文旅案例 | 温泉康养产业：场景跨界与生活方式营造、实现二次消费增长的衍生产品体系构建

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从“单一疗养”到“整合康养”：现代温泉的核心价值已从简单的物理热疗，转向身、心、灵全方位的健康管理。消费者追求的是一套整合了温泉理疗、专业医疗评估、营养膳食、运动康复、睡眠管理及心理调适的系统化健康解决方案。这意味着温泉度假村需转型为“健康目的地”，与专业医疗机构、健康科技公司、运动康复机构等建立深度合作。

从“同质化资源”到“个性化叙事”：温泉水的理化性质虽是基础，但决定项目吸引力的，越来越是其独特的文化内涵与主题叙事。无论是融入本地独有的在地文化（如中医药、少数民族养生智慧），还是创造具有高辨识度的美学场景（如日式侘寂、北欧极简、森林秘境），成功的项目都在讲述一个能引发情感共鸣的故事，将泡汤从一种行为升格为一种文化体验。

从“季节依赖”到“全时运营”：传统温泉的冬季旺季属性正在被打破。通过“温泉+”的业态融合，创造四季皆宜的体验成为必然。“春季赏花+温泉”、“夏季亲水/避暑+冷泉”、“秋季观叶+药浴”、“冬季冰雪+热汤”，以及与室内恒温水乐园、运动场馆、文化节庆的结合，有效平滑了客流曲线，提升了资产利用效率。

从“大众市场”到“圈层深耕”：市场细分愈发明显。针对银发族的长期旅居康养、针对中高产家庭的亲子微度假、针对都市白领的解压疗愈、针对高端商务客的私密董事会、针对年轻社群的潮流打卡地……精准定位特定客群，并提供深度满足其核心需求的产品与服务，是构建客户忠诚度与高溢价能力的关键。

一、温泉康养发展的五大新思路

思路一：科学化与数据化的健康管理。新思路：引入“健康管家”服务与数字化监测工具。客人入住时进行初步健康评估，通过可穿戴设备监测其在度假期间的心率、睡眠、活动量等数据，结合温泉疗浴、定制餐饮、专业课程，形成个性化的“康养处方”，并在离店后提供持续的健康追踪与建议。案例：日本许多高端温泉旅馆与“汤治”设施，已普遍与本地诊所合作，提供基于温泉疗法的慢性病辅助管理方案。国内如云南腾冲的柏联温泉，其中医SPA会结合客人体质诊断，搭配不同的草药汤池与理疗项目。

思路二：在地文化与养生产品的深度融合。新思路：深度挖掘本地物产与养生智慧，将温泉体验“在地化”。不仅仅是建筑风格的模仿，而是将本地特有的食材、草药、手工艺、养生仪式，转化为可体验、可消费的康养产品。案例：台湾知本温泉区，结合原住民（卑南族）文化，开发出包含部落草药浴、传统按摩、风味养生餐的深度体验套餐。芬兰的“森林疗愈”与温泉结合，游客在桑拿后跳入冰湖，再在森林中冥想，完成一次身心的彻底重启。

思路三：场景跨界与生活方式营造。新思路：打破温泉的物理边界，将其与书店、美术馆、音乐厅、咖啡馆、甚至农场等多元场景融合，打造一个以“温热感”为核心的生活方式聚集地。温泉成为连接各种美好生活体验的媒介。案例：日本箱根雕刻之森美术馆内的温泉，让游客在欣赏艺术品后沐浴放松，艺术与疗愈无缝衔接。国内溧阳美岕山野温泉度假村，将树屋、无边泳池、温泉、山野茶园融为一体，贩卖的是一种远离尘嚣的“山居生活”方式。

思路四：社群化运营与内容共创。新思路：通过组织主题工作坊、康养课程、节庆活动，将一次性游客转化为有共同兴趣的社群成员。鼓励用户在社交平台分享体验，将度假村变为内容创作和社交发生的舞台。案例：许多精品温泉酒店定期举办“温泉瑜伽静修营”、“芳香疗法工作坊”、“星空摄影课”等。日本虹夕诺雅·轻井泽通过其“冥想温泉”等特色活动，吸引了大量追求内在平静的忠实拥趸，形成了独特的品牌社群。

