文旅案例 | 都市农业：以体验为核心的“都市田园综合体、从“菜篮子”到“后花园”的定位升级

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在城市化进程不断加速的今天，一片片钢筋水泥的森林中，人们对田园牧歌的渴望愈发强烈。“采菊东篱下，悠然见南山”的诗意，不再是遥不可及的梦想，而是正在被“都市农业”这一创新模式所满足。都市农业，早已超越了传统“种菜养鸡”的范畴，正与文旅产业深度融合，演变为一种新型的城市生活方式和消费场景。

一、发展现状：从生产补充到多元价值赋能，都市农业并非新鲜概念，但其内涵与价值正在发生深刻演变。

基础现状：从“菜篮子”到“后花园”的定位升级，传统上，都市农业是城市生鲜产品的“补给线”，侧重于在城市周边进行集约化农业生产，保障城市供应。然而，随着社会主要矛盾的变化，其功能已从单一的生产功能，向生态、生活、教育、休闲等多元功能拓展。今天的都市农业，更是城市的“后花园”和“生态肺”，承担着调节微气候、涵养水土、提供休闲空间的重要作用。

市场现状：需求驱动下的蓬勃生机，在需求侧，三大力量共同推动着都市农业文旅化的热潮：都市人的“田园情结”与自然缺失症：久居樊笼里的城市居民，对亲近自然、体验农耕、缓解压力的需求极为迫切。尤其是亲子家庭，将对农业的体验视为重要的自然教育途径。对食品安全与健康生活的追求：消费者越来越关注食物的来源。都市农业提供的“从田间到餐桌”的零距离、可追溯产品，极大地满足了人们对健康、安全农产品的需求。社交与体验经济的兴起：年轻人不再满足于被动观赏，他们渴望参与、分享和有深度的体验。都市农业项目提供了独特的社交货币和体验内容。

实践现状：形态多样但良莠不齐，目前，国内都市农业的实践形态主要包括：城市周边观光农场：如近郊的草莓、葡萄采摘园，已成为周末短途游的标准配置。屋顶农场与社区支持农业（CSA）：在城市建筑的顶层或社区空地开辟农场，居民通过认领土地、订阅蔬菜盒等方式参与。高科技农业园区：运用无土栽培、智能温室等技术进行展示和生产，兼具科普与观光功能。然而，整体而言，许多项目仍存在业态单一、同质化严重、季节性明显、盈利模式模糊等问题，尚未充分释放其潜在价值。

Today, with the accelerating urbanization process, in the vast forests of steel and concrete, people's yearning for the idyllic pastoral life is becoming increasingly intense. The poetic sentiment of "Picking chrysanthemums by the eastern fence and leisurely seeing the southern mountains" is no longer an unattainable dream, but is being fulfilled by the innovative model of "urban agriculture". Urban agriculture has long transcended the traditional scope of "growing vegetables and raising chickens", and is deeply integrating with the cultural and tourism industry, evolving into a new type of urban lifestyle and consumption scenario.

I. Current Development Status: From production supplementation to multi-value empowerment, urban agriculture is not a new concept, but its connotation and value are undergoing profound evolution. The current basic situation: The positioning upgrade from "vegetable basket" to "back garden". Traditionally, urban agriculture has been the "supply line" of urban fresh products, focusing on intensive agricultural production around the city to ensure urban supply. However, with the change of the principal contradiction in society, its functions have expanded from a single production function to multiple functions such as ecology, life, education and leisure. Today's urban agriculture is the "back garden" and "ecological lung" of cities, playing a crucial role in regulating microclimate, conserving water and soil, and providing recreational Spaces. Current market situation: The vigorous vitality driven by demand. On the demand side, three major forces are jointly promoting the upsurge of urban agriculture and cultural tourism: The "rural complex" of urbanites and the syndrome of nature deficiency: Urban residents who have long been confined in cages have an extremely urgent need to get close to nature, experience farming, and relieve stress. Especially for parent-child families, the experience of agriculture is regarded as an important way of natural education. The pursuit of food safety and a healthy lifestyle: Consumers are increasingly concerned about the source of food. The "from field to table" zero-distance and traceable products provided by urban agriculture have greatly met people's demands for healthy and safe agricultural products. The rise of the social and experience economyYoung people are no longer content with passive observation; they long to participate, share and have in-depth experiences. Urban agriculture projects offer unique social currency and experiential content.

