文旅案例 | 乡村文旅3.0：从观光到共生、构建未来乡村发展新范式

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中国乡村文旅经历了从1.0“农家乐”式的简单接待，到2.0“美丽乡村”的景观化改造，如今正迈入3.0“价值共生”的新阶段。这一阶段的核心特征是从外在景观改造转向内在价值重构，从单点旅游消费转向多元产业融合，从短期客流导入转向长期社群共建。根据文化和旅游部数据，2025年全国乡村旅游接待人次已达25亿，同比增长30%，但同质化、浅层化问题依然突出。乡村文旅3.0正是对这一挑战的回应——它不再满足于让游客“来看一看”，而是致力于让访客“来住下来、参与进来、带东西走、再想回来”。

一、乡村文旅3.0的四大核心理念理念一：主客共享的社区活化，3.0时代的乡村不再是游客的“背景板”，而是本地居民与来访者共同的生活空间。浙江桐庐“青龙坞”的改造保留了原住民生活区，同时引入设计师民宿、社区书店和共享工坊，原住民成为文化讲解员、手艺传授者，游客则通过深度参与感受到真实的乡村生活节奏。理念二：四时无休的全季运营，突破乡村旅游“周末经济”“假日经济”的局限，通过四季主题活动、室内外结合场景、气候适应性设计，实现“淡季不淡”。黑龙江雪乡夏季开发森林研学、菌菇采集，冬季主打冰雪体验，配合温泉水疗等全年可享设施，有效平衡季节性波动。理念三：科技赋能的无缝体验，5G、物联网、AR/VR等技术不再仅仅是营销工具，而是深度融入乡村生活场景。福建屏南通过“数字乡民”计划，让城市用户通过云端认养茶园、果园，实时查看生长情况，收获季节亲自采摘或委托代寄，建立跨越地理的情感连接。理念四：生态闭环的可持续模式，将“绿水青山就是金山银山”理念转化为可操作的商业模式。四川青城山“拾野”项目建立完整的有机循环系统：厨余垃圾转化为昆虫饲料→昆虫饲养提供禽类蛋白→禽类粪便滋养果园→果园产出供给餐厅，形成零废弃闭环，其环保故事本身成为核心吸引力。

China's rural cultural tourism has evolved from the 1.0 "farmhouse" style of simple reception to the 2.0 "beautiful countryside" landscape transformation, and is now entering the 3.0 new stage of "value symbiosis". The core feature of this stage is the shift from the transformation of the external landscape to the reconstruction of the internal value, from

Single-point tourism consumption is shifting towards the integration of multiple industries, from short-term passenger flow introduction to long-term community co-construction. According to data from the Ministry of Culture and Tourism, the number of rural tourism visitors across the country reached 2.5 billion in 2025, a year-on-year increase of 30%. However, the problems of homogenization and superficiality remain prominent. Rural cultural Tourism 3.0 is precisely a response to this challenge - it is no longer content with merely having tourists "come and have a look", but is committed to getting visitors to "stay, get involved, take things away, and come back again".

I. Four Core Concepts of Rural Cultural Tourism 3.0Concept One: Community revitalization shared by both residents and visitors. In the 3.0 era, the countryside is no longer a "backdrop" for tourists, but a shared living space for local residents and visitors. The renovation of "Qinglongwu" in Tonglu, Zhejiang Province, has preserved the living area of the indigenous people, while introducing designer homestays, community bookstores and shared workshops. The indigenous people have become cultural interpreters and skill instructors, while tourists can experience the real pace of rural life through in-depth participation. Concept Two: All-season operation without a break throughout the four seasons, breaking through the limitations of the "weekend economy" and "holiday economy" in rural tourism. Through seasonal theme activities, indoor and outdoor combined scenarios, and climate-adaptive designs, it achieves "no slack season". In summer, Snow Town in Heilongjiang Province offers forest study Tours and mushroom collection. In winter, it focuses on ice and snow experiences, complemented by year-round facilities such as hot spring spa treatments, effectively balancing seasonal fluctuations. Concept Three: Seamless Experience Empowered by technology. Technologies such as 5G, the Internet of Things, and AR/VR are no longer merely marketing tools but have been deeply integrated into rural life scenarios. Through the "Digital Villagers" program, Pingnan, Fujian Province, enables urban users to adopt tea gardens and orchards via the cloud, check their growth conditions in real time, pick them themselves during the harvest season or entrust others to send them, thus establishing an emotional connection that transcends geographical boundaries. Concept Four: A sustainable model of ecological closed loop, transforming the concept that "green mountains and clear waters are as valuable as mountains of gold and silver" into an operational business model. The "Shiye" project in Qingcheng Mountain, Sichuan Province, has established a complete organic recycling system: kitchen waste is converted into insect feed → insect breeding provides poultry protein → poultry manure nourishes the orchard → the output from the orchard is supplied to the restaurant, forming a zero-waste closed loop. Its environmental protection story itself has become the core attraction.

