文旅案例 | “非遗+”产业：构建可持续的非遗文旅融合生态系统、嗅觉非遗的全产业链沉浸

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非物质文化遗产作为中华民族悠久文明的活态基因，其保护与传承在当代社会面临严峻挑战。单纯的博物馆式保存或表演性展示，易使非遗脱离其生存土壤与社会语境，陷入“标本化”困境。与此同时，文旅产业正经历从单一观光向深度体验、从标准化供给向个性化定制的深刻变革。这为非遗的活态传承提供了前所未有的契机：文旅市场为非遗提供了展示窗口、消费场景与经济反哺渠道；而非遗则为文旅产业注入了独特的文化内涵、在地性体验与差异化竞争力。

然而，当前非遗与文旅的结合仍存在诸多问题：融合形式表层化，常沦为旅游景点的“点缀”；产品同质化严重，缺乏创新性与时代感；社区主体缺位，传承人与原住民获益有限；商业模式不成熟，可持续性不足。因此，如何精准把握文旅发展趋势，创新融合路径，实现非遗从“被展示”到“被体验”、“被消费”再到“被传承”的良性循环，成为亟待破解的课题。

Intangible cultural heritage, as the living genetic material of China's long-standing civilization, faces severe challenges in its protection and inheritance in the contemporary society. Simple museum-style preservation or performative display may cause intangible cultural heritage to lose its connection with the living soil and social context, falling into the predicament of "specimenization". Meanwhile, the cultural tourism industry is undergoing a profound transformation from simple sightseeing to in-depth experience, and from standardized supply to personalized customization. This provides an unprecedented opportunity for the dynamic inheritance of intangible cultural heritage: the cultural tourism market offers a showcase window, consumption scenario, and economic feedback channel for intangible cultural heritage; while intangible cultural heritage injects unique cultural connotation, local experience, and differentiated competitiveness into the cultural tourism industry.

However, the current integration of intangible cultural heritage and cultural tourism still has many problems: the integration form is superficial, often becoming the "ornament" of tourist attractions; products are highly homogeneous, lacking innovation and modernity; the community subject is absent, and the inheritors and local residents benefit little; the business model is not mature, and the sustainability is insufficient. Therefore, how to accurately grasp the development trend of cultural tourism, innovate the integration path, and achieve a virtuous cycle from "being displayed" to "being experienced", "being consumed", and then "being inherited" of intangible cultural heritage has become an urgent issue to be solved.

一、当下核心文旅趋势 | 非遗融合导向分析

体验经济深化与沉浸式转向：消费者不再满足于被动观看，而是追求深度参与、情感共鸣与自我实现。这对非遗提出了“活化”要求，即通过场景营造、故事叙述与互动设计，将静态技艺转化为可参与、可感知的动态体验。

数字化与智慧文旅普及：VR/AR、元宇宙、大数据、人工智能等技术重构了文旅消费场景。非遗可借此突破时空限制，实现数字化存档、虚拟化呈现、网络化传播与智能化体验，尤其吸引年轻一代（Z世代）关注。

文化自信提升与在地性追求：随着民族文化认同感增强，游客愈发追求真实、独特、有深度的文化体验。非遗作为地域文化的精髓，其本真性与在地性成为核心吸引力，推动“小众”、“深度”、“研学”型旅游发展。

社群化传播与情感消费崛起：社交媒体（如小红书、抖音）成为旅游决策与分享的主要平台。非遗体验的“可晒性”、“故事性”与情感价值变得至关重要，驱动非遗项目向视觉化、叙事化、社交化转型。

可持续与社区受益理念强化：负责任旅游理念深入人心，强调旅游发展应惠及当地社区。非遗文旅的成功，越来越取决于能否建立社区主导、利益共享的机制，确保文化主体在传承中获得尊严与收益。

