文旅案例 | 唤醒沉睡资产：从“物理存量”到“体验流量”、文旅思维引领的资产盘活创新路径

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据不完全统计，全国范围内存在大量工业遗址、老旧厂房、闲置商业设施、传统村落建筑等存量资产，其普遍面临功能过时、结构老化、价值衰减等困境。传统盘活模式多侧重于物理空间改造与功能置换，往往陷入“重硬件轻软件、重形态轻内容、重短期招商轻长期运营”的窠臼，导致项目同质化严重、持续活力不足。

与此同时，文旅产业正经历深刻变革：从观光旅游到沉浸体验，从景点消费到生活方式，从单一业态到产业融合。这一演变使“文旅”逐渐超越行业范畴，升维为一种能够重塑空间价值、激活在地文化、创造新型消费场景的跨学科思维方法。文旅思维的核心是以“人”为中心，通过故事化、场景化、体验化的方式，构建情感联结与价值认同，这恰恰弥补了传统资产盘活中“文化缺位、体验缺失、情感缺场”的痛点。

一、核心理念 | 文旅思维如何重构资产价值认知价值重估：从“成本负担”到“文化资本”文旅思维首先改变的是对资产价值的评估维度。它不再将老旧、闲置资产视为待处理的“负资产”或改造“成本项”，而是敏锐识别其中蕴含的独特文化基因、历史印记、空间特质与集体记忆。时间价值的转化：斑驳的墙体、老旧的设备、特殊的结构，在文旅视角下不再是缺陷，而是承载时间故事的“文本”。如北京首钢园的工业遗存，被转化为冬奥背景下的赛博朋克美学载体。空间叙事的构建：普通空间通过故事线索串联，形成可阅读、可感知的叙事场域。上海上生·新所将孙科别墅、哥伦比亚乡村俱乐部等历史建筑，编织成“上海百年生活演变”的时空走廊。功能重构：从“物理空间”到“体验场域”，文旅思维推动资产功能从实用导向转向体验导向，创造“空间即内容，场景即产品”的新模式。沉浸式场景营造：利用数字光影、艺术装置、交互技术等，将静态空间转化为多感官沉浸环境。广州永庆坊通过“微改造”保留岭南建筑肌理，融入非遗体验、戏剧巡游等活态内容，使老街区成为可沉浸体验的“露天博物馆”。混合式功能植入：打破单一功能限制，创造“工作+生活+娱乐”的复合场景。成都regular源野将地下公园与零售、餐饮、艺术展览融合，打造出城市地下的立体生活社区。主体转换：从“游客消费者”到“参与共创者”，文旅思维重新定义“用户”角色，推动其从被动消费者转变为内容共创者、社群共建者。社群化运营：围绕资产打造主题社群，如艺术社群、手工艺社群、生活方式社群等，使资产成为社群活动的物理据点与精神家园。共创式开发：邀请用户参与内容创作、产品设计甚至空间改造，如深圳南头古城允许设计师、艺术家入驻改造老宅，形成持续更新的内容生态。

According to incomplete statistics, there are a large number of industrial sites, old factories, idle commercial facilities, and traditional village buildings as existing assets across the country. These assets generally face problems such as outdated functions, aging structures, and declining values. The traditional revitalization models mostly focus on physical space renovation and function replacement, often falling into the rut of "emphasizing hardware over software, form over content, and short-term investment promotion over long-term operation", resulting in serious project homogeneity and insufficient sustained vitality.

Meanwhile, the cultural tourism industry is undergoing profound changes: from sightseeing tourism to immersive experiences, from scenic spot consumption to lifestyle, from single business models to industry integration. This evolution has gradually elevated "cultural tourism" beyond the industry scope and elevated it to a cross-disciplinary thinking method that can reshape spatial value, activate local culture, and create new consumption scenarios. The core of the cultural tourism thinking is centered on "people", through storytelling, scene creation, and experiential methods, to build emotional connections and value recognition. This precisely compensates for the shortcomings of "cultural absence, experience absence, and emotional absence" in traditional asset revitalization.

