文旅案例 | 文商體旅融合：以終為始的場景營造、消費新趨勢下的文旅升級

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當前文旅消費正在發生結構性轉變。Z世代成為消費主力軍，他們的需求從“觀光打卡”轉向“深度體驗”，從“物質消費”轉向“精神滿足”，從“標準化產品”轉向“個性化定制”。這一代消費者不再滿足于被動的接受，而是渴望成為體驗的參與者和共創者。體驗經濟全面崛起。根據麥肯錫研究報告，78%的年輕消費者愿意為獨特體驗支付溢價。文旅消費從“目的地消費”轉向“場景消費”——人們不再只為某個景點買單，而是為一段完整的生活方式體驗付費。這要求文旅項目必須超越單一功能，提供復合價值。

健康生活成為新剛需。攜程數據顯示，體育旅游類產品年增長率達35%，徒步、騎行、滑雪、沖浪等“體育+旅游”組合成為新寵。體育不再僅僅是專業活動，更是社交方式和生活態度。在地文化深度渴望。全球化背景下，消費者反而更加珍視在地性和真實性。Airbnb的調研顯示，68%的游客希望“像當地人一樣生活”，參與本地市集、學習傳統手藝、品嘗家常菜肴成為旅游新動機。文化不再是背景板，而是核心吸引力。數字原生與現實體驗交融。元宇宙概念興起，但并未削弱人們對現實體驗的需求，反而催生了“虛實共生”的新模式。消費者既期待線下沉浸式體驗，也渴望通過數字手段延伸體驗、記錄分享、持續連接。

一、融合新思路：文商體旅的化學反應機制文化為魂：從文化展示到文化轉譯。單純的文化展示已無法滿足當代需求，成功的項目需要將文化“轉譯”為可體驗、可參與、可消費的現代語言。北京SKP-S的“火星移民”主題商業體提供了卓越范本——將科幻敘事貫穿商業空間，藝術裝置與零售場景完全融合。消費者進入的不再是商場，而是一個完整的文化場域，購物行為成為沉浸式敘事的一部分。文化不再是附加裝飾，而是空間靈魂和消費邏輯本身。這種轉譯需要三個層次：表層是文化符號的現代表達；中層是文化場景的生活融入；深層是文化精神的當代共鳴。成都REGULAR源野項目將地下空間改造為生活方式集合體，通過本土植物景觀、藝術展覽與品質店鋪的自然融合，實現了“公園城市”理念的商業轉譯，成為年輕人追捧的社交目的地。商業為體：從消費場所到生活方式提案。文商體旅融合中的“商”，需要超越傳統零售思維，提供完整的生活方式提案。阿那亞的成功秘訣正是如此——它本質上是在銷售“海邊烏托邦”的生活方式。社區內書店、美術館、劇場、體育設施與商業配套形成有機網絡，消費自然融入日常生活節奏。關鍵轉變在于：商業空間從“貨架陳列”轉向“場景提案”，從“交易終點”轉向“關系起點”，從“標準復制”轉向“在地定制”。上?！敖癯?弄”將百年石庫門建筑群改造為文化藝術商業綜合體，每個店鋪都是獨特的文化窗口，整體形成“可漫步、可閱讀、可消費”的街區體驗。商業成為文化的載體，文化成為商業的附加值。體育為脈：從專業活動到全民參與。體育在文旅融合中扮演著激活劑和連接器的角色。它提供動態體驗、健康價值、社交場景和賽事流量，但必須從專業競技轉向大眾參與。浙江莫干山Discovery探索極限公園的創新值得借鑒——將探險運動（攀巖、高空網陣、叢林滑索）進行安全化和體驗化改造，搭配自然教育和團隊建設，成為企業團建、家庭度假的熱門選擇。體育融合需要把握三個維度：專業性與普適性的平衡——降低參與門檻但不失專業體驗；競技性與趣味性的結合——淡化比賽壓力強化參與樂趣；運動場景與社交場景的疊加——讓體育活動成為社交媒介。重慶際華園室內滑雪場結合滑雪教學、賽事舉辦、主題活動和餐飲零售，構建了全年齡段、全季節的冰雪生活圈。旅游為橋：從線性游覽到系統體驗。旅游是文商體元素的整合平臺，但必須從“點線游覽”升級為“系統體驗”。日本輕井澤的度假模式提供了完整范例——以自然環境為基礎，融合高原高爾夫、自行車騎行、溫泉療養（體）、王子購物廣場、特色餐廳（商）、石之教堂、美術館（文）等多元業態，形成“度假生活系統”。游客停留時間從1-2天延長至3-5天，消費維度也從住宿餐飲擴展到運動、購物、文化體驗等多個層面。

