文旅案例 | 民宿產業賦能縣域文旅：品牌塑造與全域旅游促進、培育協同共生的產業集群

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在消費升級與文旅融合的時代背景下，民宿已從簡單的住宿補充轉型為文旅體驗的核心載體。尤其對于縣域經濟而言，民宿產業正成為撬動地方發展的重要支點——它不僅是住宿空間的提供者，更是文化體驗的傳播者、鄉村資源的整合者以及城鄉互動的連接者。如何在新時期做好縣域民宿產業的系統性規劃，使其真正成為帶動縣域經濟發展的引擎。

一、當下文旅市場的深刻變革與民宿新定位市場需求側的變化：當代旅游消費呈現鮮明的新特征：從觀光旅游向深度體驗轉變，從標準化服務向個性化定制遷移，從景點打卡向生活方式體驗演進。游客越來越追求“沉浸式”“生活化”“情感連接”的旅行體驗，這對民宿提出了更高要求——它需要成為展示地方文化、提供獨特體驗的“微型目的地”。產業格局的重塑：民宿產業已從零散自發階段進入品牌化、集群化、專業化發展的新周期。頭部品牌加速區域布局，設計型、主題型民宿不斷涌現，民宿與農業、文創、康養等產業的融合日益深化。這一趨勢要求縣域民宿規劃必須具有前瞻性和系統性，避免低水平重復建設。政策環境的支持：國家全面推進鄉村振興戰略，文旅部等多部門出臺系列文件支持鄉村旅游提質升級，為民宿產業發展創造了有利的政策環境。多地已將民宿產業納入縣域經濟發展的重點規劃，配套政策持續完善。二、縣域民宿產業的系統性規劃框架頂層設計：明確戰略定位與空間布局。差異化定位：縣域需基于資源稟賦，明確民宿發展的主題方向。歷史文化深厚的縣域可主打“文化民宿”，生態資源優越的縣域可側重“生態康養民宿”，民族風情濃郁的縣域可聚焦“民族體驗民宿”。避免同質化競爭，形成“一縣一品”或“一鎮一特色”的辨識度。空間科學布局：構建“點-線-面”結合的空間網絡。“點”即打造若干標桿性精品民宿，形成示范效應；“線”即沿著風景道、文化廊道、河流等線性資源布局民宿集群，串聯旅游資源；“面”即在重點鄉鎮或景區周邊形成民宿集聚區，實現規模效應和設施共享。規劃中需嚴守生態保護紅線，合理評估環境承載力。產品體系：構建多層次、融合型產品矩陣。層級化發展：規劃高端精品民宿、特色主題民宿、大眾舒適民宿、共享農舍等多層次產品，滿足不同客群需求。高端精品樹品牌、引領市場；大眾產品擴規模、保障收益?！懊袼?”融合創新：深度推進“民宿+文化”，將地方非遺、民俗、歷史故事融入民宿場景與活動；“民宿+農業”，發展認養農業、田園餐桌、農產品電商，讓游客參與生產、消費農產品；“民宿+康養”，結合溫泉、森林、中醫藥資源開發養生民宿；“民宿+藝術”，引入藝術家駐地計劃，打造藝術創作與展示空間。體驗化設計：民宿不僅是睡覺的地方，更是體驗的場所。規劃應鼓勵設計沉浸式文化體驗活動（如手工藝制作、地方戲曲學唱、節氣民俗參與）、自然教育課程、農事體驗項目等，延長游客停留時間，提升消費水平。產業生態：培育協同共生的產業集群。主體培育與引進：扶持本地村民、返鄉青年創業，同時引進知名品牌、專業運營商和設計師團隊，形成多元主體活力競相迸發的格局。建立民宿業主協會，加強行業自律與互助。產業鏈延伸：向上游帶動本地建材、手工藝、農產品供應；向下游拓展本地導游、活動策劃、保潔維護等服務崗位；橫向聯動景區、旅行社、餐飲、交通等業態，形成“民宿引領、多元配套”的產業生態圈。數字賦能：規劃建設縣域民宿智慧管理平臺，集成推廣營銷、客源分析、服務質量監測、安全監管等功能。鼓勵民宿利用短視頻、直播等新媒體進行品牌傳播，發展“云預訂”、VR體驗等線上服務。

In the context of consumption upgrade and the integration of culture and tourism, homestays have transformed from simple accommodation supplements to the core carriers of cultural and tourism experiences. Especially for county-level economies, the homestay industry is becoming an important fulcrum to drive local development - it is not only a provider of accommodation Spaces, but also a disseminator of cultural experiences, an integrator of rural resources, and a connector of urban-rural interaction. How to make systematic plans for the county-level homestay industry in the new era and make it truly become the engine driving the development of the county economy.

