文旅案例 | 文旅項目的文化原力：在消費新趨勢中喚醒深層認同、構建“可進入的故事”

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文化原力—即一個地方最本質、最獨特的文化基因與精神內核——成為文旅項目差異化的核心競爭力和持久生命力所在。如何讓文化原力在項目中真正“活”起來，契合當代文旅消費趨勢，是每個項目開發者必須面對的核心命題。

一、解構“文化原力”：超越符號的深層價值系統。文化原力不是簡單的文化符號堆砌，也不是靜態的歷史遺產展示。它是一個動態的、多層次的生態系統：表層：物質文化遺產、建筑、服飾、飲食等可感知的元素。中層：傳統技藝、節慶習俗、藝術表現等行為與制度文化。深層：價值觀、思維方式、審美取向、集體記憶與精神信仰。成功的文旅項目，往往能穿透表層，觸及并激活深層的文化原力，使之與當代人的精神需求相連接。它要求項目不僅“展示文化”，更“創造基于文化的意義體驗”。二、當代文旅消費趨勢：從“觀看”到“參與”，從“物質”到“意義”。當下文旅市場呈現出四大核心趨勢，直接指引著文化原力的活化方向：體驗深度化：消費者追求沉浸式、互動式體驗，希望成為故事的“參與者”而非“旁觀者”。Z世代尤其看重“可打卡、可分享、可共鳴”的體驗。情感共鳴化：旅行成為尋求情感連接和自我認同的方式。能夠喚起鄉愁、引發文化自豪感、提供心靈慰藉的項目更具吸引力。生活美學化：文旅消費與日常生活審美融合。消費者青睞具有獨特美學風格、高品質設計感的環境與產品，文化體驗需具備“美感”與“質感”。圈層社群化：基于共同興趣（如國風、二次元、露營、非遺手作）的社群旅行興起。文旅項目需能吸引并凝聚特定文化社群。

Cultural essence - the most fundamental and unique cultural genes and spiritual core of a place - becomes the core competitiveness and lasting vitality of cultural tourism projects. How to make the cultural essence truly "come alive" in the project and align with contemporary cultural tourism consumption trends is a core issue that every project developer must confront.

1. Deconstructing "Cultural Essence": Beyond the deep value system of symbols. Cultural essence is not a simple accumulation of cultural symbols, nor is it a static display of historical heritage. It is a dynamic and multi-level ecosystem: Surface level: Perceptible elements such as material cultural heritage, architecture, clothing, and cuisine. Middle level: Traditional skills, festival customs, artistic expressions, etc., behavioral and institutional culture. Deep level: Values, thinking patterns, aesthetic orientations, collective memory, and spiritual beliefs. Successful cultural tourism projects often can penetrate the surface, reach and activate the deep cultural essence, connecting it with the spiritual needs of contemporary people. It requires the project not only to "display culture", but also to "create a meaningful experience based on culture".

2. Contemporary cultural tourism consumption trends: From "viewing" to "participating", from "material" to "meaning". The current cultural tourism market presents four core trends, directly guiding the activation direction of cultural essence: Experience depth: Consumers pursue immersive and interactive experiences, hoping to become "participants" rather than "spectators" of the story. The Z Generation especially values "打卡able， shareable， and resonant" experiences. Emotional resonance： Travel becomes a way to seek emotional connection and self-identity. Projects that can evoke nostalgia， trigger cultural pride， and provide spiritual comfort are more attractive. Life aesthetics： Cultural consumption integrates with daily life aesthetics. Consumers prefer environments and products with unique aesthetic styles and high-quality design. Circle and community： The rise of community travel based on common interests (such as Chinese style， anime， camping， traditional handicrafts). Cultural tourism projects need to be able to attract and unite specific cultural communities.

