文旅案例 | “非遺+”產業：構建可持續的非遺文旅融合生態系統、嗅覺非遺的全產業鏈沉浸

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非物質文化遺產作為中華民族悠久文明的活態基因，其保護與傳承在當代社會面臨嚴峻挑戰。單純的博物館式保存或表演性展示，易使非遺脫離其生存土壤與社會語境，陷入“標本化”困境。與此同時，文旅產業正經歷從單一觀光向深度體驗、從標準化供給向個性化定制的深刻變革。這為非遺的活態傳承提供了前所未有的契機：文旅市場為非遺提供了展示窗口、消費場景與經濟反哺渠道；而非遺則為文旅產業注入了獨特的文化內涵、在地性體驗與差異化競爭力。

然而，當前非遺與文旅的結合仍存在諸多問題：融合形式表層化，常淪為旅游景點的“點綴”；產品同質化嚴重，缺乏創新性與時代感；社區主體缺位，傳承人與原住民獲益有限；商業模式不成熟，可持續性不足。因此，如何精準把握文旅發展趨勢，創新融合路徑，實現非遺從“被展示”到“被體驗”、“被消費”再到“被傳承”的良性循環，成為亟待破解的課題。

Intangible cultural heritage, as the living genetic material of China's long-standing civilization, faces severe challenges in its protection and inheritance in the contemporary society. Simple museum-style preservation or performative display may cause intangible cultural heritage to lose its connection with the living soil and social context, falling into the predicament of "specimenization". Meanwhile, the cultural tourism industry is undergoing a profound transformation from simple sightseeing to in-depth experience, and from standardized supply to personalized customization. This provides an unprecedented opportunity for the dynamic inheritance of intangible cultural heritage: the cultural tourism market offers a showcase window, consumption scenario, and economic feedback channel for intangible cultural heritage; while intangible cultural heritage injects unique cultural connotation, local experience, and differentiated competitiveness into the cultural tourism industry.

However, the current integration of intangible cultural heritage and cultural tourism still has many problems: the integration form is superficial, often becoming the "ornament" of tourist attractions; products are highly homogeneous, lacking innovation and modernity; the community subject is absent, and the inheritors and local residents benefit little; the business model is not mature, and the sustainability is insufficient. Therefore, how to accurately grasp the development trend of cultural tourism, innovate the integration path, and achieve a virtuous cycle from "being displayed" to "being experienced", "being consumed", and then "being inherited" of intangible cultural heritage has become an urgent issue to be solved.

一、當下核心文旅趨勢 | 非遺融合導向分析

體驗經濟深化與沉浸式轉向：消費者不再滿足于被動觀看，而是追求深度參與、情感共鳴與自我實現。這對非遺提出了“活化”要求，即通過場景營造、故事敘述與互動設計，將靜態技藝轉化為可參與、可感知的動態體驗。

數字化與智慧文旅普及：VR/AR、元宇宙、大數據、人工智能等技術重構了文旅消費場景。非遺可借此突破時空限制，實現數字化存檔、虛擬化呈現、網絡化傳播與智能化體驗，尤其吸引年輕一代（Z世代）關注。

文化自信提升與在地性追求：隨著民族文化認同感增強，游客愈發追求真實、獨特、有深度的文化體驗。非遺作為地域文化的精髓，其本真性與在地性成為核心吸引力，推動“小眾”、“深度”、“研學”型旅游發展。

社群化傳播與情感消費崛起：社交媒體（如小紅書、抖音）成為旅游決策與分享的主要平臺。非遺體驗的“可曬性”、“故事性”與情感價值變得至關重要，驅動非遺項目向視覺化、敘事化、社交化轉型。

可持續與社區受益理念強化：負責任旅游理念深入人心，強調旅游發展應惠及當地社區。非遺文旅的成功，越來越取決于能否建立社區主導、利益共享的機制，確保文化主體在傳承中獲得尊嚴與收益。

