文旅案例 | 户外运动与文旅融合：在快时代贩卖慢权利、构建精神放空的三个沉浸层

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一、引言 | 被忽视的“空”

近年来，户外运动与文化旅游的融合已成为各地提振消费、盘活资源的重要抓手。从山地徒步到水上运动，从森林穿越到沙漠越野，户外场景正在成为文旅产业的新流量入口。然而，一个普遍存在的困境是：大量项目仍然停留在“运动+风景”的粗放叠加阶段，营收结构严重依赖门票、装备租赁和基础餐饮，缺乏具有情感黏性与高溢价能力的二次消费产品。

这一困境的根源，在于对户外运动参与者心理需求的窄化理解。传统认知将户外运动的核心价值定义为“挑战”“征服”“体能释放”，却忽视了另一股正在崛起的心理驱动力——“精神放空”。城市中产对“逃离感”与“静默感”的需求空前高涨，户外运动不再是单纯的体能活动，而日益成为一种心理修复仪式。如何在剧烈的心跳之后，植入一段安静的停留？如何在挥洒汗水的肌肉记忆之上，叠加一层可供回味的精神印记？这正是户外文旅从“流量逻辑”转向“价值逻辑”的关键命题。

二、逻辑转向 | 从“征服叙事”到“沉浸叙事”

理解这一转向，需要回到户外运动体验的心理结构。经典的户外体验模型往往强调“挑战—技能平衡”，即参与者通过克服环境障碍获得自我效能感。然而，这一模型在文旅化改造中暴露了局限——过度追求“征服”容易导致体验的紧张化、竞技化，反而挤压了“放空”与“回味”的空间。

文旅融合的真正价值，不在于把户外场地变成游乐场，而在于将“自然空间”转化为“心理容器”。这意味着，我们需要重新定义户外运动产品的设计逻辑：

从“线性通关”转向“环形停留”。传统户外活动以“完成路线”为目标，文旅化改造则需要在路径中植入可停留、可回味的“精神锚点”。

从“身体消耗”转向“感官唤醒”。运动不再是目的，而是进入深度感知状态的前置仪式。

从“个人成就”转向“共时体验”。将个体征服自然的孤独叙事，转化为与自我、与他人、与时空对话的共情场景。

这一逻辑转向，为二次消费产品的植入提供了理论支点：消费不是对运动本身的打扰，而是对沉浸状态的深化与延续。

I. Introduction | The Forgotten "Empty Space"

In recent years, the integration of outdoor activities and cultural tourism has become an important means for boosting consumption and revitalizing resources in various regions. From mountain hiking to water sports, from forest to desert off-road，outdoor scenarios are becoming a new traffic entry point for the cultural tourism industry. However，a common predicament is that a large number of projects still remain at the stage of "sport + scenery" in a loose and extensive manner， with their revenue structure heavily relying on tickets，equipment rental， and basic catering， lacking secondary consumption products with emotional stickiness and high premium capabilities. The root cause of this predicament lies in the narrow understanding of the psychological needs of outdoor sports participants. Traditional cognition defines the core value of outdoor sports as "challenge"， "conquest"， and "physical release"，but neglects another rising psychological driving force - "mental emptiness". Urban middle-class people's demand for "escape feeling" and "silence feeling" has skyrocketed. Outdoor sports are no longer just a physical activity， but have increasingly become a psychological restoration ritual. How to implant a quiet pause after intense heartbeats？ How to add a layer of spiritual imprint that can be recalled on top of the sweaty muscle memory？ This is precisely the key proposition for outdoor cultural tourism to shift from "traffic logic" to "value logic".

II. Logical Shift | From "Conquest Narrative" to "Immersion Narrative"

To understand this shift， we need to return to the psychological structure of outdoor experience. The classic outdoor experience model often emphasizes "challenge - skill balance"， that is， participants gain self-efficacy by overcoming environmental obstacles. However， this model exposes limitations in the cultural tourism transformation - excessive pursuit of "conquest" can easily lead to the tension and competition of the experience， thereby squeezing out the space for "emptiness" and "recollection". The true value of cultural tourism integration does not lie in turning outdoor venues into amusement parks， but in transforming "natural space" into "psychological container". This means that we need to redefine the design logic of outdoor sports products： from "linear passage" to "circular stay". Traditional outdoor activities aim for "completing the route"， while cultural tourism transformation needs to implant "spiritual anchors" that can be stayed and recalled in the path. From "physical consumption" to "sensory awakening". Sports are no longer the goal， but a pre-ritual for entering a deep perception state. From "individual achievement" to "simultaneous experience". Transforming the solitary narrative of individual conquering nature into a sympathetic scene of dialogue with oneself， with others， and with time and space. This logical shift provides a theoretical foothold for the implantation of secondary consumption products： consumption is not a disturbance to the sport itself， but the deepening and continuation of the immersive state.