Currently, the consumption pattern in the cultural and tourism sector is undergoing a structural transformation. The Z Generation has become the main consumer group. Their demands have shifted from "visiting and taking photos" to "in-depth experience", from "material consumption" to "spiritual satisfaction", and from "standardized products" to "personalized customization". This generation of consumers is no longer content with passive acceptance but instead desires to be participants and co-creators of the experience. The experience economy has fully emerged. 。 According to a McKinsey report, 78% of young consumers are willing to pay a premium for unique experiences. The consumption of cultural tourism has shifted from "destination consumption" to "scene consumption" - people no longer pay for a single attraction alone, but for a complete lifestyle experience. This requires cultural tourism projects to go beyond a single function and provide comprehensive value. Healthy living has become a new necessity. Data from Ctrip shows that the annual growth rate of sports tourism products is 35%, and activities such as hiking, cycling, skiing, and surfing, which combine sports and tourism, have become new favorites. Sports are no longer just professional activities, but also a way of socializing and a lifestyle attitude. In the context of globalization, consumers are even more valuing locality and authenticity. Airbnb's research shows that 68% of tourists hope to "live like locals", participating in local markets, learning traditional skills, and tasting home-cooked dishes, becoming new motivations for travel. Culture is no longer just a backdrop, but a core attraction. Digital natives and real-world experiences blend. The concept of the metaverse has emerged, but it has not weakened people's demand for real-world experiences; instead, it has given rise to a new model of "virtual and real coexistence". Consumers not only expect immersive offline experiences but also desire to extend experiences through digital means, record and share, and maintain connections.

1. Integrating New Ideas: The Chemical Reaction Mechanism of Cultural, Commercial, and Tourism Integration

Culture as the Soul: From Cultural Display to Cultural Translation. Simple cultural displays can no longer meet contemporary needs. Successful projects need to "translate" culture into an experience, participation, and consumptionable modern language. The "Mars Immigrant" theme commercial complex of Beijing SKP-S provides an excellent model - integrating sci-fi narratives throughout the commercial space, with art installations and retail scenarios fully integrated. Consumers are no longer entering a shopping mall, but a complete cultural domain, with shopping behavior becoming part of an immersive narrative. Culture is no longer an additional decoration, but the soul of the space and the logic of consumption itself. This translation requires three levels: the surface is the present-day expression of cultural symbols; the middle layer is the integration of cultural scenes into daily life; the deep layer is the contemporary resonance of cultural spirit. The REGULAR Source Wild project in Chengdu transforms the underground space into a lifestyle complex, through the natural integration of local plant landscapes, art exhibitions, and quality stores, achieving the commercial translation of the "park city" concept, becoming a social destination favored by young people. Commerce as the Body: From Consumption Place to Lifestyle Proposal. In the integration of cultural tourism, "commerce" in "commercial tourism integration" needs to go beyond traditional retail thinking and provide a complete lifestyle proposal. The success secret of Ananya is precisely this - it essentially sells "the seaside utopia" lifestyle. The community's bookstores, art galleries, theaters, sports facilities, and commercial配套 form an organic network， and consumption naturally integrates into the rhythm of daily life. The key transformation lies in： the commercial space shifts from "shelf display" to "scene proposal"， from "transaction endpoint" to "relationship starting point"， from "standard replication" to "local customization". Shanghai "Jin Chao 8 Lane" transforms a century-old Stone Gate building complex into a cultural and artistic commercial complex， with each store being a unique cultural window， forming a "walkable， readable， and consumable" street experience. Commerce becomes the carrier of culture， and culture becomes the added value of commerce. Sports as the Pulse： From Professional Activities to Mass Participation. Sports play a role as an activator and connector in cultural tourism integration. It provides dynamic experiences， health value， social scenarios， and event traffic， but must shift from professional competition to mass participation. The Discovery Extreme Park in Mogan Mountain， Zhejiang， is worth learning from - transforming adventure sports (climbing， high-altitude nets， jungle slides) into safe and experiential forms， combined with natural education and team building， becoming a popular choice for corporate team building and family vacations. Sports integration requires grasping three dimensions: a balance between professionalism and universality - lowering the participation threshold while maintaining a professional experience; a combination of competitiveness and entertainment - reducing the pressure of competitions and strengthening the enjoyment of participation; the superposition of sports scenarios and social scenarios - making sports activities a social medium. Chongqing Jiweiyuan Indoor Skiing Park combines skiing teaching, event hosting, theme activities and catering and retail, and has constructed an ice and snow lifestyle circle for all age groups and all seasons.

