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“文旅+研學”模式應(yīng)運而生，成為連接旅游產(chǎn)業(yè)與教育需求的重要橋梁。研學旅行不僅符合國家素質(zhì)教育政策導向，更回應(yīng)了家庭消費升級中對“有意義旅行”的迫切需求。據(jù)統(tǒng)計，中國研學旅行市場規(guī)模已超千億元，年均增長率保持在15%以上，展現(xiàn)出強勁的發(fā)展勢頭。文旅項目與研學融合，本質(zhì)上是通過教育價值注入，延長游客停留時間、提升消費頻次、增強項目黏性的戰(zhàn)略選擇。不同文旅項目類型如何抓住這一機遇，設(shè)計符合自身特色的研學產(chǎn)品，實現(xiàn)教育價值與經(jīng)濟效益的雙贏，是當前行業(yè)面臨的核心課題。

一、不同類型文旅項目的“研學+”實踐路徑1）自然生態(tài)型景區(qū)：打造沉浸式自然科學課堂，對于以山川湖海、森林公園、地質(zhì)公園為代表的自然生態(tài)景區(qū)，研學開發(fā)應(yīng)聚焦于生態(tài)教育、地質(zhì)科普和戶外探索。這類項目的核心優(yōu)勢在于真實、豐富的自然資源。

產(chǎn)品設(shè)計思路：主題化課程體系：開發(fā)“森林生態(tài)考察”“地質(zhì)演變探索”“星空觀測營”等系列主題課程，將自然現(xiàn)象轉(zhuǎn)化為可體驗的教學內(nèi)容季節(jié)差異化設(shè)計：根據(jù)四季變化設(shè)計不同研學產(chǎn)品，如春季植物辨識、夏季昆蟲觀察、秋季果實采集、冬季動物蹤跡追蹤專業(yè)導師配置：與高校生物、地理專業(yè)合作，培養(yǎng)兼具專業(yè)知識與講解能力的研學導師。

案例參考：張家界國家森林公園推出“地質(zhì)奇觀研學營”，通過實地考察砂巖峰林地貌，結(jié)合VR技術(shù)還原三億八千萬年前的地質(zhì)變遷，成功吸引大量中小學團隊，復(fù)購率達40%。

盈利與引流策略：開發(fā)自然標本制作、生態(tài)瓶DIY等二次消費項目，與教育機構(gòu)合作推出寒暑假長期營，提高非旺季客流量建立“小小護林員”認證體系，激勵家庭重復(fù)參與。

2）文化遺產(chǎn)型項目：構(gòu)建活態(tài)歷史博物館，古城古鎮(zhèn)、歷史遺址、博物館等文化遺產(chǎn)類項目，具有天然的文化教育屬性。其研學開發(fā)關(guān)鍵在于如何將靜態(tài)展示轉(zhuǎn)化為動態(tài)體驗。

產(chǎn)品設(shè)計思路：角色代入式體驗：設(shè)計“一日古人生活”“考古發(fā)掘模擬”“傳統(tǒng)工匠體驗”等沉浸式活動文化解碼課程：將文物、建筑背后的歷史故事、工藝技術(shù)、審美觀念系統(tǒng)化呈現(xiàn)非遺傳承實踐：引入當?shù)胤俏镔|(zhì)文化遺產(chǎn)，讓學生親手參與制作過程。

案例參考：西安兵馬俑景區(qū)推出“秦風研學計劃”，學生可參與陶俑修復(fù)體驗、秦簡書寫、古代軍事陣法演練等活動，成功將平均參觀時間從2小時延長至6小時，人均消費提升150%。

盈利與引流策略：開發(fā)文創(chuàng)材料包，將體驗項目延伸至家庭場景；與歷史教科書內(nèi)容聯(lián)動，成為學校歷史教學的校外課堂；推出“文化護照”打卡系統(tǒng)，鼓勵多次到訪不同文化點。

3）主題公園與樂園：寓教于樂的創(chuàng)新實踐，主題公園的優(yōu)勢在于成熟的運營體系、高度的體驗性和娛樂性。研學開發(fā)需要在保持趣味性的同時，巧妙融入科學、藝術(shù)等教育元素。