三、场景营造 | 精神放空的三个沉浸层

要实现精神放空属性的系统植入，需要在户外运动场景中构建“三层沉浸场”。每一层都是一次消费产品的潜在附着界面。

第一层：自然疗愈场——物理环境的心理化改造。户外运动场地天然具备“远离性”，但“远离城市”不等于“进入放空”。大量户外景区仍然充斥着嘈杂的广播、刺眼的导视牌、过度人工化的栈道，破坏了自然的疗愈效力。营造策略：引入“感官减法”设计。在徒步路线中设置“静语路段”，要求参与者保持沉默，仅通过手势交流；在营地周边划定“无光源区”，让星空成为唯一视觉焦点；在水面运动区域设置“漂浮冥想平台”，供皮划艇或桨板使用者中途停靠。消费接口：此类场景本身不直接收费，但为后续服务产品提供了合法性——用户付费购买的，本质上是“被允许安静”的权利。第二层：文化叙事场——地理空间的想象性赋值。纯粹的自然景观缺乏排他性，难以支撑高客单价。精神放空不是真空，它需要被赋予可感知的意义框架。文化叙事的作用，是将“一片树林”转化为“一片有故事的树林”。营造策略：在地文化的当代转译。不采用博物馆式的静态陈列，而是将神话、历史、民俗转化为可体验的行为指令。例如，在竹林徒步中植入“宋代文人竹隐”主题，参与者需完成抄写诗句、品茗静坐等任务；在古道徒步中植入“商帮挑夫”体验，让负重行走成为一种历史共情。消费接口：主题导览服务、文化体验工坊、限定路线权益。用户为“进入另一个时空”付费。第三层：仪式行为场——身体动作的精神化定格。户外运动本身是一系列身体动作的集合，但这些动作往往在活动结束时即被遗忘。精神放空需要被“定格”，才能从瞬时体验转化为可携带的记忆资产。营造策略：设计低门槛、高象征性的仪式行为。例如，在山顶设置“风铃留言站”，参与者写下心愿悬挂于风铃之上；在湖泊出口设置“放流水灯”环节，象征放下焦虑；在营地尾声设置“炭火封存”仪式，将木炭装入布袋带走，成为居家香薰的基底。消费接口：仪式物料销售、仪式影像记录、定制化纪念品。用户为“被记住的瞬间”付费。

To achieve the system implantation of the attribute of mental relaxation, it is necessary to construct a "three-layer immersive field" in outdoor sports scenarios. Each layer is a potential attachment interface for consuming products.

The first layer: Natural Healing Field - Psychological transformation of the physical environment. Outdoor sports venues naturally have the characteristic of "being away from the city", but "entering the state of relaxation" does not mean "entering the city". A large number of outdoor scenic spots are still filled with noisy broadcasts, glaring directional signs, and overly artificial walkways, which disrupt the healing power of nature. Creating strategies: Introduce "sensory subtraction" design. Set "quiet sections" along the hiking route, requiring participants to remain silent and communicate only through gestures; Set "dark-light-free zones" around the campsite, making the starry sky the only visual focus; Set "floating meditation platforms" in the water sports area, providing resting places for kayakers or paddle boarders during their breaks. Consumption interface: Such scenarios do not directly charge fees, but provide legitimacy for subsequent service products - what users pay for is essentially the right to "be allowed to be quiet".

The second layer: Cultural Narrative Field - Imaginative assignment of geographical space. Pure natural landscapes lack exclusivity and are difficult to support high-priced services. Mental relaxation is not a vacuum; it needs to be given a perceivable meaning framework. The role of cultural narrative is to transform "a forest" into "a forest with stories". Creating strategies: Contemporary translation of local culture. Do not adopt static displays like museums, but convert myths, history, and folk customs into experiential behavioral instructions. For example, implant the theme of "Feng Shui Poets in the Song Dynasty" during bamboo forest hiking, requiring participants to complete tasks such as copying poems and sitting in meditation; implant the "Merchant Carriers" experience during ancient road hiking, making carrying heavy loads a form of historical empathy. Consumption interface: Theme guided tours, cultural experience workshops, limited route privileges. Users pay for "entering another time and space".