The deepening of the experience economy and the shift towards immersion: Consumers are no longer satisfied with passive viewing; instead, they seek deep participation, emotional resonance, and self-actualization. This requires "activation" for intangible cultural heritage (ICH), that is, through scene creation, story-telling, and interaction design, to transform static skills into participatory and perceptible dynamic experiences.Digitalization and the popularization of smart tourism: Technologies such as VR/AR, metaverse, big data, and artificial intelligence have restructured tourism consumption scenarios. ICH can thereby break through time and space limitations and achieve digital archiving, virtual presentation, networked dissemination, and intelligent experiences, especially attracting the attention of the younger generation

Enhancement of cultural confidence and pursuit of locality： With the strengthening of national cultural identity， tourists increasingly seek authentic， unique， and profound cultural experiences. ICH， as the essence of regional culture， its authenticity and locality have become the core attractions， driving the development of "niche"， "deep"， and "educational" tourism.Community-based dissemination and the rise of emotional consumption： Social media (such as Xiaohongshu， Douyin) have become the main platforms for tourism decision-making and sharing. The "shareability"， "storytelling"， and emotional value of ICH experiences have become crucial， driving ICH projects to transform into visual， narrative， and socialized forms.Strengthening the concept of sustainability and community benefit： The concept of responsible tourism has taken root， emphasizing that tourism development should benefit local communities. The success of ICH tourism increasingly depends on whether a community-led， benefit-sharing mechanism can be established to ensure that cultural entities receive dignity and benefits in the process of inheritance.

二、 非遺文旅融合 | 五大創新路徑路徑一：深度沉浸式體驗設計。將非遺置于其原生或創造性重構的文化生態語境中，打造多感官、全流程的沉浸式體驗項目。情境再造：利用實景劇場、主題街區、文化村落等空間，復原或創意構建非遺存續的歷史、生活與儀式場景。如打造“古代市集”讓游客身著古裝，體驗傳統手工藝制作、觀看非遺演藝、品嘗非遺美食。敘事驅動：挖掘非遺背后的歷史傳說、匠人故事與文化寓意，設計劇情化、任務式的體驗線路。游客通過角色扮演，在完成“任務”中逐步學習技藝、理解文化內涵。五感融合：超越視覺，綜合調動聽覺（傳統音樂、方言）、嗅覺（植物染料、傳統香料）、味覺（傳統美食）、觸覺（材料質感、制作過程），形成立體記憶。路徑二：文化IP的體系化構建與運營。將非遺資源轉化為具有高辨識度、強延展性的知識產權（IP），進行系統化開發與市場化運營。IP提煉與符號化：提取非遺的核心視覺符號（如圖案、色彩）、精神內核與代表性人物，形成簡潔易記的IP形象。如將“景德鎮陶瓷”IP化為“瓷都匠心”的系列形象與故事。IP內容矩陣：圍繞IP開發系列內容，包括紀錄片、動漫、短視頻、繪本、游戲等，持續輸出，積累粉絲。例如，圍繞“二十四節氣”非遺開發系列短片、音樂與文創。IP產業化授權：將非遺IP授權至更廣泛的消費領域，如文創商品、服飾、家居、美妝、文具等，通過跨界聯名提升知名度與商業價值，反哺核心文旅體驗。路徑三：“非遺+”產業生態融合。打破非遺作為孤立景點的局限，將其深度嵌入“吃、住、行、游、購、娛”全產業鏈，形成共生共榮的產業生態。非遺+特色住宿：開發非遺主題民宿、酒店，室內設計、用品、體驗活動均融入非遺元素。如侗族木構建筑民宿、蘇繡主題酒店。非遺+創意餐飲：將非遺美食技藝與現代餐飲結合，打造主題餐廳、烹飪課堂、節氣宴席等，講好食物背后的文化故事。非遺+研學教育：設計針對不同年齡段的非遺研學課程與營地，將旅游與教育結合，培養潛在傳承人與深度愛好者。非遺+節慶賽事：策劃舉辦高水平的非遺主題節慶、工藝大賽、藝術季，形成周期性流量高峰與品牌事件。路徑四：社區參與式發展與賦能機制。確保非遺傳承主體（社區、傳承人）在文旅發展中居于中心地位，建立合理的利益聯結與能力提升機制。合作社或社會企業模式：引導社區居民成立合作社或社會企業，統一進行產品開發、質量把控、品牌營銷與利益分配，避免惡性競爭與商業剝奪。“傳習所+工坊+家庭”網絡：以傳承人工作室、社區傳習所為核心，輻射帶動家庭作坊，形成靈活的生產與體驗網絡。游客可深入家庭，感受最地道的傳承氛圍。收益共享與能力建設：建立明確的收益分配制度，確保大部分旅游收入留在社區。同時，為居民提供接待禮儀、產品設計、電商運營等培訓，提升其可持續發展能力。路徑五：數字技術賦能與虛實融合。利用數字技術拓展非遺的保護、傳播、體驗與消費邊界，實現“物理空間”與“數字空間”的雙重活化。數字化存檔與虛擬展示：通過三維掃描、高清數字采集等技術，為珍貴非遺項目建立永久性數字檔案，并通過線上博物館、數字展廳向全球開放。沉浸式科技體驗：運用VR/AR、全息投影、互動裝置等技術，在實體空間創造超越現實的非遺奇幻體驗。如利用AR讓古建筑上的雕刻“動起來”，講述自己的故事。元宇宙場景構建：在元宇宙平臺開辟非遺主題數字空間，舉辦虛擬展覽、線上工坊、數字藏品發售等活動，吸引數字原住民。大數據與精準營銷：分析游客消費數據與興趣偏好，實現非遺旅游產品的個性化推薦與精準營銷，優化體驗設計。

