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當(dāng)“人山人海”不再是景區(qū)成功的標(biāo)志，當(dāng)游客用腳步投票選擇那些真正值得停留的目的地，中國(guó)景區(qū)運(yùn)營(yíng)正站在一個(gè)歷史性的轉(zhuǎn)折點(diǎn)上。據(jù)統(tǒng)計(jì)，2023年國(guó)內(nèi)旅游市場(chǎng)中，散客化比例已超過(guò)85%，游客平均決策時(shí)間縮短至3.2天，而體驗(yàn)滿(mǎn)意度對(duì)復(fù)游率的影響權(quán)重高達(dá)72%。這些數(shù)據(jù)揭示了一個(gè)深刻變革：景區(qū)運(yùn)營(yíng)的核心已從“資源掌控”轉(zhuǎn)向“體驗(yàn)設(shè)計(jì)”，從“流量管理”轉(zhuǎn)向“關(guān)系培育”。

一、困境與洞察：傳統(tǒng)運(yùn)營(yíng)模式的三重脫節(jié)。當(dāng)前景區(qū)運(yùn)營(yíng)普遍面臨三重脫節(jié)：一是產(chǎn)品供給與市場(chǎng)需求脫節(jié)，許多景區(qū)仍停留在“觀光拍照”的初級(jí)階段，而新一代游客追求的是文化沉浸、情感共鳴和自我實(shí)現(xiàn)；二是管理方式與游客行為脫節(jié)，僵化的開(kāi)放時(shí)間、單向的解說(shuō)系統(tǒng)已無(wú)法滿(mǎn)足游客個(gè)性化、互動(dòng)化的探索需求；三是價(jià)值創(chuàng)造與價(jià)值獲取脫節(jié)，景區(qū)往往陷入“高投入低回報(bào)”的怪圈，無(wú)法將優(yōu)質(zhì)的自然資源或文化資源轉(zhuǎn)化為可持續(xù)的經(jīng)濟(jì)收益。破局的關(guān)鍵在于重新定義景區(qū)運(yùn)營(yíng)的本質(zhì)——它不再是簡(jiǎn)單的設(shè)施維護(hù)與游客管理，而是完整的“體驗(yàn)生態(tài)系統(tǒng)”的構(gòu)建與運(yùn)營(yíng)。這個(gè)系統(tǒng)以游客的完整體驗(yàn)旅程為主線，涵蓋到訪前、訪問(wèn)中、訪問(wèn)后全周期，將景區(qū)從“地理空間”升維為“情感空間”和“記憶工坊”。

When "sea of people" is no longer a sign of success for scenic spots, and when tourists vote with their feet to choose those destinations truly worth staying at, the operation of scenic spots in China is standing at a historic turning point. According to statistics, in the domestic tourism market of 2023, the proportion of individual tourists has exceeded 85%, the average decision-making time of tourists has shortened to 3.2 days, and the influence weight of experience satisfaction on the repeat visit rate is as high as 72%. These data reveal a profound transformation: the core of scenic area operation has shifted from "resource control" to "experience design", and from "traffic management" to "relationship cultivation". In this new era of cultural tourism dominated by the experience economy, how scenic spots can achieve sustainable development through refined operation has become a core issue concerning their survival and prosperity.

I. Predicaments and Insights: The Triple Disconnection of Traditional Operating Models. At present, the operation of scenic spots generally faces three disconnections: First, there is a disconnection between product supply and market demand. Many scenic spots are still at the primary stage of "sightseeing and taking photos", while the new generation of tourists pursue cultural immersion, emotional resonance and self-actualization. Second, the management approach is disconnected from tourists' behaviors. The rigid opening hours and one-way interpretation system can no longer meet tourists' personalized and interactive exploration needs. Thirdly, there is a disconnection between value creation and value acquisition. Scenic spots often fall into a vicious circle of "high investment and low return", and are unable to transform high-quality natural or cultural resources into sustainable economic benefits. The key to breaking the deadlock lies in redefining the essence of scenic area operation - it is no longer merely about facility maintenance and visitor management, but rather the construction and operation of a complete "experience ecosystem". This system takes the complete experience journey of tourists as the main line, covering the entire cycle before, during and after the visit, elevating the scenic area from a "geographical space" to an "emotional space" and a "memory workshop".

