文旅案例 | 从“小而美”到“美而强”：文旅新政策下的精微运营与区域联动战略

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一、政策深读 | “小而美”成为文旅高质量发展的关键切口

文旅部及各级地方政府密集出台系列政策，“小而美”文旅项目在多个文件中被重点提及。这不仅是简单的发展导向调整，更蕴含着深刻的市场逻辑与战略意图。

“小而美”的政策内涵可解读为四大转向：从规模导向到质量导向的转变：摒弃“大投资、大景区、大流量”的粗放模式，转向精细化、特色化、高品质的发展路径。从观光经济到体验经济的深化：注重深度体验、情感链接与文化浸润，将文旅消费从门票经济延伸至全链条价值创造。从资源依赖到创意驱动的升级：在有限物理空间内，通过创意设计、内容营造与场景创新，提升单位空间的价值密度。从项目孤岛到区域网络的链接：每个“小”项目都是区域文旅网络的关键节点，通过多点联动形成协同效应。

这一政策转向的背景清晰：后疫情时代游客需求深刻变化，同质化大型项目回报率下降，乡村振兴战略需要可持续的产业支撑，以及大众旅游消费进入“精选时代”的必然要求。

The Ministry of Culture and Tourism and local governments at all levels have issued a series of policies, and "small but beautiful" cultural and tourism projects have been highlighted in multiple documents. This is not merely a simple adjustment of development orientation, but also contains profound market logic and strategic intentions. The policy connotation of "small but beautiful" can be interpreted as four major shifts: from scale orientation to quality orientation: abandon the extensive model of "large investment, large scenic area, large traffic flow", and shift to a refined, distinctive, and high-quality development path. From sightseeing economy to experience economy: focus on in-depth experience, emotional connection, and cultural immersion, extending cultural tourism consumption from ticket economy to the creation of the entire value chain. From resource dependence to creative drive: within the limited physical space, through creative design, content creation, and scene innovation, increase the value density of each unit space. From isolated projects to regional networks: each "small" project is a key node of the regional cultural tourism network, and through multi-point linkage to form a synergy effect. The background of this policy shift is clear: in the post-pandemic era, tourists' demands have undergone profound changes, the return rate of homogeneous large-scale projects has declined, the rural revitalization strategy requires sustainable industrial support, and the inevitable requirement of mass tourism consumption entering the "selective era".

二、“小而美”项目 | 核心特征与价值维度

真正的“小而美”项目绝非简单的规模缩小，而是具备以下核心特征：

空间形态之“小”：物理尺度精当：通常在50亩以下，甚至可以是单体建筑、院落或街区片段。投资规模可控：单项目投资在数百万至数千万区间，降低投资风险与进入门槛。团队配置灵活：核心运营团队精简高效，往往在20人以内。

价值创造之“美”：美学表达极致化：在特定美学主题上做到极致，形成强烈的视觉识别与氛围感。体验设计深度化：提供超越预期的沉浸式体验，创造难忘的记忆点。文化表达在地化：深度挖掘并现代表达在地文化，避免文化元素的表面堆砌。情感链接个性化：建立与游客的情感共鸣，形成高粘性的社群关系

“小”与“美”的内在统一：正是通过“小”的边界，才能实现“美”的浓度；正是通过“美”的价值，才能突破“小”的局限，实现影响力的几何级放大。

The truly "small yet beautiful" project is not merely a simple reduction in scale; it possesses the following core characteristics: Spatial form "smallness": The physical scale is precisely appropriate: usually below 50 acres, or it can be a single building, a courtyard, or a fragment of a neighborhood. Investment scale is controllable: the investment for a single project is within the range of several million to several tens of millions, reducing investment risks and entry barriers. Team configuration is flexible: The core operation team is streamlined and efficient, often consisting of no more than 20 people. Value creation "beauty": The aesthetic expression is maximized: achieving perfection in a specific aesthetic theme, creating a strong visual identity and atmosphere. Experience design is deepened: providing an immersive experience beyond expectations, creating memorable points. Cultural expression is localized: deeply exploring and presenting the local culture, avoiding superficial accumulation of cultural elements. Emotional connection is personalized: establishing emotional resonance with tourists, forming a highly sticky community relationship. The intrinsic unity of "small" and "beautiful": It is through the "small" boundaries that the "beautiful" concentration can be achieved; it is through the "beautiful" value that the limitations of "small" can be broken, achieving geometrically amplified influence.