Path One: Deep Immersive Experience Design. Place the intangible cultural heritage in its original or creatively reconstructed cultural ecological context, and create multi-sensory, full-process immersive experience projects. Contextual Re-creation: Utilize real-site theaters, theme streets, cultural villages, etc. to restore or creatively construct the historical, life, and ritual scenes of the intangible cultural heritage. For example, create an "ancient market" where tourists wear traditional costumes, experience traditional handicraft production, watch intangible cultural heritage performances, and taste intangible cultural heritage cuisine. Narrative Driven: Explore the historical legends, artisan stories, and cultural implications behind the intangible cultural heritage, and design narrative-driven, task-based experience routes. Tourists can role-play and gradually learn skills and understand cultural connotations through completing "tasks". Five Senses Integration: Beyond vision, comprehensively engage the senses of hearing (traditional music, dialects), smell (plant dyes, traditional spices), taste (traditional food), and touch (material texture, production process), to form a three-dimensional memory.

Path Two: Systematic Construction and Operation of Cultural IP. Transform intangible cultural heritage resources into high-recognizability and strong-extensible intellectual property (IP), and conduct systematic development and market-oriented operation. IP Extraction and Symbolization: Extract the core visual symbols (such as patterns, colors), spiritual core, and representative figures of the intangible cultural heritage, forming a concise and memorable IP image. For example, transform "Jingdezhen Ceramics" into the series of images and stories of "Cultural Capital Craftsmanship". IP Content Matrix: Develop a series of content around the IP, including documentaries, animations, short videos, picture books, games, etc., continuously outputting and accumulating fans. For example, develop a series of short films, music, and cultural products around the intangible cultural heritage of "Twenty-Four Solar Terms". IP Industrialization Authorization: License the intangible cultural heritage IP to a broader consumer sector, such as cultural and creative products, clothing, home furnishings, cosmetics, stationery, etc., through cross-border collaborations to enhance brand awareness and commercial value, and feed back to the core cultural tourism experience.

