文旅案例 | 民宿产业赋能县域文旅：品牌塑造与全域旅游促进、培育协同共生的产业集群

【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。

在消费升级与文旅融合的时代背景下，民宿已从简单的住宿补充转型为文旅体验的核心载体。尤其对于县域经济而言，民宿产业正成为撬动地方发展的重要支点——它不仅是住宿空间的提供者，更是文化体验的传播者、乡村资源的整合者以及城乡互动的连接者。如何在新时期做好县域民宿产业的系统性规划，使其真正成为带动县域经济发展的引擎。

一、当下文旅市场的深刻变革与民宿新定位市场需求侧的变化：当代旅游消费呈现鲜明的新特征：从观光旅游向深度体验转变，从标准化服务向个性化定制迁移，从景点打卡向生活方式体验演进。游客越来越追求“沉浸式”“生活化”“情感连接”的旅行体验，这对民宿提出了更高要求——它需要成为展示地方文化、提供独特体验的“微型目的地”。产业格局的重塑：民宿产业已从零散自发阶段进入品牌化、集群化、专业化发展的新周期。头部品牌加速区域布局，设计型、主题型民宿不断涌现，民宿与农业、文创、康养等产业的融合日益深化。这一趋势要求县域民宿规划必须具有前瞻性和系统性，避免低水平重复建设。政策环境的支持：国家全面推进乡村振兴战略，文旅部等多部门出台系列文件支持乡村旅游提质升级，为民宿产业发展创造了有利的政策环境。多地已将民宿产业纳入县域经济发展的重点规划，配套政策持续完善。二、县域民宿产业的系统性规划框架顶层设计：明确战略定位与空间布局。差异化定位：县域需基于资源禀赋，明确民宿发展的主题方向。历史文化深厚的县域可主打“文化民宿”，生态资源优越的县域可侧重“生态康养民宿”，民族风情浓郁的县域可聚焦“民族体验民宿”。避免同质化竞争，形成“一县一品”或“一镇一特色”的辨识度。空间科学布局：构建“点-线-面”结合的空间网络。“点”即打造若干标杆性精品民宿，形成示范效应；“线”即沿着风景道、文化廊道、河流等线性资源布局民宿集群，串联旅游资源；“面”即在重点乡镇或景区周边形成民宿集聚区，实现规模效应和设施共享。规划中需严守生态保护红线，合理评估环境承载力。产品体系：构建多层次、融合型产品矩阵。层级化发展：规划高端精品民宿、特色主题民宿、大众舒适民宿、共享农舍等多层次产品，满足不同客群需求。高端精品树品牌、引领市场；大众产品扩规模、保障收益。“民宿+”融合创新：深度推进“民宿+文化”，将地方非遗、民俗、历史故事融入民宿场景与活动；“民宿+农业”，发展认养农业、田园餐桌、农产品电商，让游客参与生产、消费农产品；“民宿+康养”，结合温泉、森林、中医药资源开发养生民宿；“民宿+艺术”，引入艺术家驻地计划，打造艺术创作与展示空间。体验化设计：民宿不仅是睡觉的地方，更是体验的场所。规划应鼓励设计沉浸式文化体验活动（如手工艺制作、地方戏曲学唱、节气民俗参与）、自然教育课程、农事体验项目等，延长游客停留时间，提升消费水平。产业生态：培育协同共生的产业集群。主体培育与引进：扶持本地村民、返乡青年创业，同时引进知名品牌、专业运营商和设计师团队，形成多元主体活力竞相迸发的格局。建立民宿业主协会，加强行业自律与互助。产业链延伸：向上游带动本地建材、手工艺、农产品供应；向下游拓展本地导游、活动策划、保洁维护等服务岗位；横向联动景区、旅行社、餐饮、交通等业态，形成“民宿引领、多元配套”的产业生态圈。数字赋能：规划建设县域民宿智慧管理平台，集成推广营销、客源分析、服务质量监测、安全监管等功能。鼓励民宿利用短视频、直播等新媒体进行品牌传播，发展“云预订”、VR体验等线上服务。

In the context of consumption upgrade and the integration of culture and tourism, homestays have transformed from simple accommodation supplements to the core carriers of cultural and tourism experiences. Especially for county-level economies, the homestay industry is becoming an important fulcrum to drive local development - it is not only a provider of accommodation Spaces, but also a disseminator of cultural experiences, an integrator of rural resources, and a connector of urban-rural interaction. How to make systematic plans for the county-level homestay industry in the new era and make it truly become the engine driving the development of the county economy.