三、激活文化原力：四大核心路徑與實踐方法論深挖在地性，從“千鎮一面”到“一地一魂”。路徑：摒棄泛化的文化移植，深耕項目所在地獨有的歷史、民俗、生產與生活智慧。案例：江西景德鎮陶溪川。項目沒有停留在瓷器展示，而是圍繞“千年瓷都”的陶瓷創作生態核心，將廢棄的老瓷廠改造為集創意市集、美術館、工作室、教育研學、休閑商業于一體的活態社區。年輕人在這里學習、創作、交易，游客則能親眼目睹、親手參與從泥巴到藝術品的全過程。它激活的是景德鎮持續千年的“匠人精神”與“創作生態”這一文化原力，讓古老的瓷文化在現代創意生活中生生不息。敘事場景化，構建“可進入的故事”。路徑：將文化原力轉化為具有主線敘事、角色互動和情境渲染的立體空間。案例：西安長安十二時辰主題街區。項目以影視IP《長安十二時辰》為引，深度還原盛唐長安的市井生活場景。它不僅復現了靖安司、花萼相輝樓等建筑，更關鍵的是設計了大量NPC（如官員、商賈、詩人、胡姬），與游客進行劇情互動，并全天候上演百余場特色演藝。游客可換裝沉浸其中，品嘗唐代點心，參與上元燈會。它激活的是盛唐“開放包容、氣象萬千”的文化自信與生活美學這一原力，通過強敘事和強互動，讓歷史從書本走入可觸摸、可扮演的當下。創意現代化，推動傳統文化的當代表達。路徑：用當代藝術、科技、設計語言重新詮釋傳統文化，使其與年輕一代對話。案例：舞蹈詩劇《只此青綠》文旅聯動。這部現象級作品本身就是對宋代傳世名畫《千里江山圖》文化原力（宋代極致美學與文人精神）的創造性轉化。其成功不僅在于舞臺，更在于由此衍生的文旅融合：演出所到城市，常與當地博物館、美術館合作推出特展，帶動“青綠”主題旅游路線；其美學元素被應用于文創、數字藏品甚至城市景觀。它證明了，通過對傳統文化進行高水準的藝術提煉和情感化轉譯，能引爆跨越圈層的文化熱潮，并反哺線下文旅消費。運營社群化，從一次性消費到持久關系構建。路徑：圍繞項目核心文化主題，培育和運營愛好者社群，使其成為內容的共創者和傳播者。案例：烏鎮戲劇節。烏鎮從江南水鄉古鎮中脫穎而出，其深層文化原力之一是歷史上文人雅集、詩酒唱和的“雅集”傳統。烏鎮戲劇節將這一傳統現代化、國際化，吸引了全球戲劇工作者和愛好者。戲劇節期間，整個烏鎮成為一個巨型劇場和社交場。更為重要的是，它通過青年競演、小鎮對話、工作坊等環節，培育了龐大的、高粘性的戲劇社群。這些社群成員每年自發回歸，并在全年持續進行線上互動，使烏鎮超越了旅游目的地，成為一個文化能量匯聚的精神家園。

III. Activating Cultural Potential: Four Core Paths and Practical Methodologies

Deepen the local characteristics, moving from "uniformity in thousands of towns" to "distinctive spirit in each place". Path: Abandon generalized cultural transplantation and deeply explore the unique history, customs, production, and living wisdom of the project location. Case: Taikyachuan in Jingdezhen, Jiangxi Province. The project did not merely focus on showcasing porcelain; instead, it centered around the core ceramic creation ecosystem of the "Thousand-Year Porcelain Capital", transforming the abandoned old porcelain factory into a dynamic community that integrates creative markets, art galleries, studios, educational and research centers, and leisure commerce. Young people here learn, create, and trade, while tourists can witness and participate in the entire process from clay to art piece. What it activates is Jingdezhen's continuous "artisan spirit" and "creative ecosystem" - this cultural potential, allowing the ancient porcelain culture to thrive in modern creative life.

