。

IP衍生品深度開發：思路：基于景區獨有的文化IP、自然IP或自創IP，開發高顏值、強功能、有情感的系列衍生品，覆蓋潮流玩具、家居用品、文具、服飾等。案例：迪士尼的“達菲和朋友”系列，通過故事、情感營銷，使玩偶從普通商品變為情感伴侶，帶動了驚人的復購和收藏消費。

綠色可持續設計：思路：采用環保材料、可降解包裝，設計可多次使用或具備循環意義的商品。例如，售賣可重復灌裝的特色飲品杯、以回收材料制作的工藝品。價值：不僅降低環境影響，更契合Z世代等客群的價值觀，成為品牌的加分項。

2）維度二：體驗服務——從“旁觀”到“主演”，這是提升消費時長和客單價的核心，重在創造“不可復制的記憶”。沉浸式敘事體驗：思路：將景區空間轉化為大型劇本殺、沉浸式戲劇的舞臺。游客通過角色扮演、解謎互動，深度融入景區故事線，其消費（如道具、服裝、線索餐食）成為體驗的必需部分。案例：上海驚魂密境北京簋唐樓等，門票本身即是體驗入場券，而過程中的互動消費（如占卜、購買“通關文牒”、品嘗“任務酒水”）構成了豐厚的二消。

技能傳授與手作工坊：思路：將本地非遺、傳統技藝或特色生活技能（如制茶、陶藝、紡織、地方烹飪）開發成時長1-3小時的標準化工作坊課程。優勢：產出物（作品）本身即商品，學習過程是深度體驗，且能有效分流人群、延長停留時間。景德鎮的各類陶藝體驗課已成為其旅游核心吸引力之一。

個性化與專屬服務：思路：提供專業攝影跟拍、私人導游（側重文化講解或攝影指導）、VIP通道與專屬觀景位、特殊節慶或生命儀式的定制（如求婚、生日、企業團建）。案例：許多古城景區提供的古裝妝造+跟拍服務，已成為年輕女性游客的標配消費，帶動了服裝租賃、攝影、修圖等一系列產業。

3）維度三：數字產品——從“線下”到“線上融合”，打破物理邊界，實現收益的時空延伸。數字內容與知識付費：思路：將景區專家講解、文化故事、自然科普、特色技藝制作過程，制作成高質量的音視頻課程、電子書、有聲導覽，在自有平臺或知識付費平臺銷售。案例：敦煌研究院推出的“數字敦煌”資源庫及系列線上課程，讓文化遺產在游后持續產生價值。

虛擬資產與社交貨幣：思路：發行基于景區標志性景觀或文化的數字藏品（NFT），或開發景區專屬的AR濾鏡、虛擬形象、游戲皮膚等，滿足游客的收藏與社交分享需求。案例：張家界景區曾發行首款數字藏品“石英峰林”，瞬間售罄，在獲得直接收入的同時，實現了強大的營銷傳播。

訂閱制與會員生態：思路：建立景區會員體系，提供年費會員卡，享受門票折扣、二消優惠、專屬活動參與權、新品試用等權益。甚至可以發展為“產品訂閱”，如每月配送一款精選的景區特產或文創產品。價值：鎖定忠誠客戶，獲得穩定現金流，并通過社群運營增強粘性。

4）維度四：業態融合——從“景點”到“生活方式目的地”，通過業態創新，將景區轉化為消費綜合體。“住宿+”深度留客：思路：發展特色主題住宿（樹屋、星空房、歷史宅院），并圍繞住宿配套深夜文化演出、主題晚宴、晨間活動（觀鳥、瑜伽、朝霞攝影），將過夜消費轉化為一個包含多項二消的“住宿套餐”。案例：烏鎮將民宿與早茶客、夜游項目打包，成功留客過夜，大幅提升了整體消費。

“餐飲+文化”場景化消費：思路：餐飲不僅是果腹，更是文化體驗。推出有故事的主題宴席（如“紅樓夢宴”、“水滸豪杰宴”）、與景觀結合的懸崖餐廳/森林咖啡館、可參與制作的烹飪課堂。案例：杭州宋城的“宋朝小吃街”與《宋城千古情》演出形成聯動，餐飲消費成為觀演體驗的預熱與延續。

Third and four-dimensional product system construction framework: A sound secondary consumer product system should be constructed in a three-dimensional manner around the following four dimensions:

Dimension One: Physical Goods - From "Souvenirs" to "cultural carriers". This is the most traditional yet most promising section, and the key lies in achieving "product contentization". Local product branding upgrade: Idea: Collaborate with local farmers and artisans to empower the design, standardize the quality and package the brand of local specialties and handicrafts, telling their stories with the land and culture. Case: At the Setouchi Triennale in Japan, the artworks on each island are closely related to local products. For instance, the skincare series derived from the olive oil of Shodo Island has become a must-buy souvenir. The cultural and creative products of the Palace Museum have successfully transformed historical and cultural symbols into fashionable and practical daily necessities. In-depth development of IP derivatives: Idea: Based on the unique cultural IP, natural IP or self-created IP of the scenic area, develop a series of derivatives with high appearance standards, strong functions and emotional appeal, covering trendy toys, home goods, stationery, clothing, etc. Case: Disney's "Duffy and Friends" series, through story and emotional marketing, transformed dolls from ordinary commodities into emotional companions, driving astonishing repurchase and collection consumption. Green and sustainable design: Idea: Use environmentally friendly materials and degradable packaging, and design products that can be reused multiple times or have a circular significance. For instance, selling reusable special drink cups and handicrafts made from recycled materials. Value: Not only does it reduce environmental impact, but it also aligns with the values of customer groups such as Generation Z, becoming an added bonus for the brand.

2) Dimension Two: Experience Service - From "Spectator" to "Lead Actor", this is the core to increasing consumption duration and average transaction value, with the focus on creation

"Unreplicable memories." Immersive narrative experience: Idea: Transform the scenic area space into a stage for large-scale murder mystery games and immersive dramas. Through role-playing and puzzle-solving interactions, tourists deeply immerse themselves in the storyline of the scenic area, and their consumption (such as props, costumes, and clue meals) becomes an essential part of the experience. Cases such as Shanghai's Haunted Secret Realm and Beijing's Guizi Tanglou, the tickets themselves serve as admission tickets for the experience, and the interactive consumption during the process (such as divination, purchasing "pass certificates", and tasting "mission drinks") constitutes a rich secondary consumption. Skill Transmission and Handicraft Workshops: Idea: Develop local intangible cultural heritage, traditional skills or characteristic life skills (such as tea-making, pottery, textile, local cooking) into standardized workshop courses lasting 1-3 hours. Advantages: The output (work) itself is a commodity, the learning process is a deep experience, and it can effectively divert the crowd and prolong the stay time. The various pottery experience classes in Jingdezhen have become one of the core attractions of its tourism. Personalized and exclusive services: Ideas: Offer professional photography follow-up, private tour guides (focusing on cultural explanations or photography guidance), VIP channels and exclusive viewing spots, as well as customized services for special festivals or life ceremonies (such as proposals, birthdays, and corporate team-building activities). Case: The ancient costume makeup and photo follow-up services provided by many ancient city scenic spots have become a standard consumption for young female tourists, driving a series of industries such as clothing rental, photography, and photo editing.

3) Dimension Three: Digital Products - From "offline" to "online Integration", breaking physical boundaries and achieving temporal and spatial extension of revenue. Digital Content and Knowledge Payment: Idea: Transform the expert explanations of scenic spots, cultural stories, natural science popularization, and the production process of special skills into high-quality audio and video courses, e-books, and audio guides, and sell them on self-owned platforms or knowledge payment platforms. Case: Dunhuang AcademyThe "Digital Dunhuang" resource library and a series of online courses launched have enabled cultural heritage to continuously generate value after the visit. Virtual assets and social currencies: Idea: Issue digital collectibles (NFTS) based on the iconic landscapes or cultures of scenic spots, or develop exclusive AR filters, virtual avatars, game skins, etc. for scenic spots to meet tourists' collection and social sharing needs. Case: Zhangjiajie Scenic Area once issued its first digital collectible, "Quartz Peak Forest", which was sold out instantly. While generating direct income, it also achieved powerful marketing and communication. Subscription system and Membership Ecosystem: Idea: Establish a membership system for scenic spots, offer annual membership cards, and enjoy benefits such as ticket discounts, secondary consumption discounts, exclusive activity participation rights, and new product trials. It can even develop into a "product subscription", such as delivering a carefully selected local specialty or cultural and creative product from the scenic area every month. Value: Lock in loyal customers, obtain stable cash flow, and enhance stickiness through community operation.

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