I. The Profound Changes in the Cultural Tourism Market and the New Positioning of Homestays

Changes on the demand side of the market: Contemporary tourism consumption presents distinct new features: a shift from sightseeing Tours to in-depth experiences, a migration from standardized services to personalized customization, and an evolution from visiting scenic spots to lifestyle experiences. Tourists are increasingly pursuing "immersive", "life-like" and "emotionally connected" travel experiences, which puts forward higher requirements for homestays - they need to become "micro-destinations" that showcase local culture and offer unique experiences. The reshaping of the industrial pattern: The homestay industry has moved from a fragmented and spontaneous stage to a new cycle of brand-oriented, clustered and specialized development. Leading brands are accelerating their regional layout, with a continuous emergence of design-oriented and theme-based homestays. The integration of homestays with industries such as agriculture, cultural and creative industries, and health care is deepening day by day. This trend demands that the planning of county-level homestays must be forward-looking and systematic, avoiding low-level repetitive construction. Policy environment support: The country is comprehensively promoting the rural revitalization strategy. Multiple departments including the Ministry of Culture and Tourism have issued a series of documents to support the quality improvement and upgrading of rural tourism, creating a favorable policy environment for the development of the homestay industry. Many places have included the homestay industry in the key plans for county-level economic development, and the supporting policies are continuously improving.

Ii. Systematic Planning Framework for County-level Homestay IndustryTop-level design: Clarify strategic positioning and spatial layout. Differentiated positioning: Counties should, based on their resource endowments, clearly define the theme direction for the development of homestays. Counties with profound historical and cultural heritage can focus on "cultural homestays", those with superior ecological resources can emphasize "ecological health and wellness homestays", and those with rich ethnic customs can concentrate on "ethnic experience homestays". Avoid homogeneous competition and form a distinctive feature of "one county, one product" or "one town, one characteristic". Spatial scientific layout: Constructing a spatial network that combines "points, lines and surfaces". The "point" refers to creating several benchmark high-quality homestays to form a demonstration effect. The "line" refers to the layout of homestay clusters along linear resources such as scenic roads, cultural corridors, and rivers, connecting tourism resources. The term "surface" refers to the formation of homestay clusters around key towns or scenic spots to achieve scale effects and facility sharing. In the planning, it is necessary to strictly adhere to the ecological protection red line and reasonably assess the environmental carrying capacity.

Product system: Build a multi-level and integrated product matrix. Hierarchical development: Plan multi-level products such as high-end boutique homestays, characteristic theme homestays, comfortable homestays for the general public, and shared farmhouses to meet the needs of different customer groups. High-end premium products build brands and lead the market. Expand the scale of mass products and ensure profits. "Homestay +" integration and innovation: Deeply promote "homestay + culture", integrating local intangible cultural heritage, folk customs and historical stories into homestay scenarios and activities; "Homestay + agriculture", developing adoption agriculture, rural dining tables, and agricultural product e-commerce, enables tourists to participate in the production and consumption of agricultural products. "Homestay + health care", developing health-preserving homestays by integrating hot springs, forests and traditional Chinese medicine resources. "Homestay + Art", introducing an artist residency program to create Spaces for art creation and exhibition. Experiential design: A homestay is not merely a place to sleep; it is also a venue for experience. The planning should encourage the design of immersive cultural experience activities (such as handicraft making, learning to sing local operas, participating in seasonal and folk customs), nature education courses, agricultural experience projects, etc., to extend tourists' stay time and enhance their consumption level.