Path Three: Integration of "Intangible Cultural Heritage +" Industrial Ecological System. Break the limitation of intangible cultural heritage as an isolated attraction, and deeply embed it in the "eat, stay, travel, sightseeing, shopping, entertainment" full industrial chain, forming a symbiotic and mutually beneficial industrial ecosystem. Intangible Cultural Heritage + Specialized Accommodation: Develop intangible cultural heritage-themed guesthouses and hotels, with the interior design, supplies, and experience activities all integrating intangible cultural heritage elements. For example,侗族 wooden architecture guesthouses， Su embroidery-themed hotels. Intangible Cultural Heritage + Creative Dining： Combine intangible cultural heritage culinary techniques with modern dining to create theme restaurants， cooking classes， seasonal banquets， etc.， telling the cultural stories behind the food. Intangible Cultural Heritage + Educational Research： Design intangible cultural heritage educational courses and camps for different age groups， combining tourism and education to cultivate potential inheritors and deep enthusiasts. Intangible Cultural Heritage + Festival and Competition： Plan high-level intangible cultural heritage-themed festivals， craft competitions， art seasons， to form periodic traffic peaks and brand events.

Path Four： Community Participatory Development and Empowerment Mechanism. Ensure that the intangible cultural heritage inheritors (communities， inheritors) are at the center of cultural tourism development， and establish a reasonable interest connection and capacity-building mechanism. Cooperative or social enterprise model： Guide community residents to establish cooperatives or social enterprises， uniformly conducting product development， quality control， brand marketing， and benefit distribution， avoiding vicious competition and commercial deprivation. "Teaching Center + Workshop + Family" Network： With the core of the inheritor's studio and community teaching center， radiating and driving family workshops to form a flexible production and experience network. Tourists can deeply experience the most authentic inheritance atmosphere in families. Revenue Sharing and Capacity Building： Establish a clear revenue distribution system to ensure that most of the tourism income remains in the community. At the same time， provide training for residents in reception etiquette， product design， e-commerce operation， etc.， to enhance their sustainable development capabilities.

Path Five： Digital Technology Empowerment and Virtual-Reality Integration. Utilize digital technology to expand the boundaries of protection， dissemination， experience， and consumption of intangible cultural heritage， achieving the dual activation of "physical space" and "digital space". Digital Archiving and Virtual Exhibition: Through technologies such as 3D scanning and high-definition digital acquisition, permanent digital archives are established for precious intangible cultural heritage projects, and they are made accessible to the global public through online museums and digital exhibition halls. Immersive Technological Experience: Utilizing VR/AR, holographic projection, interactive installations, etc., a fantastical experience of intangible cultural heritage beyond reality is created in the physical space. For example, using AR to make the carvings on ancient buildings "come alive" and tell their own stories. Construction of Metaverse Scenarios: On the metaverse platform, an intangible cultural heritage-themed digital space is established, and virtual exhibitions, online workshops, and digital collection sales activities are held to attract digital natives. Big Data and Precision Marketing: Analyzing tourists' consumption data and interest preferences, personalized recommendations and precise marketing for intangible cultural heritage tourism products are achieved, optimizing the experience design.

三、國內外成功案例的深度剖析與經驗借鑒案例一：日本“越后妻有大地藝術節”——非遺與當代藝術的社區再生。創新路徑：產業生態融合 + 社區參與式發展。經驗借鑒：將非遺（鄉土農耕文化、傳統民居、手工藝）作為基底，邀請全球藝術家駐地創作，用當代藝術語言重新詮釋地方文化。藝術節不僅吸引了大量游客，更關鍵的是激發了當地居民的文化自豪感與參與熱情，帶動了空心化鄉村的全面復興。其核心在于以文化藝術為媒介，實現了外來創造力與在地文化的深度對話，以及旅游效益對社區的全面反哺。

案例二：中國“景德鎮陶溪川文創街區”——工業遺產與非遺的都市更新。

創新路徑：文化IP構建 + 深度沉浸式體驗 + 產業生態融合。經驗借鑒：通過對老瓷廠工業遺址的創造性改造，打造了一個集非遺傳承（陶瓷制作）、創新設計（青年創客平臺）、展覽交流（美術館、博物館）、商業消費（特色店鋪、夜市）于一體的文化街區。它成功構建了“景德鎮制”這一超級文化IP的當代體驗場，吸引了設計師、藝術家、學生與游客聚集，形成了充滿活力的創新生態圈，實現了從傳統制造業基地向全球陶瓷文化高地的轉型。