Current practical situation: Diverse in form but uneven in quality. At present, the main practical forms of urban agriculture in China include: sightseeing farms around citiesFor instance, strawberry and grape-picking gardens in the suburbs have become a standard feature for weekend short trips. Rooftop farms and Community-supported Farming (CSA) : Farms are established on the top floors of urban buildings or open Spaces in communities, with residents participating by claiming land, subscribing to vegetable boxes, and other means. High-tech agricultural park: It uses technologies such as soilless cultivation and intelligent greenhouses for display and production, and has both popular science and sightseeing functions. However, on the whole, many projects still have problems such as a single business format, severe homogenization, obvious seasonality, and ambiguous profit models, and have not yet fully released their potential value.

二、发展思路：以文旅为引擎，驱动都市农业价值重塑，要突破现状，必须将都市农业置于文旅产业的大框架下进行系统性思考和精细化运营。

主题化定位，塑造独特品牌灵魂，避免“千篇一律的采摘”，深挖本地文化基因，打造独一无二的品牌主题。可以是“可食地景”艺术农场，可以是“昆虫旅馆”生态教育基地，也可以是“疗愈花园”康养空间。主题是吸引特定客群、形成品牌差异化的核心。案例：日本大阪“森之宫社区农场”，该项目利用大型商业综合体的屋顶，建成了全球最大的屋顶农场。其定位不仅是生产，更是“社区交流与健康生活的枢纽”。农场内设有田径场、足球场、农田和餐厅，人们可以在此运动、学习耕种、品尝自产食材制作的美食，形成了一个完整的“食与动”主题闭环。

科技化赋能，打造智慧体验场景，将农业科技（Agri-Tech）本身转化为旅游吸引力。通过展示垂直农业、植物工厂、鱼菜共生等前沿技术，让游客感受“未来农业”的魅力。科技不仅能提高产量、克服季节限制，更能创造出充满未来感的沉浸式体验空间。

体验化设计，深化游客参与连接，遵循“五官六感”的体验设计原则，将简单的农业生产过程，转化为一系列可参与、可记忆、可分享的互动活动。从播种、育苗、管理到收获、加工、品尝，让游客成为“临时农夫”，全过程参与，从而建立深厚的情感连接。

社群化运营，构建忠诚客户体系，都市农业的稳定发展依赖于重复消费和口碑传播。通过建立会员制、招募“城市农夫”、开展主题社群活动（如摄影、烹饪、手作），将一次性游客转化为高频参与的社群成员。社群是测试新产品、分摊风险、实现稳定现金流的关键。

Ii. Development Strategy: With cultural tourism as the engine, drive the value reshaping of urban agriculture. To break through the current situation, it is necessary to place urban agriculture within the broad framework of the cultural tourism industry for systematic thinking and refined operation.

Thematic positioning, shaping a unique brand soul, avoiding "uniform picking", deeply exploring local cultural genes, and creating a one-of-a-kind brand theme. It can be an "edible landscape" art farm, an "insect hotel" ecological education base, or a "healing garden" health and wellness space. The theme is the core for attracting specific customer groups and forming brand differentiation. Case: "Morinomiya Community Farm" in Osaka, Japan. This project utilized the rooftops of a large commercial complex to build the world's largest rooftop farm. Its positioning is not only about production, but also a "hub for community communication and healthy living". The farm is equipped with a track and field, a football field, farmlands and a restaurant. People can exercise, learn farming and taste delicious food made from self-produced ingredients here, forming a complete "food and movement" theme closed loop.

Empower with technology, create smart experience scenarios, and transform Agri-Tech itself into tourism appeal. By showcasing cutting-edge technologies such as vertical agriculture, plant factories, and aquaponics, visitors can experience the charm of "future agriculture". Technology can not only increase production and overcome seasonal limitations, but also create immersive experience Spaces full of a futuristic feel.