三、“以点带面” | 系统操盘方法论

“小而美”项目的战略价值在于其作为“引爆点”的带动能力。以下是系统化操盘的六大关键环节：

精准选址：在空间格局中寻找战略支点。流量借势而非流量竞争：选择毗邻成熟景区、特色村落或城市近郊，形成“大树底下好乘凉”的共生关系。交通可达性的巧妙平衡：距离核心城市1.5-3小时车程，既保持适度距离感，又确保周末游的可行性。景观基底与改造潜力的评估：具备独特自然景观或建筑遗存，且改造提升空间较大。区域战略位置的考量：处于区域旅游环线或乡村振兴示范带的关键节点。案例：莫干山区域的“小而美”项目多分布在山谷、溪畔等次级节点，既共享大莫干山IP流量，又形成自身特色，避免了与核心景区直接竞争。 主题聚焦：在细分领域建立心智垄断。“一米宽，百米深”的垂直深耕：选择极细分领域（如单一植物主题、特定手工艺、某时期美学风格）做到极致。差异化叙事的构建：提炼独特的故事线，形成不可复制的文化IP。多感官体验的整合设计：围绕主题，系统设计视觉、听觉、嗅觉、味觉、触觉体验触点。案例：江西婺源的“晒秋美宿”聚焦“晒秋”这一农俗景观，通过极致化的场景营造与体验设计，将季节性民俗转化为全年可体验的文化IP，成为摄影与美学期刊的常客。 场景革命：从功能空间到意义场所。“空间生产”理论的在地实践：将物理空间转化为承载情感、记忆与社交的文化场所。日常生活的审美化呈现：将在地日常生活（农事、饮食、手作）进行艺术化提炼与展示。昼夜场景的差异化转换：通过灯光设计、夜间活动策划，实现日间与夜间体验的互补与延伸。第四空间的构建：融合自然（第一空间）、居住（第二空间）、工作（第三空间）的体验优势。案例：浙江松阳的“云端觅境”民宿，将夯土老房改造为兼具居住、展览、茶叙、观星功能的复合空间，游客在此不仅是住宿，更是参与一场关于山居美学的深度体验。 仪式感设计：创造可传播的记忆峰值。抵达仪式的精心安排：从进入项目辐射区域开始，通过路径设计、标识系统、欢迎仪式等，营造渐入佳境的体验。日常活动的仪式化提升：将用餐、晨起、休憩等日常环节设计为具有文化内涵的仪式。专属节典的创意策划：结合节气、物候、在地文化，创造项目独有的微型节庆。离别记忆的实体化：设计独特的伴手礼或纪念物，让体验得以延续。案例：日本“星野·虹夕诺雅”酒店以“到达需乘船”的仪式感闻名，15分钟的船程成为从凡俗世界进入度假心境的过渡仪式，这一设计成为其标志性记忆点。 社群运营：从单次消费到持续关系。种子用户的精心筛选：首批客户选择与项目调性高度契合的意见领袖与深度体验者。内容共创机制的建立：鼓励游客分享体验、参与改良建议，形成“我们的项目”的归属感。会员体系的权益设计：设计非价格导向的专属权益，如参与内部活动、体验新品优先权等。线上线下社群的联动：通过微信群、专属APP等维系线上互动，定期举办线下聚会强化链接。案例：成都“明月村”通过“新村民”计划，吸引陶艺家、作家、设计师入驻，游客不仅参观，更可与艺术家交流甚至短期学习，形成了活跃的创作与分享社群。 盈利模式创新：多元价值转化路径。“体验门票+”基础模型：门票（或住宿费）作为基础收入，覆盖高品质体验成本。衍生品开发的品牌逻辑：开发高设计品质、强文化关联的实物产品，实现品牌价值变现。内容IP的授权与输出：将成熟的美学体系、运营模式进行品牌授权或管理输出。产业延伸的价值捕获：向上游延伸至农产品、手工艺品定制，向下游延伸至活动策划、课程培训。资产价值的多重提升：通过项目成功运营，带动所在区域土地、房产价值提升，获取资产增值收益。

