文旅案例 | 乡村营地：以低流量入口重塑乡村文旅新生态、构建“营地+”微度假生态系统

【友情提示】世界那么大，为防走散，请将AYS爱易设规划设计事务所加星标！关注爱易设，关注AYS规划设计事务所，点击上方名片-点右上角弹出菜单栏设为星标即可。

乡村营地，作为一种轻介入、深体验、强连接的业态，正从单纯的住宿产品演变为激活乡村资源的“枢纽”和深度文旅体验的“入口”。其核心使命，并非在城市之外复制另一个精致化的消费空间，而是成为都市人群与真实乡村生活、自然生态、地方文化进行沉浸式对话的“翻译器”与“接口”。发展的关键思路，在于放弃高成本、重资产、大流量的传统旅游开发逻辑，转向以内容为核心、以社群为纽带、以融合为路径的低成本、精细化、可持续运营模式。

一、乡村营地的核心定位：不止于住宿，而是乡村生活的当代接口，成功的乡村营地，本质是提供一个“乡村生活方式的体验框架”。它应实现三重价值统一：

对游客而言：是短暂逃离城市、沉浸自然、获得松弛感与社群归属感的“第二家园”。对乡村而言：是盘活闲置资产（宅基地、集体建设用地、山林湖滩）、导入新消费人群、带动本地就业与农产品溢价的“经济触媒”。对文化而言：是让传统技艺、农耕智慧、民俗节庆以可体验、可传承、可创新的方式活化的“展示舞台”。因此营地的规划与设计，必须根植于所在地的“在地性”。低成本营造的精髓，在于“巧于因借，精在体宜”：利用原有的地形地貌、水系林木，改造废弃的校舍、粮仓、院落，使用本土的竹、木、石等材料。硬件投入做减法，环境融合与体验设计做加法。例如，浙江莫干山的部分营地，利用梯田景观设置无边际帐篷平台，用旧砖瓦砌筑公共灶台，成本可控，却极大地强化了场所的独特记忆。

Rural campsites, as a business model that features light intervention, deep experience and strong connection, are evolving from mere accommodation products into a "hub" for activating rural resources and an "entry point" for in-depth cultural and tourism experiences. Its core mission is not to replicate another refined consumption space outside the city, but to serve as a "translator" and "interface" for immersive dialogue between urban residents and real rural life, natural ecology, and local culture. The key idea for development lies in giving up the traditional tourism development logic of high cost, heavy assets and large traffic, and making a shift

A low-cost, refined and sustainable operation model centered on content, linked by communities and following the path of integration.

I. The core positioning of rural campsites: It is not merely about accommodation, but a contemporary interface for rural life. A successful rural campsite, in essence, provides an "experience framework for rural lifestyle". It should achieve the unity of three values: For tourists, it is a "second home" where they can briefly escape the city, immerse themselves in nature, and gain a sense of relaxation and community belonging. For rural areas, it serves as an "economic catalyst" to revitalize idle assets (such as homesteads, collective construction land, mountains, forests, lakes and beaches), introduce new consumer groups, and boost local employment and the premium of agricultural products. For culture, it is a "showcase stage" that brings traditional skills, farming wisdom, and folk festivals to life in an experiential, inheritable, and innovative way. Therefore, the planning and design of the campsite must be rooted in the "locality" of the location. The essence of low-cost construction lies in "skillfully borrowing from the source and precisely adapting to the body" : making use of the original topography, water systems and forests, renovating abandoned school buildings, granaries and courtyards, and using local materials such as bamboo, wood and stone. Reduce hardware investment while increase environmental integration and experience design. For instance, in some campsites in Moganshan, Zhejiang Province, the terraced field landscape is utilized to set up an endless tent platform, and old bricks and tiles are used to build public stoves. The cost is controllable, but it greatly enhances the unique memory of the place.