思路五：科技赋能与沉浸式体验。新思路：运用光影艺术、声景设计、AR/VR技术、智能环控系统，打造超越常规的沉浸式温泉体验。科技不仅用于后台管理，更直接用于提升前台感官体验的峰值。案例：冰岛的蓝湖温泉，其现代化的设计、弥漫在空气中的硅泥气息、在线预订与体验管理，科技感与自然奇迹结合得天衣无缝。一些前沿项目开始尝试在夜晚的温泉区，运用投影 mapping 技术讲述本土神话故事，创造“温泉夜游”产品。

From "single convalescence" to "integrated health care" : The core value of modern hot springs has shifted from simple physical heat therapy to all-round health management of the body, mind and spirit. Consumers are in pursuit of a systematic health solution that integrates hot spring therapy, professional medical assessment, nutritional diet, exercise rehabilitation, sleep management and psychological adjustment. This means that hot spring resorts need to transform into "healthy destinations" and establish in-depth cooperation with professional medical institutions, health technology companies, sports rehabilitation institutions, etc. From "homogeneous resources" to "personalized narratives" : Although the physical and chemical properties of hot spring water are the foundation, what increasingly determines the appeal of a project is its unique cultural connotation and thematic narrative. Whether it is integrating the unique local culture (such as traditional Chinese medicine and the health wisdom of ethnic minorities), or creating highly recognizable aesthetic scenes (such as Japanese wabi-sabi, Nordic minimalism, and forest secret realms), successful projects are all telling a story that can evoke emotional resonance, elevating hot spring bathing from an act to a cultural experience. From "seasonal dependence" to "all-time operation" : The winter peak season attribute of traditional hot springs is being broken. Through the integration of the "hot spring +" business model, it has become inevitable to create an experience suitable for all seasons. The combination of "flower viewing in spring + hot springs", "water play/summer escape + cold springs", "leaf viewing in autumn + medicinal baths", "ice and snow in winter + hot springs", as well as indoor constant-temperature water parks, sports venues and cultural festivals, has effectively smoothed out the flow curve of visitors and improved the efficiency of asset utilization. From "mass market" to "deep cultivation of niche groups" : Market segmentation is becoming increasingly evident. Long-term travel and health care for the elderly, parent-child micro-vacations for middle and upper-class families, stress relief and healing for urban white-collar workers, private board meetings for high-end business travelers, and trendy check-in spots for young communities...

Accurately targeting specific customer groups and providing products and services that deeply meet their core needs is the key to building customer loyalty and high premium pricing capabilities.

Five New Ideas for the Development of Hot Spring Health CareIdea One: Scientific and data-driven health management. New idea: Introduce "Health Manager" services and digital monitoring tools. When guests check in, they undergo an initial health assessment. Their heart rate, sleep, activity level and other data during the vacation are monitored through wearable devices. Combined with hot spring baths, customized meals and professional courses, a personalized "health and wellness prescription" is formed. After they leave the hotel, continuous health tracking and suggestions are provided. Case: Many high-end hot spring inns and "hot spring therapy" facilities in Japan have generally collaborated with local clinics to offer chronic disease management assistance programs based on hot spring therapy. For instance, in China, the Bailian Hot Spring in Tengchong, Yunnan Province, its traditional Chinese medicine SPA will diagnose the guests' constitutions and combine different herbal hot spring pools and therapeutic programs.