二、升級路徑：文商體旅融合的四大策略策略一：以終為始的場景營造。未來文旅項目的核心競爭力在于“場景力”。場景營造需要遵循“主題化—敘事化—體驗化—商業化”的邏輯閉環。廣州永慶坊二期改造中，設計團隊沒有簡單修復建筑，而是構建了“西關生活博物館”的整體場景：粵劇藝術博物館提供文化錨點，非遺工作站提供體驗內容，特色餐飲和文創店鋪提供消費場景，濱河休閑帶提供公共空間。所有業態圍繞“西關文化”主題展開，形成可感知、可參與、可消費的完整場景。關鍵要點：場景必須有“主理人思維”，像策展一樣精心編排每個元素；場景必須有“呼吸感”，平衡商業密度與公共空間；場景必須有“生長性”，預留社區參與和內容更新的可能性。策略二：內容驅動的流量重構。傳統文旅依賴地理位置和資源稟賦的“先天流量”，而新型項目更需要內容創造的“后天流量”。長沙文和友的成功本質上是內容公司的勝利——它通過極致化的市井文化場景、持續的內容事件（懷舊主題活動、品牌聯名、影視取景）和社交媒體傳播，將自己打造成“城市文化地標”，餐飲消費成為體驗內容的自然出口。內容驅動需要建立“內容生產—傳播擴散—體驗轉化—用戶生成”的循環生態系統。西安長安十二時辰主題街區將影視IP轉化為實景空間，每天安排70多場演藝活動，游客不僅是觀看者，更可換裝參與、與NPC互動，大量用戶生成的短視頻成為免費傳播素材，形成“內容—體驗—傳播”的正向循環。策略三：社群運營的價值延伸。文旅項目的長期價值在于構建有歸屬感的用戶社群。阿那亞的社群運營堪稱典范：通過業主群、興趣小組（讀書、跑步、藝術）、社區活動（音樂節、話劇節、馬拉松）構建了緊密的社區網絡。業主不僅是居住者，更是內容生產者、活動參與者和品牌傳播者。這種社群黏性帶來了高復訪率（年均3次以上）和強大的口碑效應。社群運營的關鍵是“去中心化的組織架構”和“價值共鳴的文化內核”。成都麓湖生態城通過社群基金會支持居民自發組織水上運動、社區藝術節、鄰里宴等活動，形成了“參與者即組織者”的活躍社區生態。文旅項目從“消費目的地”升級為“社群精神家園”。策略四：數字技術的體驗增強。數字技術不應替代現實體驗，而應增強和延伸體驗。上?！帮L起洛陽”VR全感劇場將VR技術與實景道具、動感平臺、環境特效結合，讓游客“穿越”到盛唐洛陽，破解謎案。這種“虛實融合”模式既保留了線下沉浸感，又突破了物理限制。數字融合有三個層次：體驗前的數字化觸達和預約定制；體驗中的互動增強和沉浸深化；體驗后的數字資產沉淀和社交分享。張家界景區推出的“數字孿生”游覽，游客可在現實游覽同時通過AR眼鏡看到地質變遷動畫、詩詞意境再現，游覽后獲得個人定制視頻和數字紀念品，實現了體驗的個性化和可攜帶化。

