文旅案例 | 滨海度假文旅：营造“五感沉浸”的海洋之境、构建“海洋+”共生生态系统

【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。

随着消费升级和旅游观念的转变，中国滨海度假市场正经历深刻变革。传统“阳光沙滩”模式已难以满足多元化的需求，游客从单纯观光转向深度体验、情感连接与自我实现。据文化和旅游部数据显示，2023年滨海旅游占国内旅游总人次的23%，但同质化竞争导致平均停留时间仅1.8天，客单价增长乏力。另一方面，Z世代成为消费主力，他们追求个性化、沉浸式、社交分享与可持续旅行，这为滨海度假项目提供了差异化破局的时代契机。

一、规划设计突破：从“空间布局”到“体验叙事”生态优先的逆向规划：传统滨海开发常以填海造地、硬质海岸为代价。突破性思路应“反其道而行”：先做生态评估，划定不可建设区，再规划可开发空间。如采用“珊瑚礁修复+低影响开发”模式，建设生态浮桥、水上森林栈道，让游客在红树林、海草床间穿行，将生态保护转化为核心吸引力。泰国普吉岛迈考海滩的“海龟孵化观测+生态度假”项目，使入住率高出区域平均水平40%。文化基因的场景植入：摒弃移植地中海或东南亚风格的捷径，深挖本地“海耕文化”“渔盐古迹”“侨乡记忆”。规划上可打造“时空叙事轴线”：从古代渔村遗址、近代灯塔、现代艺术馆到未来海洋科技体验馆，形成文化层积式动线。福建平潭的“石头厝民宿聚落”，通过对传统石屋的再生设计，使房价达到周边酒店的2.3倍。潮汐节律的动态设计：突破24小时固定业态，引入“潮汐时间表”：涨潮时开放水上剧场、漂浮餐厅；退潮后露出滩涂，开展赶海体验、滩涂足球。建筑采用可升降平台、伸缩廊桥，如荷兰“潮汐公园”般让海洋成为空间变换的主导者。

With the upgrading of consumption and the transformation of tourism concepts, the coastal resort market in China is undergoing profound changes. The traditional "sunshine beach" model is no longer able to meet the diversified demands. Tourists are shifting from simple sightseeing to in-depth experiences, emotional connections, and self-fulfillment. According to data from the Ministry of Culture and Tourism, in 2023, coastal tourism accounted for 23% of the total domestic tourism visits, but the homogenization competition led to an average stay of only 1.8 days and weak growth in average transaction prices. On the other hand, the Z-generation has become the main consumer group, pursuing individuality, immersive experiences, social sharing, and sustainable travel, which provides an opportunity for coastal resort projects to break through with differentiation.

1. Planning and Design Breakthrough: From "Space Layout" to "Experience Narration", Eco-Priority Reverse Planning: Traditional coastal development often comes at the cost of land reclamation and hard coastal structures. A breakthrough idea should "go against the grain": First, conduct ecological assessment, delineate non-build areas, and then plan developable spaces. For example, adopting the "coral reef restoration + low-impact development" model, building ecological bridges and water forest walkways, allowing tourists to traverse between mangroves and seagrass beds, converting ecological protection into a core attraction. The "Sea Turtle Hatchery Observation + Ecological Resort" project in Maiko Beach, Phuket, Thailand, has an occupancy rate 40% higher than the regional average.

Implantation of Cultural Genes in Scenarios: Abandoning the shortcut of transplanting Mediterranean or Southeast Asian styles, deeply exploring local "sea farming culture", "ancient fishery and salt production sites", and "ancestral memories of overseas Chinese". In planning, a "time and space narrative axis" can be created: from ancient fishing village ruins, modern lighthouses, modern art galleries to future marine technology experience centers, forming a layered cultural flow. The "Stone Hut Homestay Cluster" in Pingtan, Fujian, through the regeneration design of traditional stone houses, has room prices 2.3 times those of surrounding hotels. Dynamic Design of Tidal Rhythms: Breaking away from the fixed business model of 24 hours, introducing a "tide schedule": Open the water theater and floating restaurants during high tide; expose the beach after low tide, and conduct seashell collection experiences and beach football. Buildings use elevating platforms and retractable walkways, like the "Tide Park" in the Netherlands, allowing the ocean to be the dominant factor in spatial transformation.