二、運(yùn)營(yíng)升維：從“管理場(chǎng)所”到“策展體驗(yàn)”。成功的景區(qū)運(yùn)營(yíng)始于對(duì)“體驗(yàn)動(dòng)線”的精心設(shè)計(jì)。日本阿寒湖溫泉區(qū)的運(yùn)營(yíng)典范值得借鑒：游客從到達(dá)那一刻起，便進(jìn)入一個(gè)完整的敘事中——當(dāng)?shù)匕⒁僚逦幕刎灤┯跇?biāo)識(shí)系統(tǒng)、建筑風(fēng)格、活動(dòng)設(shè)計(jì)中；游客可參與的手工藝體驗(yàn)、自然觀測(cè)活動(dòng)被巧妙嵌入游覽路線；就連住宿設(shè)施的窗戶(hù)朝向、浴池材質(zhì)都經(jīng)過(guò)精心設(shè)計(jì)，確保與自然景觀的最大化互動(dòng)。這種“策展思維”要求運(yùn)營(yíng)者像博物館策展人一樣思考：如何通過(guò)空間序列、互動(dòng)節(jié)點(diǎn)、信息層次的設(shè)計(jì)，引導(dǎo)游客完成一次有深度的探索旅程。

數(shù)據(jù)驅(qū)動(dòng)：從“經(jīng)驗(yàn)決策”到“精準(zhǔn)觸達(dá)”。數(shù)字化不是簡(jiǎn)單的線上售票，而是運(yùn)營(yíng)模式的根本重構(gòu)。張家界景區(qū)通過(guò)構(gòu)建“智慧大腦”系統(tǒng)，實(shí)現(xiàn)了運(yùn)營(yíng)的質(zhì)的飛躍：實(shí)時(shí)客流分析使景區(qū)能動(dòng)態(tài)調(diào)整游覽路線，避免擁堵；游客行為數(shù)據(jù)幫助優(yōu)化服務(wù)設(shè)施布局，使垃圾桶、休息點(diǎn)、衛(wèi)生間的位置設(shè)置更加科學(xué)；基于游客畫(huà)像的個(gè)性化推薦系統(tǒng)，使二次消費(fèi)轉(zhuǎn)化率提升40%。更重要的是，數(shù)字平臺(tái)使景區(qū)能夠與游客建立訪問(wèn)后的持續(xù)連接——通過(guò)會(huì)員系統(tǒng)、內(nèi)容社區(qū)、線上活動(dòng)，將“一次性游客”轉(zhuǎn)化為“終身粉絲”，實(shí)現(xiàn)從“流量”到“留量”的轉(zhuǎn)變。

社區(qū)共生：從“景區(qū)孤島”到“活力生態(tài)”。可持續(xù)發(fā)展的景區(qū)一定是與當(dāng)?shù)厣鐓^(qū)共生的景區(qū)。云南松贊文旅集團(tuán)的實(shí)踐提供了寶貴啟示：其打造的“松贊環(huán)線”系列酒店，每一家都深度融入當(dāng)?shù)卮迩f，80%員工來(lái)自本地，食材采購(gòu)自周邊農(nóng)戶(hù)，旅游活動(dòng)設(shè)計(jì)充分尊重并展示當(dāng)?shù)匚幕?。這種模式產(chǎn)生了多重效益：游客獲得真實(shí)的文化體驗(yàn)，居民獲得穩(wěn)定就業(yè)與收入，傳統(tǒng)文化得到活態(tài)傳承，景區(qū)則建立了難以復(fù)制的競(jìng)爭(zhēng)力。景區(qū)運(yùn)營(yíng)者需要重新定位自身角色——不是資源的獨(dú)占者，而是社區(qū)活力的催化劑、地方價(jià)值的放大器。

