文旅案例 | 山地度假新浪潮：政策賦能下的規劃升級與品牌突圍、構建山地度假的核心競爭力

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在全球旅游格局深刻變革的當下，山地旅游正從傳統的觀光體驗向沉浸式度假深刻轉型。這一轉變不僅呼應了游客對健康生活、自然回歸和精神體驗的深層需求，更與國家文旅政策導向高度契合。近年來，國家層面相繼出臺《關于促進鄉村旅游可持續發展的指導意見》《山地戶外運動產業發展規劃》等一系列政策，為山地旅游發展提供了明確的方向指引和政策支持。

當前山地度假呈現三大核心趨勢：體驗深度化——游客不再滿足于“看山看水”，更追求山地運動、生態教育、文化沉浸等多元體驗；季節全時化——通過“春賞花、夏避暑、秋觀葉、冬滑雪”的產品組合，破解山地旅游季節性瓶頸；業態融合化——山地旅游與健康養生、體育賽事、科普研學、藝術創作等領域的跨界融合日益緊密。在“兩山理論”和鄉村振興戰略的背景下，山地旅游被賦予了生態價值轉化和鄉村發展的雙重使命。這要求開發者在規劃之初就必須將生態保護置于核心位置，通過低碳設施、環境容量控制和生態補償機制，實現“保護中開發、開發中保護”的可持續發展。

一、科學規劃：構建山地度假的核心競爭力

精準定位與差異化布局：成功的山地度假區必須避免同質化競爭。規劃階段需深入分析資源稟賦、區位條件、客源市場和競爭環境，確立獨特定位。例如，依托獨特地質景觀的可打造科普探險主題，森林覆蓋率高的可側重康養度假，民族文化豐富的可深耕文化體驗。張家界依托奇特地貌打造“世界地質公園”IP，莫干山憑借近滬區位和民國文化發展精品民宿集群，都是精準定位的典范。

空間規劃與生態融合：山地規劃需遵循“低強度、高體驗”原則，采用分散式、組團式布局，最大限度減少對自然肌理的破壞。交通組織上，建立“外部大交通快捷化、內部慢行系統網絡化”的體系，減少機動車侵入，發展索道、步道、觀光小火車等綠色交通。建筑風格應體現地域特色，采用生態材料，推廣綠色建筑技術，實現建筑與自然的有機對話。

產品體系的多維構建：構建“核心吸引物+配套體驗+主題住宿”的復合產品體系：核心吸引物：打造1-2個具有市場引爆力的項目，如高山玻璃棧道、星空觀測站、懸崖酒店等；體驗活動矩陣：涵蓋戶外運動（徒步、攀巖、騎行）、自然教育（觀鳥、植物認知）、文化體驗（手工藝、民俗節慶）、康養活動（瑜伽、禪修、溫泉）等多層次內容；主題住宿系統：發展樹屋、帳篷營地、崖壁酒店、精品民宿等多樣化住宿產品，延長游客停留時間。

In the current era of profound changes in the global tourism landscape, mountain tourism is undergoing a profound transformation from traditional sightseeing experiences to immersive vacations. This transformation not only responds to the deep-seated needs of tourists for healthy living, nature's return, and spiritual experiences, but also aligns perfectly with the national cultural and tourism policy orientations. In recent years, the national level has successively issued a series of policies such as "Guiding Opinions on Promoting the Sustainable Development of Rural Tourism" and "Development Plan for Mountain Outdoor Sports Industry", providing clear direction guidance and policy support for the development of mountain tourism. Currently, mountain vacation presents three core trends: deepened experience - tourists no longer content with "viewing mountains and waters", but seek diversified experiences such as mountain sports, ecological education, and cultural immersion; full-season accessibility - through the product combination of "spring flower viewing, summer heat avoidance, autumn leaf viewing, winter skiing", the seasonal bottleneck of mountain tourism is broken; integrated business model - the cross-border integration of mountain tourism with health preservation, sports events, science popularization, and art creation is becoming increasingly close. Under the background of the "Two Mountains Theory" and the rural revitalization strategy, mountain tourism has been endowed with dual missions of ecological value transformation and rural development. This requires developers to place ecological protection at the core position from the very beginning of planning, through low-carbon facilities, environmental capacity control, and ecological compensation mechanisms, to achieve "development while protecting, protecting while developing" sustainable development.