二、空间氛围重构：营造“五感沉浸”的海洋之境视觉革新：从“看海”到“入海”，打破“海岸线—酒店—大海”的单调视觉序列，创造三维观海体验：地下视角：建设海底观景廊道（如马尔代夫Ithaa餐厅），但更进一步，设计可随潮汐升降的“漂浮观测舱”；空中视角：低空飞行走廊连接各岛屿，鸟瞰珊瑚礁群；悬崖电梯实现从海平面到崖顶的垂直穿越；夜间造境：利用生物荧光海滩现象，培育夜光藻类，配合可控冷光源，打造“银河入海”的梦幻场景。听觉设计：海洋声景系统，采集深海鲸歌、珊瑚生长、潮汐律动等声音，通过隐蔽声场技术，在不同区域营造差异化的声景体验：冥想区播放低频潮音，活动区融合海浪节奏与轻音乐，儿童区添加海豚音效互动装置。嗅觉与触觉记忆点：研发“海风香氛系统”，在通风口注入清淡海藻、海岛花香等自然气息。触觉体验上，除了沙滩，可引入多样化海岸材质：光滑鹅卵石滩、细软白沙滩、奇特贝壳滩、黑色火山岩滩，每种对应不同活动场景。微气候营造：通过防风林布局、雾森降温系统、导风廊道设计，将炎热海滨变为宜人环境。迪拜棕榈岛利用管道将深海冷水输送至沙滩下方循环，使地表温度降低8-10℃。

II. Spatial Atmosphere Reconstruction: Creating a "Five-Sense Immersive" Oceanic RealmVisual Innovation: From "Seeing the Sea" to "Entering the Sea", breaking the monotonous visual sequence of "coastline - hotel - sea", creating a three-dimensional ocean-viewing experience: Underground perspective: Construct underwater viewing corridors (such as the Ithaa restaurant in Maldives), but further, design floating observation cabins that can rise and fall with the tides; Air perspective: Low-altitude flight corridors connecting various islands, bird's-eye view of coral reefs; Cliff elevator for vertical traversal from sea level to cliff top; Nighttime creation: Utilizing the phenomenon of bioluminescent beaches, cultivating night-light algae, combined with controllable cold light sources, creating a dreamlike scene of "Galaxy Entering the Sea". Auditory Design: Ocean soundscapes system, collecting sounds such as deep-sea whale songs, coral growth, and tidal rhythms, through concealed sound field technology, creating differentiated soundscapes experiences in different areas: Meditation area plays low-frequency tidal sounds, activity area integrates the rhythm of waves and light music, children's area adds interactive devices with dolphin sounds. Olfactory and tactile memory points: Develop "Sea Wind Aroma System", injecting natural scents such as light seaweed and island flower fragrance into ventilation outlets. In terms of tactile experience, in addition to the beach, diverse coastal materials can be introduced: smooth pebble beaches, soft white beaches, peculiar shell beaches, black volcanic rock beaches, each corresponding to different activity scenarios.

Microclimate Creation: Through windbreak tree layout, fog mist cooling system, and wind guidance corridors design, turning the hot seaside into a pleasant environment. The Palm Jumeirah in Dubai uses pipes to transport deep-sea cold water to the bottom of the beach for circulation, reducing the surface temperature by 8-10℃.

