文旅案例 | 共享小院发展新思路：文旅融合背景下的创新规划与二次消费体系构建

【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。

2025年中国乡村旅游接待人次突破25亿，其中以“微度假”、“深度体验”为特征的新型乡村住宿需求快速增长。消费主体呈现出“两极化”趋势：一端是追求品质与私密性的家庭客群，另一端是注重社交与体验的年轻客群。市场调研显示，70%的都市消费者愿意为有特色、有内容、有社交场景的乡村住宿支付溢价30%以上。国家乡村振兴战略为共享小院提供根本支撑，《关于促进乡村民宿高质量发展的指导意见》明确鼓励“创新经营模式”，提出“推动共享农庄、共享民宿等新业态健康发展”。多地政府出台具体扶持政策，如浙江的“农房盘活利用”、成都的“川西林盘保护修复与利用”等，为共享小院提供土地、资金、审批等多方面支持。

“共享小院”概念再定义：共享小院并非传统民宿的简单升级，而是融合了空间共享、体验共创、社群共建的新形态文旅产品。它以“一院多享、主客共建”为核心，突破传统民宿的单一产权与使用模式，通过分时共享、功能分区、社群运营等方式，实现空间价值的最大化开发。 一、共享小院规划设计七大原则 在地性融合设计：建筑风貌：保留原有院落格局与建筑肌理，采用本地建材与传统工艺进行现代化改良。如徽州地区的“白墙黛瓦”现代演绎，闽南地区的“红砖古厝”创新应用。空间叙事：每个小院应有独特的故事线，可结合原主人职业、家族历史、地方传说等进行主题化设计，形成“一院一故事”的差异化体验。模块化共享布局：公私分区：明确划分公共共享区（占比约40%）与私密居住区（占比约60%）。共享区包括庭院、厨房、茶室、工坊等；私密区确保每间客房均有独立入口和景观视角。灵活可变：采用可移动隔断、多功能家具设计，实现空间功能的昼夜转换、淡旺季调整。如白天庭院可作为手作体验区，晚上变为露天影院或星空营地。生态智慧化集成：绿色技术：集成雨水收集系统、太阳能光伏板、生态污水处理装置，实现资源循环利用。采用本土植物进行立体绿化，营造“会呼吸的院落”。智慧系统：部署智能门锁、能耗监测、一键客服等系统，提升管理效率的同时减少对在地社区的干扰。社群化空间营造：互动场景：设计促进交流的“第三空间”，如共享厨房的开放式岛台、庭院的篝火聚会区、书房的共读角落等。边界渗透：通过镂空围墙、景观渗透等方式，建立小院与周边田园、邻里社区的视觉与行为连接，避免形成“游客孤岛”。

In 2025, the number of rural tourism visitors in China will exceed 2.5 billion. The demand for new types of rural accommodation characterized by "micro-recreation" and "in-depth experience" is growing rapidly. The consumer base shows a "dual polarization" trend: one end is the family group seeking quality and privacy, and the other end is the young group that values social interaction and experience. Market research indicates that 70% of urban consumers are willing to pay a premium of more than 30% for rural accommodation with unique features, content, and social scenarios. The national rural revitalization strategy provides fundamental support for shared courtyards. The "Guiding Opinions on Promoting High-Quality Development of Rural Homestays" clearly encourages "innovative business models" and proposes "promoting the healthy development of new business forms such as shared farmhouses and shared homestays". Many local governments have introduced specific support policies, such as Zhejiang's "Revitalization and Utilization of Rural Houses" and Chengdu's "Protection, Restoration and Utilization of the Cusco Landscape Cluster". These policies provide support in terms of land, funds, and approval for shared courtyards.

Re-definition of the concept of "shared courtyard": The shared courtyard is not a simple upgrade of traditional homestays, but a new form of cultural tourism product that integrates space sharing, experience creation, and community building. It focuses on "multiple enjoyment of one courtyard, co-construction by hosts and guests", breaking through the single property rights and usage model of traditional homestays. Through time-sharing, functional zoning, and community operation methods, it maximizes the development of spatial value.

