文旅案例 | “农场+”文旅模式：农业基底上的体验经济革命、建筑与景观的农业美学表达

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现代消费者，尤其是都市中产家庭和年轻一代，呈现出对乡村生活、自然教育和健康食品的强烈渴望。据《中国乡村文旅消费报告》显示，超过65%的城市家庭每年至少进行一次乡村度假，其中“参与式农业体验”成为最受欢迎的选项之一。人们渴望在自然环境中缓解压力、重建身心连接。然而，传统的观光农业已无法满足需求——简单的采摘、农家乐餐饮等初级形态面临同质化竞争和体验单一化困境。市场呼唤更深度的内容、更精致的场景和更系统的价值提供。

农场文旅的三大核心优势：土地资源的独特属性：农场拥有城市无法复制的自然空间、生态景观和农业生产场景，这是构建差异化体验的物理基础。农业文化的深厚底蕴：二十四节气、传统农具、乡土智慧等构成了丰富的文化IP资源。产业链的延伸潜力：从田间到餐桌的完整链条，为产品开发和价值提升提供了多维空间。规划设计：从农业空间到生活场景的系统重构，成功的农场文旅项目必须坚守农业本质，避免沦为单纯的娱乐公园。法国“未来农业主题公园”（Futuroscope农业区）提供了典范：园区内70%土地保持实际农业生产，30%用于体验设施，所有体验活动都与实际农事紧密结合，形成了“真实的农业生产+深度的农事教育+精致的休闲体验”三位一体模式。一、规划设计的五大原则

在地性尊重原则：规划需充分尊重场地原有地形地貌、植被水系和建筑肌理。台湾“薰衣草森林”品牌在开发每个农场时，都先进行长达半年的生态调查和文化挖掘，确保所有建设“长”在土地上而非“放”在土地上。日本Mokumoku农场更是典范——利用丘陵地形设计错落有致的体验动线，保留原有溪流作为自然教育载体，改造传统农舍而非拆除重建。

四季平衡设计：破解季节性是农场规划的关键。应采用“四季主题+室内外结合”策略：春季：种植体验+花卉节庆；夏季：夜游经济+亲水活动；秋季：丰收庆典+自然艺术；冬季：温室体验+节庆工坊。荷兰库肯霍夫农场通过“室内球根花卉展示+户外花园+温室餐厅”的组合，将原本仅春季开放的郁金香花园延伸为四季可游的目的地。

动线分层设计：建立“生产动线—参观动线—体验动线”分离但有机连接的系统：生产动线保障农业作业效率、参观动线设置最佳观赏视角、体验动线融入互动节点。成都多利农庄采用“外环生产—中环观光—内环体验”的圈层布局，既保证了有机农业的正常运营，又为游客提供了安全丰富的体验空间。

建筑与景观的农业美学表达：建筑应体现乡土智慧与现代美学的融合。浙江“田园鲁家”项目采用本地竹材、夯土、石材等自然材料，通过现代设计手法改造农舍，既降低了成本，又形成了独特的视觉标识。景观设计则强调“可食地景”——将蔬菜、香草、果树融入景观体系，实现功能与美学的统一。

生态循环的系统思维：将农场构建为完整的生态系统。福建“赤米茶食堂”农场建立“茶树—绿肥—家禽—蚯蚓—堆肥”的循环链，并将这一过程设计为儿童生态教育课程，让环保理念转化为可体验的产品。

Modern consumers, especially urban middle-class families and the younger generation, show a strong desire for rural life, nature education, and healthy food. According to the "China Rural Tourism Consumption Report", over 65% of urban families take at least one rural vacation each year, and "participatory agricultural experiences" have become one of the most popular options. People yearn to relieve stress and reconnect with their bodies and minds in a natural environment. However, traditional sightseeing agriculture cannot meet this demand - simple activities such as picking and farm stay catering face homogenization competition and single-experience predicaments. The market calls for deeper content, more refined scenes, and more systematic value provision.

The three core advantages of farm tourism: The unique attributes of land resources: Farms have natural spaces, ecological landscapes, and agricultural production scenarios that cannot be replicated in cities, which is the physical foundation for building differentiated experiences. The profound heritage of agricultural culture: The Twenty-Four Solar Terms, traditional farming tools, and local wisdom constitute rich cultural IP resources. The potential for the extension of the industrial chain: The complete chain from the field to the table provides multi-dimensional space for product development and value enhancement. Planning and design: The systematic reconstruction from agricultural space to living scene is necessary for successful farm tourism projects, as they must adhere to the essence of agriculture and avoid becoming mere entertainment parks. The French "Future Agriculture Theme Park" (Futuroscope Agricultural Area) provides a model: 70% of the land in the park is used for actual agricultural production, 30% for experience facilities, and all experience activities are closely integrated with actual farming, forming a tripartite model of "real agricultural production + in-depth agricultural education + exquisite leisure experience".