二、发展路径：构建“营地+”微度假生态系统，单一住宿功能吸引力薄弱，必须通过“营地+”模式，构建内循环的消费闭环和丰富的体验时序。

+自然教育：依托山林、田野、溪流，开发观星、徒步、溯溪、农耕科普、昆虫观察等课程。与专业机构或KOL（关键意见领袖）合作，将营地变为“户外教室”。这是吸引亲子家庭的核心抓手。+本土文化：将营地活动与乡村时序绑定。春季策划采茶制茶体验，夏季结合乡村戏剧节，秋季开展丰收庆典与美食制作，冬季围炉煮茶、听老人讲述村史。邀请本地非遗传承人、老手艺人开设短期工作坊，使文化体验“场景化”、“日常化”。+创意农业：将营地视为“农田的会客厅”。开发“认养一分地”、“专属果树”等会员制产品，举办“从土地到餐桌”的农事体验与主题晚餐。与周边农户形成订单农业，将营地客人转化为优质农产品的稳定消费者，实现三产反哺一产。+社群活动：定期举办主题鲜明的社群活动，如户外电影节、瑜伽静修营、自然音乐会、创业者沙龙等。通过持续的内容输出，将一次性游客沉淀为具有身份认同的“营友”社群，他们是复购与传播的核心力量。

三、低成本引流与宣传：内容驱动、社群共生、口碑裂变，在预算有限的前提下，引流宣传必须摒弃传统旅游广告的“广撒网”思维，转向“精准渗透、价值吸引、圈层裂变”的精细化运营。

第一阶段：内容筑基——打造“可传播的在地故事”，视觉锚点设计：投入少量成本，创造极具辨识度与传播力的视觉场景。例如，一棵造型独特的树下的秋千、面向稻田的复古自行车、夜晚点缀着串灯的长桌宴。这些场景天然适合拍照打卡，成为营地的“视觉名片”。深耕内容平台：无需全面铺开，集中精力运营1-2个最贴合营地调性的平台。小红书：核心阵地。以“美好生活方式”图文/短视频为主，突出“治愈感”、“出片率”、“亲子友好”、“独特体验”。关键词布局至关重要，如“北京周边露营地”、“江浙沪小众营地”、“星空帐篷”。抖音/视频号：侧重动态体验与情绪共鸣。直播营地日常（如准备早餐、带领徒步）、发布短剧式vlog（记录一个家庭在营地的一天）、制作展现乡村四季之美的短片。微信公众号：用于深度内容沉淀，发布营地故事、业主访谈、在地风物介绍、活动长文回顾，塑造品牌厚度。内容生产众包：主动邀请本地的摄影师、画家、作家、音乐人等创作者前来体验，以资源置换（提供免费住宿）获取高质量原创内容。他们的视角往往能发现营地未被言说的美。

第二阶段：社群渗透——从“观众”到“参与者”，种子用户培育：首批客户至关重要。可通过定向邀请周边城市的亲子社群主理人、户外俱乐部领队、生活美学类博主等进行深度体验。给予他们一定的优惠或权益，鼓励其进行真实分享，他们的背书极具公信力。构建会员体系：设计轻量化的会员制度，如“年度营友”。会员享有预定优先权、活动折扣、生日礼遇、时令农产品直送等权益。通过会员群进行日常互动、活动预告、意见征集，营造归属感。合作跨界破圈：与调性相符但不同领域的品牌进行资源互换。例如，与高端自行车品牌合作举办乡村骑行活动，与独立书店合作举办田野阅读会，与精油品牌合作举办芳香疗愈工作坊。共享双方客户群，实现低成本跨圈层引流。

第三阶段：口碑裂变——让客人成为代言人，设计“社交货币”：在体验流程中，刻意设计便于客人分享的环节。如入住时赠送印有营地logo的环保帆布袋、定制款明信片；在特色活动（如制作竹筒饭、植物拓染）结束时，引导客人合影并设置专属分享话题。激励式分享机制：推出“老友推荐计划”，推荐新客人成功入住后，双方均可获得优惠券或特色礼品（如一罐营地自制的蜂蜜）。将分享从自发行为变为有轻微激励的愉快互动。服务即宣传：极致的、充满人情味的服务本身是最好的宣传。记住客人的名字和偏好，离店时赠送一包刚从菜地摘的蔬菜，这些超预期的细节，会激发客人发自内心的感动与分享欲。

Ii. Development Path: Build a "camp +" micro-vacation ecosystem. The appeal of a single accommodation function is weak. It is necessary to build an internal consumption closed loop and a rich experience sequence through the "camp +" model.