1. Seven Principles of Shared Courtyard Planning and Design

Place Integration Design: Architectural Style: Retain the original courtyard layout and architectural texture, and use local building materials and traditional techniques for modern renovation. For example, the modern interpretation of "white walls and black tiles" in the Anhui region, and the innovative application of "red brick old houses" in the Fujian region. Spatial Narrative: Each courtyard should have a unique storyline, which can be themed based on the original owner's occupation, family history, and local legends, forming a differentiated experience of "one courtyard, one story". Modular Shared Layout: Public and Private Zones: Clearly divide the public shared area (accounting for 40%) and the private living area (about 60%). The shared area includes courtyards, kitchens, tea rooms, workshops, etc.; the private area ensures that each room has an independent entrance and viewing perspective. Flexible and Variable: Use movable partitions and multi-functional furniture designs to achieve the transformation of space functions throughout the day and adjustment according to seasons. For example, the courtyard can be used as a handicraft experience area during the day and cinema or starry sky campsite at night. Ecological Smart Integration： Green Technology： Integrate rainwater collection systems， solar photovoltaic panels， and ecological sewage treatment devices to achieve resource recycling. Use local plants for vertical greening to create a "breathing courtyard". Smart System： Deploy smart locks， energy monitoring， and one-click customer service systems to improve management efficiency while reducing interference to the local community. Community Space Creation： Interactive Scenarios： Design spaces that promote communication， such as the open island counter in the shared kitchen， the campfire gathering area in the courtyard， and the shared reading corner in the study. Boundary Penetration： Through perforated walls， landscape infiltration， etc.， establish visual and behavioral connections between the courtyard and the surrounding countryside， neighborhoods， and communities， avoiding the formation of "tourist islands".

二、二次消费产品体系深度植入策略 在地生活体验工坊体系：厨房经济产品线：主厨餐桌体验：邀请本地乡厨或驻店主厨，使用小院菜园食材开展烹饪课程，定价280-480元/人次；食材寻源之旅：组织客人参与农产品采摘、传统食品制作（豆腐、米酒、腊味等），配套销售食材礼盒；私宴定制服务：提供个性化宴席设计，结合二十四节气设计主题菜单，单桌消费1500-3000元。手艺传承工坊：非遗手作体验：与当地手艺人合作，开设竹编、陶艺、蓝染等短期课程（98-198元/次）；季节性创作营：春季茶艺研习、夏季植物拓染、秋季果实加工、冬季年俗手作，形成季度产品循环；手艺材料包销售：开发可带走的DIY材料包，延伸消费场景，单价68-168元。 自然疗愈产品矩阵：花园疗愈项目：香草花园体验：种植药用香草，开发香草茶调制、精油提取、香囊制作等体验项目；园艺治疗课程：针对都市压力人群设计“一米菜园”认养、盆栽疗愈等课程，每期980元/4次。花园产品线：销售小院自产的干花、香草茶、手工皂等，毛利率可达60%以上。身心康养服务：户外瑜伽与冥想：利用庭院晨间空间，开展主题工作坊，120元/节；自然声音疗愈：结合当地自然环境，设计鸟鸣晨听、雨声冥想等特色项目；在地理疗体验：引入本地传统的草药浴、按摩手法，与现代SPA结合。 文化沉浸产品系列：微型文化展览：院落里的博物馆：每季度策划微型主题展，如“农具的进化史”、“本地老照片展”，免费开放引导其他消费；艺术家驻地计划：邀请艺术家短期入驻创作，客人可观摩甚至参与创作过程；文化沙龙系列：每月举办读书会、纪录片观影、方言教学等小型活动。节庆参与体验：传统节日复原：端午包粽子大赛、中秋拜月仪式、腊八粥制作等，增强文化真实性；季节性庆典：春季开耕仪式、夏季萤火虫之夜、秋季丰收祭、冬季围炉诗会。 社群活动产品包：主题社群聚会：兴趣工作坊：摄影爱好者聚会、观鸟小组、星空观测等垂直社群活动；技能交换市集：每月举办“以物易物”或技能交换活动，增强客人间互动；社群专属活动：为复购客人组织“后院主人日”，提供专属体验和折扣。企业定制服务：团队建设套餐：设计半日/一日团队建设活动，人均消费300-800元；创意办公日租：为小型团队提供“乡村办公+体验”套餐，含会议室、午餐及一项体验活动。 延伸零售产品开发：小院品牌商品：在地风味系列：开发小院专属标签的本地特产，如定制酱料、特色茶饮；生活美学产品：以院落元素设计的文创产品，如植物标本画、院落香薰；实用纪念品：印有小院标志的环保袋、水杯、手账本等日常用品。订阅制产品：季度食材箱：每季度配送当季特色农产品和食谱，定价399元/季；手作材料月送：每月推送不同主题的手作材料包与教学视频；小院生活杂志：编辑出版电子或纸质版小院生活美学刊物。