1. Five Principles of Planning and Design

The principle of respecting the local context: The planning must fully respect the original topography, vegetation, water systems, and architectural texture of the site. The "Lavender Forest" brand in Taiwan developed each farm after conducting a six-month ecological investigation and cultural exploration to ensure that all construction was "rooted" in the land rather than "placed" on it. The Mokumoku farm in Japan is a model - it uses the hilly terrain to design a staggered experience route, retains the original stream as a natural education carrier, and renovates traditional farmhouses instead of demolishing and rebuilding. Seasonal balance design: Solving the seasonal problem is the key to farm planning. The strategy should be "seasonal themes + indoor and outdoor combination": Spring: planting experience + flower festival; Summer: night tourism economy + water activities; Autumn: harvest celebration + natural art; Winter: greenhouse experience + festival workshops. The Dutch Koeckenhof farm extended the tulip garden, which was originally open only in spring, into a destination that can be visited all year round through a combination of "indoor bulb flower display + outdoor garden + greenhouse restaurant". Layered design of the route: Establish a system of "production route - viewing route - experience route" that is separated but organically connected: The production route ensures agricultural operation efficiency, the viewing route sets the best viewing perspective, and the experience route integrates interactive nodes. The Dali Farm in Chengdu adopts a "outer ring production - middle ring sightseeing - inner ring experience" circular layout, which not only ensures the normal operation of organic agriculture but also provides tourists with a safe and rich experience space. Agricultural aesthetics expression of buildings and landscapes: Buildings should reflect the integration of local wisdom and modern aesthetics. The "Rural Lu Jia" project in Zhejiang uses local materials such as bamboo, rammed earth, and stone, renovates farmhouses through modern design methods, reducing costs while forming a unique visual identity. Landscape design emphasizes "edible landscape" - integrating vegetables, herbs, and fruit trees into the landscape system to achieve the unity of function and aesthetics. Systematic thinking of ecological circulation: Building the farm as a complete ecosystem. The "Red Rice Tea Kitchen" farm in Fujian Province has established a circular chain of "tea trees - green manure - poultry - earthworms - compost", and has designed this process as a children's ecological education course, transforming the environmental protection concept into an experiential product.

二、业态创新：构建“农业+”的盈利生态系统第一层级：核心体验业态（轻资产启动）。农事教育体系：针对亲子家庭和学校市场，开发系统化的自然教育课程：季节农事课：插秧、收割、堆肥等、食物教育课：从食材到料理的全过程体验、生态观察课：昆虫旅馆、鸟类观察、土壤研究。日本白石农场将水稻种植设计为“365天水稻故事”课程包，家庭可认购一小块田，每月参与不同农事活动，最终收获自己种植的大米，复购率达85%。主题节庆活动：基于农业生产周期策划品牌节庆：种植季：开耕仪式、插秧比赛成长季：植物观察日记、田间音乐会收获季：丰收庆典、农夫市集；加工季：酿酒、制酱、腌菜工作坊。美国蓝山农场将南瓜收获季扩展为为期一个月的“南瓜艺术节”，通过雕刻比赛、南瓜马车巡游、南瓜美食研发等活动，将客单价提升3倍以上。第二层级：延伸消费业态（提升客单价）。农场餐厅与食品工坊：打造“农场到餐桌”的完整体验链：景观餐厅：以田园为背景的用餐体验、开放式厨房：展示料理过程、加工体验坊：自制果酱、腌制蔬菜、烘焙面包、食材盲盒：当季食材的惊喜组合，意大利“慢食农场”餐厅只提供当日采收食材制作的套餐，顾客需提前预订且不接受点菜，反而成为美食爱好者追捧的体验，人均消费达普通农家乐的5倍。在地手作与文创开发：挖掘农业相关的手工艺：植物染坊：利用农场植物进行纺织品染色、草木工艺：稻草编织、枝叶拓印、农具美学：传统农具的微型文创开发、节气产品：二十四节气主题的系列产品。台湾“掌生谷粒”品牌将大米包装设计成文学作品，讲述每一粒米背后的风土故事，价格达到普通大米的8-10倍，成功进入精品百货渠道。第三层级：深度服务业态（创造持续收入）。农场住宿体系：构建多层次住宿产品：基础层：田野露营、星空帐篷、特色层：粮仓改造民宿、树屋、水上屋、高端层：农场villa、疗愈院落。法国波尔多葡萄酒庄园将传统农舍改造为“葡萄园中的房间”，每个房间以不同葡萄品种命名，配以该品种酿造的葡萄酒和专属品鉴课，年均入住率达78%。会员制与订阅服务：建立稳定的客户关系：土地认养：个人或企业认养地块，农场代管、食材订阅：每周/月配送当季食材箱、课程会员：年度自然教育课程通行证、活动优先权：节庆活动的VIP权益。上海“百欧欢农场”推出家庭会员制，年费1.2万元，包含每周食材配送、12次农场课程、专属活动邀请等权益，锁定了一批高黏性客户。