案例三：中國“四川道明竹編”——設計賦能與品牌化突圍。創新路徑：文化IP構建 + “非遺+”產業生態融合。經驗借鑒：面對竹編技藝萎縮的困境，道明鎮引入國際設計師團隊，將傳統竹編工藝與現代設計理念結合，開發出符合當代審美的燈具、家具、建筑構件乃至藝術裝置（如“竹里”建筑）。通過參加國際設計展、與知名品牌聯名、打造網紅建筑地標等一系列品牌化運作，大幅提升了產品附加值與文化影響力，使傳統手藝成功融入現代生活與高端市場。案例四：法國“埃茲香水小鎮格拉斯”——嗅覺非遺的全產業鏈沉浸。創新路徑：深度沉浸式體驗 + “非遺+”產業生態融合。經驗借鑒：格拉斯將香水制造這一非遺技藝，發展為覆蓋香水歷史博物館、香水工廠參觀、調香師課程、私人香水定制、香水主題酒店、花卉種植觀光等在內的全產業鏈沉浸式體驗。游客不僅能了解歷史，更能親手參與制作屬于自己的香水，將無形的嗅覺記憶轉化為獨特的可帶走商品，實現了從工業參觀到深度情感消費的升級。

Case 1: The "Yakushima Large-scale Art Festival" in Japan - Community Revitalization through Intangible Heritage and Contemporary Art. Innovative Approach: Integration of Industrial Ecology + Community Participatory Development. Experience Reference: Taking intangible heritage (local farming culture, traditional dwellings, handicrafts) as the foundation, inviting global artists for on-site creation, and reinterpreting local culture with contemporary artistic language. The art festival not only attracted a large number of tourists, but more importantly, it stimulated the cultural pride and participation enthusiasm of local residents, leading to the comprehensive revitalization of the hollowed-out rural areas. The core lies in using culture and art as a medium to achieve a deep dialogue between external creativity and local culture, and the comprehensive feedback of tourism benefits to the community.

Case 2: The "Taoxian River Cultural District" in Jingdezhen - Urban Renewal of Industrial Heritage and Intangible Heritage. Innovative Approach: Cultural IP Construction + Deep Immersive Experience + Industrial Ecology Integration. Experience Reference: Through the creative transformation of the old porcelain factory industrial site, a cultural district was created that integrates intangible heritage (ceramic production), innovative design (youth creator platform), exhibition and exchange (art gallery, museum), commercial consumption (special stores, night market) into one. It successfully built the contemporary experience field of "Jingdezhen Production", attracting designers, artists, students, and tourists, forming a vibrant innovation ecosystem, and achieving the transformation from a traditional manufacturing base to a global ceramic culture highland.

Case 3: "Toudong Bamboo Weaving" in China - Design Empowerment and Branding Breakthrough. Innovative Approach: Cultural IP Construction + "Intangible Heritage +" Industrial Ecology Integration. Experience Reference: Facing the decline of bamboo weaving techniques, Dao Ming Town introduced an international design team, combined traditional bamboo weaving craftsmanship with modern design concepts, and developed products such as lamps, furniture, architectural components, and art installations (such as "Bamboo Inside" buildings). Through a series of branding operations such as participating in international design exhibitions, collaborating with well-known brands, and creating popular architectural landmarks, it significantly increased product value and cultural influence, enabling traditional craftsmanship to successfully integrate into modern life and the high-end market.

Case 4: "Grasse Perfume Town" in Ez, France - Full-Chain Immersive Experience of Olfactory Intangible Heritage. Innovative Approach: Deep Immersive Experience + "Intangible Heritage +" Industrial Ecology Integration. Experience Reference: Grasse developed the intangible heritage of perfume manufacturing into a full-chain immersive experience covering a perfume history museum, factory visits, fragrance-making courses, private perfume customization, perfume-themed hotels, and flower planting sightseeing. Tourists not only learned about history but also participated in making their own perfumes, converting intangible olfactory memories into unique take-home products, achieving an upgrade from industrial visits to deep emotional consumption.

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