II. Deep Integration Strategy for Secondary Consumption Product System

Local Life Experience Workshop System: Kitchen Economy Product Line: Chef's Table Experience: Invite local chefs or resident chefs to use the vegetable garden ingredients to conduct cooking courses, with a pricing range of 280-480 yuan per person; Food Source Exploration Trip: Organize guests to participate in agricultural product picking and traditional food making (such as tofu, rice wine, dried meat, etc.), and provide food ingredients gift boxes for sale; Private Banquet Customization Service: Provide personalized banquet design, combined with the 24 solar terms to design theme menus, with a single-table consumption ranging from 1500 to 3000 yuan. Handicraft Inheritance Workshop: Intangible Cultural Heritage Handicraft Experience: Cooperate with local artisans to offer short-term courses such as bamboo weaving, pottery making, and indigo dyeing (98-198 yuan per session); Seasonal Creation Camp: Spring Tea Art Study, Summer Plant Transfer Printing, Autumn Fruit Processing, Winter Folk Art Handicraft, forming a quarterly product cycle; Handicraft Materials Package Sales: Develop take-home DIY materials packages to extend the consumption scenarios, with a unit price ranging from 68 to 168 yuan. Natural Healing Product Matrix: Garden Healing Project: Herb Garden Experience: Plant medicinal herbs and develop experience projects such as herb tea preparation, essential oil extraction, and sachet making; Horticultural Therapy Courses: Design courses for urban stress groups such as "One Meter Vegetable Garden" participation and pot therapy, with a price of 980 yuan per 4 sessions. Garden Product Line: Sell dry flowers, herbal tea, handmade soaps, etc. produced by the small garden, with a gross profit margin of over 60%. Physical and Mental Health Care Services: Outdoor Yoga and Meditation: Conduct themed workshops in the morning courtyard space, with a price of 120 yuan per session; Natural Sound Healing: Design special projects such as bird song morning listening and rain sound meditation based on the local natural environment; Geographical Healing Experience: Introduce local traditional herbal baths and massage techniques, combined with modern SPA.

Cultural Immersion Product Series: Mini Cultural Exhibitions: Courtyard Museum: Plan mini thematic exhibitions quarterly, such as "Evolution History of Agricultural Tools" and "Local Old Photos Exhibition", with free access for other consumption; Artist Residency Program: Invite artists to stay for short-term creation, allowing guests to observe and even participate in the creative process; Cultural Salon Series: Monthly small-scale activities such as reading clubs, documentary screenings, dialect teaching, etc. Festival Participation Experience: Traditional Festival Restoration: Dragon Boat Festival Zongzi Making Competition, Mid-Autumn Festival Worship Ceremony, Cold Winter Porridge Making, etc., enhancing cultural authenticity; Seasonal Celebrations: Spring Farming Ceremony, Summer Firefly Night, Autumn Harvest Festival, Winter Fire Pit Poetry Gathering.

Community Activity Product Package: Theme Community Gatherings: Interest Workshops: Photography enthusiasts gatherings, bird watching groups, star observation, etc., vertical community activities; Skill Exchange Market: Monthly "Barter" or Skill Exchange activities, enhancing interaction among guests; Community Exclusive Activities: Organize "Backyard Masterpiece Day" for repeat customers, providing exclusive experiences and discounts. Corporate Customized Services: Team Building Packages: Design half-day or one-day team-building activities, with a per-person consumption ranging from 300 to 800 yuan; Creative Office Day Rental: Provide "Rural Office + Experience" packages for small teams, including meeting rooms, lunch, and one experience activity. Extended Retail Product Development: Small Garden Brand Products: Local Flavor Series: Develop local specialties with the small garden's exclusive label, such as custom sauces and special tea drinks; Life Aesthetic Products: Cultural products designed with the courtyard elements, such as plant specimen paintings, courtyard scented candles; Practical Souvenirs: Eco-friendly bags, water bottles, notebook binders, etc., daily items with the small garden logo. Subscription Products: Quarterly Food Boxes: Deliver seasonal specialty agricultural products and recipes quarterly, with a pricing of 399 yuan per quarter; Handmade Materials Monthly Delivery: Monthly delivery of different-themed handmade materials packages and instructional videos; Small Garden Life Magazine: Edit and publish electronic or paper versions of the Small Garden Life Aesthetic Journal.

- 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