文旅案例 | “農(nóng)場+”文旅模式：農(nóng)業(yè)基底上的體驗經(jīng)濟(jì)革命、建筑與景觀的農(nóng)業(yè)美學(xué)表達(dá)

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現(xiàn)代消費(fèi)者，尤其是都市中產(chǎn)家庭和年輕一代，呈現(xiàn)出對鄉(xiāng)村生活、自然教育和健康食品的強(qiáng)烈渴望。據(jù)《中國鄉(xiāng)村文旅消費(fèi)報告》顯示，超過65%的城市家庭每年至少進(jìn)行一次鄉(xiāng)村度假，其中“參與式農(nóng)業(yè)體驗”成為最受歡迎的選項之一。人們渴望在自然環(huán)境中緩解壓力、重建身心連接。然而，傳統(tǒng)的觀光農(nóng)業(yè)已無法滿足需求——簡單的采摘、農(nóng)家樂餐飲等初級形態(tài)面臨同質(zhì)化競爭和體驗單一化困境。市場呼喚更深度的內(nèi)容、更精致的場景和更系統(tǒng)的價值提供。

農(nóng)場文旅的三大核心優(yōu)勢：土地資源的獨(dú)特屬性：農(nóng)場擁有城市無法復(fù)制的自然空間、生態(tài)景觀和農(nóng)業(yè)生產(chǎn)場景，這是構(gòu)建差異化體驗的物理基礎(chǔ)。農(nóng)業(yè)文化的深厚底蘊(yùn)：二十四節(jié)氣、傳統(tǒng)農(nóng)具、鄉(xiāng)土智慧等構(gòu)成了豐富的文化IP資源。產(chǎn)業(yè)鏈的延伸潛力：從田間到餐桌的完整鏈條，為產(chǎn)品開發(fā)和價值提升提供了多維空間。規(guī)劃設(shè)計：從農(nóng)業(yè)空間到生活場景的系統(tǒng)重構(gòu)，成功的農(nóng)場文旅項目必須堅守農(nóng)業(yè)本質(zhì)，避免淪為單純的娛樂公園。法國“未來農(nóng)業(yè)主題公園”（Futuroscope農(nóng)業(yè)區(qū)）提供了典范：園區(qū)內(nèi)70%土地保持實際農(nóng)業(yè)生產(chǎn)，30%用于體驗設(shè)施，所有體驗活動都與實際農(nóng)事緊密結(jié)合，形成了“真實的農(nóng)業(yè)生產(chǎn)+深度的農(nóng)事教育+精致的休閑體驗”三位一體模式。一、規(guī)劃設(shè)計的五大原則

在地性尊重原則：規(guī)劃需充分尊重場地原有地形地貌、植被水系和建筑肌理。臺灣“薰衣草森林”品牌在開發(fā)每個農(nóng)場時，都先進(jìn)行長達(dá)半年的生態(tài)調(diào)查和文化挖掘，確保所有建設(shè)“長”在土地上而非“放”在土地上。日本Mokumoku農(nóng)場更是典范——利用丘陵地形設(shè)計錯落有致的體驗動線，保留原有溪流作為自然教育載體，改造傳統(tǒng)農(nóng)舍而非拆除重建。

四季平衡設(shè)計：破解季節(jié)性是農(nóng)場規(guī)劃的關(guān)鍵。應(yīng)采用“四季主題+室內(nèi)外結(jié)合”策略：春季：種植體驗+花卉節(jié)慶；夏季：夜游經(jīng)濟(jì)+親水活動；秋季：豐收慶典+自然藝術(shù)；冬季：溫室體驗+節(jié)慶工坊。荷蘭庫肯霍夫農(nóng)場通過“室內(nèi)球根花卉展示+戶外花園+溫室餐廳”的組合，將原本僅春季開放的郁金香花園延伸為四季可游的目的地。

動線分層設(shè)計：建立“生產(chǎn)動線—參觀動線—體驗動線”分離但有機(jī)連接的系統(tǒng)：生產(chǎn)動線保障農(nóng)業(yè)作業(yè)效率、參觀動線設(shè)置最佳觀賞視角、體驗動線融入互動節(jié)點。成都多利農(nóng)莊采用“外環(huán)生產(chǎn)—中環(huán)觀光—內(nèi)環(huán)體驗”的圈層布局，既保證了有機(jī)農(nóng)業(yè)的正常運(yùn)營，又為游客提供了安全豐富的體驗空間。