產(chǎn)品設(shè)計思路：幕后揭秘課程：展示游樂設(shè)施背后的物理原理、動畫制作的技術(shù)流程、特效實現(xiàn)的科學原理創(chuàng)意工作坊：設(shè)立動畫制作、角色設(shè)計、場景搭建等藝術(shù)創(chuàng)作空間環(huán)保主題路線：結(jié)合園區(qū)設(shè)計，講解雨水收集系統(tǒng)、太陽能應(yīng)用、垃圾處理等環(huán)保實踐。

案例參考：上海迪士尼樂園推出“迪士尼想象工程研學營”，讓學生了解游樂項目從概念設(shè)計到技術(shù)實現(xiàn)的全過程，成為長三角地區(qū)最受歡迎的高端研學產(chǎn)品之一。

盈利與引流策略：開發(fā)“樂園+研學”套餐，提高客單價；針對不同年齡段設(shè)計差異化產(chǎn)品，覆蓋更廣客群；與學?？萍脊?jié)、藝術(shù)節(jié)合作，提供定制化活動方案。

4）鄉(xiāng)村文旅項目：田園成為自然教室，鄉(xiāng)村旅游的興起為研學提供了廣闊空間。鄉(xiāng)村的生態(tài)環(huán)境、農(nóng)耕文化、民俗傳統(tǒng)都是城市孩子稀缺的教育資源。

產(chǎn)品設(shè)計思路：農(nóng)耕體驗系列：設(shè)計從播種到收獲的全周期農(nóng)耕體驗，結(jié)合現(xiàn)代農(nóng)業(yè)科技展示鄉(xiāng)土文化傳承：學習傳統(tǒng)手工藝、地方戲曲、民間故事等非物質(zhì)文化遺產(chǎn)生態(tài)循環(huán)實踐：參與生態(tài)農(nóng)場建設(shè)，了解循環(huán)農(nóng)業(yè)、有機種植等可持續(xù)生活方式。

案例參考：浙江莫干山某民宿集群聯(lián)合推出“山野學堂”，整合周邊竹林、茶園、溪流資源，開發(fā)自然觀察、戶外生存、生態(tài)藝術(shù)等課程，年均接待研學團隊超500批次。

盈利與引流策略：開發(fā)農(nóng)產(chǎn)品深加工體驗，延伸消費鏈條；設(shè)計周末家庭研學套餐，平衡工作日團隊與周末散客；與城市學校建立長期合作，成為固定實踐基地。

5）城市文旅綜合體：都市文化資源的教育轉(zhuǎn)化，城市中的科技館、美術(shù)館、商業(yè)文化街區(qū)等，具有交通便利、設(shè)施完善、資源集中的優(yōu)勢。

產(chǎn)品設(shè)計思路：城市探索課程：通過城市徒步、建筑觀察、社區(qū)訪談等方式認識城市脈絡(luò)藝術(shù)鑒賞實踐：在美術(shù)館、劇院開展藝術(shù)工作坊，學習欣賞與創(chuàng)作科技創(chuàng)新體驗：利用科技館、創(chuàng)新工場等資源，開展編程、機器人、3D打印等STEM教育。

案例參考：成都遠洋太古里聯(lián)合周邊文化場所推出“都市文化研學線”，將商業(yè)空間、歷史建筑、當代藝術(shù)展覽串聯(lián)，探索城市更新的文化邏輯，成為城市研學的創(chuàng)新模式。

盈利與引流策略：開發(fā)短時高頻的課后研學產(chǎn)品，滿足城市家庭日常需求；與企業(yè)CSR項目合作，開發(fā)員工親子研學活動；打造“城市研學通行證”，整合多個場所資源。

The "culture and tourism + study Tours" model has emerged as an important bridge connecting the tourism industry and educational demands. Study Tours not only conform to the national policy orientation of quality-oriented education, but also respond to the urgent demand for "meaningful travel" in the process of family consumption upgrade. According to statistics, the market size of study Tours in China has exceeded 100 billion yuan, with an average annual growth rate of over 15%, demonstrating a strong development momentum. The integration of cultural tourism projects and study Tours is essentially a strategic choice to extend tourists' stay time, increase consumption frequency and enhance project stickiness by injecting educational value. How different types of cultural and tourism projects can seize this opportunity, design study Tours that suit their own characteristics, and achieve a win-win situation of educational value and economic benefits is the core issue currently faced by the industry.