1. Core Concept | How Cultural Tourism Thinking Reconstructs Asset Value Perception

Value Reassessment: From "cost burden" to "cultural capital", cultural tourism thinking first changes the dimension of asset value assessment. It no longer regards old and idle assets as pending "negative assets" or renovation "cost items", but is keenly aware of the unique cultural genes, historical imprints, spatial characteristics, and collective memories contained therein. Time Value Transformation: Decaying walls, old equipment, and special structures, from the cultural tourism perspective, are no longer defects, but "texts" carrying time stories. For example, the industrial remnants of Beijing's Shougang Park have been transformed into a cyberpunk aesthetic carrier for the Winter Olympics backdrop. Spatial Narrative Construction: Ordinary spaces are connected through storylines, forming readable and perceptible narrative fields. Shanghai Shangsheng · Xinzu has woven together historical buildings such as Sun Ke Villa and the Colombian Country Club into a time corridor of "the evolution of Shanghai's century-old life".

Function Reconstruction: From "physical space" to "experience field", cultural tourism thinking promotes the asset function to shift from a practical orientation to an experience orientation, creating a new model of "space as content, scene as product". Immersive Scene Creation: Utilizing digital light and shadow, art installations, and interactive technologies, static spaces are transformed into multi-sensory immersive environments. Guangzhou Yongqingfang retains the architectural texture of Lingnan style through "micro-renovation" and integrates intangible contents such asexperiences and drama parades，making the old neighborhood an immersive experience "open-air museum". Mixed Function Implantation：Breaking the limitation of a single function， creating "work + life + entertainment" composite scenarios. Chengdu regular sourceyeo integrates underground parks with retail， dining， and art exhibitions to create a three-dimensional living community underground.

Subject Transformation：From "tourist consumers" to "co-creators"，cultural tourism thinking redefines the "user" role，promoting it from a passive consumer to a content co-creator and community builder. Community-Oriented Operation：Focusing on the asset to create themed communities， such as art communities， handicraft communities，and lifestyle communities， making the asset a physical base and spiritual home for community activities. Co-creation Development： Inviting users to participate in content creation，product design，and even space renovation， such as the South Head Ancient City allowing designers and artists to enter and renovate old houses，forming a continuous updated content ecosystem.

二、方法论体系 | 文旅盘活资产系统策略诊断与定位：“文化考古”与“市场探针”双轮驱动，深度文化挖掘：开展“文化考古学”式调研，梳理资产的历史层积、人物故事、工艺技艺等无形文化资产，建立“文化基因库”。精准市场匹配：运用大数据分析周边客群结构、消费偏好、行为轨迹，识别潜在市场需求空白与体验缺口。内容与场景：“故事线”与“体验流”双线构建，顶层故事设计：为资产创作核心叙事主题，如“工业史诗”“田园牧歌”“科技未来”等，所有改造与运营均围绕主题展开。体验流程规划：设计用户的完整体验动线，包括前奏（线上预热）、入戏（抵达初感）、沉浸（核心体验）、回味（离开后延续）四个阶段，每个触点都有精心设计的情感峰值。产品与业态：“爆款引流”与“生态盈利”组合布局，标志性产品打造：创造1-2个具有高传播性、强体验性的“爆款”产品，如一场特定场域戏剧、一个网红观景平台、一个特色主题市集。生态化业态组合：构建“主力业态+配套业态+衍生业态”的金字塔模型，确保既有流量吸引核，又有深度消费场景和长效盈利点。运营与迭代：“数据智能”与“社群活态”持续赋能，智慧化运营系统：部署物联网传感器收集空间使用数据、用户行为数据，实现精准化的空间管理、能耗控制与服务响应。活态化内容更新：建立“固定框架+可变内容”机制，定期引入艺术展览、主题季活动、快闪店等新鲜内容，保持资产持续吸引力。三、实践路径 | 文旅盘活不同类型资产模式创新业遗产：从“生产机器”到“文化发动机”。模式一：文化创意园区——如北京798、上海M50，保留工业建筑骨架，植入美术馆、设计师工作室、创意零售等，形成艺术生态圈。模式二：文旅综合体——如广州珠江琶醍，将啤酒厂房改造为滨江餐饮娱乐集群，融合工业景观与都市休闲。模式三：博物馆/展示中心——如唐山启新水泥工业博物馆，以“活态博物馆”理念展示工业文明，兼具教育、旅游、文创功能。乡村闲置资产：从“沉睡资源”到“乡愁经济载体”。农宅改造：莫干山民宿集群将废弃农房转化为高端度假空间，植入在地文化体验（采茶、挖笋、手工制作）。集体资产盘活：浙江松阳将闲置粮站、供销社改造为乡村书房、契约博物馆、手工作坊，构建“乡土文化展示体验链”。田园综合体：无锡田园东方整合农田、村落、旧厂房，打造集农业观光、亲子教育、康养度假于一体的复合系统。城市老旧商业：从“消费场所”到“社交目的地”。商业空间主题化：上海TX淮海以“策展型零售”为核心，将购物中心改造为年轻人文化潮流策源地。地下空间激活：西安曲江创意谷利用地下车库通道打造“地下艺术街区”，引入剧本杀、沉浸式剧场等新业态。屋顶经济开发：北京SKP-S屋顶花园举办艺术装置展、时尚发布会、星空影院，将消极空间转化为城市客厅。公共设施遗存：从“功能载体”到“城市记忆场”。交通设施转型：厦门铁路文化公园将废弃铁路改造为带状公园，兼具慢行交通、历史教育、休闲观光功能。水利设施利用：杭州富阳东梓关将废弃泵站改造为乡村艺术馆，成为新晋建筑打卡地。军事设施转化：青岛八大关部分历史建筑在保护前提下，适度开放为文化展厅、精品酒店。

