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當(dāng)傳統(tǒng)景區(qū)的門票收入增幅逐年放緩，當(dāng)“打卡式旅游”日益被深度體驗(yàn)所取代，中國文旅市場(chǎng)正經(jīng)歷一場(chǎng)靜默而深刻的變革。據(jù)文化和旅游部數(shù)據(jù)，2023年國內(nèi)旅游人次已恢復(fù)至疫情前水平，但游客消費(fèi)結(jié)構(gòu)發(fā)生顯著變化——門票消費(fèi)占比持續(xù)下降，體驗(yàn)性消費(fèi)快速增長(zhǎng)。這揭示了一個(gè)殘酷而清晰的現(xiàn)實(shí)：依靠單一門票經(jīng)濟(jì)的景區(qū)發(fā)展模式已難以為繼。景區(qū)必須從“流量入口”轉(zhuǎn)變?yōu)椤跋M(fèi)場(chǎng)景”，通過業(yè)態(tài)創(chuàng)新實(shí)現(xiàn)盈利結(jié)構(gòu)的根本性重塑。

當(dāng)前景區(qū)普遍面臨三重困境：產(chǎn)品同質(zhì)化導(dǎo)致“千景一面”，游客停留時(shí)間短，消費(fèi)場(chǎng)景匱乏；盈利模式單一，過度依賴門票，抗風(fēng)險(xiǎn)能力脆弱；體驗(yàn)深度不足，難以滿足新一代游客對(duì)情感鏈接和文化沉浸的核心訴求。破局之道，在于深刻理解體驗(yàn)經(jīng)濟(jì)的本質(zhì)——游客購買的已不再是風(fēng)景本身，而是風(fēng)景激發(fā)的情感共鳴、知識(shí)收獲與記憶留存。景區(qū)必須從“空間運(yùn)營商”轉(zhuǎn)型為“內(nèi)容創(chuàng)造者”和“體驗(yàn)設(shè)計(jì)者”。

As the ticket revenue growth rate of traditional scenic spots slows down year by year and "check-in tourism" is increasingly replaced by in-depth experiences, China's cultural and tourism market is undergoing a silent and profound transformation. According to data from the Ministry of Culture and Tourism, the number of domestic tourists in 2023 has returned to the pre-pandemic level, but the consumption structure of tourists has undergone significant changes - the proportion of ticket consumption has continued to decline, while experiential consumption has grown rapidly. This reveals a cruel yet clear reality: the development model of scenic spots relying on a single ticket economy is no longer sustainable. Scenic spots must transform from "traffic entry points" to "consumption scenarios", and achieve a fundamental reshaping of their profit structure through business model innovation.

At present, scenic spots generally face three major predicaments: product homogenization leads to "all scenic spots looking the same", short stay time for tourists, and a lack of consumption scenarios; The profit model is single, overly dependent on ticket sales, and the risk resistance capacity is weak. The depth of experience is insufficient, making it difficult to meet the core demands of the new generation of tourists for emotional connection and cultural immersion. The key to breaking the deadlock lies in a profound understanding of the essence of the experience economy - what tourists purchase is no longer the scenery itself, but the emotional resonance, knowledge acquisition and memory retention it evokes. Scenic spots must transform from "space operators" to "content creators" and "experience designers".

沉浸式業(yè)態(tài)：將風(fēng)景轉(zhuǎn)化為可沉浸的敘事。植入沉浸式業(yè)態(tài)的核心，是將靜態(tài)景觀轉(zhuǎn)化為動(dòng)態(tài)劇場(chǎng)。河南“只有河南·戲劇幻城”開創(chuàng)先河，21個(gè)劇場(chǎng)散布于328米見方的土墻迷宮中，游客不再是旁觀者，而是戲劇的參與者、歷史的親歷者。這種模式可適配各類景區(qū)：自然景區(qū)可開發(fā)“生態(tài)劇場(chǎng)”，通過引導(dǎo)式探險(xiǎn)、夜間觀星、聲音景觀等方式，讓山水草木訴說故事；歷史文化景區(qū)可打造“時(shí)空穿梭”體驗(yàn)，利用AR技術(shù)讓文物“復(fù)活”，設(shè)計(jì)歷史角色扮演動(dòng)線。關(guān)鍵是要打破“觀看”的邊界，創(chuàng)造“進(jìn)入”的可能性——讓游客踏進(jìn)的不是景區(qū)，而是一個(gè)完整、自治、充滿敘事可能的世界。