內(nèi)容活化：從“靜態(tài)展示”到“動(dòng)態(tài)敘事”。文化類(lèi)景區(qū)的運(yùn)營(yíng)關(guān)鍵在于將靜態(tài)遺產(chǎn)轉(zhuǎn)化為動(dòng)態(tài)體驗(yàn)。西安碑林博物館的轉(zhuǎn)型令人耳目一新：通過(guò)開(kāi)發(fā)“石刻藝術(shù)工作坊”，游客可以在專(zhuān)家指導(dǎo)下體驗(yàn)拓片制作；推出“夜游碑林”項(xiàng)目，利用光影技術(shù)讓石碑上的文字“活”起來(lái)，配以專(zhuān)業(yè)朗誦者演繹碑文故事；與教育機(jī)構(gòu)合作開(kāi)發(fā)系列研學(xué)課程，將碑林轉(zhuǎn)化為生動(dòng)的歷史課堂。這些運(yùn)營(yíng)創(chuàng)新使參觀時(shí)長(zhǎng)從平均1.5小時(shí)延長(zhǎng)至3.5小時(shí)，文創(chuàng)收入增長(zhǎng)300%。文化遺產(chǎn)的當(dāng)代生命力，正取決于運(yùn)營(yíng)者將其轉(zhuǎn)化為可參與、可感知、可帶走體驗(yàn)的能力。

生態(tài)融合：從“消耗資源”到“增值環(huán)境”。自然景區(qū)的可持續(xù)發(fā)展必須建立在生態(tài)保護(hù)與價(jià)值創(chuàng)造的良性循環(huán)上。三江源國(guó)家公園的“特許經(jīng)營(yíng)”模式提供了新思路：通過(guò)對(duì)生態(tài)體驗(yàn)活動(dòng)的嚴(yán)格標(biāo)準(zhǔn)和限量管理，既保護(hù)了脆弱的高原生態(tài)系統(tǒng)，又創(chuàng)造了高價(jià)值的生態(tài)旅游產(chǎn)品；當(dāng)?shù)啬撩窠?jīng)過(guò)培訓(xùn)成為生態(tài)向?qū)В瑥膫鹘y(tǒng)的畜牧業(yè)轉(zhuǎn)向更可持續(xù)的旅游業(yè)；游客支付的費(fèi)用中有固定比例直接投入生態(tài)保護(hù)基金。這種“保護(hù)性開(kāi)發(fā)”模式證明，最嚴(yán)格的生態(tài)約束反而能催生最具差異化的體驗(yàn)產(chǎn)品，實(shí)現(xiàn)生態(tài)價(jià)值與經(jīng)濟(jì)價(jià)值的正向循環(huán)。

Ii. Operational Dimension Upgrade: From "Managing Venues" to "Curating Experiences". Successful operation of scenic spots begins with the meticulous design of the "experience route". The operational model of the Akan Lake Hot Spring Area in Japan is worth learning from: from the moment tourists arrive, they enter a complete narrative - local Ainu cultural elements run through the signage system, architectural style, and event design. Handicraft experiences and nature observation activities that tourists can participate in are ingeniously integrated into the tour route. Even the orientation of the accommodation facilities' Windows and the materials of the bathhouses have been meticulously designed to ensure maximum interaction with the natural landscape. This "curatorial thinking" requires operators to think like museum curators: how to guide visitors to complete a profound exploration journey through the design of spatial sequence, interactive nodes and information hierarchy.

Data-driven: From "Experience-based Decision-making" to "Precise Reach". Digitalization is not merely about online ticket sales; it is a fundamental reconstruction of the operational model. Zhangjiajie Scenic Area has achieved a qualitative leap in operation by building a "smart brain" system: real-time passenger flow analysis enables the scenic area to dynamically adjust the tour routes and avoid congestion; Tourist behavior data helps optimize the layout of service facilities, making the locations of trash cans, rest areas and restrooms more scientific. The personalized recommendation system based on tourist profiles has increased the conversion rate of secondary consumption by 40%. More importantly, digital platforms enable scenic spots to establish continuous connections with tourists after their visits - through membership systems, content communities, and online activities, converting "one-time visitors" into "lifelong fans", achieving a transformation from "traffic" to "retention".

Community Symbiosis: From "Isolated Scenic Islands" to "Vibrant Ecology". A sustainable scenic area must be one that coexists with the local community. The practice of Yunnan Songtsam Culture and Tourism Group has provided valuable inspiration: the "Songtsam Loop" series of hotels it has created are deeply integrated into the local villages. 80% of the staff come from the local area, and the ingredients are purchased from nearby farmers. The design of tourism activities fully respects and showcases the local culture. This model has brought about multiple benefits: tourists can enjoy genuine cultural experiences, residents can obtain stable employment and income, traditional culture can be passed down in a dynamic way, and scenic spots have established an irreplaceable competitive edge. Scenic area operators need to reposition their roles - not as monopolists of resources, but as catalysts for community vitality and amplifiers of local value.