建筑與景觀的農(nóng)業(yè)美學(xué)表達(dá)：建筑應(yīng)體現(xiàn)鄉(xiāng)土智慧與現(xiàn)代美學(xué)的融合。浙江“田園魯家”項目采用本地竹材、夯土、石材等自然材料，通過現(xiàn)代設(shè)計手法改造農(nóng)舍，既降低了成本，又形成了獨(dú)特的視覺標(biāo)識。景觀設(shè)計則強(qiáng)調(diào)“可食地景”——將蔬菜、香草、果樹融入景觀體系，實現(xiàn)功能與美學(xué)的統(tǒng)一。

生態(tài)循環(huán)的系統(tǒng)思維：將農(nóng)場構(gòu)建為完整的生態(tài)系統(tǒng)。福建“赤米茶食堂”農(nóng)場建立“茶樹—綠肥—家禽—蚯蚓—堆肥”的循環(huán)鏈，并將這一過程設(shè)計為兒童生態(tài)教育課程，讓環(huán)保理念轉(zhuǎn)化為可體驗的產(chǎn)品。

Modern consumers, especially urban middle-class families and the younger generation, show a strong desire for rural life, nature education, and healthy food. According to the "China Rural Tourism Consumption Report", over 65% of urban families take at least one rural vacation each year, and "participatory agricultural experiences" have become one of the most popular options. People yearn to relieve stress and reconnect with their bodies and minds in a natural environment. However, traditional sightseeing agriculture cannot meet this demand - simple activities such as picking and farm stay catering face homogenization competition and single-experience predicaments. The market calls for deeper content, more refined scenes, and more systematic value provision.

The three core advantages of farm tourism: The unique attributes of land resources: Farms have natural spaces, ecological landscapes, and agricultural production scenarios that cannot be replicated in cities, which is the physical foundation for building differentiated experiences. The profound heritage of agricultural culture: The Twenty-Four Solar Terms, traditional farming tools, and local wisdom constitute rich cultural IP resources. The potential for the extension of the industrial chain: The complete chain from the field to the table provides multi-dimensional space for product development and value enhancement. Planning and design: The systematic reconstruction from agricultural space to living scene is necessary for successful farm tourism projects, as they must adhere to the essence of agriculture and avoid becoming mere entertainment parks. The French "Future Agriculture Theme Park" (Futuroscope Agricultural Area) provides a model: 70% of the land in the park is used for actual agricultural production, 30% for experience facilities, and all experience activities are closely integrated with actual farming, forming a tripartite model of "real agricultural production + in-depth agricultural education + exquisite leisure experience".

1. Five Principles of Planning and Design

The principle of respecting the local context: The planning must fully respect the original topography, vegetation, water systems, and architectural texture of the site. The "Lavender Forest" brand in Taiwan developed each farm after conducting a six-month ecological investigation and cultural exploration to ensure that all construction was "rooted" in the land rather than "placed" on it. The Mokumoku farm in Japan is a model - it uses the hilly terrain to design a staggered experience route, retains the original stream as a natural education carrier, and renovates traditional farmhouses instead of demolishing and rebuilding. Seasonal balance design: Solving the seasonal problem is the key to farm planning. The strategy should be "seasonal themes + indoor and outdoor combination": Spring: planting experience + flower festival; Summer: night tourism economy + water activities; Autumn: harvest celebration + natural art; Winter: greenhouse experience + festival workshops. The Dutch Koeckenhof farm extended the tulip garden, which was originally open only in spring, into a destination that can be visited all year round through a combination of "indoor bulb flower display + outdoor garden + greenhouse restaurant". Layered design of the route: Establish a system of "production route - viewing route - experience route" that is separated but organically connected: The production route ensures agricultural operation efficiency, the viewing route sets the best viewing perspective, and the experience route integrates interactive nodes. The Dali Farm in Chengdu adopts a "outer ring production - middle ring sightseeing - inner ring experience" circular layout, which not only ensures the normal operation of organic agriculture but also provides tourists with a safe and rich experience space. Agricultural aesthetics expression of buildings and landscapes: Buildings should reflect the integration of local wisdom and modern aesthetics. The "Rural Lu Jia" project in Zhejiang uses local materials such as bamboo, rammed earth, and stone, renovates farmhouses through modern design methods, reducing costs while forming a unique visual identity. Landscape design emphasizes "edible landscape" - integrating vegetables, herbs, and fruit trees into the landscape system to achieve the unity of function and aesthetics. Systematic thinking of ecological circulation: Building the farm as a complete ecosystem. The "Red Rice Tea Kitchen" farm in Fujian Province has established a circular chain of "tea trees - green manure - poultry - earthworms - compost", and has designed this process as a children's ecological education course, transforming the environmental protection concept into an experiential product.