I. The Profound Changes in the Cultural Tourism Market and the New Positioning of Homestays

Changes on the demand side of the market: Contemporary tourism consumption presents distinct new features: a shift from sightseeing Tours to in-depth experiences, a migration from standardized services to personalized customization, and an evolution from visiting scenic spots to lifestyle experiences. Tourists are increasingly pursuing "immersive", "life-like" and "emotionally connected" travel experiences, which puts forward higher requirements for homestays - they need to become "micro-destinations" that showcase local culture and offer unique experiences. The reshaping of the industrial pattern: The homestay industry has moved from a fragmented and spontaneous stage to a new cycle of brand-oriented, clustered and specialized development. Leading brands are accelerating their regional layout, with a continuous emergence of design-oriented and theme-based homestays. The integration of homestays with industries such as agriculture, cultural and creative industries, and health care is deepening day by day. This trend demands that the planning of county-level homestays must be forward-looking and systematic, avoiding low-level repetitive construction. Policy environment support: The country is comprehensively promoting the rural revitalization strategy. Multiple departments including the Ministry of Culture and Tourism have issued a series of documents to support the quality improvement and upgrading of rural tourism, creating a favorable policy environment for the development of the homestay industry. Many places have included the homestay industry in the key plans for county-level economic development, and the supporting policies are continuously improving.

Ii. Systematic Planning Framework for County-level Homestay IndustryTop-level design: Clarify strategic positioning and spatial layout. Differentiated positioning: Counties should, based on their resource endowments, clearly define the theme direction for the development of homestays. Counties with profound historical and cultural heritage can focus on "cultural homestays", those with superior ecological resources can emphasize "ecological health and wellness homestays", and those with rich ethnic customs can concentrate on "ethnic experience homestays". Avoid homogeneous competition and form a distinctive feature of "one county, one product" or "one town, one characteristic". Spatial scientific layout: Constructing a spatial network that combines "points, lines and surfaces". The "point" refers to creating several benchmark high-quality homestays to form a demonstration effect. The "line" refers to the layout of homestay clusters along linear resources such as scenic roads, cultural corridors, and rivers, connecting tourism resources. The term "surface" refers to the formation of homestay clusters around key towns or scenic spots to achieve scale effects and facility sharing. In the planning, it is necessary to strictly adhere to the ecological protection red line and reasonably assess the environmental carrying capacity.

Product system: Build a multi-level and integrated product matrix. Hierarchical development: Plan multi-level products such as high-end boutique homestays, characteristic theme homestays, comfortable homestays for the general public, and shared farmhouses to meet the needs of different customer groups. High-end premium products build brands and lead the market. Expand the scale of mass products and ensure profits. "Homestay +" integration and innovation: Deeply promote "homestay + culture", integrating local intangible cultural heritage, folk customs and historical stories into homestay scenarios and activities; "Homestay + agriculture", developing adoption agriculture, rural dining tables, and agricultural product e-commerce, enables tourists to participate in the production and consumption of agricultural products. "Homestay + health care", developing health-preserving homestays by integrating hot springs, forests and traditional Chinese medicine resources. "Homestay + Art", introducing an artist residency program to create Spaces for art creation and exhibition. Experiential design: A homestay is not merely a place to sleep; it is also a venue for experience. The planning should encourage the design of immersive cultural experience activities (such as handicraft making, learning to sing local operas, participating in seasonal and folk customs), nature education courses, agricultural experience projects, etc., to extend tourists' stay time and enhance their consumption level.

三、民宿带动县域经济发展的实现路径就业增收与人才回流：民宿的运营管理、服务接待、后勤保障、产品供应等环节能直接创造大量本地就业岗位，尤其为农村妇女、中老年劳动力提供灵活就业机会。精品民宿对管家、厨师、活动策划等专业岗位的需求，能吸引大学生、退伍军人等返乡就业创业，缓解乡村人才外流困境。规划中应配套职业技能培训体系，提升本地居民的服务与经营能力。资产增值与集体经济激活：通过盘活闲置农房、集体建设用地、旧校舍、老厂房等“沉睡资产”，民宿产业能显著提升农村资产价值。探索“农户+合作社+企业”“保底收益+按股分红”等多元利益联结模式，让农民和村集体分享产业发展红利。规划中需创新土地利用政策，在符合规划的前提下保障民宿发展的合理用地需求。品牌塑造与全域旅游促进：特色鲜明的民宿集群本身就能成为旅游吸引物，提升县域旅游的知名度和美誉度。通过民宿的“窗口效应”，能将游客引流至县域内其他景区、乡村和消费场所，促进全域旅游发展。规划应统筹民宿品牌与县域旅游品牌的打造，实现相互赋能。文化传承与乡村风貌提升：民宿作为文化的载体，其设计、服务、活动有助于挖掘、展示和传承地方文化，增强社区文化自信。产业发展带来的经济收益，能够反哺乡村基础设施和公共服务改善，引导村民自觉保护传统风貌、改善人居环境，实现“美了乡村、富了百姓”的良性循环。四、保障措施与实施建议强化政策集成与创新：出台涵盖土地、金融、税收、奖励的专项扶持政策包。简化民宿证照办理流程，推行“一站式”审批或备案制。设立民宿产业发展基金，对精品项目、人才培训、品牌推广给予奖补。创新农村金融产品，解决民宿创业者的融资难题。夯实基础设施与公共服务：提升通往民宿集聚区的道路、供水、供电、通信、污水垃圾处理等基础设施水平。统筹布局游客服务中心、停车场、旅游厕所、标识系统等公共服务设施。加强区域环境整治，守护好绿水青山本色。实施标准引领与动态监管制定并推广高于国家基础的县域民宿服务质量标准，涵盖设施、安全、卫生、环保、服务等方面。建立动态监管与退出机制，定期开展等级评定，实行“挂牌”与“摘牌”管理，促进优胜劣汰，保障行业健康可持续发展。深化区域合作与营销推广：将民宿营销纳入县域整体旅游推广计划，与周边市县联动，策划跨区域主题线路。运用节庆赛事、影视综艺、名人效应等进行事件营销。与在线旅游平台、旅行社建立稳定合作关系，拓展客源市场。

