文旅案例 | 公園+商業：打造城市文化會客廳、市民生活第三空間的旅游休閑目的地

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我國的公園體系經過數十年的發展，已形成了城市公園、主題公園、森林公園、濕地公園等多種形態并存的格局。然而，在當前文旅融合的大背景下，傳統公園的發展模式正面臨深刻挑戰：

文化形態單一化：多數公園仍停留在“綠地+步道+亭臺”的傳統模式，文化內涵挖掘不足，缺乏特色IP和敘事體系。文化活動多為節慶式、臨時性的展覽或表演，未能形成持續的文化吸引力。體驗維度扁平化：游客體驗以觀光為主，參與性、互動性、沉浸式體驗嚴重不足。公園功能定位偏向市民休閑，未能有效滿足日益增長的深度文化體驗需求。商業模式陳舊：收入來源主要依賴門票、簡單租賃和基礎服務，二次消費占比低，商業價值開發不充分。公園商業多呈現“小、散、低”特點，缺乏系統規劃和品牌化運營。時空限制明顯：多數公園呈現“白天熱鬧、晚上冷清”“旺季擁擠、淡季蕭條”的周期性特征，時空資源利用效率低下。技術融合滯后：數字化、智能化應用不足，未能有效利用AR/VR、大數據、物聯網等新技術提升體驗和管理效率。

一、公園文旅轉型升級的核心思路，公園文旅轉型升級應從“空間思維”轉向“場景思維”，從“功能供給”轉向“價值創造”，實施“文化為魂、體驗為王、商業為體、科技為翼”的融合發展策略。

文化IP化戰略：深挖在地文化：每座公園都應挖掘獨特的歷史、生態、民俗或藝術資源，形成專屬文化IP。如北京頤和園的皇家園林文化、杭州西湖的詩詞傳說、成都人民公園的市井茶文化等。構建敘事體系：將公園空間轉化為故事場景，通過主題線索串聯景點，讓游客在游覽中完成“文化敘事體驗”。打造品牌節慶：策劃四季主題活動和年度品牌節慶，形成持續的文化事件吸引力。

體驗沉浸化戰略：五感體驗設計：突破視覺主導，系統設計聽覺（自然聲音、主題音樂）、嗅覺（特色植物香氛）、觸覺（互動裝置）、味覺（主題餐飲）的多維體驗。場景革命：打造“拍照友好型”景觀、沉浸式劇場、角色扮演區域等，創造社交傳播內容。時間延伸策略：開發夜游產品，通過燈光藝術、夜間演藝、星空觀測等延伸體驗時間。

業態融合化戰略：“公園+”融合模式：推進“公園+藝術”“公園+體育”“公園+教育”“公園+健康”等跨界融合。分層消費體系：構建基礎服務（免費）、標準體驗（平價）、深度體驗（溢價）的消費金字塔。

運營智慧化戰略：數字孿生系統：建設公園數字管理平臺，實現客流監測、設施管理、應急響應的智能化。智慧導覽體驗：開發AR導覽、語音故事、互動游戲等數字產品，提升游覽趣味性和知識性。

After decades of development, China's park system has formed a pattern where various forms such as urban parks, theme parks, forest parks, and wetland parks coexist. However, in the current context of cultural and tourism integration, the development model of traditional parks is facing profound challenges:

Monotonous cultural form: Most parks still remain in the traditional model of "green space + walkways + pavilions", with insufficient cultural content exploration and lack of distinctive IP and narrative system. Cultural activities are mostly festival-style, temporary exhibitions or performances, failing to form continuous cultural appeal. The experience dimension is flattened: Tourists' experiences are mainly for sightseeing, with insufficient participation, interaction, and immersive experiences. The park's function positioning leans towards citizens' leisure, failing to effectively meet the growing demand for in-depth cultural experiences. Old business model: Income sources mainly rely on tickets, simple rentals, and basic services, with a low proportion of secondary consumption and insufficient commercial value development. Park commercialization often presents "small, scattered, and low" characteristics, lacking systematic planning and brand-based operation. Clear time and space limitations: Most parks exhibit the characteristic of "busy during the day, quiet at night", "crowded during peak seasons, depressed during off-peak seasons". The utilization efficiency of time and space resources is low. Technology integration lag: Digital and intelligent applications are insufficient, failing to effectively utilize new technologies such as AR/VR, big data, and the Internet of Things to enhance experience and management efficiency.

1. The core idea for the transformation and upgrading of park cultural tourism: Park cultural tourism transformation and upgrading should shift from "space thinking" to "scene thinking", from "function supply" to "value creation", and implement the integrated development strategy of "culture as the core, experience as the king, business as the body, and technology as the wing".