1. Scientific planning: Build the core competitiveness of mountain vacation. Precise positioning and differentiated layout: A successful mountain vacation area must avoid homogenization competition. During the planning stage, in-depth analysis of resource endowment, location conditions, tourist source markets, and competitive environment is required, and a unique positioning should be established. For example, based on unique geological landscapes, a science and exploration theme can be created; for areas with high forest coverage, a focus on health and vacation can be placed; for areas rich in ethnic culture, cultural experience can be deeply developed. Zhangjiajie, relying on unique landforms, has created the "World Geopark" IP; Moganshan, with its proximity to Shanghai and the development of high-quality boutique guesthouses based on the culture， are both exemplary cases of precise positioning.

Spatial planning and ecological integration： Mountain planning should follow the principle of "low intensity， high experience"， adopt dispersed and group layout， and minimize damage to the natural texture. In terms of transportation organization， establish a system of "fast external transportation and networked internal slow traffic"， reduce the intrusion of motor vehicles， and develop cable cars， footpaths， and sightseeing small trains as green transportation. Architectural style should reflect regional characteristics， use ecological materials， promote green building technologies， and achieve an organic dialogue between buildings and nature. Multi-dimensional construction of product system： Build a "core attraction + supporting experience + theme accommodation" composite product system： Core attraction： Create 1-2 projects with market-pushing power， such as high-altitude glass walkways， starry sky observation stations， cliff hotels， etc.； Experience activity matrix： Cover multiple levels of content such as outdoor sports (hiking， rock climbing， cycling)， natural education (bird watching， plant recognition)， cultural experience (crafts， folk festivals)， and health preservation activities (yoga， meditation， hot springs)； Theme accommodation system： Develop tree houses， tent camps， cliff hotels， and boutique guesthouses， etc.， to extend the stay time of tourists.

二、創新運營：實現持續引流與多元盈利

內容驅動的營銷策略：在信息過載時代，優質內容成為吸引流量的核心。應建立“專業內容團隊+用戶生成內容+跨界內容合作”的內容生產體系：與戶外運動KOL、自然攝影師、旅行作家合作，產出高質量圖文視頻內容；舉辦攝影大賽、游記征集活動，激勵用戶創作和分享；與影視綜藝合作，通過場景植入提升目的地曝光度。

四季全時運營模式：打破“靠天吃飯”局限，通過產品創新實現四季均衡：春季開發山地花卉節、采茶體驗、自然寫生活動；夏季推出避暑度假套餐、星空露營、戶外音樂節；秋季打造紅葉觀賞、豐收體驗、山地馬拉松；冬季開發滑雪、溫泉、年俗文化等產品，同時發展室內體驗項目，如山地博物館、手工坊、康養中心，應對惡劣天氣。

社群化用戶運營：建立山地愛好者社群，通過會員體系、專屬活動、積分獎勵等方式培養忠實客群。例如，設立“山地探索家”俱樂部，為會員提供定制路線、專業向導、裝備租賃等專屬服務，增強用戶粘性和復游率。

多元盈利模式設計：除門票、住宿、餐飲等基礎收入外，拓展更多盈利渠道：活動經濟：舉辦越野賽、自行車賽等體育賽事，音樂節、藝術展等文化活動；教育經濟：開發自然學校、研學營地、戶外技能培訓課程；衍生品經濟：開發具有山地特色的文創產品、農產品、戶外裝備；服務輸出：將成熟的運營管理模式向其他山地景區輸出，獲取咨詢管理收入。

II. Innovative Operations: Achieving Continuous Traffic Attraction and Diversified ProfitsContent-driven marketing strategy: In the era of information overload, high-quality content has become the core for attracting traffic. A content production system consisting of "professional content team + user-generated content + cross-border content cooperation" should be established: collaborate with outdoor sports KOLs, nature photographers, and travel writers to produce high-quality text, image, and video content; hold photography competitions and travelogue collection activities to motivate users to create and share; cooperate with film and TV shows to enhance the exposure of the destination through scene integration. Four-season all-time operation model: break the limitation of "relying on nature", achieve balanced operation throughout the year through product innovation: develop mountain flower festivals, tea-picking experiences, and nature writing activities in spring; launch summer vacation packages, starry sky camping, and outdoor music festivals; create red leaf viewing, harvest experience, and mountain marathon activities in autumn; develop winter skiing, hot spring, and New Year customs culture products, and develop indoor experience projects such as mountain museum, handicraft workshop, and health care center to cope with bad weather. Community-based user operation: establish mountain enthusiasts communities, cultivate loyal customers through membership systems, exclusive activities, and point rewards. For example, establish the "Mountain Explorer" club, providing customized routes, professional guides, equipment rental, and other exclusive services for members, enhancing user stickiness and repeat visit rate. Diversified profit model design: in addition to basic income from tickets, accommodation, and catering, expand more profit channels: event economy: hold sports events such as cross-country races and bicycle races, cultural activities such as music festivals and art exhibitions; education economy: develop nature schools, study camps, and outdoor training courses; derivative product economy: develop cultural products, agricultural products, and outdoor equipment with mountain characteristics; service output: transfer mature operation management models to other mountainous scenic spots to obtain consulting and management income.