II. Business Model Innovation: Establishing a Profitable Ecosystem of "Agriculture +"

First Level: Core Experience Business Model (Light Asset Initiation). Agricultural Education System: For families and schools, develop systematic natural education courses: Seasonal Farming Courses: Planting, Harvesting, Composting, etc., Food Education Courses: Full-process experience from ingredients to cooking, Ecological Observation Courses: Insect Hotels, Bird Observation, Soil Research. The Japanese Bai Shi Farm has designed rice cultivation as a "365-day Rice Story" course package. Families can subscribe to a small plot of land, participate in different farming activities each month, and finally harvest their own grown rice, with a repeat purchase rate of 85%. Theme Festival Activities: Based on the agricultural production cycle, plan brand festivals: Planting Season: Opening Ceremony, Rice Planting Competition, Growth Season: Plant Observation Diary, Field Concert, Harvest Season: Harvest Celebration, Farmer Market; Processing Season: Brewing, Making Sauce, Pickling Workshop. The American Blue Mountain Farm expanded the pumpkin harvest season into a one-month "Pumpkin Art Festival", through carving competitions, pumpkin carriage parades, and pumpkin food research activities, increasing the average order value by more than three times.

Second Level: Extended Consumption Business Model (Enhancing Average Order Value). Farm Restaurants and Food Workshops: Create a complete experience chain from farm to table: Landscape Restaurant: Dining experience with a rural backdrop, Open Kitchen: Displaying the cooking process, Processing Experience Workshop: Making homemade jams, pickled vegetables, baking bread, Food Box: Surprise combinations of seasonal ingredients, The Italian "Slow Food Farm" restaurant only provides meals made with the day's harvested ingredients, customers need to make reservations in advance and do not accept orders, instead becoming a sought-after experience for food lovers, with an average consumption 5 times that of ordinary农家乐. Local Handicrafts and Cultural Development： Explore agricultural-related handicrafts： Plant Dyeing Workshop： Using farm plants for textile dyeing， Herb Craft： Straw weaving， Branch Transfer Printing， Agricultural Aesthetics： Micro-cultural development of traditional farm tools， Seasonal Products： Series of products themed on the 24 Solar Terms. The Taiwan "Zhang Sheng Grain" brand packages rice as literary works， telling the story of each grain of rice behind the local soil， with a price 8-10 times that of ordinary rice， successfully entering the boutique department store channel.

Third Level： Deep Service Business Model (Creating Sustainable Income). Farm Accommodation System： Build multi-level accommodation products： Basic Layer： Field Camping， Starry Sky Tents， Special Layer： Grain Warehouse Renovation民宿， Tree Houses， Waterborne Houses， High-end Layer： Farm Villa， Healing Courtyard. The French Bordeaux Wine Estate transformed traditional farmhouses into "rooms in the vineyard"， each room named after a different grape variety， accompanied by wine of that variety and exclusive tasting classes， with an annual occupancy rate of 78%. Membership System and Subscription Services： Establish stable customer relationships： Land Caring： Individuals or enterprises adopt a plot of land for management， the farm takes charge， Food Subscription： Weekly/Monthly delivery of seasonal food boxes， Course Membership： Annual Natural Education Course Pass， Event Priority： VIP rights for festival events. Shanghai "Baio Huan Farm" launched a family membership system， with an annual fee of 12，000 yuan， including weekly food delivery， 12 farm courses， exclusive event invitations， etc.， locking in a group of highly sticky customers.

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