在地文化轉(zhuǎn)化：從符號(hào)消費(fèi)到手藝傳承。文化IP的深度轉(zhuǎn)化是提升消費(fèi)粘性的關(guān)鍵。西安長(zhǎng)安十二時(shí)辰主題街區(qū)將唐文化轉(zhuǎn)化為可穿著、可品嘗、可游戲的生活場(chǎng)景，游客人均消費(fèi)達(dá)門票價(jià)格的3倍以上。景區(qū)應(yīng)深入挖掘在地文化基因，將其轉(zhuǎn)化為三類產(chǎn)品：一是“可帶走的記憶”，如與非遺傳承人合作開發(fā)兼具審美與實(shí)用性的文創(chuàng)品，避免同質(zhì)化紀(jì)念品；二是“可參與的傳統(tǒng)”，開設(shè)短時(shí)體驗(yàn)工坊，讓游客親手制作當(dāng)?shù)靥厣止に嚻?、學(xué)習(xí)地方戲曲片段、體驗(yàn)傳統(tǒng)農(nóng)耕；三是“可品嘗的歷史”，提升餐飲的文化敘事，如敦煌景區(qū)推出“壁畫套餐”，每道菜對(duì)應(yīng)一個(gè)壁畫故事，使飲食成為文化理解的媒介。

夜經(jīng)濟(jì)拓展：延長(zhǎng)價(jià)值鏈的時(shí)間維度。燈光秀不等于夜經(jīng)濟(jì)。成功的夜間項(xiàng)目應(yīng)創(chuàng)造與白天截然不同的體驗(yàn)維度。武夷山《印象大紅袍》山水實(shí)景演出，不僅留住了70%的日間游客過夜，更帶動(dòng)周邊酒店、餐飲消費(fèi)增長(zhǎng)40%。夜間開發(fā)需遵循“光影敘事、場(chǎng)景轉(zhuǎn)化、消費(fèi)延展”邏輯：利用光影技術(shù)重塑景區(qū)夜間景觀形態(tài)，策劃星空音樂會(huì)、深夜文化沙龍等特色活動(dòng)，打造24小時(shí)不打烊的特色街區(qū)。時(shí)間維度的延伸本質(zhì)上是景區(qū)容量的倍增，是將“一日游”重構(gòu)為“一日一夜”的完整體驗(yàn)單元。

復(fù)合型消費(fèi)場(chǎng)景：創(chuàng)造高頻消費(fèi)觸點(diǎn)。景區(qū)應(yīng)打破“旅游消費(fèi)是低頻消費(fèi)”的迷思，通過業(yè)態(tài)融合創(chuàng)造高頻消費(fèi)場(chǎng)景。無錫拈花灣禪意小鎮(zhèn)，將禪修體驗(yàn)與精品酒店、特色餐飲、文創(chuàng)零售完美融合，游客二次消費(fèi)占比高達(dá)65%。景區(qū)可構(gòu)建“主題住宿+”體系，如森林樹屋、星空帳篷、歷史宅院改造的精品民宿，住宿本身即核心吸引物；發(fā)展“教育+旅游”，開設(shè)自然學(xué)校、文化夏令營、專題研學(xué)路線，吸引家庭客群反復(fù)參與；打造“健康+旅游”，開發(fā)溫泉療養(yǎng)、瑜伽冥想、森林康養(yǎng)等項(xiàng)目，鎖定養(yǎng)生消費(fèi)群體。這些業(yè)態(tài)的共同特點(diǎn)是弱化了景區(qū)的“目的地”屬性，強(qiáng)化了其作為某種生活方式載體的功能。

