文旅案例 | 产业融合与创新驱动：新趋势下文旅项目的战略转型与盈利突破

【友情提示】世界那么大，为防走散，请将AYS爱易设规划设计事务所加星标！关注爱易设，关注AYS规划设计事务所，点击上方名片-点右上角弹出菜单栏设为星标即可。

现代产业规划已超越传统的“招商引资-土地开发”模式，呈现出多维度的创新趋势：

其一，产业生态化集群。现代产业规划不再追求单一企业的规模扩张，而是注重构建相互关联、相互支撑的产业生态系统。例如，硅谷的数字经济生态、杭州的数字贸易生态，均形成了“核心产业+配套服务+创新环境”的有机整体。这种生态化为文旅项目提供了丰富的内容素材和体验场景，使游客能够沉浸于真实的产业环境中。

其二，产业链价值提升。产业规划重点从生产制造环节向研发设计、品牌营销、售后服务等价值链高端延伸。这种“微笑曲线”的攀升趋势，为文旅项目创造了与高端产业要素结合的可能性。如德国工业旅游不仅展示制造过程，更突出德国精密工程的设计哲学与品质文化。

其三，数字技术全面渗透。人工智能、物联网、大数据、元宇宙等技术正重塑产业形态，催生智能制造、数字创意、智慧农业等新业态。数字技术为文旅项目带来沉浸式体验、个性化服务和智慧化运营的全新工具，创造了虚实结合的体验空间。

其四，绿色可持续发展。“双碳”目标背景下，产业规划更加强调资源循环利用、能源结构优化和生态保护。这要求文旅项目必须采用环境友好型开发模式，同时绿色产业本身（如新能源、生态农业）也成为文旅体验的新内容。

其五，消费导向的产业融合。产业规划越来越注重终端消费市场的需求变化，推动先进制造业与现代服务业深度融合。这种消费端的牵引力，恰好与文旅产业的市场化特性高度契合，为产业旅游、体验经济开辟了新空间。

Modern industrial planning has transcended the traditional "investment attraction - land development" model and is presenting multi-dimensional innovative trends:

First, industrial ecological clusters. Modern industrial planning no longer pursues the scale expansion of a single enterprise, but focuses on building an industrial ecosystem that is interrelated and mutually supportive. For instance, the digital economy ecosystem in Silicon Valley and the digital trade ecosystem in Hangzhou have both formed an organic whole of "core industries + supporting services + innovation environment". This ecological approach provides rich content materials and experience scenarios for cultural and tourism projects, enabling tourists to immerse themselves in a real industrial environment. Second, the value of the industrial chain has been enhanced. The focus of industrial planning extends from the production and manufacturing stage to the high-end of the value chain, including R&D design, brand marketing, and after-sales service. This upward trend of the "smile curve" has created the possibility for cultural and tourism projects to combine with high-end industrial elements. German industrial tourism not only showcases the manufacturing process but also highlights the design philosophy and quality culture of German precision engineering. Thirdly, digital technology has fully permeated. Technologies such as artificial intelligence, the Internet of Things, big data, and the metaverse are reshaping industrial forms, giving rise to new business models like intelligent manufacturing, digital creativity, and smart agriculture. Digital technology brings brand-new tools for immersive experiences, personalized services and intelligent operations to cultural and tourism projects, creating an experience space that combines the virtual and the real. Fourth, green and sustainable development. Under the background of the "dual carbon" goals, industrial planning places greater emphasis on resource recycling and utilization, energy structure optimization, and ecological protection. This requires that cultural and tourism projects must adopt an environmentally friendly development model, and at the same time, green industries themselves (such as new energy and ecological agriculture) have also become new contents of cultural and tourism experiences. Fifth, consumption-oriented industrial integration. Industrial planning is increasingly focusing on the changes in demand in the terminal consumer market, promoting the deep integration of advanced manufacturing and modern services. This kind of traction from the consumer end is highly consistent with the market-oriented characteristics of the cultural and tourism industry, opening up new space for industrial tourism and the experience economy.

一、文旅项目依托产业发展的战略逻辑：从“+旅游”到“旅游+”的范式转变，传统文旅项目往往将产业元素作为点缀或背景，而新型文旅发展则要求产业与旅游的深度融合，实现双向赋能：

顶层设计的产业思维重塑：文旅项目规划初期就应植入产业思维，跳出“景点建设”的传统框架。项目定位需回答三个核心问题：区域优势产业是什么？这些产业中哪些要素可转化为旅游吸引力？文旅如何反哺产业发展？例如，景德镇陶瓷文旅项目根植于千年瓷都的产业底蕴，不仅展示陶瓷制作，更搭建陶瓷设计交流、工艺创新、电商销售的平台，使旅游成为陶瓷产业升级的助推器。