III. Methodological System: Systematic Strategies for Revitalizing Assets through Cultural Tourism

Diagnosis and Positioning: Dual-driven by "cultural archaeology" and "market probe", deep cultural exploration: Conduct "cultural archaeology" style research, sort out intangible cultural assets such as historical layers, character stories, and craftsmanship skills of the assets, and establish a "cultural gene bank". Precise market matching: Utilize big data analysis to understand the structure of surrounding customer groups, consumption preferences, and behavioral trajectories, and identify potential market demand gaps and experience deficiencies. Content and Scenarios: Dual-line construction of "story line" and "experience flow", top-level story design: Create core narrative themes for the assets, such as "industrial epic", "pastoral idyll", "technological future", etc., and all renovations and operations are centered around these themes. Experience Process Planning: Design the complete experience path for users, including prelude (online preheating), immersion (arrival initial feeling), immersion (core experience), and reminiscence (after leaving continuation), with each touchpoint having carefully designed emotional peaks.

Products and Formats: and "ecological profit" combined layoutcreation of iconic products： Create 1-2 products with high dissemination and strong experiencesuch as a specific venue drama， a popular viewing platforma characteristic theme market. Ecological Format Combination： Build a pyramid model of "mainstream format + supporting format + derivative format"， ensuring both existing traffic attraction core and deep consumption scenarios and long-term profit points. Operation and Iteration： "Data intelligence" and "community liveliness" continuous empowerment， intelligent operation system： Deploy IoT sensors to collect space usage data and user behavior data， achieving precise space management，energy control，and service response. Livable Content Update： Establish a "fixed framework + variable content" mechanism，regularly introducing fresh content such as art exhibitions，theme seasons， pop-up stores，etc.，to maintain the continuous attractiveness of the assets.

IV. Practical Pathways：Model Innovation for Revitalizing Different Types of Assets in Cultural Tourism

Industrial Heritage: From "production machine" to "cultural engine". Mode 1： Cultural Creative Park - such as Beijing 798， Shanghai M50， retain the industrial building framework， implant art galleries， designer studios， creative retail， etc.， forming an art ecosystem. Mode 2： Cultural Tourism Complex - such as Guangzhou Pearl Taigui， transform the beer factory into a waterfront dining and entertainment cluster， integrating industrial landscapes with urban leisure. Mode 3： Museum/Display Center - such as Tangshan Qixin Cement Industrial Museum， present industrial civilization with the concept of "living museum"， featuring education， tourism， and cultural creation functions.

Rural Idle Assets：From "asleep resources" to "carrier of nostalgia economy". Rural House Renovation： The Mogan Mountaincluster transforms abandoned rural houses into high-end vacation spaces， implant local cultural experiences (tea picking， digging bamboo shoots， handmade production). Collective Asset Revitalization： Zhejiang Songyang transforms idle grain stations and supply stations into rural libraries， contract museums， and handicraft workshops， constructing a "local culture display and experience chain". Rural Comprehensive Complex： Wuxi Yantai Dongfang integrates farmland， villages， and old factories to create a comprehensive system integrating agricultural sightseeing， family education， and health and wellness vacation.

