文旅案例 | 戶外運動目的地：構建“金字塔型”產品體系、培養戶外運動社群生態

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隨著健康中國戰略的深入推進和全民健身意識的覺醒，戶外運動正從專業小眾領域走向大眾生活，催生出萬億級消費市場。戶外運動目的地不再僅僅是地理概念，而逐漸演變為集運動體驗、生態康養、社交娛樂于一體的綜合性文旅空間，把握政策東風，突破傳統模式，實現從“單一場地”到“生活方式目的地”的轉型升級。

一、政策紅利：多方發力構筑發展新基建，近年來，國家層面密集出臺多項支持政策，為戶外運動目的地發展提供了強有力的制度保障和市場機遇。

頂層設計全面賦能。國家體育總局等八部門聯合印發《戶外運動產業發展規劃》，明確提出優化空間布局、完善設施網絡、提升服務品質等核心任務。規劃特別強調“戶外運動+旅游”的融合創新，鼓勵建設集運動、休閑、旅游于一體的復合型目的地。2023年，《關于恢復和擴大消費的措施》再次將體育休閑和文旅消費作為重點，支持舉辦各類戶外賽事，開發特色產品。

土地與資金支持雙管齊下。自然資源部、國家林草局等部門出臺政策，引導和支持利用森林、草原、江河湖海等自然資源開展戶外運動，在符合規劃和環保要求的前提下，適度保障建設用地需求。財政部通過文旅發展專項資金、體育彩票公益金等渠道，對符合條件的戶外運動基礎設施和重點項目給予補助。金融機構也被鼓勵開發針對戶外運動產業的信貸產品。

區域戰略精準對接。鄉村振興戰略將鄉村旅游作為重要抓手，而戶外運動正是激活鄉村資源、塑造特色品牌的有效路徑。多地已將山地越野、騎行徒步、水上運動等納入鄉村產業規劃。黃河、長江等國家文化公園建設，也為沿線的戶外運動廊道開發提供了歷史性機遇。“十四五”旅游發展規劃更是明確要建設一批山地、水上、航空等戶外運動旅游示范區。

二、轉型升級的深層思考：超越“路徑依賴”，在政策利好的背景下，戶外運動目的地的轉型升級仍需破解一系列深層矛盾與認知局限。

從“地理至上”到“體驗為王”的思維轉變。傳統模式過度依賴自然資源稟賦，陷入“有山就攀巖，有水就漂流”的同質化競爭。轉型升級的核心在于重新定義“資源”——將獨特的自然地貌視為舞臺背景，而非全部內容，重點轉向基于此舞臺設計的深度體驗、情感連接與文化敘事。例如，同樣是一片峽谷，可以僅是徒步穿越的通道，也可以成為融合地質科普、溯溪挑戰、崖壁劇場的光影秀場。

平衡“專業硬核”與“大眾友好”的張力。戶外運動目的地常面臨定位困惑：是服務少數精英愛好者，還是吸引大眾體驗者？成功的轉型需要構建“金字塔型”產品體系——塔尖是專業賽事與高階訓練，樹立專業形象與品牌高度；塔基是輕量化、趣味化、安全化的入門體驗與主題觀光，保障大眾客流與基礎營收；塔身則是豐富的主題營地、技能課程與社團活動，培育核心用戶社群，實現可持續消費。

破解“季節性魔咒”與生態保護的難題。許多目的地深受季節性客流波動困擾，同時面臨環境保護的壓力。突破之道在于通過“四季產品組合”與“生態為基的微介入”來應對。冬季的滑雪場夏季可轉型為滑草、山地自行車公園；結合自然節律設計觀星、觀鳥、植被認知等生態研學產品。所有開發必須遵循“生態紅線不可碰，環境承載量為綱”的原則，采用生態工法建設設施，并設計環保教育體驗環節，將游客轉化為生態守護者。

With the deepening implementation of the Healthy China strategy and the awakening of the concept of fitness and health, outdoor sports are moving from the professional and niche fields to the mainstream of daily life, giving rise to a trillion-dollar consumption market. Outdoor sports destinations are no longer merely geographical concepts but have gradually evolved into comprehensive cultural and tourism spaces that integrate sports experiences, ecological health care, social entertainment, etc. By seizing the policy wind and breaking away from traditional models, they have achieved a transformation from "single venues" to "lifestyle destinations".