三、产品业态创新：构建“海洋+”共生生态系统海洋疗愈经济：超越传统SPA，发展基于海洋元素的完整疗愈体系：海水疗法中心：引入法国海水疗法，结合本地海泥、海藻资源开发特色疗程；海洋冥想空间：漂浮仓模拟死海漂浮，配合脑波引导音频；海洋营养膳食：与海洋科研机构合作开发功能性藻类食品、深海矿物质饮品；睡眠改善项目：利用海浪白噪音、船舱摇摆床等技术，打造“深睡度假屋”。海洋教育与研学：变被动观光为主动探索：潮间带实验室：游客在海洋学家指导下监测水质、识别生物；珊瑚种植体验：颁发“珊瑚监护人”证书，游客可通过APP持续观察自己种植的珊瑚生长情况；海洋垃圾再造工坊：将收集的海洋塑料制成纪念品，构建“负碳旅行”闭环。海洋艺术与节庆：驻地创作计划：邀请艺术家利用海浪、风力、潮汐创作动态装置艺术；水下音乐节：在海底搭建特殊音响设备，举办全球首个真正意义上的水下音乐会；海洋电影节：专攻海洋题材影片，设置水下观影区、沙滩露天放映等多种形式。海洋运动革新：突破摩托艇、香蕉船的常规选项：海洋全息浮潜：佩戴AR眼镜，可看到复原的古沉船、已消失的珊瑚礁景观；智能帆船课程：通过VR模拟器预学习，实操时帆船自动调节最佳角度，降低入门门槛；深海观测舱体验：非专业人士也可乘坐观光潜艇抵达百米深海，观测神秘生物。在地社群共生：避免“旅游飞地”现象，设计原住民深度参与模式：渔家技能转化：老渔民转型为“潮汐导师”，传授看潮、观星、捕鱼传统智慧；共享厨房计划：游客可预约到渔民家烹饪刚收获的海鲜，收益60%归渔民；海洋文化传习所：船歌、渔号子、造船技艺等非遗成为付费体验课程。四、实施路径：可持续的差异化运营，差异化创新需要系统性支撑：科技赋能：建设海洋环境实时监测平台，确保生态底线；利用大数据分析游客行为偏好，动态调整业态组合；合作网络：与海洋科研机构、艺术院校、运动协会建立长期合作，保持内容常新；分阶段开发：采用“核心引爆—滚动开发”模式，首期打造2-3个爆款业态，快速形成市场认知，再逐步扩展；品牌叙事：构建完整的品牌世界观，从视觉识别到服务话术，统一传递项目核心理念。

IV. Product Format Innovation: Establishing a "Marine+" symbiotic ecosystem

Marine healing economy: Going beyond traditional SPA, developing a complete healing system based on marine elements: Seawater therapy center: Introducing French seawater therapy, combined with local sea mud and seaweed resources to develop unique treatments; Marine meditation space: Floatation chambers simulate the floating experience of the Dead Sea, accompanied by brainwave-guided audio; Marine nutritious meals: Collaborating with marine research institutions to develop functional algae foods and deep-sea mineral beverages; Sleep improvement project: Utilizing ocean wave white noise, ship cabin swaying beds, etc., to create a "deep sleep resort". Marine education and study tours: Changing from passive sightseeing to active exploration: Intertidal zone laboratory: Tourists monitor water quality and identify organisms under the guidance of marine scientists; Coral planting experience: Awarding "Coral Guardian" certificates, allowing tourists to continuously observe the growth of their planted corals through an APP; Marine garbage recycling workshop: Converting collected marine plastics into souvenirs, building a "negative carbon travel" loop. Marine art and festivals: Resident creation program

: Inviting artists to create dynamic installation art using waves, wind, and tides; Underwater music festival: Building special audio equipment on the seabed and holding the world's first truly underwater concert; Marine film festival: Specializing in marine-themed films, offering various forms such as underwater viewing areas and beach outdoor screenings. Marine movement innovation: Breaking through the conventional options of motorboats and banana boats: Marine holographic diving: Wearing AR glasses, one can see restored ancient shipwrecks and vanished coral reef landscapes; Intelligent sailing courses: Through VR simulators for pre-learning, the sailboat automatically adjusts the optimal angle to reduce the entry barrier; Deep-sea observation cabin experience: Non-professionals can also take a sightseeing submarine to reach a hundred meters deep sea and observe mysterious creatures. Local community symbiosis: Avoiding the phenomenon of "tourism enclaves", designing a model with deep participation by the indigenous people: Fisherman skills transformation: Old fishermen transform into "tide mentors", passing on traditional wisdom such as tide observation, star observation, and fishing; Shared kitchen program: Tourists can reserve to cook freshly caught seafood at the fishermen's home, with 60% of the proceeds going to the fishermen; Marine culture training center: Intangible cultural heritages such as boat songs, fish call songs, and shipbuilding skills become paid experience courses.

V. Implementation Path: Sustainable differentiated operation, differentiated innovation requires systematic support: Technology empowerment: Build a real-time monitoring platform for marine environment to ensure ecological bottom line; Utilize big data to analyze tourists' behavior preferences and dynamically adjust the format of the business; Cooperation network: Establish long-term cooperation with marine research institutions, art colleges, and sports associations to keep the content constantly updated; Phased development: Adopt the "core breakthrough - rolling development" model, initially creating 2-3爆款 formats to quickly form market recognition， and then gradually expand； Brand narrative： Build a complete brand worldview， from visual identity to service language， uniformly transmitting the core concept of the project.

- 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