Cultural IPization strategy: Deeply explore local culture: Each park should explore unique historical, ecological, folk, or artistic resources to form exclusive cultural IP. For example, the royal garden culture of the Summer Palace in Beijing, the poetry legends of the West Lake in Hangzhou, and the tea culture of Chengdu People's Park. Build a narrative system: Transform park spaces into story scenes, connect attractions through thematic threads, and allow tourists to complete "cultural narrative experience" during their visits. Create brand festivals: Plan seasonal themes and annual brand festivals to form continuous cultural event appeal. Immersive experience strategy: Five-sense experience design: Break the dominance of visual perception, systematically design auditory (natural sounds, theme music), olfactory (special plant fragrances), tactile (interactive installations), and gustatory (theme dining) multi-dimensional experiences. Scene revolution: Create "photo-friendly" landscapes, immersive theaters, role-playing areas, etc., to create social communication content. Time extension strategy: Develop night tour products, extend the experience time through light art, night performances, star observation, etc. "Park +" integration strategy: Promote cross-border integration such as "park + art", "park + sports", "park + education", "park + health". Layered consumption system: Build basic services (free), standard experiences (affordable), and deep experiences (premium) consumption pyramid. Operation intelligentization strategy: Digital twin system: Build a park digital management platform to achieve intelligent monitoring of passenger flow, facility management, and emergency response. Smart guided tour experience: Develop AR guided tours, voice stories, interactive games, etc., to enhance the fun and knowledge of the tour.

二、公園可植入的創新業態體系

文化體驗類業態：微型博物館/展覽館：利用公園建筑設立主題微博物館，如本地生態館、非遺工坊、藝術畫廊。沉浸式劇場：打造環境戲劇、園林實景演出，游客可跟隨劇情在公園內移動觀演。文化工坊集群：引入手工藝人、藝術家設立工作室，提供非遺體驗、藝術創作課程。露天影院/文化沙龍：在適宜區域舉辦電影放映、讀書會、小型音樂會等文化活動。

休閑消費類業態：主題餐飲體系：高端：園林餐廳、湖景茶室，特色：文化主題咖啡館、季節限定快閃店，便捷：設計型自動販賣機、移動餐車。創意零售空間：公園文創商店：開發IP衍生產品；農夫市集/手作集市：銷售本地特色農產品和手工藝品；植物商店：售賣公園特色植物、園藝工具。

健康生活類業態：戶外運動基地：設立瑜伽草坪、太極廣場、定向越野路線、騎行驛站。自然療愈中心：開發森林浴路線、聲音療愈花園、芳香植物區。親子自然教育：創建昆蟲旅館、自然觀察站、兒童農耕體驗區。

智慧創新類業態：AR探索游戲：基于公園地理和文化開發尋寶游戲、歷史穿越體驗。數字藝術裝置：設置交互式光影裝置、聲音雕塑等科技藝術項目。智慧露營區：配備智能設施的露營場地，提供戶外電影、星空觀測設備。

活動會展類業態：戶外展覽空間：承接雕塑展、裝置藝術展、花卉展等戶外展覽。輕型活動場地：提供公司團建、品牌發布、戶外婚禮等定制服務。季節市集：舉辦春節廟會、秋收市集、圣誕集市等季節性主題活動。

II. Innovative Business Models Implantable in ParksCultural Experience Categories: Miniature Museums/Exhibition Halls: Utilize park buildings to establish thematic museums, such as local ecological museums, heritage workshops, and art galleries. Immersive Theatres: Create environmental dramas and garden-themed live performances, allowing visitors to move around and watch the performances within the park. Cultural Workshop Clusters: Introduce artisans and artists to set up studios, offering heritage experiences and art creation courses. Open-air Cinemas/Cultural Salons: Host cultural activities such as film screenings, reading circles, and small concerts in suitable areas.

Recreational Consumption Categories: Theme Dining Systems: Premium: Garden restaurants, lake-view tea rooms; Unique: Cultural-themed cafes, seasonal pop-up stores; Convenient: Designated vending machines, mobile food trucks. Creative Retail Spaces: Park Cultural Stores: Develop IP derivative products; Farmer's Markets/Handicraft Markets: Sell local specialty agricultural products and handicrafts; Plant Stores: Sell park-specific plants and gardening tools.Health Lifestyle Categories: Outdoor Sports Base: Set up yoga lawns, Tai Chi squares, orienteering routes, cycling stations. Natural Healing Centers: Develop forest bathing routes, sound healing gardens, and aromatic plant areas. Parental Nature Education: Create insect hotels, nature observation stations, and children's agricultural experience zones. Smart Innovation Categories: AR Exploration Games: Develop treasure hunts and historical time travel experiences based on the park's geography and culture. Digital Art Installations: Set up interactive light and shadow installations, sound sculptures, and other technological art projects. Smart Camping Areas: Equip with intelligent facilities for camping, providing outdoor movies and star observation equipment. Event and Exhibition Categories: Outdoor Exhibition Spaces: Host outdoor exhibitions such as sculpture exhibitions, installation art exhibitions, and flower exhibitions. Lightweight Event Spaces: Provide customized services such as company team-building, brand launches, and outdoor weddings. Seasonal Markets: Host seasonal events such as Spring Fairs, Autumn Harvest Markets, and Christmas Markets.

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