The strategic value of the "Small and Beautiful" project lies in its ability to act as a "trigger point". The following are the six key steps of systematic operation: precise site selection: finding strategic pivots in the spatial layout. Leveraging traffic momentum rather than competing for traffic: choosing locations adjacent to mature scenic spots, characteristic villages, or the outskirts of cities, forming a symbiotic relationship where "the shade under a big tree is pleasant". Skillful balancing of transportation accessibility: a 1.5-3-hour drive from the core city, maintaining an appropriate sense of distance while ensuring the feasibility of weekend trips. Evaluation of landscape base and renovation potential: having unique natural landscapes or architectural remnants, with a large space for renovation and improvement. Consideration of regional strategic location: at key nodes of regional tourism routes or rural revitalization demonstration belts. Case: The "Small and Beautiful" projects in the Mogan Mountain area are mostly located at secondary nodes such as valleys and streams, sharing the IP traffic of the larger Mogan Mountain and forming their own characteristics, avoiding direct competition with core scenic spots.

Focus on the theme: establishing a mental monopoly in a specific field. "One meter wide, one hundred meters deep" vertical deepening: choosing extremely specialized fields (such as a single plant theme, specific handicrafts, a certain aesthetic style of a certain period) to achieve perfection. Construction of differentiated narratives: extracting unique storylines to form an uncopyable cultural IP. Integrated design of multi-sensory experiences: systematically designing touchpoints for visual, auditory, olfactory, gustatory, and tactile experiences around the theme. Case: The "Sun-Drying Autumn Accommodation" in Wuyuan, Jiangxi Province focuses on the agricultural custom scene of "sun-drying autumn", through extreme scene creation and experience design, transforming seasonal folk customs into a cultural IP that can be experienced throughout the year, becoming a frequent visitor to photography and beauty magazines.

Scene revolution: from functional space to meaningful place. In-situ practice of the "space production" theory: transforming physical space into a cultural place that conveys emotions, memories, and social interaction. Aesthetic presentation of daily life: extracting and showcasing local daily life (agriculture, cuisine, handicrafts) through artistic refinement. Differentiation of day and night scenes: through lighting design and night event planning, achieving complementarity and extension of daytime and nighttime experiences. Construction of the fourth space: integrating the advantages of nature (first space), residence (second space), and work (third space) experiences. Case: The "Cloudtop Quest" in Zhejiang Songyang transforms rammed earth old houses into a multi-functional space that combines residence， exhibition， tea party， and stargazing， where tourists not only stay but also participate in a deep experience of mountain living aesthetics.

Sensory design of rituals： creating memorable peaks that can be disseminated. Careful arrangement of arrival rituals： starting from entering the radiation area of the project， through path design， signage system， and welcome ceremonies， creating an experience that gradually improves. Ritualization of daily activities： designing dining， morning routines， and rest as activities with cultural connotations. Creative planning of special festivals： combining festivals， climatic conditions， and local culture to create unique micro-festivals for the project. Physicalization of parting memories： designing unique souvenirs or mementos to allow the experience to continue. Case： The "Starry Night Ryokan" hotel in Japan is famous for its "arrival by boat" ritual， the 15-minute boat ride becoming a transitional ceremony from the mundane world to the vacation mindset， and this design has become its iconic memory point. Case: The "Mingyue Village" in Chengdu has adopted the "New Villagers" program to attract ceramic artists, writers, and designers to settle there. Tourists not only visit but can also communicate with the artists and even have short-term learning experiences, forming an active creative and sharing community.

Innovative Profit Model: Multiple Value Transformation Paths. The basic model of "Experience Ticket +" is: The ticket (or accommodation fee) serves as the basic income, covering the cost of high-quality experiences. The brand logic of derivative product development: Develop physical products with high design quality and strong cultural associations to realize the monetization of brand value. The licensing and output of content IP: License or manage the output of mature aesthetic systems and operation models. The value capture of industry extension: Extend upstream to agricultural products and custom-made handicrafts, and extend downstream to event planning and course training. The multi-level enhancement of asset value: Through the successful operation of the project, drive the appreciation of land and property values in the area, and obtain asset appreciation income.

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