II. Upgrade Path: Four Strategies for the Integration of Culture, Commerce, Tourism and SportsStrategy One: Scene Creation Based on the End Goal. The core competitiveness of future cultural tourism projects lies in "scene power". Scene creation needs to follow the logical closed loop of "themeization - narrativization - experientialization - commercialization". In the renovation of Guangzhou Yongqingfang Phase II, the design team did not simply restore the buildings, but constructed the overall scene of "West Gate Life Museum": The Cantonese Opera Art Museum provided a cultural anchor point, the Intangible Heritage Workstation provided experiential content, the characteristic restaurants and cultural shops provided consumption scenarios, and the riverfront leisure area provided public space. All business types were centered around the theme of "West Gate Culture", forming a complete scene that is perceptible, participatory and consumable. Key points: The scene must have "curator thinking", carefully arranging each element like a curator; the scene must have "breathing sensation", balancing commercial density and public space; the scene must have "growth potential", reserving the possibility of community participation and content update.

Strategy Two: Traffic Reconstruction Driven by Content. Traditional cultural tourism relies on the "inherent traffic" of geographical location and resource endowment, while new projects need "acquired traffic" created by content creation. The success of Changsha Wenheyou is essentially the victory of a content company - it transformed itself into a "city cultural landmark" through extreme urban culture scenes, continuous content events (nostalgic theme activities, brand collaborations, film and television shooting locations), and social media dissemination. Content-driven requires the establishment of a "content production - dissemination diffusion - experience transformation - user generation" circular ecosystem. The Xi'an Chang'an Twelve Hours Theme Street transformed the film IP into a real space, arranging over 70 performance activities every day, and tourists were not only viewers but could also dress up and participate, interact with NPCs, and a large number of user-generated short videos became free dissemination materials, forming a positive cycle of "content - experience - dissemination".

Strategy Three: Value Extension of Community Operations. The long-term value of cultural tourism projects lies in building a community with a sense of belonging. The community operation of Ananya is a model: Through owner groups, interest groups (reading, running, art), and community activities (music festival, drama festival, marathon), a close community network was constructed. Owners are not only residents but also content producers, event participants and brand disseminators. This community stickiness brings high repeat visit rates (more than 3 times per year) and a strong word-of-mouth effect. The key to community operation is "decentralized organizational structure" and "cultural core of value resonance". Chengdu Luhu Ecological City formed an active community ecosystem through the support of community foundations for residents to spontaneously organize water sports, community art festivals, neighborhood banquets and other activities. The cultural tourism project upgraded from a "consumption destination" to a "community spiritual home".

Strategy Four: Enhancement of Experience through Digital Technology. Digital technology should not replace real experiences, but should enhance and extend them. The VR full-sensory theater "Wind Blows Luoyang" in Shanghai combined VR technology with real props, dynamic platforms and environmental effects, allowing tourists to "travel through time" to the Tang Dynasty Luoyang and solve mysteries. This "virtual and real integration" model retains the offline immersion while breaking through physical limitations. Digital integration has three levels: digital touch and reservation customization before the experience; interactive enhancement and immersive deepening during the experience; digital asset accumulation and social sharing after the experience. The "digital twin" tour launched by Zhangjiajie scenic area allows tourists to see geological changes animations and poetic recreations through AR glasses while visiting, and after the tour, they receive personalized videos and digital souvenirs, achieving personalized and portable experiences.

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