Idea Two: The deep integration of local culture and health care products. New idea: Deeply explore local products and health preservation wisdom to "localize" the hot spring experience. It is not merely an imitation of architectural styles, but rather the transformation of local unique ingredients, herbs, handicrafts and health preservation rituals into health and wellness products that can be experienced and consumed. Case: In the Chihpen Hot Spring Area of Taiwan, by integrating the indigenous (Paiwan) culture, a deep experience package has been developed, which includes tribal herbal baths, traditional massages, and local health-preserving meals. In Finland, "forest healing" is combined with hot springs. After taking a sauna, tourists jump into an ice lake and then meditate in the forest, achieving a complete restart of both body and mind. Idea Three: Scene Cross-border and Lifestyle Creation. New idea: Break the physical boundaries of hot springs and integrate them with diverse scenarios such as bookstores, art galleries, concert halls, coffee shops, and even farms to create a lifestyle gathering place centered on the "warmth". Hot springs have become a medium connecting various wonderful life experiences. Case: The hot spring in the Hakone Sculpture Forest Art Museum in Japan allows visitors to relax after enjoying the artworks, seamlessly integrating art and healing. The domestic linyang mei 岕 mountain wild hot Spring resort integrates tree houses, infinity pools, hot springs and mountain wild tea gardens, offering a "mountain living" lifestyle away from the hustle and bustle.

Idea Four: Community-based operation and content co-creation. New idea: By organizing theme workshops, health and wellness courses, and festival activities, one-time visitors can be transformed into community members with common interests. Encourage users to share their experiences on social platforms and turn the resort into a stage for content creation and social interaction. Case: Many boutique hot spring hotels regularly hold "Hot spring yoga Retreat camps", "Aromatherapy workshops", "Starry Sky photography classes", etc. Hoshinoya Karuizawa in Japan has attracted a large number of loyal fans who seek inner peace through its distinctive activities such as "Meditation Hot Springs", forming a unique brand community. Idea Five: Technology Empowerment and Immersive Experience. New idea: By applying light and shadow art, soundscape design, AR/VR technology, and intelligent environmental control systems, create an immersive hot spring experience that transcends the conventional. Technology is not only used for back-end management, but also directly for enhancing the peak of front-end sensory experience. Case: The Blue Lagoon Hot Spring in Iceland, with its modern design, the scent of silica mud in the air, online booking and experience management, seamlessly combines a sense of technology with natural wonders. Some cutting-edge projects have begun to experiment with using projection mapping technology to tell local mythological stories in the hot spring area at night, creating "hot spring night tour" products.

二、实现二次消费增长的衍生产品体系构建，二次消费的增长，关键在于构建一个以温泉体验为核心，辐射住宿、餐饮、购物、娱乐、教育等多个消费环节的产品生态体系，让消费自然发生、层层递进。零售商品类：将“体验”转化为“可带走的记忆”。美妆个护系列：以温泉水为核心成分，开发高端护肤品、沐浴露、浴盐、香薰、面膜等。关键在于成分故事与专业背书。案例：法国薇姿、理肤泉等品牌均源于温泉小镇，其产品在景区专卖店销售火爆。日本由布院温泉的“汤布院梦酵母”护肤品是当地必买手信。健康食品与饮品：利用温泉的热能或成分，开发特色食品，如温泉蛋、温泉豆腐、温泉水酿造的啤酒或清酒、富含矿泉水的瓶装水等。文化创意衍生品：设计融合温泉文化与本地特色的文创产品，如特色浴衣（可定制）、温泉杯、手绘地图、艺术摆件、以温泉守护神或传说为IP的盲盒等。深度体验服务类：将“短暂停留”延伸为“深度探索”。专业康养疗程：提供单次付费的高阶SPA、私人教练指导的温泉水中体适能课程、一对一的中医问诊与针灸、定制化的抗衰老或体重管理疗程。手作与工坊课程：开设调香工作坊（制作专属浴盐）、草本茶包配制、豆腐制作、当地工艺品（如陶艺）制作等课程，将时间转化为有价值的产出。私密与定制体验：提供私人汤屋的按时租赁、温泉畔的私人晚餐/求婚仪式策划、家庭或团队的定制主题活动（如温泉养生宴、团队建设游戏）。会员与社群服务类：将“游客”转化为“会员”。储值会员与权益卡：提供消费折扣、免费升房、专属活动参与权、生日礼遇等，锁定长期消费。课程/活动订阅制：针对本地或高频次游客，推出瑜伽、冥想、养生讲座等课程的月卡/季卡。农产品/健康产品订阅配送：与本地农场合作，提供每周/每月配送的有机蔬菜箱，或定期配送自营品牌的美妆、健康食品，建立持续的家居消费联系。内容与数字产品类：将“线下场景”赋能“线上消费”。线上知识付费：将特色的养生课程、瑜伽教程、本地食谱制作过程录制成视频课程，在自有平台或第三方平台销售。虚拟体验与数字藏品：制作高质量的VR温泉体验短片，或发行与温泉景观、文化相关的限量数字藏品（NFT），吸引科技爱好者与收藏家。品牌联名与授权：将温泉地的品牌、形象、设计元素授权给其他高品质消费品，如与茶品牌联名推出“温泉茶”，与家居品牌联名推出“温泉香氛”，分享品牌溢价。