I. Practical Paths of "Study Tour +" for Different Types of Cultural and Tourism Projects

1) Natural ecological scenic spots: Create immersive natural science classrooms. For natural ecological scenic spots represented by mountains, rivers, lakes, seas, forest parks, and geological parks, the development of study Tours should focus on ecological education, geological science popularization, and outdoor exploration. The core advantage of this type of project lies in its genuine and abundant natural resources. Product design concept: Thematic curriculum system: Develop a series of thematic courses such as "Forest Ecological Investigation", "Geological Evolution Exploration", and "Starry Sky Observation Camp", transforming natural phenomena into experiential teaching content. Seasonal differentiated design: Design different study tour products based on the changes of the four seasons, such as plant identification in spring, insect observation in summer, fruit collection in autumn, and animal tracking in winter. Professional mentor configuration: Cooperate with the biology and geography departments of universities to cultivate study tour mentors who possess both professional knowledge and the ability to explain.

Case reference: Zhangjiajie National Forest Park launched a "Geological Wonder Study Camp". By conducting on-site investigations of sandstone peak forest landforms and combining VR technology to recreate geological changes 380 million years ago, it successfully attracted a large number of primary and secondary school teams, with a repurchase rate of 40%. Profit and traffic diversion strategies: Develop secondary consumption projects such as natural specimen making and DIY ecological bottles, cooperate with educational institutions to launch long-term camps during winter and summer vacations to increase the number of visitors during off-peak seasons, establish a "Little Forest Ranger" certification system to encourage families to participate repeatedly.

2) Cultural heritage projects: Build living historical museums. Ancient cities and towns, historical sites, museums and other cultural heritage projects have natural cultural and educational attributes. The key to its research and study development lies in how to transform static display into dynamic experience. Product design concept: Role-playing experience: Design immersive activities such as "A Day in Ancient Life", "Archaeological Excavation Simulation", and "Traditional Craftsman Experience". Cultural Decoding course: Systematically present the historical stories, craftsmanship techniques, and aesthetic concepts behind cultural relics and buildings. Intangible Cultural Heritage Inheritance practice: Introduce local intangible cultural heritage and let students participate in the production process by themselves. Case reference: The Terracotta Army Scenic Area in Xi 'an has launched the "Qin Style Research and Study Program", where students can participate in activities such as terracotta Army restoration experiences, Qin bamboo slips writing, and ancient military formation drills. This has successfully extended the average visiting time from 2 hours to 6 hours and increased per capita consumption by 150%. Profit and traffic diversion strategies: Develop cultural and creative material packages and extend experience projects to home scenarios; It is linked with the content of history textbooks and becomes an off-campus classroom for school history teaching. Introduce a "Cultural Passport" check-in system to encourage multiple visits to different cultural sites.

3) Theme Parks and Amusement Parks: An innovative practice of combining education with entertainment. The advantages of theme parks lie in their mature operation systems, high levels of experience and entertainment. Research and study development should maintain its interest while ingeniously integrating educational elements such as science and art. Product design concept: Behind-the-scenes Unveiling Course: Demonstrate the physical principles behind amusement facilities, the technical process of animation production, and the scientific principles of special effects realization. Creative Workshop: Set up artistic creation Spaces such as animation production, character design, and scene construction. Environmental Protection Theme route: Combine park design to explain environmental protection practices such as rainwater collection systems, solar energy applications, and garbage disposal. Case reference: Shanghai Disneyland has launched the "Disney Imagination Engineering Study Camp", allowing students to understand the entire process from concept design to technical implementation of the rides. It has become one of the most popular high-end study products in the Yangtze River Delta region. Profit and traffic diversion strategies: Develop "park + study tour" packages to increase the average transaction value; Design differentiated products for different age groups to cover a broader customer base; Cooperate with the school's science and technology festival and art festival to provide customized activity plans.