The third layer: Ritual Action Field - Spiritualization of physical movements. Outdoor sports is a collection of a series of physical actions, but these actions are often forgotten at the end of the activity. Mental relaxation needs to be "fixed" so that it can be transformed from an instantaneous experience into a portable memory asset. Creating strategies: Design low-barrier, high-symbolic ritual actions. For example, set up a "wind chime message station" at the summit, where participants write their wishes and hang them on the wind chimes; set up a "water release lantern" section at the lake exit, symbolizing the release of anxiety; set up a "charcoal fire sealing" ceremony at the end of the campsite, stuffing the wood into bags to take home and become the base for home aromatherapy. Consumption interface: Ritual material sales, ritual video recording, customized souvenirs. Users pay for "remembered moments".

四、产品构建 | 四大二次消费产品体系

基于上述三层沉浸场，可以系统性地构建四类具有高溢价潜力的二次消费产品。这些产品的共同特征是：不依赖硬件投入，而依赖体验设计；不打断运动节奏，而延展运动回味。

静观体验类产品：核心逻辑：将户外运动中的“停顿时刻”产品化。

典型产品：“盲行”体验：参与者佩戴眼罩，由向导带领完成短距离徒步，剥夺视觉后触觉、听觉、嗅觉被放大，结束后提供“感官日记”定制本。森林颂钵疗愈：在徒步中途设置颂钵音疗站点，每次15-20分钟，需提前预约，限额体验。漂浮发呆权：桨板或皮划艇使用者可购买“湖心停留券”，获得限定时间内的湖面专属浮台使用权，附赠热茶或冷泡饮。定价策略：体验型产品，单价适中（50-150元），依靠高毛利与高复购。

轻疗愈课程类产品：核心逻辑：将户外运动与身心健康知识付费结合，赋予消费行为“自我投资”属性。

典型产品：户外正念行走课：2小时小班课程，包含呼吸法教学、正念行走指导、自然笔记撰写，结业颁发电子证书。山林瑜伽晨课：在日出时段于观景平台开设，需自带瑜伽垫，提供摄影跟拍服务。亲子自然情绪营：针对家庭客群，通过户外游戏引导儿童识别与表达情绪，家长可同步参与家长茶叙。定价策略：知识服务型产品，单价较高（200-500元），需配备专业导师，适合与第三方机构联营。

情绪衍生品与文创消费：核心逻辑：将户外体验中的精神触动转化为可带走的实体物品。

典型产品：“山的气味”香氛系列：采集徒步路线沿途的松针、苔藓、泥土气息，定制为香薰蜡烛或藤条香薰，瓶身标注采集地经纬度。“放空石”：在溪流沿线挑选形态圆润的卵石，经人工打磨后刻印单字（如“缓”“停”“止”），作为桌面摆件。路线纪念币/徽章：非简单的logo印制，而是以路线等高线、当日心率曲线、日出日落时间为设计元素，赋予数据纪念意义。定价策略：文创产品，单价低至中等（30-200元），核心在于故事包装与审美设计，可作为流量转化的长尾收入。

数字精神寄托类产品：核心逻辑：将实体体验延伸至数字空间，打破物理消费的时空限制。

典型产品：云端纪念路线图：用户完成徒步后，可付费生成动态数据海报，包含轨迹动图、海拔变化、沿途打卡照片，适配社交媒体分享。会员制“放空声音库”：订阅制服务，每月推送在景区实地采集的自然原声（溪流、风声、篝火、鸟鸣），可作睡眠辅助。数字树洞：在徒步终点设置录音亭，用户可留下内心独白，经加密处理后生成专属音频二维码，制成挂饰带走。定价策略：数字产品，边际成本趋近于零，适合会员订阅或小额付费解锁。