产业要素的旅游化创新转化：不同产业要素可转化为差异化的旅游体验：第一产业：生态农业、休闲渔业、田园综合体等，通过景观化种植、体验式农耕、科普教育等方式，将农业生产转化为沉浸式自然教育场景。如日本“越后妻有大地艺术祭”将农田变为露天美术馆，吸引数十万游客前往偏远农村。第二产业：工业遗产、现代工厂、科技园区等，通过生产线参观、工艺体验、品牌故事讲述等方式，将制造过程转化为认知体验。沈阳工业博物馆在原铸造厂基础上，完整保留了工业遗址风貌，同时注入艺术展览、戏剧演出等新功能。第三产业：金融、教育、医疗、体育等服务业，通过场景开放、流程体验、专业培训等方式，将服务过程转化为知识型旅游产品。如纽约华尔街金融旅游、波士顿哈佛-MIT学术之旅等。

产业集群与文旅空间的协同布局：文旅项目布局应与区域产业集群形成地理耦合与功能互补。在产业集聚区周边或内部规划文旅服务带，形成“产业园区+文旅配套”的共生格局。如苏州工业园区，在生物医药、纳米技术等高科技产业区周边，开发了集科学家交流中心、科技展示馆、人才公寓、休闲街区于一体的科技文旅功能区，服务产业人才的同时吸引科普旅游人群。

产业升级与文旅体验的迭代共生：文旅项目需敏锐捕捉产业升级带来的新内容。例如，随着新能源汽车产业崛起，可开发涵盖工厂参观、试驾体验、充电网络探索、未来交通概念的完整体验线路。文旅体验的迭代更新反过来也能为产业提供用户反馈、应用场景测试和市场预热等功能。

二、产业依托型文旅项目的盈利模式创新：超越门票经济的价值挖掘，产业依托型文旅项目的盈利不应依赖单一门票收入，而应构建多层次、可持续的盈利体系：

体验经济层：深度体验产品矩阵。产业体验工坊：陶瓷制作、纺织印染、软件开发等亲手实践课程，按项目收费。主题研学体系：与教育机构合作开发产业主题研学课程，覆盖K12至成人教育全年龄段。夜间体验经济：利用产业场景开发夜间灯光秀、沉浸式戏剧、星空观测等产品，延长消费时间。

服务增值层：产业配套服务延伸。产业人才服务：为产业园区提供会议会展、商务接待、人才培训等配套服务，获得稳定B端收入。特色产业住宿：开发与产业主题结合的精品酒店、人才公寓、长租公寓，如葡萄酒庄酒店、设计大师工作室等。专业旅游服务：针对产业考察、商务洽谈、技术交流等需求，提供定制化差旅服务。

产品衍生层：产业IP与商品开发。产业IP授权运营：将区域产业品牌、技术符号、工匠故事转化为可授权的IP，用于衍生品开发。在地特色商品：开发融入产业元素的文创商品、特色食品、手工制品，建立“前店后厂”式直销体系。数字衍生内容：制作产业纪录片、在线课程、虚拟体验产品，通过数字平台实现二次盈利。

资产运营层：产业空间价值提升。混合开发模式：采用“文旅项目+产业办公+商业配套+人才住房”的混合开发，通过物业销售和租赁平衡现金流。土地价值捕获：通过文旅项目提升区域吸引力，带动周边土地增值，与政府分享土地增值收益。能源与资源运营：在项目中集成光伏发电、水循环系统等绿色设施，通过能源运营获得长期收益。

资本运作层：产旅融合的金融创新。产业投资基金：联合龙头企业设立产业投资基金，投资于与文旅相关的技术创新项目。资产证券化：将稳定收益的文旅资产打包进行证券化融资，如酒店收入ABS、门票收益权信托等。碳汇交易机制：通过生态修复、林业碳汇等项目参与碳市场交易，开拓绿色金融收入。

I. The strategic logic of cultural and tourism projects relying on industrial development: The paradigm shift from "+ tourism" to "tourism +", traditional cultural and tourism projects often use industrial elements as embellishments or backgrounds, while the new development of cultural and tourism requires the deep integration of industry and tourism to achieve mutual empowerment.

The reshaping of industrial thinking in top-level design: Industrial thinking should be implanted in the early stage of cultural and tourism project planning to break away from the traditional framework of "scenic spot construction". Project positioning needs to answer three core questions: What are the regional advantageous industries? Which elements in these industries can be transformed into tourism appeal? How can cultural tourism feed back to the development of industries? For instance, the Jingdezhen Ceramic Cultural Tourism Project is rooted in the industrial heritage of the thousand-year-old porcelain capital. It not only showcases ceramic production but also builds a platform for ceramic design exchange, technological innovation, and e-commerce sales, making tourism a booster for the upgrading of the ceramic industry.