I. Policy Benefits: Multiple parties are working together to build new infrastructure for development. In recent years, the national level has issued a series of supportive policies, providing strong institutional guarantees and market opportunities for the development of outdoor sports destinations.

Top-level design fully empowers. The General Administration of Sport of China and eight other departments jointly issued the "Outdoor Sports Industry Development Plan", clearly stating core tasks such as optimizing spatial layout, improving facility networks, and enhancing service quality. The plan particularly emphasizes the integration and innovation of "outdoor sports + tourism", encouraging the construction of integrated destinations that combine sports, leisure, and tourism. In 2023, the "Measures for Restoring and Expanding Consumption" once again designated sports leisure and cultural tourism consumption as key areas, supporting the holding of various outdoor events and the development of distinctive products.

Dual support for land and funds. The Ministry of Natural Resources, the National Forestry and Grassland Administration, and other departments have issued policies to guide and support the development of outdoor sports using natural resources such as forests, grasslands, rivers, lakes, and seas. Under the premise of compliance with planning and environmental protection requirements, they moderately guarantee the demand for construction land. The Ministry of Finance provides subsidies through cultural and tourism development funds and sports lottery public welfare funds to eligible outdoor sports infrastructure and key projects. Financial institutions are also encouraged to develop credit products specifically for the outdoor sports industry.

Precise regional strategies align. The rural revitalization strategy regards rural tourism as an important focus, and outdoor sports is an effective path to activate rural resources and shape distinctive brands. Many regions have included mountain biking, hiking, and water sports in their rural industrial planning. The construction of national cultural parks such as the Yellow River and the Yangtze River has also provided historic opportunities for the development of outdoor sports corridors along the routes. The "14th Five-Year Tourism Development Plan" has even explicitly stated the need to build a number of outdoor sports tourism demonstration zones in mountainous areas, water areas, and aviation areas.

II. Deep Thoughts on Transformation and Upgrade: Beyond "Path Dependence", in the context of favorable policies, the transformation and upgrade of outdoor sports destinations still need to address a series of deep-seated contradictions and cognitive limitations.

Shift from "geography supremacy" to "experience as king". The traditional model overly relies on natural resource endowments, falling into homogeneous competition such as "climbing where there are mountains, rafting where there are rivers". The core of transformation lies in redefining "resources" - regarding unique natural landforms as the background stage rather than the entire content, and focusing on in-depth experiences, emotional connections, and cultural narratives based on this stage. For example, the same canyon can be merely a passage for hiking, or it can become a light-up show venue integrating geological science popularization, rappelling challenges, and cliff theater.

Balancing the tension between "professional rigor" and "mass friendliness". Outdoor sports destinations often face positioning confusion: is it to serve a few elite enthusiasts or to attract mass experiencers? Successful transformation requires the construction of a "pyramid-shaped" product system - the top is professional events and advanced training, establishing a professional image and brand height; the base is lightweight, fun, and safe entry experiences and theme sightseeing, ensuring mass traffic and basic revenue; the body is rich theme camps, skill courses, and club activities, cultivating core user communities, and achieving sustainable consumption.

Solving the problems of "seasonal curse" and ecological protection. Many destinations are plagued by seasonal fluctuations in tourist flow and face pressure from environmental protection. The breakthrough lies in addressing these problems through "four-season product combinations" and "ecological-based micro-interventions". The ski resort in winter can be transformed into a bungee jumping and mountain biking park in summer. Ecological study products such as stargazing, bird watching and vegetation recognition can be designed based on the natural rhythm. All the development must follow the principle of "do not cross the ecological red line and take the environmental carrying capacity as the guideline". Facilities should be constructed using ecological construction methods, and environmental education and experience sections should be designed to transform tourists into ecological guardians.