The deepening of the experience economy and the shift towards immersion: Consumers are no longer satisfied with passive viewing; instead, they seek deep participation, emotional resonance, and self-actualization. This requires "activation" for intangible cultural heritage (ICH), that is, through scene creation, story-telling, and interaction design, to transform static skills into participatory and perceptible dynamic experiences.Digitalization and the popularization of smart tourism: Technologies such as VR/AR, metaverse, big data, and artificial intelligence have restructured tourism consumption scenarios. ICH can thereby break through time and space limitations and achieve digital archiving, virtual presentation, networked dissemination, and intelligent experiences, especially attracting the attention of the younger generation

Enhancement of cultural confidence and pursuit of locality： With the strengthening of national cultural identity， tourists increasingly seek authentic， unique， and profound cultural experiences. ICH， as the essence of regional culture， its authenticity and locality have become the core attractions， driving the development of "niche"， "deep"， and "educational" tourism.Community-based dissemination and the rise of emotional consumption： Social media (such as Xiaohongshu， Douyin) have become the main platforms for tourism decision-making and sharing. The "shareability"， "storytelling"， and emotional value of ICH experiences have become crucial， driving ICH projects to transform into visual， narrative， and socialized forms.Strengthening the concept of sustainability and community benefit： The concept of responsible tourism has taken root， emphasizing that tourism development should benefit local communities. The success of ICH tourism increasingly depends on whether a community-led， benefit-sharing mechanism can be established to ensure that cultural entities receive dignity and benefits in the process of inheritance.

二、 非遗文旅融合 | 五大创新路径路径一：深度沉浸式体验设计。将非遗置于其原生或创造性重构的文化生态语境中，打造多感官、全流程的沉浸式体验项目。情境再造：利用实景剧场、主题街区、文化村落等空间，复原或创意构建非遗存续的历史、生活与仪式场景。如打造“古代市集”让游客身着古装，体验传统手工艺制作、观看非遗演艺、品尝非遗美食。叙事驱动：挖掘非遗背后的历史传说、匠人故事与文化寓意，设计剧情化、任务式的体验线路。游客通过角色扮演，在完成“任务”中逐步学习技艺、理解文化内涵。五感融合：超越视觉，综合调动听觉（传统音乐、方言）、嗅觉（植物染料、传统香料）、味觉（传统美食）、触觉（材料质感、制作过程），形成立体记忆。路径二：文化IP的体系化构建与运营。将非遗资源转化为具有高辨识度、强延展性的知识产权（IP），进行系统化开发与市场化运营。IP提炼与符号化：提取非遗的核心视觉符号（如图案、色彩）、精神内核与代表性人物，形成简洁易记的IP形象。如将“景德镇陶瓷”IP化为“瓷都匠心”的系列形象与故事。IP内容矩阵：围绕IP开发系列内容，包括纪录片、动漫、短视频、绘本、游戏等，持续输出，积累粉丝。例如，围绕“二十四节气”非遗开发系列短片、音乐与文创。IP产业化授权：将非遗IP授权至更广泛的消费领域，如文创商品、服饰、家居、美妆、文具等，通过跨界联名提升知名度与商业价值，反哺核心文旅体验。路径三：“非遗+”产业生态融合。打破非遗作为孤立景点的局限，将其深度嵌入“吃、住、行、游、购、娱”全产业链，形成共生共荣的产业生态。非遗+特色住宿：开发非遗主题民宿、酒店，室内设计、用品、体验活动均融入非遗元素。如侗族木构建筑民宿、苏绣主题酒店。非遗+创意餐饮：将非遗美食技艺与现代餐饮结合，打造主题餐厅、烹饪课堂、节气宴席等，讲好食物背后的文化故事。非遗+研学教育：设计针对不同年龄段的非遗研学课程与营地，将旅游与教育结合，培养潜在传承人与深度爱好者。非遗+节庆赛事：策划举办高水平的非遗主题节庆、工艺大赛、艺术季，形成周期性流量高峰与品牌事件。路径四：社区参与式发展与赋能机制。确保非遗传承主体（社区、传承人）在文旅发展中居于中心地位，建立合理的利益联结与能力提升机制。合作社或社会企业模式：引导社区居民成立合作社或社会企业，统一进行产品开发、质量把控、品牌营销与利益分配，避免恶性竞争与商业剥夺。“传习所+工坊+家庭”网络：以传承人工作室、社区传习所为核心，辐射带动家庭作坊，形成灵活的生产与体验网络。游客可深入家庭，感受最地道的传承氛围。收益共享与能力建设：建立明确的收益分配制度，确保大部分旅游收入留在社区。同时，为居民提供接待礼仪、产品设计、电商运营等培训，提升其可持续发展能力。路径五：数字技术赋能与虚实融合。利用数字技术拓展非遗的保护、传播、体验与消费边界，实现“物理空间”与“数字空间”的双重活化。数字化存档与虚拟展示：通过三维扫描、高清数字采集等技术，为珍贵非遗项目建立永久性数字档案，并通过线上博物馆、数字展厅向全球开放。沉浸式科技体验：运用VR/AR、全息投影、互动装置等技术，在实体空间创造超越现实的非遗奇幻体验。如利用AR让古建筑上的雕刻“动起来”，讲述自己的故事。元宇宙场景构建：在元宇宙平台开辟非遗主题数字空间，举办虚拟展览、线上工坊、数字藏品发售等活动，吸引数字原住民。大数据与精准营销：分析游客消费数据与兴趣偏好，实现非遗旅游产品的个性化推荐与精准营销，优化体验设计。