Innovative transformation of industrial elements into tourism: Different industrial elements can be transformed into differentiated tourism experiences. Primary industry: ecological agriculture, leisure fishery, rural complex, etc. Through landscape planting, experiential farming, science popularization education and other methods, agricultural production can be transformed into immersive natural education scenes. For instance, the "Echigo-Tsumari Art Triennale" in Japan turns farmland into an open-air art gallery, attracting hundreds of thousands of tourists to remote rural areas. The secondary industry: industrial heritage, modern factories, science and technology parks, etc., transform the manufacturing process into cognitive experience through production line visits, process experiences, brand story telling and other means. The Shenyang Industrial Museum, based on the original foundry, has fully preserved the appearance of the industrial heritage site while integrating new functions such as art exhibitions and theatrical performances. The tertiary industry: services such as finance, education, healthcare, and sports, transform the service process into knowledge-based tourism products through methods like scene opening, process experience, and professional training. Such as the Wall Street financial tour in New York, the Harvard-MIT academic tour in Boston, etc. The coordinated layout of industrial clusters and cultural tourism Spaces: The layout of cultural tourism projects should form geographical coupling and functional complementarity with regional industrial clusters. Plan cultural and tourism service belts around or within industrial clusters to form a symbiotic pattern of "industrial parks + cultural and tourism supporting facilities". For instance, in Suzhou Industrial Park, around high-tech industrial zones such as biomedicine and nanotechnology, a science and technology cultural tourism functional area integrating a scientist exchange center, a science and technology exhibition hall, talent apartments, and leisure streets has been developed. This not only serves industrial talents but also attracts science popularization and tourism groups. The iterative symbiosis of industrial upgrading and cultural tourism experience: Cultural tourism projects need to keenly capture the new contents brought about by industrial upgrading. For instance, with the rise of the new energy vehicle industry, a complete experience route covering factory visits, test drive experiences, exploration of charging networks, and concepts of future transportation can be developed. The iterative update of cultural and tourism experiences can, in turn, provide the industry with functions such as user feedback, application scenario testing, and market preheating.

Ii. Innovation in the Profit Model of Industry-Dependent Cultural and Tourism Projects: Beyond the Value Exploration of the ticket economy, the profit of industry-dependent cultural and tourism projects should not rely solely on ticket revenue, but should build a multi-level and sustainable profit systemExperience economy Layer: Deeply experience the product matrix. Industrial Experience Workshop: Hands-on practical courses such as ceramic making, textile printing and dyeing, software development, etc., charged by project. Thematic study tour system: Collaborate with educational institutions to develop industry-themed study tour courses, covering all age groups from K12 to adult education. Nighttime experience economy: Develop products such as night light shows, immersive dramas, and starry sky observations by leveraging industrial scenarios to extend consumption time. Service value-added layer: Extension of industrial supporting services. Industrial talent services: Provide supporting services such as conferences and exhibitions, business receptions, and talent training for industrial parks to obtain stable B-end income. Specialized industry accommodation: Develop boutique hotels, talent apartments, and long-term rental apartments that are integrated with industry themes, such as winery hotels and design master studios. Professional tourism services: Customized travel services are provided for the needs of industrial investigation, business negotiation, technical exchange, etc. Product derivative layer: Industrial IP and commodity development. Industrial IP licensing operation: Transform regional industrial brands, technical symbols, and craftsmanship stories into licensable ips for the development of derivative products. Local characteristic products: Develop cultural and creative products, characteristic foods and handicrafts integrated with industrial elements, and establish a "front store, back factory" direct sales system. Digital derivative content: Produce industrial documentaries, online courses, and virtual experience products, and achieve secondary profits through digital platforms.

三、实施路径与风险防控：系统构建可持续竞争力，成功实施产业依托型文旅项目需要系统的推进策略：

分阶段实施路径：调研与定位阶段（6-12个月）：深入分析区域产业基础，识别可旅游化的产业要素，明确项目在区域产业生态中的独特价值。融合设计阶段（12-18个月）：跨学科团队协作，完成产业内容旅游化创意设计、空间布局、商业模式构建。试点开发阶段（18-24个月）：选择1-2个核心区域进行试点开发，验证市场反应，迭代产品设计。全面推广阶段（24-36个月）：基于试点经验，逐步扩大开发范围，完善产品体系和服务网络。生态运营阶段（长期）：持续促进产业与旅游的互动创新，构建自我更新的产旅融合生态系统。

Iii. Implementation Path and Risk Control: Systematically Building sustainable competitiveness and successfully implementing industry-dependent cultural tourism projects require a systematic promotion strategyPhased implementation path: Research and positioning stage (6-12 months) : Conduct in-depth analysis of the regional industrial foundation, identify industrial elements that can be tourism-oriented, and clarify the unique value of the project in the regional industrial ecosystem. Integrated Design stage (12-18 months) : Interdisciplinary team collaboration to complete the creative design of industrial content tourism, spatial layout, and business model construction. Pilot development stage (18-24 months) : Select 1-2 core regions for pilot development to verify market response and iterate product design. Comprehensive promotion stage (24-36 months) : Based on the pilot experience, gradually expand the development scope, improve the product system and service network. Ecological operation stage (long-term) : Continuously promote the interactive innovation between industry and tourism, and build a self-renewing industry-tourism integration ecosystem.

- END -

内容整理｜爱易设规划设计事务所、AYS爱易设

素材来源｜部分文案及图片来源于网络

文章声明｜文章及图片内容仅供参考，我们尊重原创和知识产权，所有转载或改编均会明确标注出处；若不慎侵犯了第三方权益，请立即联系我们，我们将尽快处理。

易老师联系方式：13717943868