+ Nature Education: Relying on mountains, forests, fields and streams, develop courses such as stargazing, hiking, stream tracing, agricultural science popularization and insect observation. Collaborate with professional institutions or Kols (Key Opinion Leaders) to transform the camp into an "outdoor classroom". This is the core handle to attract parent-child families. + Local culture: Link camp activities to the rural time sequence. In spring, tea-picking and tea-making experiences are planned; in summer, it is combined with the rural drama festival; in autumn, harvest celebrations and food making are held; in winter, people gather around a stove to brew tea and listen to the elders tell the village's history. Invite local intangible cultural heritage inheritors and veteran artisans to hold short-term workshops to make cultural experiences "scene-based" and "routine". + Creative Agriculture: Regard the camp as the "reception hall of the farmland". Develop membership-based products such as "Adopt One Piece of Land" and "Exclusive Fruit Trees", and hold agricultural experiences and theme dinners from "land to table". Form order-based agriculture with surrounding farmers, convert camp guests into stable consumers of high-quality agricultural products, and achieve the feedback of the tertiary industry to the primary industry. + Community Activities: Regularly hold community activities with distinct themes, such as outdoor film festivals, yoga recamps, nature concerts, and entrepreneur salons, etc. Through continuous content output, one-time visitors can be retained as a "camp friend" community with a sense of identity. They are the core force for repeat purchases and dissemination.

Iii. Low-cost Lead Generation and Promotion: Content-driven, community symbiosis, and word-of-mouth expansion. Under the premise of a limited budget, lead generation and promotion must abandon the traditional "casting a wide net" thinking of tourism advertising and shift to a refined operation of "precise penetration, value attraction, and circle expansion".

Phase One: Content Foundation Building - Creating "local stories that can be shared", Visual Anchor Point Design: Invest a small amount of cost to create highly recognizable and communicative visual scenes. For instance, a swing under a uniquely shaped tree, a vintage bicycle facing the rice field, and a long table banquet decorated with string lights at night. These scenes are naturally perfect for taking photos and checking in, becoming the "visual business card" of the campsite. Deeply cultivate content platforms: There is no need to fully expand. Focus on operating 1-2 platforms that best match the tone of the camp. Xiaohongshu: The core stronghold. The content mainly features "beautiful lifestyle" pictures, texts and short videos, highlighting the "healing effect", "high success rate", "parent-child friendliness" and "unique experience". Keyword layout is of vital importance, such as "campsites around Beijing", "niche campsites in Jiangsu, Zhejiang and Shanghai", and "starry sky tents". Douyin/Video Account: Focusing on dynamic experience and emotional resonance. Live-stream the daily life of the campsite (such as preparing breakfast and leading hiking), release short play-style vlogs (documenting a family's day at the campsite), and produce short films showcasing the beauty of the four seasons in the countryside. Wechat Official Account: It is used for in-depth content accumulation, publishing camp stories, owner interviews, local product introductions, and long article reviews of activities, to build brand depth. Content production crowdsourcing: Actively invite local photographers, painters, writers, musicians and other creators to experience it, and obtain high-quality original content through resource exchange (free accommodation provided). Their perspectives often reveal the unspoken beauty of the camp.

Phase Two: Community Penetration - From "Audience" to "Participants", Seed User Cultivation: The first batch of customers is crucial. In-depth experiences can be conducted by specifically inviting the managers of parent-child communities, leaders of outdoor clubs, and bloggers specializing in life aesthetics from nearby cities. Offer them certain discounts or benefits and encourage them to share truthfully. Their endorsement is highly credible. Build a membership system: Design a lightweight membership system, such as "Annual Camper". Members enjoy benefits such as priority booking, event discounts, birthday gifts, and direct delivery of seasonal agricultural products. Create a sense of belonging through daily interaction, activity announcements and opinion collection in the member group. Cross-border cooperation and breaking through circles: Exchanging resources with brands that are in line with the tone but from different fields. For instance, we have collaborated with high-end bicycle brands to hold rural cycling events, worked with independent bookstores to organize field reading sessions, and worked with essential oil brands to hold aromatherapy workshops. Share the customer groups of both sides to achieve low-cost cross-circle traffic diversion.

- END -

内容整理｜爱易设规划设计事务所、AYS爱易设

素材来源｜部分文案及图片来源于网络

文章声明｜文章及图片内容仅供参考，我们尊重原创和知识产权，所有转载或改编均会明确标注出处；若不慎侵犯了第三方权益，请立即联系我们，我们将尽快处理。

易老师联系方式：13717943868