Second, the construction of a derivative product system for achieving growth in secondary consumption. The key to the growth of secondary consumption lies in building a product ecosystem centered on hot spring experiences and radiating to multiple consumption links such as accommodation, dining, shopping, entertainment, and education, allowing consumption to occur naturally and progress layer by layer. Retailer category: Transform "experience" into "portable memories". Beauty and personal care series: With hot spring water as the core ingredient, we develop high-end skin care products, body wash, bath salts, aromatherapy, masks, etc. The key lies in the ingredient story and professional endorsement. Case: French brands such as Vicey and La Roche-Posay all originated from hot spring towns, and their products are selling extremely well in the scenic area's specialty stores. The "Yufuin Dream Yeast" skin care product from Yufuin Onsen in Japan is a must-buy souvenir in the local area. Health food and beverages: Utilizing the heat energy or components of hot springs, develop characteristic foods, such as hot spring eggs, hot spring tofu, beer or sake brewed with hot spring water, and bottled water rich in mineral water, etc. Cultural and creative derivatives: Design cultural and creative products that integrate hot spring culture with local characteristics, such as custom yukata, hot spring cups, hand-drawn maps, artistic ornaments, blind boxes based on the IP of hot spring guardians or legends, etc. Deep experience service category: Extend "short stay" to "deep exploration". Professional health and wellness treatments: We offer high-end SPA services at a single charge, fitness courses in hot spring water guided by personal trainers, one-on-one traditional Chinese medicine consultations and acupuncture, as well as customized anti-aging or weight management treatments. Handicraft and Workshop courses: Offer courses such as perfumery workshops (making exclusive bath salts), herbal tea bag preparation, tofu making, and local handicraft (such as pottery) making, transforming time into valuable outputs. Private and customized experiences: Offering on-time rental of private hot spring houses, private dinners by hot springs/proposal ceremony planning, and customized theme activities for families or teams (such as hot spring health banquets, team-building games).

Membership and community services category: Convert "visitors" into "members". Stored-value membership and benefit cards: Offer consumption discounts, free room upgrades, exclusive event participation rights, birthday gifts, etc., locking in long-term consumption. Course/activity subscription system: Monthly or quarterly cards for courses such as yoga, meditation, and health lectures are offered for local or frequent visitors. Agricultural products/health products subscription and delivery: Collaborate with local farms to offer weekly/monthly delivery of organic vegetable boxes or regular delivery of self-owned brand beauty and health foods, establishing a continuous home consumption connection. Content and digital Products category: Empowering "online consumption" with "offline scenarios". Online knowledge payment: Record distinctive health preservation courses, yoga tutorials, and the process of making local recipes into video courses and sell them on your own platform or third-party platforms. Virtual experiences and digital collectibles: Produce high-quality VR hot spring experience short films or issue limited-edition digital collectibles (NFTS) related to hot spring landscapes and culture to attract tech enthusiasts and collectors. Brand collaboration and licensing: Licensing the brand, image and design elements of the hot spring area to other high-quality consumer goods, such as collaborating with tea brands to launch "Hot Spring Tea" and with home furnishing brands to launch "Hot Spring Fragrance", to share the brand premium.

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