文旅案例 | 公园+商业：打造城市文化会客厅、市民生活第三空间的旅游休闲目的地

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我国的公园体系经过数十年的发展，已形成了城市公园、主题公园、森林公园、湿地公园等多种形态并存的格局。然而，在当前文旅融合的大背景下，传统公园的发展模式正面临深刻挑战：

文化形态单一化：多数公园仍停留在“绿地+步道+亭台”的传统模式，文化内涵挖掘不足，缺乏特色IP和叙事体系。文化活动多为节庆式、临时性的展览或表演，未能形成持续的文化吸引力。体验维度扁平化：游客体验以观光为主，参与性、互动性、沉浸式体验严重不足。公园功能定位偏向市民休闲，未能有效满足日益增长的深度文化体验需求。商业模式陈旧：收入来源主要依赖门票、简单租赁和基础服务，二次消费占比低，商业价值开发不充分。公园商业多呈现“小、散、低”特点，缺乏系统规划和品牌化运营。时空限制明显：多数公园呈现“白天热闹、晚上冷清”“旺季拥挤、淡季萧条”的周期性特征，时空资源利用效率低下。技术融合滞后：数字化、智能化应用不足，未能有效利用AR/VR、大数据、物联网等新技术提升体验和管理效率。

一、公园文旅转型升级的核心思路，公园文旅转型升级应从“空间思维”转向“场景思维”，从“功能供给”转向“价值创造”，实施“文化为魂、体验为王、商业为体、科技为翼”的融合发展策略。

文化IP化战略：深挖在地文化：每座公园都应挖掘独特的历史、生态、民俗或艺术资源，形成专属文化IP。如北京颐和园的皇家园林文化、杭州西湖的诗词传说、成都人民公园的市井茶文化等。构建叙事体系：将公园空间转化为故事场景，通过主题线索串联景点，让游客在游览中完成“文化叙事体验”。打造品牌节庆：策划四季主题活动和年度品牌节庆，形成持续的文化事件吸引力。

体验沉浸化战略：五感体验设计：突破视觉主导，系统设计听觉（自然声音、主题音乐）、嗅觉（特色植物香氛）、触觉（互动装置）、味觉（主题餐饮）的多维体验。场景革命：打造“拍照友好型”景观、沉浸式剧场、角色扮演区域等，创造社交传播内容。时间延伸策略：开发夜游产品，通过灯光艺术、夜间演艺、星空观测等延伸体验时间。

业态融合化战略：“公园+”融合模式：推进“公园+艺术”“公园+体育”“公园+教育”“公园+健康”等跨界融合。分层消费体系：构建基础服务（免费）、标准体验（平价）、深度体验（溢价）的消费金字塔。

运营智慧化战略：数字孪生系统：建设公园数字管理平台，实现客流监测、设施管理、应急响应的智能化。智慧导览体验：开发AR导览、语音故事、互动游戏等数字产品，提升游览趣味性和知识性。

After decades of development, China's park system has formed a pattern where various forms such as urban parks, theme parks, forest parks, and wetland parks coexist. However, in the current context of cultural and tourism integration, the development model of traditional parks is facing profound challenges:

Monotonous cultural form: Most parks still remain in the traditional model of "green space + walkways + pavilions", with insufficient cultural content exploration and lack of distinctive IP and narrative system. Cultural activities are mostly festival-style, temporary exhibitions or performances, failing to form continuous cultural appeal. The experience dimension is flattened: Tourists' experiences are mainly for sightseeing, with insufficient participation, interaction, and immersive experiences. The park's function positioning leans towards citizens' leisure, failing to effectively meet the growing demand for in-depth cultural experiences. Old business model: Income sources mainly rely on tickets, simple rentals, and basic services, with a low proportion of secondary consumption and insufficient commercial value development. Park commercialization often presents "small, scattered, and low" characteristics, lacking systematic planning and brand-based operation. Clear time and space limitations: Most parks exhibit the characteristic of "busy during the day, quiet at night", "crowded during peak seasons, depressed during off-peak seasons". The utilization efficiency of time and space resources is low. Technology integration lag: Digital and intelligent applications are insufficient, failing to effectively utilize new technologies such as AR/VR, big data, and the Internet of Things to enhance experience and management efficiency.

1. The core idea for the transformation and upgrading of park cultural tourism: Park cultural tourism transformation and upgrading should shift from "space thinking" to "scene thinking", from "function supply" to "value creation", and implement the integrated development strategy of "culture as the core, experience as the king, business as the body, and technology as the wing".