二、未来乡村文旅的五大项目类型类型一：乡村生活实验室，这类项目将乡村作为未来可持续生活方式的试验场，吸引的不仅是游客，更是生活理念的认同者。典型案例：浙江莫干山“芝麻谷·生活实验室”汇聚了朴门农法实践者、自然建筑设计师、手工艺复兴者，提供三个月到一年的“生活体验套餐”，参与者可学习生态建筑、自然农耕、可再生能源应用等技能。关键业态：可持续生活工作坊（雨水收集、堆肥厕所建造等）长期驻留计划（艺术家、研究者、创业者）生态社群活动（共享晚餐、自然音乐会、星空观影）。类型二：乡村产业综合体，以在地特色产业为核心，延伸体验、教育、消费链条，形成一二三产融合的复合体。典型案例：云南普洱“茶旅融合体”包含茶园认养、制茶体验、茶文化研学、茶主题民宿、茶衍生品开发（茶面膜、茶糕点等），游客可参与从采摘到品饮的全过程，购买的不再仅是茶叶，而是与这片土地的情感连接。关键业态：产业深度体验工坊、在地材料创意产品店、产业主题住宿（如茶园民宿、酒庄客房）、产业研学课程体系。类型三：乡村康养目的地，结合乡村的生态优势与现代康养理念，服务老龄化社会和亚健康人群的长期养护需求。典型案例：广西巴马依托长寿文化，开发“森林康养疗程”，结合传统中医、瑶药浴、负氧离子疗法、有机食疗，提供7-21天的定制康养方案，并与保险公司合作开发“康养旅游险”。关键业态：传统养生法体验中心（太极、八段锦、药浴）、在地食材营养餐厅、自然疗愈空间（森林浴步道、静坐平台）、健康监测与管理系统。类型四：乡村艺术聚落，将艺术创作、展示、交易与乡村空间结合，形成独特的文化磁场。典型案例：安徽碧山通过“碧山计划”吸引了上百位艺术家、手艺人定居，形成“艺术家+原住民”的混合社区，每年举办“碧山丰年祭”，成为乡村艺术节标杆。关键业态：艺术家工作室与开放日、乡土材料艺术创作营、乡村美术馆与露天展场、艺术主题民宿与工作室。类型五：乡村教育营地，将乡村的自然与文化资源转化为教育资源，服务亲子家庭、学校团体和企业培训。典型案例：成都“彩虹村”与教育机构合作开发“大地学校”课程体系，涵盖自然观察、农耕文明、乡土建筑、传统手工艺四大模块，成为成都国际学校的定点实践基地。关键业态：主题化研学课程（自然博物、传统技艺等）、亲子共创工作坊、学校实践基地、企业团队自然拓展场。

Ii. Five major project Types for Future Rural Cultural Tourism

Type One: Rural Life Laboratory. This type of project takes the countryside as a testing ground for future sustainable lifestyles, attracting not only tourists but also those who identify with the concept of life. Typical case: The "Sesame Valley · Life Laboratory" in Moganshan, Zhejiang Province, brings together permaculture practitioners, natural architecture designers, and handicraft revivalists. It offers "life experience packages" ranging from three months to one year, allowing participants to learn skills such as ecological architecture, natural farming, and the application of renewable energy. Key business formats: Sustainable living workshops (rainwater collection, compost toilet construction, etc.), long-term residency programs (artists, researchers, entrepreneurs), ecological community activities (shared dinner, nature concerts, starry sky film viewing).

Type Two: Rural Industrial complex, with local characteristic industries as the core, extends the experience, education and consumption chains, forming a complex integrating the primary, secondary and tertiary industries. Typical case: The "Tea and Tourism Integration Body" in Pu 'er, Yunnan Province, includes tea garden adoption, tea-making experience, tea culture research and study, tea-themed homestays, and the development of tea derivatives (such as tea masks and tea pastries). Tourists can participate in the entire process from picking to tasting. What they purchase is no longer just tea leaves, but an emotional connection with this land. Key business formats: In-depth industrial experience workshops, local material creative product stores, industry-themed accommodations (such as tea garden homestays, winery guest rooms), and industrial research and study course systems.

Type Three: Rural Health and Wellness destinations, integrating the ecological advantages of rural areas with modern health and wellness concepts, serve the long-term care needs of an aging society and sub-healthy individuals. Typical case: Relying on its longevity culture, Bama, Guangxi has developed a "Forest Health and Wellness Program", integrating traditional Chinese medicine, Yao medicine baths, negative oxygen ion therapy, and organic food therapy to offer customized health and wellness plans lasting 7 to 21 days. It has also collaborated with insurance companies to develop "Health and wellness travel insurance". Key business formats: Traditional health preservation experience center (Tai Chi, Baduanjin, medicinal bath), local ingredient nutrition restaurant, natural healing space (forest bathing trail, meditation platform), health monitoring and management system.