Content Activation: From "Static display" to "Dynamic Narrative". The key to the operation of cultural scenic spots lies in transforming static heritage into dynamic experiences. The transformation of Xi 'an Stele Forest Museum is refreshing: by developing "Stone Carving Art Workshops", visitors can experience rubbing making under the guidance of experts. Launch the "Night Tour of the Stele Forest" project, using light and shadow technology to bring the inscriptions on the stone steles to life, and have professional reciters interpret the stories behind the steles. Collaborate with educational institutions to develop a series of study Tours, transforming the Stele forest into a vivid history classroom. These operational innovations have extended the average visiting hours from 1.5 to 3.5 hours, and the cultural and creative revenue has increased by 300%. The contemporary vitality of cultural heritage precisely depends on the ability of operators to transform it into an engaging, perceivable and portable experience.

三、可持續(xù)運(yùn)營(yíng)的四大支柱體系，構(gòu)建面向未來(lái)的景區(qū)運(yùn)營(yíng)體系，需要四大支柱的協(xié)同支撐：

一是彈性管理框架，建立能夠快速響應(yīng)市場(chǎng)變化、游客需求、環(huán)境條件的柔性運(yùn)營(yíng)機(jī)制，如動(dòng)態(tài)票價(jià)系統(tǒng)、可調(diào)整的開(kāi)放策略、模塊化的活動(dòng)組合。二是人才賦能體系，將一線員工作為體驗(yàn)的關(guān)鍵傳遞者，通過(guò)系統(tǒng)培訓(xùn)使他們從“服務(wù)提供者”轉(zhuǎn)變?yōu)椤拔幕忈屨摺焙汀绑w驗(yàn) facilitator”。三是伙伴關(guān)系網(wǎng)絡(luò)，與旅行社、OTA平臺(tái)、文化機(jī)構(gòu)、教育組織等建立深度合作，將景區(qū)嵌入更廣泛的價(jià)值網(wǎng)絡(luò)，拓展客源渠道與體驗(yàn)邊界。四是長(zhǎng)效評(píng)價(jià)機(jī)制，超越簡(jiǎn)單的游客數(shù)量和收入指標(biāo)，建立涵蓋體驗(yàn)質(zhì)量、生態(tài)影響、社區(qū)受益、文化傳承等多維度的可持續(xù)發(fā)展評(píng)估體系。

從法國(guó)霞慕尼勃朗峰地區(qū)百年不衰的登山旅游運(yùn)營(yíng)，到中國(guó)烏鎮(zhèn)從觀光小鎮(zhèn)到文化度假目的地的華麗轉(zhuǎn)身，無(wú)不證明：景區(qū)可持續(xù)發(fā)展的核心秘密，并不在于擁有多么獨(dú)特的資源，而在于如何通過(guò)精細(xì)化、人性化、創(chuàng)新化的運(yùn)營(yíng)，讓這些資源在每個(gè)游客的體驗(yàn)中煥發(fā)新生。

Iii. The Four Pillar Systems for Sustainable Operation: To build a future-oriented scenic area operation system, the coordinated support of the four pillars is needed:

The first is an elastic management framework, establishing a flexible operation mechanism that can quickly respond to market changes, tourist demands, and environmental conditions, such as dynamic fare systems, adjustable opening strategies, and modular activity combinations. The second is the talent empowerment system, which regards front-line employees as the key transmitters of experience. Through systematic training, they are transformed from "service providers" to "cultural interpreters" and "experience facilitators". The third is the partnership network, which involves establishing in-depth cooperation with travel agencies, OTA platforms, cultural institutions, educational organizations, etc., embedding scenic spots into a broader value network, and expanding the channels for attracting tourists and the boundaries of their experiences. Fourth, a long-term evaluation mechanism should be established, transcending simple indicators such as the number of tourists and revenue. A sustainable development assessment system covering multiple dimensions including experience quality, ecological impact, community benefits, and cultural inheritance should be set up.

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