Experiential design deepens the connection of tourists' participation, adhering to the principle of "five senses and six senses" in experience design, transforming the simple agricultural production process into a series of interactive activities that are participatory, memorable and shareable. From sowing, seedling raising, management to harvesting, processing and tasting, let tourists become "temporary farmers", participating in the entire process, thereby establishing a deep emotional connection.

三、产品业态：多元矩阵实现有效引流与持续盈利，基于以上思路，可以构建以下多元化的产品业态矩阵，打通从引流到盈利的全链路。

核心体验业态：流量入口与特色吸引核，沉浸式农耕体验园：划分微型农场租赁区（“我家的一分田”），供家庭或个人认领。提供种子、工具、技术指导，并通过APP远程监控，满足都市人的“地主梦”。高科技农业观光工场：以透明的植物工厂、垂直农场为载体，设置观光走廊和专业讲解，展示播种、生长、采收的全过程，成为中小学生的科普研学基地和科技爱好者的打卡地。主题节事与营地活动：围绕农时节气，策划“春耕节”、“秋收节”、“星空农场音乐会”、“稻田艺术节”等主题活动。同时，开辟农场营地，开展亲子露营、自然教育夏令营，有效解决工作日客源不足问题，提升场地利用率。

延伸消费业态：提升客单价与停留时间，农场餐厅与美食工坊：以园区自产的新鲜食材为卖点，开设“从农场到餐桌”的主题餐厅。同时，开设烘焙、酿造（如自制草莓酱）、腌制等美食工坊，让游客将自己的劳动成果转化为美食，极大提升体验价值。农产品深加工与文创零售：开发自有品牌农产品，如精品蔬菜礼盒、蜂蜜、果酱等。更重要的是，将农产品与文创结合，开发出种子盲盒、微型盆栽、农业主题的文具、玩具等，突破生鲜产品的时效局限，成为高利润的纪念品。自然教育课程体系：与教育机构合作，开发体系化的自然教育课程，如“昆虫世界探秘”、“土壤的科学”、“神奇的光合作用”等，面向学校、幼儿园输出，成为稳定的B端收入来源。

特色服务业态：创造高附加值利润点，阳台园艺解决方案：为都市家庭提供阳台、露台的设计、种植、养护一站式服务，将业务从园区延伸到用户的家中，建立长期的服务关系。企业团建与场地租赁：将农场打造为企业团建的理想场所，提供团队农耕挑战、农场晚餐等定制化活动。同时，优美的田园风光本身便是婚礼、派对、品牌发布会的独特场地。康养与疗愈花园：结合园艺疗法，设计特定的植物配置和活动，为高压人群、老年人等提供舒缓压力、康复身心的服务，切入大健康市场。

Iii. Product Formats: A diversified matrix for effective traffic diversion and continuous profitability. Based on the above ideas, the following diversified product format matrices can be constructed to connect the entire chain from traffic diversion to profitability.

Core experience format: Traffic entry point and distinctive attraction core, immersive farming experience park: Divide the micro-farm rental area (" My family's One share of Land ") for families or individuals to claim. Provide seeds, tools, technical guidance, and remote monitoring through an APP to fulfill urbanites' "landlord dream". High-tech Agricultural sightseeing Workshop: With transparent plant factories and vertical farms as the carriers, it sets up sightseeing corridors and professional explanations to showcase the entire process of sowing, growth and harvesting, becoming a popular science research and study base for primary and secondary school students and a must-visit spot for science and technology enthusiasts. Theme festivals and camp activities: Centering on the agricultural seasons and solar terms, plan theme activities such as the "Spring Ploughing Festival", "Autumn Harvest Festival", "Starry Sky Farm Concert", and "Rice Field Art Festival". At the same time, farm camps have been established to organize parent-child camping and nature education summer camps, effectively addressing the issue of insufficient visitors on weekdays and enhancing the utilization rate of the venues.