Immersive business format: Transforming scenery into immersive narratives. The core of embedding immersive business formats is to transform static landscapes into dynamic theaters. Henan's "Only Henan · Drama City" has set a precedent. 21 theaters are scattered throughout a 328-meter-square earthen wall maze. Tourists are no longer mere onlookers but participants in the drama and witnesses of history. This model can be adapted to all kinds of scenic spots: natural scenic spots can develop "ecological theaters", allowing mountains, waters, grass and trees to tell stories through guided exploration, night stargazing, sound landscapes and other means. Historical and cultural scenic spots can create a "time travel" experience, using AR technology to bring cultural relics back to life and design historical role-playing routes. The key is to break the boundaries of "viewing" and create the possibility of "entering" - allowing tourists to step not into a scenic area, but into a complete, autonomous world full of narrative possibilities.

Local cultural transformation: From symbolic Consumption to craftsmanship Inheritance. The in-depth transformation of cultural ips is the key to enhancing consumer stickiness. The Xi 'an Chang 'an 12 Hours Theme Street transforms Tang culture into wearable, tasting and game-playing living scenes, with the average spending per visitor reaching more than three times the ticket price. Scenic spots should deeply explore the local cultural genes and transform them into three types of products: The first is "portable memories", such as collaborating with intangible cultural heritage inheritors to develop cultural and creative products that are both aesthetically pleasing and practical, to avoid homogeneous souvenirs; The second is "participatory traditions", where short-term experience workshops are set up, allowing tourists to make local characteristic handicrafts by hand, learn local opera segments, and experience traditional farming. The third is "tasting history", enhancing the cultural narrative of cuisine. For instance, the Dunhuang Scenic Area has launched a "mural set meal", with each dish corresponding to a mural story, making food a medium for cultural understanding.

Night Economy Expansion: Extending the time dimension of the value chain. A light show does not equal the night economy. A successful night project should create an experience dimension that is completely different from that of the day. The live performance of "Impression Da Hong Pao" in Wuyi Mountain not only retained 70% of the daytime tourists for the night but also drove a 40% increase in hotel and catering consumption in the surrounding areas. Nighttime development should follow the logic of "light and shadow narrative, scene transformation, and consumption extension" : Utilize light and shadow technology to reshape the nighttime landscape form of scenic spots, plan special activities such as starry sky concerts and late-night cultural salons, and create a 24-hour non-stop characteristic street. The extension of the time dimension is essentially a doubling of the scenic area's capacity, reconstructing a "one-day tour" into a complete experience unit of "one day and one night".

Composite consumption scenarios: Creating high-frequency consumption touchpoints. Scenic spots should break the myth that "tourism consumption is low-frequency consumption" and create high-frequency consumption scenarios through the integration of business forms. The Nianhua Bay Zen Town in Wuxi perfectly integrates Zen meditation experiences with boutique hotels, characteristic restaurants and cultural and creative retail. The proportion of secondary consumption by tourists is as high as 65%. The scenic area can build a "theme accommodation +" system, such as forest tree houses, starry sky tents, and boutique homestays transformed from historical residences. The accommodation itself is the core attraction. Develop "education + tourism", set up nature schools, cultural summer camps and special study Tours, and attract family customers to participate repeatedly. Create "health + Tourism", develop projects such as hot spring therapy, yoga meditation, and forest health care, and target the health preservation consumer group. The common feature of these business forms is that they weaken the "destination" attribute of the scenic area and strengthen its function as a carrier of a certain lifestyle.