Path One: Deep Immersive Experience Design. Place the intangible cultural heritage in its original or creatively reconstructed cultural ecological context, and create multi-sensory, full-process immersive experience projects. Contextual Re-creation: Utilize real-site theaters, theme streets, cultural villages, etc. to restore or creatively construct the historical, life, and ritual scenes of the intangible cultural heritage. For example, create an "ancient market" where tourists wear traditional costumes, experience traditional handicraft production, watch intangible cultural heritage performances, and taste intangible cultural heritage cuisine. Narrative Driven: Explore the historical legends, artisan stories, and cultural implications behind the intangible cultural heritage, and design narrative-driven, task-based experience routes. Tourists can role-play and gradually learn skills and understand cultural connotations through completing "tasks". Five Senses Integration: Beyond vision, comprehensively engage the senses of hearing (traditional music, dialects), smell (plant dyes, traditional spices), taste (traditional food), and touch (material texture, production process), to form a three-dimensional memory.

Path Two: Systematic Construction and Operation of Cultural IP. Transform intangible cultural heritage resources into high-recognizability and strong-extensible intellectual property (IP), and conduct systematic development and market-oriented operation. IP Extraction and Symbolization: Extract the core visual symbols (such as patterns, colors), spiritual core, and representative figures of the intangible cultural heritage, forming a concise and memorable IP image. For example, transform "Jingdezhen Ceramics" into the series of images and stories of "Cultural Capital Craftsmanship". IP Content Matrix: Develop a series of content around the IP, including documentaries, animations, short videos, picture books, games, etc., continuously outputting and accumulating fans. For example, develop a series of short films, music, and cultural products around the intangible cultural heritage of "Twenty-Four Solar Terms". IP Industrialization Authorization: License the intangible cultural heritage IP to a broader consumer sector, such as cultural and creative products, clothing, home furnishings, cosmetics, stationery, etc., through cross-border collaborations to enhance brand awareness and commercial value, and feed back to the core cultural tourism experience.