三、品牌塑造：從目的地到生活方式倡導者

品牌故事與價值主張：成功的山地度假品牌往往超越地理概念，成為某種生活方式的象征。規劃者需要挖掘獨特的故事線索——可能是守護自然的承諾、戶外探險的精神，或是山地文化的傳承。將這些價值主張融入品牌視覺系統、服務標準和傳播內容，形成一致性的品牌體驗。

體驗場景的品牌化：將品牌理念轉化為可感知的體驗場景：設計具有品牌辨識度的打卡點、觀景平臺、休憩設施；培訓員工具備自然講解、戶外技能等專業能力，成為品牌代言人；標準化服務質量的同時，保留在地特色和人情溫度。

跨界聯動與品牌延伸：與高端戶外品牌、健康管理機構、文化機構等開展跨界合作，通過聯名產品、合作活動提升品牌調性。在條件成熟時，可將品牌延伸至城市體驗店、戶外裝備、健康食品等領域，構建品牌生態圈。

可持續品牌承諾：將生態保護行動轉化為品牌資產，定期發布可持續發展報告，展示在碳減排、社區共建、生物多樣性保護等方面的成果。邀請游客參與植樹、清潔山林等環保活動，將品牌與責任深度綁定。

隨著“健康中國”戰略深入實施和消費者對高品質生活需求的增長，山地度假正迎來黃金發展期。未來，科技賦能將進一步提升山地旅游體驗，VR預體驗、智能穿戴設備、生態監測互動等技術應用將更加廣泛。同時，個性化定制、小團深度體驗、多代同游產品將成為市場新寵。在鄉村振興大背景下，山地度假區應積極探索“景區帶村”模式，通過民宿標準輸出、農產品采購、就業帶動等方式，促進當地社區可持續發展，實現經濟、社會、生態效益的統一。

III. Brand Building: From Destination to Lifestyle AdvocateBrand Story and Value Proposition: Successful mountain resort brands often transcend geographical boundaries and become symbols of a certain lifestyle. Planners need to uncover unique storylines - perhaps the commitment to protecting nature, the spirit of outdoor exploration, or the傳承 of mountain culture. Integrate these value propositions into the brand visual system, service standards, and communication content to create a consistent brand experience.

Brandization of Experience Scenarios： Transform brand concepts into perceptible experience scenarios： design signature check-in points， viewing platforms, and rest facilities; train staff to possess professional capabilities such as natural interpretation and outdoor skills， and become brand advocates； standardize service quality while maintaining local characteristics and humanistic warmth. Cross-border collaboration and brand extension： collaborate with high-end outdoor brands， health management institutions， cultural institutions， etc.， to enhance brand positioning through joint products and cooperative activities. When conditions are ripe， the brand can be extended to urban experience stores， outdoor equipment， health food， etc.， to build a brand ecosystem. Sustainable Brand Commitment： Transform ecological protection actions into brand assets， regularly release sustainable development reports， and showcase achievements in carbon reduction， community building， and biodiversity protection. Invite tourists to participate in environmental protection activities such as tree planting and cleaning of mountain forests， deeply linking the brand with responsibility.

With the in-depth implementation of the "Healthy China" strategy and the growth of consumers' demand for high-quality life， mountain resort tourism is entering a golden development period. In the future， technology empowerment will further enhance the mountain tourism experience. VR pre-experience， smart wearable devices， ecological monitoring interaction and other technological applications will be more widespread. At the same time， personalized customization， small group in-depth experiences， and multi-generation group tours will become market favorites. Against the backdrop of rural revitalization， mountain resort areas should explore the "scenic area leads villages" model， through standard output of民宿 standards， agricultural product procurement， employment promotion， etc.， to promote the sustainable development of local communities and achieve unity of economic， social， and ecological benefits.

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