二、業(yè)態(tài)創(chuàng)新：構(gòu)建“農(nóng)業(yè)+”的盈利生態(tài)系統(tǒng)第一層級：核心體驗業(yè)態(tài)（輕資產(chǎn)啟動）。農(nóng)事教育體系：針對親子家庭和學(xué)校市場，開發(fā)系統(tǒng)化的自然教育課程：季節(jié)農(nóng)事課：插秧、收割、堆肥等、食物教育課：從食材到料理的全過程體驗、生態(tài)觀察課：昆蟲旅館、鳥類觀察、土壤研究。日本白石農(nóng)場將水稻種植設(shè)計為“365天水稻故事”課程包，家庭可認(rèn)購一小塊田，每月參與不同農(nóng)事活動，最終收獲自己種植的大米，復(fù)購率達(dá)85%。主題節(jié)慶活動：基于農(nóng)業(yè)生產(chǎn)周期策劃品牌節(jié)慶：種植季：開耕儀式、插秧比賽成長季：植物觀察日記、田間音樂會收獲季：豐收慶典、農(nóng)夫市集；加工季：釀酒、制醬、腌菜工作坊。美國藍(lán)山農(nóng)場將南瓜收獲季擴(kuò)展為為期一個月的“南瓜藝術(shù)節(jié)”，通過雕刻比賽、南瓜馬車巡游、南瓜美食研發(fā)等活動，將客單價提升3倍以上。第二層級：延伸消費(fèi)業(yè)態(tài)（提升客單價）。農(nóng)場餐廳與食品工坊：打造“農(nóng)場到餐桌”的完整體驗鏈：景觀餐廳：以田園為背景的用餐體驗、開放式廚房：展示料理過程、加工體驗坊：自制果醬、腌制蔬菜、烘焙面包、食材盲盒：當(dāng)季食材的驚喜組合，意大利“慢食農(nóng)場”餐廳只提供當(dāng)日采收食材制作的套餐，顧客需提前預(yù)訂且不接受點菜，反而成為美食愛好者追捧的體驗，人均消費(fèi)達(dá)普通農(nóng)家樂的5倍。在地手作與文創(chuàng)開發(fā)：挖掘農(nóng)業(yè)相關(guān)的手工藝：植物染坊：利用農(nóng)場植物進(jìn)行紡織品染色、草木工藝：稻草編織、枝葉拓印、農(nóng)具美學(xué)：傳統(tǒng)農(nóng)具的微型文創(chuàng)開發(fā)、節(jié)氣產(chǎn)品：二十四節(jié)氣主題的系列產(chǎn)品。臺灣“掌生谷粒”品牌將大米包裝設(shè)計成文學(xué)作品，講述每一粒米背后的風(fēng)土故事，價格達(dá)到普通大米的8-10倍，成功進(jìn)入精品百貨渠道。第三層級：深度服務(wù)業(yè)態(tài)（創(chuàng)造持續(xù)收入）。農(nóng)場住宿體系：構(gòu)建多層次住宿產(chǎn)品：基礎(chǔ)層：田野露營、星空帳篷、特色層：糧倉改造民宿、樹屋、水上屋、高端層：農(nóng)場villa、療愈院落。法國波爾多葡萄酒莊園將傳統(tǒng)農(nóng)舍改造為“葡萄園中的房間”，每個房間以不同葡萄品種命名，配以該品種釀造的葡萄酒和專屬品鑒課，年均入住率達(dá)78%。會員制與訂閱服務(wù)：建立穩(wěn)定的客戶關(guān)系：土地認(rèn)養(yǎng)：個人或企業(yè)認(rèn)養(yǎng)地塊，農(nóng)場代管、食材訂閱：每周/月配送當(dāng)季食材箱、課程會員：年度自然教育課程通行證、活動優(yōu)先權(quán)：節(jié)慶活動的VIP權(quán)益。上海“百歐歡農(nóng)場”推出家庭會員制，年費(fèi)1.2萬元，包含每周食材配送、12次農(nóng)場課程、專屬活動邀請等權(quán)益，鎖定了一批高黏性客戶。