三、規劃與設計：構建“沉浸式運動場景生態”，規劃與設計是理念落地的首要環節，需以“場景思維”取代傳統的“功能分區”思維。

空間規劃：編織網絡化、主題化的體驗脈絡。摒棄點狀孤立的項目布局，構建“核心引爆點-主題連接線-配套服務面”的網絡體系。例如，以一條國家級徒步道或騎行綠道作為主干線（連接線），沿線有機串聯起出發點小鎮（服務面）、山頂觀景臺（引爆點）、巖壁體驗區（引爆點）、溪谷露營地（服務面）等。每個節點都有鮮明主題，如“云端起點”、“巖石畫廊”、“星空營地”，形成持續不斷的體驗刺激。

場景設計：打造“五感全開”的沉浸式環境。設計需充分調動視覺、聽覺、觸覺乃至嗅覺，強化運動與環境的共鳴。步道設計不僅考慮安全與坡度，更注重景觀視廊的開啟與節奏變化；利用本地材料（木材、石材）建造休憩站、標識系統，強化在地感；在合適區域設置無邊際觀景臺、透明棧道等“網紅”打卡點，創造社交傳播素材。夜間可通過柔和的生態照明，設計熒光步道、星空劇場等，延長停留時間。

設施融合：實現服務設施的“隱形化”與“多功能化”。衛生間、補給站、救援點等必要設施，應通過生態化設計盡可能“隱藏”于環境中。同時，推動設施的功能復合，如一座觀景塔同時可作為氣象監測站、無線基站和緊急避險屋；補給站可結合本地農產品展銷、簡餐服務和文化展示。

四、運營創新：深耕社群、數智驅動與利益共享，卓越的運營是目的地持續活力的源泉，需在用戶關系、管理工具和社區共生上創新。

用戶運營：構建活躍的“戶外運動社群生態”。運營重心應從一次性游客管理轉向終身用戶培育。建立會員體系，提供課程預約、裝備租賃、活動優先等權益。官方持續組織不同主題、不同難度的俱樂部活動（如周末徒步、攝影騎行、家庭探險日），并鼓勵用戶自發組建興趣小組。培育或引入“戶外達人/KOL”作為品牌導師，通過他們的故事和引領，增強社群粘性與專業吸引力。

智慧運營：打造“全域智慧戶外大腦”。利用物聯網、大數據、AR/VR等技術提升體驗與安全。開發專屬APP，提供電子地圖、實時路況、植被動物識別、虛擬導覽、緊急呼叫等功能。通過穿戴設備與傳感器，在合規前提下收集匿名化的運動數據，用于分析客流熱力圖、優化線路設計、推送個性化挑戰（如“解鎖所有觀景臺”）。建立集環境監測、安全預警、應急指揮于一體的智能管理平臺。

社區共生：建立在地化利益聯結與品牌敘事。目的地成功離不開本地社區支持。運營中應優先采購本地農副產品，雇傭和培訓當地居民擔任向導、服務員、維護員，讓社區從發展中切實受益。深入挖掘本地歷史、民俗、生產傳統（如采藥、古道故事），將其轉化為特色運動文化體驗的一部分（如“重走茶馬古道”徒步線）。通過舉辦社區參與的節慶（如開山節、豐收跑），塑造開放、友好、有溫度的目的地品牌形象。

從政策東風到實踐藍海，戶外運動目的地的文旅升級，本質是一場關于人與自然、運動與生活、體驗與成長的重新對話。它要求我們超越簡單的場地提供，轉向精心策劃的體驗營造、深度聯結的社群運營與和諧共生的區域發展。當每一段步道都能講述故事，每一處營地都能安放身心，戶外運動目的地便將真正成為現代人追尋自我、連接自然的精神驛站，在綠水青山間書寫出可持續發展的生動答卷。