三、民宿帶動縣域經濟發展的實現路徑就業增收與人才回流：民宿的運營管理、服務接待、后勤保障、產品供應等環節能直接創造大量本地就業崗位，尤其為農村婦女、中老年勞動力提供靈活就業機會。精品民宿對管家、廚師、活動策劃等專業崗位的需求，能吸引大學生、退伍軍人等返鄉就業創業，緩解鄉村人才外流困境。規劃中應配套職業技能培訓體系，提升本地居民的服務與經營能力。資產增值與集體經濟激活：通過盤活閑置農房、集體建設用地、舊校舍、老廠房等“沉睡資產”，民宿產業能顯著提升農村資產價值。探索“農戶+合作社+企業”“保底收益+按股分紅”等多元利益聯結模式，讓農民和村集體分享產業發展紅利。規劃中需創新土地利用政策，在符合規劃的前提下保障民宿發展的合理用地需求。品牌塑造與全域旅游促進：特色鮮明的民宿集群本身就能成為旅游吸引物，提升縣域旅游的知名度和美譽度。通過民宿的“窗口效應”，能將游客引流至縣域內其他景區、鄉村和消費場所，促進全域旅游發展。規劃應統籌民宿品牌與縣域旅游品牌的打造，實現相互賦能。文化傳承與鄉村風貌提升：民宿作為文化的載體，其設計、服務、活動有助于挖掘、展示和傳承地方文化，增強社區文化自信。產業發展帶來的經濟收益，能夠反哺鄉村基礎設施和公共服務改善，引導村民自覺保護傳統風貌、改善人居環境，實現“美了鄉村、富了百姓”的良性循環。四、保障措施與實施建議強化政策集成與創新：出臺涵蓋土地、金融、稅收、獎勵的專項扶持政策包。簡化民宿證照辦理流程，推行“一站式”審批或備案制。設立民宿產業發展基金，對精品項目、人才培訓、品牌推廣給予獎補。創新農村金融產品，解決民宿創業者的融資難題。夯實基礎設施與公共服務：提升通往民宿集聚區的道路、供水、供電、通信、污水垃圾處理等基礎設施水平。統籌布局游客服務中心、停車場、旅游廁所、標識系統等公共服務設施。加強區域環境整治，守護好綠水青山本色。實施標準引領與動態監管制定并推廣高于國家基礎的縣域民宿服務質量標準，涵蓋設施、安全、衛生、環保、服務等方面。建立動態監管與退出機制，定期開展等級評定，實行“掛牌”與“摘牌”管理，促進優勝劣汰，保障行業健康可持續發展。深化區域合作與營銷推廣：將民宿營銷納入縣域整體旅游推廣計劃，與周邊市縣聯動，策劃跨區域主題線路。運用節慶賽事、影視綜藝、名人效應等進行事件營銷。與在線旅游平臺、旅行社建立穩定合作關系，拓展客源市場。

Iii. The Realization Path of Homestays Driving County Economic Development

Employment and income growth as well as talent return: The operation and management, service reception, logistical support, and product supply of homestays can directly create a large number of local jobs, especially providing flexible employment opportunities for rural women and middle-aged and elderly laborers. The demand for professional positions such as butlers, chefs and event planners in boutique homestays can attract college students, veterans and others to return to their hometowns for employment and entrepreneurship, alleviating the problem of talent outflow in rural areas. The planning should be accompanied by a vocational skills training system to enhance the service and operation capabilities of local residents. Asset appreciation and activation of collective economy: By revitalizing idle rural houses, collective construction land, old school buildings, old factories and other "dormant assets", the homestay industry can significantly enhance the value of rural assets. Explore diversified benefit connection models such as "farmers + cooperatives + enterprises" and "guaranteed income + dividends based on shares", allowing farmers and village collectives to share the dividends of industrial development. In the planning, it is necessary to innovate the land use policy and ensure the reasonable land demand for the development of homestays under the premise of complying with the planning. Brand building and promotion of all-round tourism: A distinctive cluster of homestays can itself become a tourist attraction, enhancing the popularity and reputation of county-level tourism. Through the "window effect" of homestays, tourists can be drawn to other scenic spots, villages and consumption venues within the county, promoting the development of all-round tourism. The planning should coordinate the creation of homestay brands and county-level tourism brands to achieve mutual empowerment. Cultural inheritance and rural landscape improvement: As a carrier of culture, the design, service and activities of homestays help to explore, showcase and pass on local culture, and enhance the cultural confidence of the community. The economic benefits brought about by industrial development can be fed back to improve rural infrastructure and public services, guiding villagers to voluntarily protect traditional features and improve the living environment, thus achieving a virtuous cycle of "beautifying the countryside and enriching the people".

Iv. Safeguard Measures and Implementation SuggestionsStrengthen policy integration and innovation: Introduce a special support policy package covering land, finance, taxation and rewards. Simplify the process for obtaining licenses and certificates for homestays and implement a "one-stop" approval or filing system. Establish a development fund for the homestay industry and provide rewards and subsidies for high-quality projects, talent training and brand promotion. Innovate rural financial products to solve the financing problems of homestay entrepreneurs. Strengthen infrastructure and public services: Enhance the level of infrastructure such as roads, water supply, power supply, communication, and sewage and garbage treatment leading to the homestay cluster area. Make overall plans for the layout of public service facilities such as tourist service centers, parking lots, tourist toilets and sign systems. Strengthen regional environmental improvement and safeguard the original color of green mountains and clear waters. Implement standard guidance and dynamic supervision: Formulate and promote service quality standards for county-level homestays that exceed the national basic standards, covering aspects such as facilities, safety, hygiene, environmental protection, and services. Establish a dynamic supervision and exit mechanism, conduct regular grade evaluations, implement "listing" and "delisting" management, promote survival of the fittest, and ensure the healthy and sustainable development of the industry. Deepen regional cooperation and marketing promotion: Incorporate homestay marketing into the overall tourism promotion plan of the county, and collaborate with surrounding counties and cities to plan cross-regional theme routes. Carry out event marketing by leveraging festival events, film and television variety shows, and the influence of celebrities. Establish stable cooperative relationships with online travel platforms and travel agencies to expand the customer source market.

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