II. Business Model Innovation: Establishing a Profitable Ecosystem of "Agriculture +"

First Level: Core Experience Business Model (Light Asset Initiation). Agricultural Education System: For families and schools, develop systematic natural education courses: Seasonal Farming Courses: Planting, Harvesting, Composting, etc., Food Education Courses: Full-process experience from ingredients to cooking, Ecological Observation Courses: Insect Hotels, Bird Observation, Soil Research. The Japanese Bai Shi Farm has designed rice cultivation as a "365-day Rice Story" course package. Families can subscribe to a small plot of land, participate in different farming activities each month, and finally harvest their own grown rice, with a repeat purchase rate of 85%. Theme Festival Activities: Based on the agricultural production cycle, plan brand festivals: Planting Season: Opening Ceremony, Rice Planting Competition, Growth Season: Plant Observation Diary, Field Concert, Harvest Season: Harvest Celebration, Farmer Market; Processing Season: Brewing, Making Sauce, Pickling Workshop. The American Blue Mountain Farm expanded the pumpkin harvest season into a one-month "Pumpkin Art Festival", through carving competitions, pumpkin carriage parades, and pumpkin food research activities, increasing the average order value by more than three times.

Second Level: Extended Consumption Business Model (Enhancing Average Order Value). Farm Restaurants and Food Workshops: Create a complete experience chain from farm to table: Landscape Restaurant: Dining experience with a rural backdrop, Open Kitchen: Displaying the cooking process, Processing Experience Workshop: Making homemade jams, pickled vegetables, baking bread, Food Box: Surprise combinations of seasonal ingredients, The Italian "Slow Food Farm" restaurant only provides meals made with the day's harvested ingredients, customers need to make reservations in advance and do not accept orders, instead becoming a sought-after experience for food lovers, with an average consumption 5 times that of ordinary農(nóng)家樂. Local Handicrafts and Cultural Development： Explore agricultural-related handicrafts： Plant Dyeing Workshop： Using farm plants for textile dyeing， Herb Craft： Straw weaving， Branch Transfer Printing， Agricultural Aesthetics： Micro-cultural development of traditional farm tools， Seasonal Products： Series of products themed on the 24 Solar Terms. The Taiwan "Zhang Sheng Grain" brand packages rice as literary works， telling the story of each grain of rice behind the local soil， with a price 8-10 times that of ordinary rice， successfully entering the boutique department store channel.

Third Level： Deep Service Business Model (Creating Sustainable Income). Farm Accommodation System： Build multi-level accommodation products： Basic Layer： Field Camping， Starry Sky Tents， Special Layer： Grain Warehouse Renovation民宿， Tree Houses， Waterborne Houses， High-end Layer： Farm Villa， Healing Courtyard. The French Bordeaux Wine Estate transformed traditional farmhouses into "rooms in the vineyard"， each room named after a different grape variety， accompanied by wine of that variety and exclusive tasting classes， with an annual occupancy rate of 78%. Membership System and Subscription Services： Establish stable customer relationships： Land Caring： Individuals or enterprises adopt a plot of land for management， the farm takes charge， Food Subscription： Weekly/Monthly delivery of seasonal food boxes， Course Membership： Annual Natural Education Course Pass， Event Priority： VIP rights for festival events. Shanghai "Baio Huan Farm" launched a family membership system， with an annual fee of 12，000 yuan， including weekly food delivery， 12 farm courses， exclusive event invitations， etc.， locking in a group of highly sticky customers.

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