文旅案例 | 文商旅综合体运营：内容、场景与社群的运营新思路、回归以人为本的文化深耕

【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。

单纯的物理空间叠加已无法满足消费者的深层需求，文商旅综合体的发展正面临从“规模扩张”向“品质深耕”的关键转折。面对Z世代崛起、体验经济深化、数字化浪潮席卷的新文旅时代，如何真正盘活存量、吸引增量，构建可持续的运营生态。

一、精准把脉：当下文旅市场的结构性变革消费者代际变迁与需求演变：Z世代正成为文旅消费的主力军，他们迥异于前代的消费特征彻底重塑了市场逻辑。这批“数字原住民”注重体验而非占有，追求社交货币与圈层认同，热衷在小红书、抖音等平台进行“打卡式消费”。他们不再满足于走马观花，而是渴望深度参与、情感共鸣与文化认同。这意味着，文商旅项目必须从“卖商品”转向“卖体验”，从“提供场所”转向“制造记忆”。“在地文化”的强势复兴与国潮涌动：千城一面的商业格局引发审美疲劳，消费者开始呼唤独特的、有根的、有故事的文化体验。“在地文化”的挖掘与现代表达成为破局关键。从西安“长安十二时辰”对唐风市井的沉浸式还原，到苏州“双塔市集”对传统菜场的文创改造，成功案例无不证明：真正触动人心的是独一无二的本土叙事。与此同时，国潮兴起为传统文化元素的商业转化开辟了广阔空间，将非遗、老字号、地方风物转化为年轻人追捧的时尚符号。技术赋能下的沉浸式体验常态化：VR/AR、数字光影、全息投影等新技术不再是锦上添花的点缀，而是构建核心竞争力的基础设施。沉浸式演艺、剧本游、数字艺术展等已成为文商旅项目的“标配”。技术的作用不仅是炫酷，更是打破时空界限，深化叙事维度，让消费者从旁观者变为参与者，甚至成为故事的一部分。“微度假”模式与城市休闲空间的崛起：后疫情时代，远途旅游不确定性增加，以城市及周边为半径的“微度假”成为主流。消费者期待在短时间内获得身心放松与文化滋养。这要求文商旅综合体超越传统的购物中心功能，转型为满足周末休闲、亲子互动、朋友社交、文化充电的城市文化会客厅与短途度假目的地

The simple superimposition of physical Spaces can no longer meet consumers' deep-seated demands. The development of cultural, commercial and tourism complexes is now facing a critical turning point from "scale expansion" to "quality deepening". In the new era of cultural tourism characterized by the rise of Generation Z, the deepening of the experience economy, and the sweeping digital wave, how can we truly revitalize the existing resources, attract new growth, and build a sustainable operational ecosystem?

I. Precise Diagnosis: As the cultural and tourism market undergoes structural changes and consumer generational shifts and demand evolution, Generation Z (born between 1995 and 2009) is becoming the main force in cultural and tourism consumption. Their distinct consumption characteristics from previous generations have completely reshaped the market logic. This group of "digital natives" focus on experience rather than possession, pursue social currency and circle recognition, and are enthusiastic about "swiping cards for consumption" on platforms such as Xiaohongshu and Douyin. They are no longer content with a cursory look but long for in-depth participation, emotional resonance and cultural identity. This means that cultural, commercial and tourism projects must shift from "selling goods" to "selling experiences", and from "providing venues" to "creating memories". The strong revival of "local culture" and the surging trend of national fashion: The uniform commercial landscape across thousands of cities has led to aesthetic fatigue, and consumers are beginning to call for unique, rooted, and story-filled cultural experiences. The exploration and modern expression of "local culture" have become the key to breaking the deadlock. From the immersive restoration of the Tang-style market in Xi 'an's "Twelve Hours of Chang 'an" to the cultural and creative transformation of the traditional market in Suzhou's "Twin Towers Market", all successful cases prove that what truly touches people's hearts is the unique local narrative. Meanwhile, the rise of the national trend has opened up a broad space for the commercial transformation of traditional cultural elements, turning intangible cultural heritage, time-honored brands and local specialties into fashionable symbols favored by young people.

Immersive experiences empowered by technology have become the norm: New technologies such as VR/AR, digital light and shadow, and holographic projection are no longer just embellishments but infrastructure for building core competitiveness. Immersive performances, script games, digital art exhibitions and the like have become the "standard equipment" of cultural, commercial and tourism projects. The role of technology is not only to be cool, but also to break the boundaries of time and space, deepen the narrative dimension, and transform consumers from onlookers to participants, and even become part of the story. The "Micro-vacation" model and the Rise of urban leisure Spaces: In the post-pandemic era, the uncertainty of long-distance travel has increased, and "micro-vacations" with cities and their surrounding areas as the radius have become mainstream. Consumers expect to achieve physical and mental relaxation as well as cultural nourishment in a short period of time. This requires cultural, commercial and tourism complexes to go beyond the traditional functions of shopping centers and transform into urban cultural living rooms and short-distance vacation destinations that meet the needs of weekend leisure, parent-child interaction, friend socializing and cultural recharge.