Based on the above three layers of immersive fields, four types of secondary consumption products with high potential for premium value can be systematically constructed. The common feature of these products is that they do not rely on hardware investment but on experience design; they do not interrupt the movement rhythm but extend the aftertaste of the movement. Static experience products: Core logic: Productize the "pause moments" in outdoor sports. Typical product: "Blind Walk" experience: Participants wear eye masks and are led by a guide to complete a short-distance hike. Afterward, a "sensory diary" customized book is provided. Forest chanting therapy: Set chanting sound therapy stations halfway through the hike, each lasting 15-20 minutes, requiring advance reservation and limited experience. Floating daydreaming right: Users of paddleboards or kayaks can purchase "lake center stay vouchers" to obtain exclusive floating platforms on the lake surface for a limited period, accompanied by hot tea or cold-brew drinks. Pricing strategy: Experience-based products, with moderate unit prices (50-150 yuan), relying on high margins and high repeat purchases. Light healing course products: Core logic: Combine outdoor sports with paid knowledge services to give the consumption behavior a "self-investment" attribute. Typical product: Outdoor mindfulness walking course: 2-hour small-class course, including breathing method teaching, mindfulness walking guidance, and natural note writing, and awarding an electronic certificate upon completion. Mountain forest yoga morning class: Opened at the viewing platform during sunrise, requiring a yoga mat to be brought along, and providing photography follow-up service. Parent-child natural emotion camp: Targeting family customers, guiding children to identify and express emotions through outdoor games, and parents can also participate in parent tea parties simultaneously. Pricing strategy: Knowledge service-based products, with high unit prices (200-500 yuan), requiring professional mentors and suitable for joint operation with third-party institutions.

Emotional derivatives and cultural consumption: Core logic: Transform the spiritual stimulation in outdoor experiences into tangible physical items.

Typical product: "Mountain's Smell" fragrance series: Collect the scents of pine needles, moss, and soil along the hiking route and customize them as scented candles or rattan scented candles, with the collection location's latitude and longitude marked on the bottle. "Empty Stone": Select round and smooth pebbles along the stream, polish them, and engrave single characters (such as "slow", "stop", "end") as tabletop ornaments. Route commemorative coins/medals

: Not simply logo printing, but using elements such as route contour lines, daily heart rate curves, and sunrise/sunset times as design elements, giving data commemorative significance. Pricing strategy: Cultural products, with unit prices ranging from low to medium (30-200 yuan), the core lies in story packaging and aesthetic design, and can be used as long-tail income for traffic conversion.

Digital spiritual products： Core logic：Extend the physical experience to the digital space， breaking the time and space limitations of physical consumption.Typical product： Cloud-based memorial route map：After completing the hike，users can pay to generate a dynamic data poster， including trajectory animations， altitude changes，and photos taken along the way， suitable for sharing on social media. Membership-based "Empty Sound Library"：Subscription-based service， monthlyoriginal natural sounds collected on-site (stream， wind， campfire， bird calls)， can be used as sleep assistance. Digital tree hole：Set up a recording booth at the end of the hike， users can leave their inner monologues， which are encrypted and processed to generate an exclusive audio QR code， and make it into a pendant to take away. Pricing strategy：Digital products， marginal cost approaching zero， suitable for membership subscriptions or small payments for unlocking.

户外运动与文旅融合的深层命题，不是如何让参与者“玩得更累”，而是如何让他们在剧烈的心跳之后，获得一次安静的着陆。二次消费产品的本质，不是对运动场景的商业化透支，而是对精神需求的合法化回应。

未来的户外文旅项目，将不再以赛道长度或海拔高度为荣，而以“能让人停留多久”“能让人忘记手机多久”为新的衡量标尺。在这个意义上，所有成功的二次消费产品，本质上都在贩卖同一种权利——在加速的时代里，被允许缓慢、被允许沉默、被允许无所事事的权利。这是一条从“征服自然”走向“安顿自我”的路径，也是一条从门票经济走向情感经济的路径。户外文旅的下半场，属于那些懂得在终点线后，为参与者留一把椅子的人。

The underlying proposition of integrating outdoor sports with cultural tourism is not about making the participants "exhausted by the fun", but about enabling them to have a quiet landing after experiencing intense heartbeats. The essence of secondary consumption products is not the commercial exploitation of the sports scene, but the legitimate response to spiritual needs. Future outdoor cultural tourism projects will no longer be proud of the length of the race track or the altitude, but will be measured by "how long people can stay" and "how long people can forget their phones". In this sense, all successful secondary consumption products are essentially selling the same kind of right - the right to be allowed to be slow, the right to be allowed to be silent, and the right to be allowed to do nothing. This is a path from "conquering nature" to "settling oneself", and also a path from ticket economy to emotional economy. The second half of outdoor cultural tourism belongs to those who know how to leave a chair for the participants after the finish line.

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