文旅案例 | 县域烟火气：小众文化的破圈表达、文旅新浪潮下的复苏密码与前瞻路径

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在城镇化进程加速与消费升级的双重浪潮下，中国县域正经历着前所未有的转型阵痛。县域“烟火气”——这一承载着地方文化记忆与生活美学的独特存在，呈现出复杂的发展态势。文化稀缺性与同质化并存，许多县域文旅项目陷入“千镇一面”的困境，仿古街区、标准化小吃街遍地开花，却丢失了真正的地方文化内核。与此同时，真正的县域特色——如传统手工艺、地方戏曲、民俗节庆等非物质文化遗产，却因缺乏现代转化而逐渐式微。

空间空心化与体验浅表化交织。随着青年人口外流，许多县域的历史街区、传统市集出现“空心化”现象，原真性生活场景逐渐消失。而新建的文旅项目往往停留于静态观赏层面，缺乏能让游客深度参与的沉浸式体验。消费升级与供给滞后失衡。当下消费者已从“观光式旅游”转向“体验式生活”，追求个性化、情感连接与在地文化深度互动。然而多数县域文旅供给仍停留在门票经济、纪念品销售的初级阶段，难以满足新一代消费者的需求。

一、前瞻思路：重构县域烟火气的五个维度场景再造：从物理空间到情感场域。未来的县域文旅应超越物理空间改造，着力构建“情感场域”。浙江省松阳县的“陈家铺平民书局”实践提供了范本——将废弃的乡村文化礼堂改造为悬崖书店，既保留了建筑的历史肌理，又注入了现代美学与文学内涵，成为连接城乡的文化节点。这种“记忆修复+功能重生”的模式，让烟火气在当代语境中得以延续。业态融合：从旅游消费到生活方式。文旅业态需要突破传统边界，实现“旅游+”的深度融合。福建屏南县探索的“艺术唤醒乡村”路径颇具启示：引入艺术家驻村计划，将老宅改造为工作室、画廊、民宿，培育出“油画+民宿+农产品”的复合业态。游客不再是匆匆过客，而是可参与创作、体验农事、与村民共餐的“临时村民”，消费行为自然融入生活流程。时间维度：从季节限定到全时体验。破解县域旅游“旺季人满为患，淡季门可罗雀”的困境，需要构建全时体验系统。陕西袁家村的“二十四节气生活节”提供了思路：将传统节气民俗转化为每月不同的主题活动——春季的农耕体验、夏季的星空露营、秋季的丰收庆典、冬季的年俗市集，让每个季节都有独特的吸引力，形成可持续的消费节奏。社群激活：从旁观者到共建者。县域文旅的核心竞争力在于“人”的温度。四川明月村的“新村民计划”创新性地引入了“创客社群”——陶艺家、染布匠人、独立书店主理人通过审核后成为“新村民”，与本地村民共建社区。这种“专业人才+原住居民”的共生模式，既保留了本土文化基因，又注入了创新活力，形成了自生长的文旅生态系统。数字赋能：从实体体验到虚实共生。数字技术不应是实体体验的替代品，而应是其延伸与增强。江西婺源推出的“数字乡民”计划颇具前瞻性：游客可通过小程序认领一片油菜花田的数字权益，通过物联网设备实时观看生长状况，收获季节可获得实物菜籽油，并享有线下深度体验特权。这种“数字孪生+实体权益”的模式，突破了地域与时间限制，构建了持续的情感连接。

Under the dual waves of accelerated urbanization and consumption upgrade, China's counties are experiencing unprecedented transformational pains. The "vitality" of county-level areas - this unique existence that carries local cultural memories and life aesthetics - is presenting a complex development trend. Cultural scarcity and homogenization coexist. Many county-level cultural and tourism projects have fallen into the predicament of "all towns looking the same", with ancient-style streets and standardized snack streets blooming everywhere, but the true local cultural core has been lost. Meanwhile, the genuine county-level characteristics - such as traditional handicrafts, local operas, folk festivals and other intangible cultural heritages - have gradually declined due to the lack of modern transformation. The hollowing out of space and the superficiality of experience are intertwined. With the outflow of young people, many historical districts and traditional markets in counties have become "hollowed out", and authentic life scenes are gradually disappearing. However, newly-built cultural and tourism projects often remain at the level of static appreciation and lack immersive experiences that can deeply engage tourists. The imbalance between the upgrading of consumption and the lagging supply. Today, consumers have shifted from "sightseeing travel" to "experiential living", pursuing personalization, emotional connection and in-depth interaction with local culture. However, the supply of cultural tourism in most counties still remains at the primary stage of ticket economy and souvenir sales, which is difficult to meet the demands of the new generation of consumers.