Cultural IPization strategy: Deeply explore local culture: Each park should explore unique historical, ecological, folk, or artistic resources to form exclusive cultural IP. For example, the royal garden culture of the Summer Palace in Beijing, the poetry legends of the West Lake in Hangzhou, and the tea culture of Chengdu People's Park. Build a narrative system: Transform park spaces into story scenes, connect attractions through thematic threads, and allow tourists to complete "cultural narrative experience" during their visits. Create brand festivals: Plan seasonal themes and annual brand festivals to form continuous cultural event appeal. Immersive experience strategy: Five-sense experience design: Break the dominance of visual perception, systematically design auditory (natural sounds, theme music), olfactory (special plant fragrances), tactile (interactive installations), and gustatory (theme dining) multi-dimensional experiences. Scene revolution: Create "photo-friendly" landscapes, immersive theaters, role-playing areas, etc., to create social communication content. Time extension strategy: Develop night tour products, extend the experience time through light art, night performances, star observation, etc. "Park +" integration strategy: Promote cross-border integration such as "park + art", "park + sports", "park + education", "park + health". Layered consumption system: Build basic services (free), standard experiences (affordable), and deep experiences (premium) consumption pyramid. Operation intelligentization strategy: Digital twin system: Build a park digital management platform to achieve intelligent monitoring of passenger flow, facility management, and emergency response. Smart guided tour experience: Develop AR guided tours, voice stories, interactive games, etc., to enhance the fun and knowledge of the tour.

二、公园可植入的创新业态体系

文化体验类业态：微型博物馆/展览馆：利用公园建筑设立主题微博物馆，如本地生态馆、非遗工坊、艺术画廊。沉浸式剧场：打造环境戏剧、园林实景演出，游客可跟随剧情在公园内移动观演。文化工坊集群：引入手工艺人、艺术家设立工作室，提供非遗体验、艺术创作课程。露天影院/文化沙龙：在适宜区域举办电影放映、读书会、小型音乐会等文化活动。

休闲消费类业态：主题餐饮体系：高端：园林餐厅、湖景茶室，特色：文化主题咖啡馆、季节限定快闪店，便捷：设计型自动贩卖机、移动餐车。创意零售空间：公园文创商店：开发IP衍生产品；农夫市集/手作集市：销售本地特色农产品和手工艺品；植物商店：售卖公园特色植物、园艺工具。

健康生活类业态：户外运动基地：设立瑜伽草坪、太极广场、定向越野路线、骑行驿站。自然疗愈中心：开发森林浴路线、声音疗愈花园、芳香植物区。亲子自然教育：创建昆虫旅馆、自然观察站、儿童农耕体验区。

智慧创新类业态：AR探索游戏：基于公园地理和文化开发寻宝游戏、历史穿越体验。数字艺术装置：设置交互式光影装置、声音雕塑等科技艺术项目。智慧露营区：配备智能设施的露营场地，提供户外电影、星空观测设备。

活动会展类业态：户外展览空间：承接雕塑展、装置艺术展、花卉展等户外展览。轻型活动场地：提供公司团建、品牌发布、户外婚礼等定制服务。季节市集：举办春节庙会、秋收市集、圣诞集市等季节性主题活动。

II. Innovative Business Models Implantable in ParksCultural Experience Categories: Miniature Museums/Exhibition Halls: Utilize park buildings to establish thematic museums, such as local ecological museums, heritage workshops, and art galleries. Immersive Theatres: Create environmental dramas and garden-themed live performances, allowing visitors to move around and watch the performances within the park. Cultural Workshop Clusters: Introduce artisans and artists to set up studios, offering heritage experiences and art creation courses. Open-air Cinemas/Cultural Salons: Host cultural activities such as film screenings, reading circles, and small concerts in suitable areas.

Recreational Consumption Categories: Theme Dining Systems: Premium: Garden restaurants, lake-view tea rooms; Unique: Cultural-themed cafes, seasonal pop-up stores; Convenient: Designated vending machines, mobile food trucks. Creative Retail Spaces: Park Cultural Stores: Develop IP derivative products; Farmer's Markets/Handicraft Markets: Sell local specialty agricultural products and handicrafts; Plant Stores: Sell park-specific plants and gardening tools.Health Lifestyle Categories: Outdoor Sports Base: Set up yoga lawns, Tai Chi squares, orienteering routes, cycling stations. Natural Healing Centers: Develop forest bathing routes, sound healing gardens, and aromatic plant areas. Parental Nature Education: Create insect hotels, nature observation stations, and children's agricultural experience zones. Smart Innovation Categories: AR Exploration Games: Develop treasure hunts and historical time travel experiences based on the park's geography and culture. Digital Art Installations: Set up interactive light and shadow installations, sound sculptures, and other technological art projects. Smart Camping Areas: Equip with intelligent facilities for camping, providing outdoor movies and star observation equipment. Event and Exhibition Categories: Outdoor Exhibition Spaces: Host outdoor exhibitions such as sculpture exhibitions, installation art exhibitions, and flower exhibitions. Lightweight Event Spaces: Provide customized services such as company team-building, brand launches, and outdoor weddings. Seasonal Markets: Host seasonal events such as Spring Fairs, Autumn Harvest Markets, and Christmas Markets.

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