二、核心理念革新：从空间运营商到内容策展人，要盘活文商旅综合体，首要任务是实现运营理念的根本性转变。

从“流量思维”到“留量思维”：传统商业追求一次性人流与交易额，而成功的文商旅项目致力于构建深度用户关系。通过精细化会员体系、社群运营与情感连接，将游客转化为“粉丝”与“共建者”，提升复游率与终身价值。上海“TX淮海”通过孵化潮牌、举办青年文化派对，成功凝聚了稳定的年轻社群，便是典范。从“租赁逻辑”到“共创逻辑”：运营商不应仅是收租方，而应是内容生产者、生态搭建者与价值赋能者。需深度介入商户的业态规划与内容策划，与品牌主理人、艺术家、非遗传承人共同创作独特体验，形成“商业+文化”的有机化学反应。从“静态场所”到“动态舞台”：综合体本身应成为一个持续产生内容、永不落幕的舞台。通过常态化、系列化的活动策划（如主题市集、工作坊、小型演艺、文化沙龙），让空间始终充满活力与新鲜感，制造持续的“来访理由”。

三、破局路径：多维发力，构建可持续引流生态内容为王：打造独特的文化IP与叙事体系，深挖在地基因，塑造独特性：每个项目必须找到无可替代的文化锚点。例如，成都“Regular·源野”项目将地下公园、本土生活品牌与艺术空间结合，精准诠释了成都“安逸又时髦”的城市气质。构建原创IP矩阵：开发具有人格化、故事性的原创IP形象、主题故事线或年度文化节庆（如自有戏剧节、艺术季、美食节），形成品牌资产与持续吸引力。策展式零售与场景化叙事：打破传统店铺布局，采用策展思维组织商业空间。将商品置于故事场景中销售，如将茶具置于仿古茶寮，将服饰置于特定年代布景中，让消费成为文化体验的自然延伸。体验至上：构建全时段、多感官的沉浸场景，时空维度的扩展：夜经济激活：开发夜间灯光艺术、主题夜市、星空影院、沉浸式剧场，延长消费时段。淡季内容创新：针对不同季节、天气设计室内主题活动，如冬季温室花市、雨季室内音乐会，变淡季为特色季。空间场景的复合利用：创造性利用屋顶、露台、中庭、连廊等公共空间，打造空中花园、阶梯剧场、快闪市集、艺术装置展，让每一寸空间都产生价值与吸引力。科技与人文的深度融合：利用AR技术实现虚拟导览与历史还原，开发基于LBS的实景解谜游戏，让整个综合体变成一个大型互动游乐场。数字赋能：构建线上线下融合的智慧生态，线上引流矩阵建设：在抖音、小红书、B站等内容平台建立官方账号矩阵，持续产出高质量短视频、图文攻略、直播探店，与KOL/KOC深度合作，打造“必打卡”网络声量。私域流量池精耕：通过小程序、社群、会员APP，沉淀核心用户。提供线上预约、活动报名、社群互动、积分兑换、独家内容分享等服务，实现精准触达与深度运营。数据驱动的智慧运营：通过客流分析、消费数据、热力图等技术手段，洞察消费者行为偏好，动态优化业态组合、活动策划与动线设计，实现科学决策。社群筑基：构建高粘性的情感共同体，主理人经济与社群孵化：积极引入有故事、有粉丝、有创造力的品牌主理人、艺术家、手工艺人。他们不仅是商户，更是社群的发起者与凝聚核。运营商应提供孵化支持，构建“主理人生态”。兴趣社群的培育与运营：围绕亲子、艺术、美食、运动等主题，建立官方或半官方社群，定期组织专场活动、内部探班、主理人面对面，让消费者找到归属感与认同感。“超级用户”赋能计划：识别并赋能高活跃度、高影响力的用户，鼓励他们生产UGC内容、参与活动策划甚至参与空间共建，将用户转化为项目的“合伙人”与“代言人”。跨界联动：整合资源，放大品牌效应，文旅线路一体化：与周边景区、博物馆、剧院等联动，设计联票、联程动线，融入城市旅游大循环。异业品牌共创：与知名品牌、媒体、艺术机构联名，推出限定产品、主题展览、快闪活动，借助外部品牌势能提升自身影响力。城市公共功能承担：主动承接城市级文化节庆、艺术展览、发布会等活动，提升项目的公共属性与媒体曝光，塑造城市文化地标形象。

Second, Core concept Innovation: From space operators to content curators, to revitalize cultural, commercial and tourism complexes, the primary task is to achieve a fundamental transformation in operational concepts.