Type Four: Rural Art Clusters, integrating art creation, exhibition, trading with rural Spaces, form a unique cultural magnetic field. Typical case: Through the "Bishan Plan", Bishan, Anhui Province, has attracted over a hundred artists and artisans to settle down, forming a mixed community of "artists + indigenous people". Every year, the "Bishan Harvest Festival" is held, which has become a benchmark for rural art festivals. Key business formats: Artist studios and open days, local material art creation camps, rural art galleries and open-air exhibition venues, art-themed homestays and studios.

Type Five: Rural Education camps, which transform the natural and cultural resources of rural areas into educational resources, serve parent-child families, school groups and enterprise training. Typical case: The "Rainbow Village" in Chengdu has collaborated with educational institutions to develop the "Earth School" curriculum system, which covers four major modules: nature observation, agricultural civilization, local architecture, and traditional handicrafts. It has become a designated practice base for the Chengdu International School. Key business formats: Thematic research and study courses (natural history, traditional craftsmanship, etc.), parent-child co-creation workshops, school practice bases, and corporate team nature expansion fields.

三、乡村文旅3.0的产品业态创新业态一：时间共享农园，创新点：将CSA（社区支持农业）与分时度假结合
运营模式：城市家庭支付年费获得小片土地的种植权，可选择自主种植、委托管理或混合模式。配套提供种植指导、农具共享、收成配送服务。非种植季节，土地转换为露营、野餐场地。盈利模式：会员年费+托管服务费+农产品增值销售+衍生体验活动。业态二：乡土材料设计中心，创新点：挖掘在地材料的设计潜力，运营模式：收集本地竹、藤、陶土、石材等，邀请设计师研发符合现代审美的产品，培训村民制作。空间同时作为材料展示厅、制作工坊、设计工作室。盈利模式：设计产品销售+工作坊体验+设计服务输出。业态三：乡村声音博物馆，创新点：以声音为媒介记录和传播乡村记忆，运营模式：采集村落自然声景（鸟鸣、溪流、风声）和人文声音（方言、民谣、劳作声响），打造可聆听的乡村档案。开发声音漫步路线、声音疗愈课程、声音文创产品。盈利模式：声音导览服务+音频内容付费+声音装置艺术展览。业态四：乡村共享厨房网络，创新点：分布式餐饮体验系统，运营模式：认证有特色烹饪技能的村民家庭，将其厨房改造为符合标准的“共享厨房”。游客可选择不同家庭的特色餐单，系统统一调度、结算和质量控制。盈利模式：平台服务费+餐饮收入分成+烹饪课程。业态五：乡村夜经济聚落，创新点：突破“乡村夜晚无活动”的局限，运营模式：设计星空观测、萤火虫探秘、夜间自然观察、乡土剧场、篝火故事会等夜间活动，配套安全照明系统和导览服务。盈利模式：夜间活动门票+夜间消费场景（观星茶座、夜宵摊点）。

Iii. Product Format Innovation of Rural Cultural Tourism 3.0Business Format One: Time-sharing Farm, Innovation Point: Combining CSA (Community Supported Agriculture) with time-sharing vacation

Operation mode: Urban families pay an annual fee to obtain the planting rights of small plots of land and can choose self-cultivation, entrusted management or a mixed model. It provides supporting services such as planting guidance, shared farm tools and harvest distribution. During the non-planting season, the land is converted into camping and picnic areas. Profit model: Annual membership fee + management service fee + value-added sales of agricultural products + derivative experience activities.

Business Format Two: Local Materials Design Center, Innovation Point: Exploring the design potential of local materials, Operation Mode: Collecting local bamboo, rattan, clay, stone, etc., inviting designers to develop products that meet modern aesthetics, and training villagers to make them. The space also serves as a material exhibition hall, a production workshop, and a design studio. Profit model: Design product sales + workshop experience + design service output.

Business Format Three: Rural Sound Museum, Innovation Point: Using sound as a medium to record and disseminate rural memories, Operation Mode: Collecting the natural soundscapes of the village (bird chirping, streams, wind sounds) and humanistic sounds (dialects, folk songs, labor sounds), creating a rural archive that can be listened to. Develop sound walking routes, sound healing courses, and sound cultural and creative products. Profit model: Audio tour guide service + paid audio content + audio installation art exhibition.

Business Format Four: Rural Shared Kitchen Network, Innovation Point: Distributed Catering Experience System, Operation Mode: Certified villagers' families with distinctive cooking skills transform their kitchens into "shared kitchens" that meet the standards. Tourists can choose the special menus of different families, and the system will uniformly schedule, settle and control the quality. Profit model: Platform service fee + share of catering revenue + cooking courses.

Business Format Five: Rural Night Economy Cluster. Innovation Point: Breaking the limitation of "no activities in rural areas at night". Operation Model: Designing night activities such as starry sky observation, firefly exploration, night nature observation, local theater, and bonfire story-telling sessions, along with safety lighting systems and guided tour services. Profit model: Nighttime event tickets + nighttime consumption scenarios (stargazing tea houses, night snack stalls).

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