I. Forward-looking Thinking: Reconstructing the Five Dimensions of County-level Vitality

Scene Recreation: From physical space to emotional field. In the future, county-level cultural tourism should go beyond the transformation of physical Spaces and focus on building "emotional fields". The "Chenjiapu People's Bookstore" in Songyang County, Zhejiang Province, provides a model for practice - transforming an abandoned rural cultural hall into a cliff bookstore, which not only retains the historical texture of the building but also infuses modern aesthetics and literary connotations, becoming a cultural node connecting urban and rural areas. This "memory restoration + functional rebirth" model enables the vitality of daily life to continue in the contemporary context. Business format integration: From tourism consumption to lifestyle. The cultural and tourism industry needs to break through traditional boundaries and achieve a deep integration of "tourism +". The path of "Art Awakening the Countryside" explored by Pingnan County, Fujian Province, is quite enlightening: introducing an artist-in-residence program, transforming old houses into studios, galleries and homestays, and fostering a composite business model of "oil painting + homestay + agricultural products". Tourists are no longer just passing travelers but "temporary villagers" who can participate in creation, experience farming, and have meals with villagers. Their consumption behavior naturally integrates into the daily routine. Time dimension: From seasonal limited to all-time experience. To break the predicament of county-level tourism being overcrowded during peak seasons and deserted during off-peak seasons, it is necessary to build a full-time experience system. The "24 Solar Terms Life Festival" in Yuanjia Village, Shaanxi Province, offers an idea: transforming traditional solar term customs into different monthly theme activities - farming experiences in spring, starry sky camping in summer, harvest celebrations in autumn, and New Year customs markets in winter, making each season have its unique appeal and forming a sustainable consumption rhythm. Community Activation: From Onlookers to Co-builders. The core competitiveness of county-level cultural tourism lies in the warmth of "people". The "New Villagers Program" in Mingyue Village, Sichuan Province, innovatively introduced a "maker community" - potters, fabric dyeing artisans, and independent bookstore managers, after passing the review, became "new villagers" and jointly built the community with local villagers. This symbiotic model of "professional talents + original residents" not only retains the local cultural genes but also injects innovative vitality, forming a self-growing cultural and tourism ecosystem. Digital Empowerment: From Physical Experience to Virtual-Real Coexistence. Digital technology should not be a substitute for physical experiences, but rather an extension and enhancement of them. The "Digital Villagers" program launched by Wuyuan, Jiangxi Province, is highly forward-looking: Tourists can claim digital rights to a rapeseed field through a mini-program, view the growth status in real time via Internet of Things devices, obtain physical rapeseed oil during the harvest season, and enjoy the privilege of in-depth offline experience. This "digital twin + physical rights" model breaks through geographical and temporal limitations and builds a continuous emotional connection.

二、案例深解：屏南模式的三重创新，福建屏南县的文旅转型，系统性地呈现了县域烟火气的重生路径：

内容创新：传统技艺的当代转译。屏南挖掘濒临消失的木拱廊桥营造技艺、红曲黄酒酿造技术等非物质文化遗产，不是将其博物馆化，而是通过“传承人+设计师”模式进行产品转化。例如，传统黄酒被重新设计为符合年轻审美的“文创酒”，搭配现代品饮场景；廊桥技艺转化为建筑美学课程和文创积木，实现了文化价值的当代释放。

运营创新：多方参与的共生系统。屏南创立“政府搭台、企业运营、村民入股、创客参与”的四维模式。政府负责基础设施与政策支持，专业文旅公司进行整体运营，村民以闲置资产入股享受分红，各类创客则提供内容生产。这一模式平衡了商业效率与文化保护，形成了自我造血的良性循环。

传播创新：小众文化的破圈表达。屏南放弃传统旅游广告模式，转向内容驱动的精准传播。通过邀请文学、建筑、设计领域的关键意见领袖深度体验，产出高质量内容；与视频平台合作推出“乡土生活家”系列纪录片；开发“屏南风物”小程序，将地方故事、手工艺课程、特产预售融为一体，构建了完整的内容生态。