實(shí)施路徑：系統(tǒng)化重構(gòu)景區(qū)生態(tài)。業(yè)態(tài)革新需要系統(tǒng)化推進(jìn)。首先應(yīng)進(jìn)行“體驗(yàn)動(dòng)線再造”，重新規(guī)劃游客路徑，在關(guān)鍵節(jié)點(diǎn)嵌入消費(fèi)場(chǎng)景，使消費(fèi)成為體驗(yàn)的自然延伸而非強(qiáng)行插入。其次要構(gòu)建“分層消費(fèi)體系”，提供從大眾消費(fèi)到高端定制的全譜系產(chǎn)品，如基礎(chǔ)門票、深度體驗(yàn)套餐、VIP定制服務(wù)等。再次需推動(dòng)“數(shù)字化賦能”，通過景區(qū)APP提供個(gè)性化推薦、AR導(dǎo)覽、線上預(yù)定，沉淀用戶數(shù)據(jù)反哺產(chǎn)品優(yōu)化。最后要建立“社區(qū)共生模式”，邀請(qǐng)當(dāng)?shù)鼐用駞⑴c業(yè)態(tài)經(jīng)營，使景區(qū)消費(fèi)與地方經(jīng)濟(jì)形成良性循環(huán)，如招募非遺傳承人駐場(chǎng)、采購本地農(nóng)產(chǎn)品等。

景區(qū)盈利模式的突圍，本質(zhì)上是其存在價(jià)值的重新定義——從風(fēng)景的展示者轉(zhuǎn)變?yōu)轶w驗(yàn)的創(chuàng)作者，從文化的陳述者轉(zhuǎn)變?yōu)樯畹奶峁┱摺?/strong>當(dāng)游客在景區(qū)留下的不再只是照片，而是學(xué)會(huì)的一項(xiàng)手藝、體驗(yàn)的一段歷史、共鳴的一種情感，消費(fèi)便自然發(fā)生。未來景區(qū)的競(jìng)爭(zhēng)力，將不取決于它擁有多么獨(dú)特的自然資源，而在于它能否將這些資源轉(zhuǎn)化為不可復(fù)制的沉浸式體驗(yàn)。在這場(chǎng)深刻的轉(zhuǎn)型中敢于打破邊界、深度連接內(nèi)容與消費(fèi)、持續(xù)創(chuàng)造情感價(jià)值的景區(qū)，才能穿越周期，實(shí)現(xiàn)真正的可持續(xù)發(fā)展與盈利增長(zhǎng)。景區(qū)的重生之路，始于一張門票的超越，成于無數(shù)個(gè)深度體驗(yàn)瞬間的疊加，最終抵達(dá)文化與商業(yè)共榮的新生之境。

Implementation path: Systematically reconstruct the ecological environment of scenic spots. The innovation of business formats needs to be advanced systematically. First, a "reengineering of the experience route" should be carried out. The tourist paths should be re-planned, and consumption scenarios should be embedded at key nodes to make consumption a natural extension of the experience rather than a forced insertion. Secondly, it is necessary to build a "stratified consumption system", providing a full range of products from mass consumption to high-end customization, such as basic tickets, in-depth experience packages, VIP customization services, etc. Again, it is necessary to promote "digital empowerment", providing personalized recommendations, AR navigation, and online reservations through the scenic area APP, and accumulating user data to feed back into product optimization. Finally, a "community symbiosis model" should be established, inviting local residents to participate in the operation of business forms, so that the consumption in the scenic area and the local economy can form a virtuous cycle, such as recruiting intangible cultural heritage inheritors to stay on-site and purchasing local agricultural products, etc.

The breakthrough of the profit model for scenic spots is essentially a redefinition of their existence value - from being a shower of scenery to a creator of experiences, and from a presenter of culture to a provider of life. When what tourists leave in scenic spots is no longer just photos, but a skill they have learned, a piece of history they have experienced, and an emotion they have resonated with, consumption will naturally occur. The competitiveness of future scenic spots will not depend on how unique their natural resources are, but on whether they can transform these resources into irreplaceable immersive experiences. In this profound transformation, only scenic spots that dare to break boundaries, deeply connect content with consumption, and continuously create emotional value can weather the cycle and achieve true sustainable development and profitable growth. The rebirth journey of the scenic area begins with the transcendence of a single ticket, is accomplished through the accumulation of countless in-depth experience moments, and ultimately reaches a new realm where culture and business thrive together.

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