Extend consumption formats: Increase average transaction value and stay time. Farm restaurants and food workshops: Use the fresh ingredients produced in the park as a selling point to open a "from farm to table" theme restaurant. At the same time, food workshops such as baking, brewing (such as making homemade strawberry jam), and pickling are set up, allowing tourists to transform their labor achievements into delicacies and greatly enhancing the value of the experience. Deep processing of agricultural products and cultural and creative retail: Developing self-owned brand agricultural products, such as premium vegetable gift boxes, honey, jam, etc. More importantly, by integrating agricultural products with cultural and creative products, seed blind boxes, miniature potted plants, agricultural-themed stationery, toys, etc. have been developed, breaking through the time limit of fresh produce and turning them into high-profit souvenirs. Natural education curriculum system: Collaborate with educational institutions to develop systematic natural education courses, such as "Exploring the Insect World", "The Science of Soil", "The Magic of Photosynthesis", etc., and output them to schools and kindergartens, becoming a stable source of B-end income. Specialized service formats: Creating high value-added profit points. Balcony gardening solutions: Providing one-stop services including design, planting, and maintenance for balconies and terraces for urban families, extending business from the park to users' homes and establishing long-term service relationships. Corporate team-building and venue rental: Transform the farm into an ideal place for corporate team-building, offering customized activities such as team farming challenges and farm dinners. Meanwhile, the beautiful rural scenery itself is a unique venue for weddings, parties and brand launches. Health care and Healing Garden: By integrating horticultural therapy, it designs specific plant arrangements and activities to provide stress-relieving and physical and mental rehabilitation services for people under high pressure, the elderly, and others, entering the big health market.

四、发展前景：都市农业文旅化的未来图景，结合政策、科技与消费趋势，都市农业的文旅化发展前景广阔。

成为城市微度假的核心载体：随着周末“2.5小时旅游圈”的成熟，融合了生产、生态、生活与体验的都市农场，将成为城市居民逃离喧嚣、实现“微度假”的首选地。智慧农业与沉浸式体验的深度结合：借助AR/VR技术，游客可以“看到”植物根系生长、“感受”养分运输，实现虚实结合的互动。物联网技术则能让游客与自己的“认领田块”产生全天候的连接。推动城市可持续发展的关键一环：都市农业在促进本地食物循环、减少碳足迹、增加城市生物多样性、营造社区氛围等方面作用显著，是建设韧性城市、低碳城市的重要组成部分。社交货币与内容创作的热土：高颜值、有话题性的都市农业项目，天生就是社交媒体上的“网红”。通过持续的内容输出（短视频、直播种植过程），它能吸引线上流量，并转化为线下客源，形成良性循环。

都市农业项目以农业为本底、以科技为手段、以文化为灵魂、以体验为核心的“都市田园综合体”。它们通过精细化的运营和多元化的业态，不仅能够有效引流，更能构建起可持续的盈利模式，最终在城市的脉络中，生长出一片片人与自然和谐共生的诗意栖居地。

Iv. Development Prospects: The future picture of urban agriculture's cultural tourism, combined with policy, technological and consumption trends, the development prospects of urban agriculture's cultural tourism are broad.

Becoming the core carrier of urban micro-vacations: With the maturation of the weekend "2.5-hour travel circle", urban farms that integrate production, ecology, life and experience will become the first choice for urban residents to escape the hustle and bustle and achieve "micro-vacations". The deep integration of smart agriculture and immersive experiences: With the help of AR/VR technology, visitors can "see" the growth of plant roots and "feel" the transportation of nutrients, achieving an interactive combination of virtual and real. The Internet of Things (iot) technology enables tourists to have a 24/7 connection with their "claimed plots". A key link in promoting sustainable urban development: Urban agriculture plays a significant role in facilitating local food circulation, reducing carbon footprints, increasing urban biodiversity, and fostering a community atmosphere. It is an important component of building resilient and low-carbon cities. A hotbed for social currency and content creation: Urban agriculture projects with high physical attractiveness and topicality are naturally "Internet celebrities" on social media. Through continuous content output (short videos, live-streaming the planting process), it can attract online traffic and convert it into offline customers, forming a virtuous cycle.

Urban agriculture projects are "urban rural complexes" that take agriculture as their foundation, technology as their means, culture as their soul, and experience as their core. Through refined operation and diversified business forms, they can not only effectively attract customers but also build a sustainable profit model. Eventually, in the context of the city, they will grow into poetic habitats where humans and nature coexist in harmony.

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