Narrative Scenarioization, constructing "accessible stories". Path: Transform cultural potential into a three-dimensional space with a main narrative thread, character interaction, and contextual rendering. Case: The Twelve Hours of Chang'an Theme Street in Xi'an. Based on the film IP "Twelve Hours of Chang'an", this project deeply recreates the market life scenes of the prosperous Tang Dynasty. It not only replicates buildings such as Jing'an Department and Huo'e Xianghui Pavilion, but more importantly, designs a large number of NPCs (such as officials, merchants, poets, and huaji), interacting with tourists in the plot, and staging over a hundred special performances throughout the day. Tourists can change their outfits and immerse themselves, taste Tang Dynasty snacks, and participate in the Lantern Festival. What it activates is the cultural confidence and life aesthetics of the prosperous Tang Dynasty - "openness and inclusiveness, magnificent and diverse" - this original force, through strong narrative and strong interaction, allowing history to enter the tangible and playable present.

Creative Modernization, promoting contemporary expressions of traditional culture. Path: Reinterpret traditional culture with contemporary art, technology, and design languages to enable it to communicate with the younger generation. Case: The Cultural Link of "Only This Green Color" Dance Drama. This phenomenon-driven work is a creative transformation of the cultural potential of the famous Song Dynasty painting "Ten Thousand Miles of the Long River". Its success lies not only in the performance but also in the resulting cultural integration: wherever the performance goes, it often collaborates with local museums and art galleries to launch special exhibitions, driving the "Green Color" theme tourism routes; its aesthetic elements are applied to cultural products, digital collectibles, and even urban landscapes. It proves that through high-level artistic refinement and emotional translation of traditional culture, it can trigger a cross-generational cultural craze and feed back to offline tourism consumption. Community-oriented Operation, moving from one-time consumption to the establishment of long-term relationships. Path: Centering on the core cultural theme of the project, cultivate and operate enthusiast communities, making them content creators and disseminators. Case: U Town Drama Festival. U Town stood out from the ranks of Jiangnan water town, one of its deep cultural potentials being the "yajie" tradition of historical literati gatherings and poetry and wine recitals. The U Town Drama Festival modernized and internationalized this tradition, attracting global theater workers and enthusiasts. During the drama festival, the entire U Town becomes a giant theater and social venue. More importantly, it nurtures a large and highly sticky drama community through youth competitions, town dialogues, workshops, etc. These community members return spontaneously every year and engage in online interaction throughout the year, allowing U Town to transcend a tourist destination and become a spiritual home of cultural energy.

文旅項目的終極魅力，在于它能成為一座橋梁，連接著土地的過去與未來，也連接著遠方來客的內心與這片土地深藏的魂。文化原力，正是這座橋梁最堅實的基石。激活文化原力之路也面臨挑戰：過度商業化可能導致文化失真；追求“網紅效應”可能流于表面熱鬧；對科技的濫用可能削弱真實的人際互動與情感連接。必須做到：真誠尊重：對文化的挖掘與呈現懷有敬畏之心，避免膚淺的消費主義。主客共享：既滿足游客體驗，也改善本地社區生活，形成良性循環。動態進化：文化原力的活化不是一勞永逸，需隨時代不斷進行創意更新。

The ultimate charm of cultural and tourism projects lies in the fact that they can serve as a bridge, connecting the past and future of the land, as well as the inner world of distant visitors and the profound soul hidden within this land. Cultural energy is precisely the most solid foundation of this bridge. The path to activating cultural energy also faces challenges: excessive commercialization may lead to cultural distortion; pursuing the "internet sensation effect" may result in superficial showiness; the abuse of technology may weaken genuine interpersonal interaction and emotional connection. It is necessary to: be sincere and respectful: have a sense of awe when exploring and presenting culture, avoiding superficial consumerism. Shared by both hosts and guests: both satisfy tourists' experiences and improve the lives of local communities, forming a virtuous cycle. Dynamic evolution: The activation of cultural energy is not a one-time achievement; it requires continuous creative updates with the times.

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