三、未来趋势：县域文旅的四个转向，基于消费习惯与科技发展，县域文旅将呈现以下趋势：

体验从标准化到个性化。随着Z世代成为消费主力，他们对“真实”“独特”“可参与”的追求将推动县域文旅从标准化产品向定制化体验转型。未来可能出现更多基于个人兴趣的“微主题游”——如古建筑修复体验、地方植物研学、方言音乐采集等深度项目。空间从景点化到生活化。文旅空间将更加模糊“景区”与“社区”的边界，游客体验将更深度融入当地日常生活——清晨与村民共赴市集采购，午后参与手工作坊，傍晚围坐听地方故事，实现真正的“生活在别处”。消费从实物化到情感化。消费者越来越愿意为情感价值、文化认同支付溢价。县域文旅需要构建完整的意义系统，将地方文化转化为可感知、可参与、可携带的情感体验，如一套融入地方元素的茶器、一次与非遗传承人的私教课、一个持续更新的地方故事订阅服务。连接从单次到持续。借助数字技术，游客与县域的连接将突破“一次旅行”的局限，发展为持续的情感投资。通过会员体系、数字权益、线上社群等工具，县域可以构建跨越时空的“情感共同体”，实现从旅游目的地到精神归属地的升华。

Ii. In-depth Case Analysis: The Triple Innovation of the Pingnan Model, the Cultural and Tourism Transformation of Pingnan County, Fujian Province, systematically presents the rebirth path of the county's vitality: Content Innovation: Contemporary Translation of Traditional Skills. Pingnan's exploration of intangible cultural heritages on the verge of extinction, such as the construction techniques of wooden arch Bridges and the brewing techniques of red yeast rice wine, is not about turning them into museums, but rather transforming them into products through the "inheritor + designer" model. For instance, traditional yellow wine has been redesigned into a "cultural and creative wine" that caters to the aesthetic standards of the younger generation and is paired with modern drinking scenarios. The craftsmanship of covered Bridges has been transformed into architectural aesthetics courses and cultural and creative building blocks, achieving a contemporary release of cultural value. Operational innovation: A symbiotic system involving multiple parties. Pingnan has established a four-dimensional model of "government providing the platform, enterprises operating, villagers investing, and makers participating". The government is responsible for infrastructure and policy support, professional cultural and tourism companies handle the overall operation, villagers contribute their idle assets as shares to enjoy dividends, and various types of makers provide content production. This model strikes a balance between business efficiency and cultural protection, forming a self-sustaining virtuous cycle. Communication Innovation: Cross-border Expression of Niche Cultures. Pingnan has abandoned the traditional tourism advertising model and shifted to content-driven precise communication. By inviting key opinion leaders from the fields of literature, architecture and design to have in-depth experiences, high-quality content is produced. Cooperate with video platforms to launch the documentary series "Rural Life Experts"; The "Pingnan Scenery" mini-program was developed, integrating local stories, handicraft courses and pre-sale of local specialties, thus building a complete content ecosystem.

Iii. Future Trends: Four Shifts in County-level Cultural Tourism Based on consumption habits and technological Development, county-level cultural tourism will present the following trends:Experience has evolved from standardization to personalization. As Generation Z becomes the main consumer force, their pursuit of "authenticity", "uniqueness" and "participation" will drive the transformation of county-level cultural tourism from standardized products to customized experiences. In the future, more "micro-theme Tours" based on personal interests may emerge, such as in-depth projects like the restoration experience of ancient buildings, local plant research and study, and the collection of dialect music. The space has evolved from being a scenic spot to a lifestyle Cultural and tourism Spaces will further blur the boundaries between "scenic spots" and "communities", and tourists' experiences will be more deeply integrated into local daily life - going to the market with villagers in the morning for shopping, participating in handicraft workshops in the afternoon, and sitting around in the evening to listen to local stories, achieving the true feeling of "living elsewhere". Consumption has shifted from materialization to emotionalization. Consumers are increasingly willing to pay a premium for emotional value and cultural identity. County-level cultural tourism needs to build a complete meaning system, transforming local culture into perceptible, participatory and portable emotional experiences, such as a set of tea sets infused with local elements, a private lesson with intangible cultural heritage inheritors, and a continuously updated subscription service for local stories. The connection has evolved from single to continuous. With the help of digital technology, the connection between tourists and counties will break through the limitations of a "one-time trip" and develop into a continuous emotional investment. Through tools such as membership systems, digital rights, and online communities, counties can build an "emotional community" that transcends time and space, achieving an elevation from a tourist destination to a spiritual home.

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