Path Three: Integration of "Intangible Cultural Heritage +" Industrial Ecological System. Break the limitation of intangible cultural heritage as an isolated attraction, and deeply embed it in the "eat, stay, travel, sightseeing, shopping, entertainment" full industrial chain, forming a symbiotic and mutually beneficial industrial ecosystem. Intangible Cultural Heritage + Specialized Accommodation: Develop intangible cultural heritage-themed guesthouses and hotels, with the interior design, supplies, and experience activities all integrating intangible cultural heritage elements. For example,侗族 wooden architecture guesthouses， Su embroidery-themed hotels. Intangible Cultural Heritage + Creative Dining： Combine intangible cultural heritage culinary techniques with modern dining to create theme restaurants， cooking classes， seasonal banquets， etc.， telling the cultural stories behind the food. Intangible Cultural Heritage + Educational Research： Design intangible cultural heritage educational courses and camps for different age groups， combining tourism and education to cultivate potential inheritors and deep enthusiasts. Intangible Cultural Heritage + Festival and Competition： Plan high-level intangible cultural heritage-themed festivals， craft competitions， art seasons， to form periodic traffic peaks and brand events.

Path Four： Community Participatory Development and Empowerment Mechanism. Ensure that the intangible cultural heritage inheritors (communities， inheritors) are at the center of cultural tourism development， and establish a reasonable interest connection and capacity-building mechanism. Cooperative or social enterprise model： Guide community residents to establish cooperatives or social enterprises， uniformly conducting product development， quality control， brand marketing， and benefit distribution， avoiding vicious competition and commercial deprivation. "Teaching Center + Workshop + Family" Network： With the core of the inheritor's studio and community teaching center， radiating and driving family workshops to form a flexible production and experience network. Tourists can deeply experience the most authentic inheritance atmosphere in families. Revenue Sharing and Capacity Building： Establish a clear revenue distribution system to ensure that most of the tourism income remains in the community. At the same time， provide training for residents in reception etiquette， product design， e-commerce operation， etc.， to enhance their sustainable development capabilities.

Path Five： Digital Technology Empowerment and Virtual-Reality Integration. Utilize digital technology to expand the boundaries of protection， dissemination， experience， and consumption of intangible cultural heritage， achieving the dual activation of "physical space" and "digital space". Digital Archiving and Virtual Exhibition: Through technologies such as 3D scanning and high-definition digital acquisition, permanent digital archives are established for precious intangible cultural heritage projects, and they are made accessible to the global public through online museums and digital exhibition halls. Immersive Technological Experience: Utilizing VR/AR, holographic projection, interactive installations, etc., a fantastical experience of intangible cultural heritage beyond reality is created in the physical space. For example, using AR to make the carvings on ancient buildings "come alive" and tell their own stories. Construction of Metaverse Scenarios: On the metaverse platform, an intangible cultural heritage-themed digital space is established, and virtual exhibitions, online workshops, and digital collection sales activities are held to attract digital natives. Big Data and Precision Marketing: Analyzing tourists' consumption data and interest preferences, personalized recommendations and precise marketing for intangible cultural heritage tourism products are achieved, optimizing the experience design.

三、国内外成功案例的深度剖析与经验借鉴案例一：日本“越后妻有大地艺术节”——非遗与当代艺术的社区再生。创新路径：产业生态融合 + 社区参与式发展。经验借鉴：将非遗（乡土农耕文化、传统民居、手工艺）作为基底，邀请全球艺术家驻地创作，用当代艺术语言重新诠释地方文化。艺术节不仅吸引了大量游客，更关键的是激发了当地居民的文化自豪感与参与热情，带动了空心化乡村的全面复兴。其核心在于以文化艺术为媒介，实现了外来创造力与在地文化的深度对话，以及旅游效益对社区的全面反哺。

案例二：中国“景德镇陶溪川文创街区”——工业遗产与非遗的都市更新。

创新路径：文化IP构建 + 深度沉浸式体验 + 产业生态融合。经验借鉴：通过对老瓷厂工业遗址的创造性改造，打造了一个集非遗传承（陶瓷制作）、创新设计（青年创客平台）、展览交流（美术馆、博物馆）、商业消费（特色店铺、夜市）于一体的文化街区。它成功构建了“景德镇制”这一超级文化IP的当代体验场，吸引了设计师、艺术家、学生与游客聚集，形成了充满活力的创新生态圈，实现了从传统制造业基地向全球陶瓷文化高地的转型。