二、“研學+”業(yè)態(tài)的盈利模式創(chuàng)新，多元收入結(jié)構(gòu)設(shè)計，成功的研學項目需要突破單一門票經(jīng)濟，構(gòu)建多元化收入體系：

課程服務(wù)收入：根據(jù)不同課程內(nèi)容、師資配置、材料成本差異化定價；衍生品銷售：開發(fā)與研學主題相關(guān)的教具、圖書、文創(chuàng)產(chǎn)品；認證與測評：提供學習成果認證、能力測評報告等增值服務(wù)；師資培訓：為學校教師提供研學指導培訓，成為行業(yè)服務(wù)提供商；場地租賃：為學校、機構(gòu)開展研學活動提供場地和專業(yè)支持。

成本控制與效率提升：課程模塊化設(shè)計：將研學內(nèi)容模塊化，便于根據(jù)不同需求快速組合，降低開發(fā)成本；導師資源共享：建立區(qū)域研學導師庫，實現(xiàn)優(yōu)質(zhì)師資高效配置；數(shù)字化工具應(yīng)用：開發(fā)研學管理平臺，實現(xiàn)課程預(yù)訂、物料管理、效果評估的數(shù)字化；淡旺季平衡：設(shè)計季節(jié)適應(yīng)性課程和室內(nèi)外結(jié)合方案，緩解季節(jié)性波動。引流策略：從教育入口到文旅消費，教育渠道深耕；與教育部門合作：爭取將項目納入當?shù)刂行W社會實踐基地目錄；課程體系銜接：將研學內(nèi)容與學校課程標準對接，增強教育相關(guān)性；教師社群建設(shè)：通過教師體驗活動、教研合作建立信任關(guān)系。家庭市場拓展：親子產(chǎn)品設(shè)計：開發(fā)適合家庭周末參與的短時研學產(chǎn)品；社交媒體傳播：鼓勵家長分享孩子的研學成果，形成口碑傳播；會員體系建立：推出研學會員卡，提供課程折扣、專屬活動等權(quán)益。跨界資源整合：教育機構(gòu)合作：與培訓機構(gòu)、幼兒園、高校等建立合作關(guān)系；企業(yè)市場開發(fā)：針對企業(yè)團隊建設(shè)、家庭日需求開發(fā)定制產(chǎn)品；線上流量轉(zhuǎn)化：通過知識付費、在線課程等形式吸引用戶，轉(zhuǎn)化為線下體驗。

Second, the profit model innovation of the "Study Tour +" business format and the design of a diversified income structure. Successful study tour projects need to break through the single ticket economy and build a diversified income system:

Course service revenue: Differentiated pricing based on different course contents, faculty allocation, and material costs. Derivative product sales: Develop teaching AIDS, books, and cultural and creative products related to study tour themes; Certification and Assessment: Provide value-added services such as learning outcome certification and ability assessment reports; Teacher training: Provide research and study guidance training for school teachers and become an industry service provider; Venue rental: Provide venues and professional support for schools and institutions to carry out study Tours. Cost control and efficiency improvement: Modular course design: Modularize the study and research content to facilitate rapid combination based on different needs and reduce development costs. Mentor resource sharing: Establish a regional research and study mentor database to achieve efficient allocation of high-quality teaching staff. Digital tool application: Develop a study tour management platform to achieve digitalization of course booking, material management, and effect evaluation. Balance between peak and off-peak seasons: Design seasonal adaptive courses and indoor and outdoor combined programs to alleviate seasonal fluctuations.

Traffic diversion strategy: From educational entry points to cultural and tourism consumption, deeply cultivate educational channels; Cooperate with the education department: Strive to have the project included in the local directory of social practice bases for primary and secondary schools; Curriculum system connection: Align the research and study content with the school's curriculum standards to enhance educational relevance. Teacher community building: Establish trust relationships through teacher experience activities and teaching and research cooperation. Family market expansion: Parent-child product design: Develop short-term study Tours suitable for family participation on weekends; Social media dissemination: Encourage parents to share their children's study tour achievements to form word-of-mouth promotion. Membership system establishment: Launch study tour membership cards, offering benefits such as course discounts and exclusive activities. Cross-border resource integration: Cooperation with educational institutions: Establishing cooperative relationships with training institutions, kindergartens, universities, etc. Enterprise market development: Develop customized products for enterprise team building and family daily needs. Online traffic conversion: Attract users through forms such as knowledge payment and online courses, and convert them into offline experiences.

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