Iii. The Realization Path of Homestays Driving County Economic Development

Employment and income growth as well as talent return: The operation and management, service reception, logistical support, and product supply of homestays can directly create a large number of local jobs, especially providing flexible employment opportunities for rural women and middle-aged and elderly laborers. The demand for professional positions such as butlers, chefs and event planners in boutique homestays can attract college students, veterans and others to return to their hometowns for employment and entrepreneurship, alleviating the problem of talent outflow in rural areas. The planning should be accompanied by a vocational skills training system to enhance the service and operation capabilities of local residents. Asset appreciation and activation of collective economy: By revitalizing idle rural houses, collective construction land, old school buildings, old factories and other "dormant assets", the homestay industry can significantly enhance the value of rural assets. Explore diversified benefit connection models such as "farmers + cooperatives + enterprises" and "guaranteed income + dividends based on shares", allowing farmers and village collectives to share the dividends of industrial development. In the planning, it is necessary to innovate the land use policy and ensure the reasonable land demand for the development of homestays under the premise of complying with the planning. Brand building and promotion of all-round tourism: A distinctive cluster of homestays can itself become a tourist attraction, enhancing the popularity and reputation of county-level tourism. Through the "window effect" of homestays, tourists can be drawn to other scenic spots, villages and consumption venues within the county, promoting the development of all-round tourism. The planning should coordinate the creation of homestay brands and county-level tourism brands to achieve mutual empowerment. Cultural inheritance and rural landscape improvement: As a carrier of culture, the design, service and activities of homestays help to explore, showcase and pass on local culture, and enhance the cultural confidence of the community. The economic benefits brought about by industrial development can be fed back to improve rural infrastructure and public services, guiding villagers to voluntarily protect traditional features and improve the living environment, thus achieving a virtuous cycle of "beautifying the countryside and enriching the people".

Iv. Safeguard Measures and Implementation SuggestionsStrengthen policy integration and innovation: Introduce a special support policy package covering land, finance, taxation and rewards. Simplify the process for obtaining licenses and certificates for homestays and implement a "one-stop" approval or filing system. Establish a development fund for the homestay industry and provide rewards and subsidies for high-quality projects, talent training and brand promotion. Innovate rural financial products to solve the financing problems of homestay entrepreneurs. Strengthen infrastructure and public services: Enhance the level of infrastructure such as roads, water supply, power supply, communication, and sewage and garbage treatment leading to the homestay cluster area. Make overall plans for the layout of public service facilities such as tourist service centers, parking lots, tourist toilets and sign systems. Strengthen regional environmental improvement and safeguard the original color of green mountains and clear waters. Implement standard guidance and dynamic supervision: Formulate and promote service quality standards for county-level homestays that exceed the national basic standards, covering aspects such as facilities, safety, hygiene, environmental protection, and services. Establish a dynamic supervision and exit mechanism, conduct regular grade evaluations, implement "listing" and "delisting" management, promote survival of the fittest, and ensure the healthy and sustainable development of the industry. Deepen regional cooperation and marketing promotion: Incorporate homestay marketing into the overall tourism promotion plan of the county, and collaborate with surrounding counties and cities to plan cross-regional theme routes. Carry out event marketing by leveraging festival events, film and television variety shows, and the influence of celebrities. Establish stable cooperative relationships with online travel platforms and travel agencies to expand the customer source market.

- 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