From "traffic thinking" to "retention thinking" : Traditional business pursues one-time foot traffic and transaction volume, while successful cultural, commercial and tourism projects are committed to building deep user relationships. Through a refined membership system, community operation and emotional connection, tourists can be transformed into "fans" and "co-builders", thereby increasing the rate of repeat visits and lifetime value. Shanghai's "TX Huaihai" has successfully gathered a stable young community by incubating trendy brands and hosting youth cultural parties, which is a prime example. From "leasing logic" to "co-creation logic" : Operators should not merely be tenants, but rather content producers, ecosystem builders and value enablers. It is necessary to deeply engage in the business format planning and content planning of merchants, and jointly create unique experiences with brand managers, artists and intangible cultural heritage inheritors, forming an organic chemical reaction of "business + culture". From "static space" to "dynamic stage" : The complex itself should become a stage that continuously generates content and never closes. Through regular and serialized event planning (such as theme markets, workshops, small-scale performances, and cultural salons), the space is always full of vitality and freshness, creating a continuous "reason to visit".

Iii. Breakthrough Path: Multi-dimensional Efforts to Build a Sustainable Traffic Diversion Ecosystem. Content is King: Create unique cultural ips and narrative systems, deeply explore local genes, and shape uniqueness: Each project must find an irreplaceable cultural anchor point. For instance, the "Regular· Yuan Ye" project in Chengdu combines underground parks, local lifestyle brands and art Spaces, precisely interpreting the city's "laid-back yet fashionable" character. Build an original IP matrix: Develop original IP images, theme storylines or annual cultural festivals (such as self-owned drama festivals, art seasons, food festivals) that are personified and story-driven to form brand assets and sustained appeal. Curatorial retail and scenario-based narrative: Breaking the traditional store layout and organizing commercial Spaces with curatorial thinking. Selling goods within a story setting, such as placing tea sets in an antique tea house or clothing in a specific era backdrop, makes consumption a natural extension of cultural experience.

Experience First: Build all-day, multi-sensory immersive scenes, expand the dimension of time and space: Activate the night economy: Develop night light art, theme night markets, starry sky cinemas, and immersive theaters, and extend the consumption period. Off-season content innovation: Design indoor theme activities for different seasons and weather conditions, such as winter greenhouse flower markets and indoor concerts during the rainy season, transforming the off-season into a distinctive one. The composite utilization of spatial scenesCreatively utilize public Spaces such as rooftops, terraces, atriums, and corridors to create sky gardens, stepped theaters, pop-up markets, and art installation exhibitions, making every inch of space generate value and appeal. The deep integration of technology and humanity: Utilizing AR technology to achieve virtual navigation and historical restoration, developing real-scene puzzle games based on LBS, and transforming the entire complex into a large-scale interactive amusement park.

Digital Empowerment: Building an integrated online and offline smart ecosystem. Construction of an online traffic diversion matrix: Establish an official account matrix on content platforms such as Douyin, Xiaohongshu, and Bilibili, continuously produce high-quality short videos, graphic guides, and live-streaming store explorations, and deeply cooperate with Kols/KOCs to create a "must-visit" online presence. Intensive cultivation of private domain traffic pool: Through mini-programs, communities, and member apps, core users are accumulated. We offer services such as online reservation, event registration, community interaction, points redemption, and exclusive content sharing to achieve precise reach and in-depth operation. Data-driven intelligent operation: Through technical means such as customer flow analysis, consumption data, and heat maps, it gains insights into consumer behavior preferences, dynamically optimizes business format combinations, event planning, and circulation line design, and achieves scientific decision-making.

Community Foundation Building: Constructing a highly sticky emotional community. Host Economy and community Incubation: Actively introducing brand hosts, artists, and artisans with stories, fans, and creativity. They are not only merchants but also the initiators and core of the community. Operators should provide incubation support and build an "ecosystem of managers". Cultivation and operation of interest communities: Establish official or semi-official communities around themes such as parent-child, art, food, and sports. Regularly organize special events, internal visits, and face-to-face meetings with the hosts to help consumers find a sense of belonging and recognition. "Super User" Empowerment Program: Identify and empower highly active and influential users, encourage them to produce UGC content, participate in event planning, and even co-build Spaces, and transform users into "partners" and "spokespersons" of the project.

- 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