UrbanOldCommercialFromconsumer place"to"social destination". Commercial Space Themeization： Shanghai TX Huaihai takes "curated retail" as the core， transforms the shopping center into a cultural trend source for young people. Underground Space Activation： Xi'an Qujiang Creative Valley uses underground garage passages to create an "underground art district"， introducing new business models such as role-playing games and immersive theaters. Roof Economy Development： The rooftop garden of Beijing SKP-S hosts art installations， fashion shows， and starry sky cinemas， converting negative spaces into urban living rooms.

Public Facilities Remnants： From "functional carrier" to "urban memory field". Transportation facility transformation: The Xiamen Railway Cultural Park has transformed the abandoned railway into a strip-shaped park, which combines functions of slow traffic, historical education, and leisure sightseeing. Water facility utilization: In Fuyang, Zhejiang Province, Dongzikuan will convert the abandoned pumping station into a rural art gallery, becoming a newly popular architectural attraction. Military facility conversion: Some historical buildings in Qiaoguang District, Qingdao, have been moderately opened for cultural exhibition halls and boutique hotels under the premise of protection.

文旅思维为资产盘活提供了从“物理存量”到“体验流量”的价值跃升路径。它不是简单的“+旅游”或“+文化”，而是一种以体验设计为核心、以文化叙事为灵魂、以持续运营为生命的系统性创新方法论。成功的文旅盘活项目，最终将创造出一种独特的“场所精神”——让人产生情感共鸣、愿意反复到访、自发传播分享的活力空间。

四、风险规避 | 可持续发展考量平衡保护与开发：建立分级分类更新机制。对历史价值较高的资产采取“微介入、轻改造”策略，最大限度保留原真性；对一般性存量资产可进行创造性转化。建立“保护性修缮、适应性利用、创新性植入”三层级更新标准。避免过度商业化：守护文化本真与社区权益。设定商业化比例红线，确保公共空间属性；建立社区参与机制，让原住民、在地社群享有发展红利；定期评估文化原真性保持度。培育长效运营能力：超越“改造即终点”思维。将运营前置到策划阶段，设计合理的投资回报模型；培育专业化运营团队或引入优质运营方；建立动态调适机制，根据市场反馈持续优化内容。拥抱数字技术：实现物理与虚拟价值共振。利用元宇宙、数字孪生、NFT等技术，为实体资产创造数字衍生价值；通过线上传播扩大影响力，反哺线下体验消费。

The cultural and tourism thinking provides a value leap path from "physical stock" to "experiential flow" for asset revitalization. It is not simply "adding tourism" or "adding culture", but a systematic innovative methodology centered on experience design, with cultural narrative as the soul, and continuous operation as the lifeblood. Successful cultural and tourism revitalization projects will ultimately create a unique "place spirit" - a dynamic space that evokes emotional resonance, encourages repeated visits, and spontaneously spreads and shares.

V. Risk Avoidance and Sustainable Development Considerations

Balancing protection and development: Establish a hierarchical and classified update mechanism. For assets with high historical value, adopt a "micro-intervention, light renovation" strategy to maximize the retention of authenticity; for general stock assets, they can be creatively transformed. Establish a three-level update standard of "protective restoration, adaptive utilization, and innovative implantation". Avoid excessive commercialization: Guard the authenticity of culture and the rights and interests of the community. Set a red line for the proportion of commercialization to ensure the public space attributes; establish a community participation mechanism to enable the original residents and local communities to enjoy the development benefits; regularly assess the degree of maintaining cultural authenticity. Cultivate long-term operation capabilities: Go beyond the thinking of "reconstruction as the end". Move the operation forward to the planning stage, design a reasonable investment return model; cultivate a professional operation team or introduce a high-quality operation partner; establish a dynamic adjustment mechanism to continuously optimize the content based on market feedback. Embrace digital technology: Achieve resonance between physical and virtual values. Utilize technologies such as the metaverse, digital twins, and NFT to create digital derivative values for physical assets; expand influence through online dissemination and feed back to offline experience consumption.

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