案例三：中国“四川道明竹编”——设计赋能与品牌化突围。创新路径：文化IP构建 + “非遗+”产业生态融合。经验借鉴：面对竹编技艺萎缩的困境，道明镇引入国际设计师团队，将传统竹编工艺与现代设计理念结合，开发出符合当代审美的灯具、家具、建筑构件乃至艺术装置（如“竹里”建筑）。通过参加国际设计展、与知名品牌联名、打造网红建筑地标等一系列品牌化运作，大幅提升了产品附加值与文化影响力，使传统手艺成功融入现代生活与高端市场。案例四：法国“埃兹香水小镇格拉斯”——嗅觉非遗的全产业链沉浸。创新路径：深度沉浸式体验 + “非遗+”产业生态融合。经验借鉴：格拉斯将香水制造这一非遗技艺，发展为覆盖香水历史博物馆、香水工厂参观、调香师课程、私人香水定制、香水主题酒店、花卉种植观光等在内的全产业链沉浸式体验。游客不仅能了解历史，更能亲手参与制作属于自己的香水，将无形的嗅觉记忆转化为独特的可带走商品，实现了从工业参观到深度情感消费的升级。

Case 1: The "Yakushima Large-scale Art Festival" in Japan - Community Revitalization through Intangible Heritage and Contemporary Art. Innovative Approach: Integration of Industrial Ecology + Community Participatory Development. Experience Reference: Taking intangible heritage (local farming culture, traditional dwellings, handicrafts) as the foundation, inviting global artists for on-site creation, and reinterpreting local culture with contemporary artistic language. The art festival not only attracted a large number of tourists, but more importantly, it stimulated the cultural pride and participation enthusiasm of local residents, leading to the comprehensive revitalization of the hollowed-out rural areas. The core lies in using culture and art as a medium to achieve a deep dialogue between external creativity and local culture, and the comprehensive feedback of tourism benefits to the community.

Case 2: The "Taoxian River Cultural District" in Jingdezhen - Urban Renewal of Industrial Heritage and Intangible Heritage. Innovative Approach: Cultural IP Construction + Deep Immersive Experience + Industrial Ecology Integration. Experience Reference: Through the creative transformation of the old porcelain factory industrial site, a cultural district was created that integrates intangible heritage (ceramic production), innovative design (youth creator platform), exhibition and exchange (art gallery, museum), commercial consumption (special stores, night market) into one. It successfully built the contemporary experience field of "Jingdezhen Production", attracting designers, artists, students, and tourists, forming a vibrant innovation ecosystem, and achieving the transformation from a traditional manufacturing base to a global ceramic culture highland.

Case 3: "Toudong Bamboo Weaving" in China - Design Empowerment and Branding Breakthrough. Innovative Approach: Cultural IP Construction + "Intangible Heritage +" Industrial Ecology Integration. Experience Reference: Facing the decline of bamboo weaving techniques, Dao Ming Town introduced an international design team, combined traditional bamboo weaving craftsmanship with modern design concepts, and developed products such as lamps, furniture, architectural components, and art installations (such as "Bamboo Inside" buildings). Through a series of branding operations such as participating in international design exhibitions, collaborating with well-known brands, and creating popular architectural landmarks, it significantly increased product value and cultural influence, enabling traditional craftsmanship to successfully integrate into modern life and the high-end market.

Case 4: "Grasse Perfume Town" in Ez, France - Full-Chain Immersive Experience of Olfactory Intangible Heritage. Innovative Approach: Deep Immersive Experience + "Intangible Heritage +" Industrial Ecology Integration. Experience Reference: Grasse developed the intangible heritage of perfume manufacturing into a full-chain immersive experience covering a perfume history museum, factory visits, fragrance-making courses, private perfume customization, perfume-themed hotels, and flower planting sightseeing. Tourists not only learned about history but also participated in making their own perfumes, converting intangible olfactory memories into unique take-home products, achieving an upgrade from industrial visits to deep emotional consumption.

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