III. Planning and Design: Build an "immersive sports scene ecosystem". Planning and design are the first step in implementing the concept, and they should replace the traditional "functional zoning" thinking with "scene thinking".Space Planning: Weave a networked and themed experience framework. Abandon the isolated point-like project layout and build a network system of "core trigger points - theme connection lines - supporting service areas". For example, using a national hiking trail or cycling greenway as the main line (connection line), organically connect the starting point town (service area), the mountain top viewing platform (trigger point), the rock wall experience area (trigger point), and the valley camping site (service area). Each node has a distinct theme, such as "cloud starting point", "rock gallery", "star sky campsite", etc., forming a continuous experience stimulation.

Scene Design: Create an "all-five-senses fully activated" immersive environment. The design needs to fully mobilize vision, hearing, touch, and even smell, strengthening the resonance between sports and the environment. The trail design not only considers safety and slope but also focuses on the opening of landscape views and rhythm changes; using local materials (wood, stone) to build rest areas and signage systems to enhance the sense of place; setting up "hotspot" points such as infinity viewing platforms and transparent walkways in suitable areas to create social communication materials. At night, through soft ecological lighting, design fluorescent trails, starry sky theaters, etc., to extend the stay time.

Facility Integration: Achieve the "invisible" and "multifunctional" integration of service facilities. Necessary facilities such as restrooms, supply stations, and rescue points should be designed to be as "hidden" as possible in the environment through ecological design. At the same time, promote the integration of facilities' functions, such as a viewing tower that can also serve as a weather monitoring station, wireless base station, and emergency shelter; the supply station can combine local agricultural product exhibitions, simple meal services, and cultural displays.

IV. Operational Innovation: Deepen communities, digital intelligence-driven, and shared benefits. Excellent operation is the source of the destination's continuous vitality. It is necessary to innovate in user relationships, management tools, and community symbiosis. User Operations: Build an active "outdoor sports community ecosystem". The operational focus should shift from one-time tourist management to the cultivation of lifelong users. Establish a membership system, providing services such as course reservations, equipment rentals, and priority access to activities. The official continuously organizes club activities of different themes and difficulties (such as weekend hiking, photography cycling, family adventure days), and encourages users to spontaneously form interest groups. Cultivate or introduce "outdoor experts/KOL" as brand mentors, enhancing community stickiness and professional appeal through their stories and guidance.

Smart Operations: Build a "full-domain smart outdoor brain". Utilize IoT, big data, AR/VR technologies to enhance experiences and safety. Develop an exclusive APP, providing features such as electronic maps, real-time traffic conditions, plant and animal identification, virtual guided tours, emergency calls. Through wearable devices and sensors, collect anonymous movement data under compliance to analyze passenger heat maps, optimize route design, and push personalized challenges (such as "unlock all viewing platforms"). Establish an intelligent management platform integrating environmental monitoring, safety warnings, and emergency command.

Community Symbiosis: Establish localized interest connections and brand narratives. The success of the destination cannot be separated from the support of the local community. In the operation, prioritize the purchase of local agricultural products, hire and train local residents as guides, waiters, and maintenance staff, so that the community can truly benefit from the development. Deeply explore local history, customs, and production traditions (such as herbal medicine collection, ancient road stories), and incorporate them into the part of the characteristic sports cultural experience (such as "retracing the Tea Horse Road" hiking route). Through community participation festivals (such as the Opening Ceremony Festival, Harvest Run), shape an open, friendly, and warm destination brand image. From policy impetus to practical blue ocean, the cultural and tourism upgrade of outdoor sports destinations is essentially a new dialogue about humans and nature, sports and life, experiences and growth. It requires us to go beyond simple site provision and shift towards carefully planned experience creation, deeply connected community operations, and harmonious coexistence in regional development. When every trail can tell a story and every campsite can accommodate the body and mind, outdoor sports destinations will truly become spiritual refuges for modern people to pursue themselves and connect with nature. In the green mountains and clear waters, they will write a vivid answer to sustainable development.

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