文旅案例 | 山地度假新浪潮：政策赋能下的规划升级与品牌突围、构建山地度假的核心竞争力|山地度假|度假区|旅游|规划设计

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在全球旅游格局深刻变革的当下，山地旅游正从传统的观光体验向沉浸式度假深刻转型。这一转变不仅呼应了游客对健康生活、自然回归和精神体验的深层需求，更与国家文旅政策导向高度契合。近年来，国家层面相继出台《关于促进乡村旅游可持续发展的指导意见》《山地户外运动产业发展规划》等一系列政策，为山地旅游发展提供了明确的方向指引和政策支持。

当前山地度假呈现三大核心趋势：体验深度化——游客不再满足于“看山看水”，更追求山地运动、生态教育、文化沉浸等多元体验；季节全时化——通过“春赏花、夏避暑、秋观叶、冬滑雪”的产品组合，破解山地旅游季节性瓶颈；业态融合化——山地旅游与健康养生、体育赛事、科普研学、艺术创作等领域的跨界融合日益紧密。在“两山理论”和乡村振兴战略的背景下，山地旅游被赋予了生态价值转化和乡村发展的双重使命。这要求开发者在规划之初就必须将生态保护置于核心位置，通过低碳设施、环境容量控制和生态补偿机制，实现“保护中开发、开发中保护”的可持续发展。

一、科学规划：构建山地度假的核心竞争力

精准定位与差异化布局：成功的山地度假区必须避免同质化竞争。规划阶段需深入分析资源禀赋、区位条件、客源市场和竞争环境，确立独特定位。例如，依托独特地质景观的可打造科普探险主题，森林覆盖率高的可侧重康养度假，民族文化丰富的可深耕文化体验。张家界依托奇特地貌打造“世界地质公园”IP，莫干山凭借近沪区位和民国文化发展精品民宿集群，都是精准定位的典范。

空间规划与生态融合：山地规划需遵循“低强度、高体验”原则，采用分散式、组团式布局，最大限度减少对自然肌理的破坏。交通组织上，建立“外部大交通快捷化、内部慢行系统网络化”的体系，减少机动车侵入，发展索道、步道、观光小火车等绿色交通。建筑风格应体现地域特色，采用生态材料，推广绿色建筑技术，实现建筑与自然的有机对话。

产品体系的多维构建：构建“核心吸引物+配套体验+主题住宿”的复合产品体系：核心吸引物：打造1-2个具有市场引爆力的项目，如高山玻璃栈道、星空观测站、悬崖酒店等；体验活动矩阵：涵盖户外运动（徒步、攀岩、骑行）、自然教育（观鸟、植物认知）、文化体验（手工艺、民俗节庆）、康养活动（瑜伽、禅修、温泉）等多层次内容；主题住宿系统：发展树屋、帐篷营地、崖壁酒店、精品民宿等多样化住宿产品，延长游客停留时间。

In the current era of profound changes in the global tourism landscape, mountain tourism is undergoing a profound transformation from traditional sightseeing experiences to immersive vacations. This transformation not only responds to the deep-seated needs of tourists for healthy living, nature's return, and spiritual experiences, but also aligns perfectly with the national cultural and tourism policy orientations. In recent years, the national level has successively issued a series of policies such as "Guiding Opinions on Promoting the Sustainable Development of Rural Tourism" and "Development Plan for Mountain Outdoor Sports Industry", providing clear direction guidance and policy support for the development of mountain tourism. Currently, mountain vacation presents three core trends: deepened experience - tourists no longer content with "viewing mountains and waters", but seek diversified experiences such as mountain sports, ecological education, and cultural immersion; full-season accessibility - through the product combination of "spring flower viewing, summer heat avoidance, autumn leaf viewing, winter skiing", the seasonal bottleneck of mountain tourism is broken; integrated business model - the cross-border integration of mountain tourism with health preservation, sports events, science popularization, and art creation is becoming increasingly close. Under the background of the "Two Mountains Theory" and the rural revitalization strategy, mountain tourism has been endowed with dual missions of ecological value transformation and rural development. This requires developers to place ecological protection at the core position from the very beginning of planning, through low-carbon facilities, environmental capacity control, and ecological compensation mechanisms, to achieve "development while protecting, protecting while developing" sustainable development.

1. Scientific planning: Build the core competitiveness of mountain vacation. Precise positioning and differentiated layout: A successful mountain vacation area must avoid homogenization competition. During the planning stage, in-depth analysis of resource endowment, location conditions, tourist source markets, and competitive environment is required, and a unique positioning should be established. For example, based on unique geological landscapes, a science and exploration theme can be created; for areas with high forest coverage, a focus on health and vacation can be placed; for areas rich in ethnic culture, cultural experience can be deeply developed. Zhangjiajie, relying on unique landforms, has created the "World Geopark" IP; Moganshan, with its proximity to Shanghai and the development of high-quality boutique guesthouses based on the culture， are both exemplary cases of precise positioning.

Spatial planning and ecological integration： Mountain planning should follow the principle of "low intensity， high experience"， adopt dispersed and group layout， and minimize damage to the natural texture. In terms of transportation organization， establish a system of "fast external transportation and networked internal slow traffic"， reduce the intrusion of motor vehicles， and develop cable cars， footpaths， and sightseeing small trains as green transportation. Architectural style should reflect regional characteristics， use ecological materials， promote green building technologies， and achieve an organic dialogue between buildings and nature. Multi-dimensional construction of product system： Build a "core attraction + supporting experience + theme accommodation" composite product system： Core attraction： Create 1-2 projects with market-pushing power， such as high-altitude glass walkways， starry sky observation stations， cliff hotels， etc.； Experience activity matrix： Cover multiple levels of content such as outdoor sports (hiking， rock climbing， cycling)， natural education (bird watching， plant recognition)， cultural experience (crafts， folk festivals)， and health preservation activities (yoga， meditation， hot springs)； Theme accommodation system： Develop tree houses， tent camps， cliff hotels， and boutique guesthouses， etc.， to extend the stay time of tourists.

二、创新运营：实现持续引流与多元盈利

内容驱动的营销策略：在信息过载时代，优质内容成为吸引流量的核心。应建立“专业内容团队+用户生成内容+跨界内容合作”的内容生产体系：与户外运动KOL、自然摄影师、旅行作家合作，产出高质量图文视频内容；举办摄影大赛、游记征集活动，激励用户创作和分享；与影视综艺合作，通过场景植入提升目的地曝光度。

四季全时运营模式：打破“靠天吃饭”局限，通过产品创新实现四季均衡：春季开发山地花卉节、采茶体验、自然写生活动；夏季推出避暑度假套餐、星空露营、户外音乐节；秋季打造红叶观赏、丰收体验、山地马拉松；冬季开发滑雪、温泉、年俗文化等产品，同时发展室内体验项目，如山地博物馆、手工坊、康养中心，应对恶劣天气。

社群化用户运营：建立山地爱好者社群，通过会员体系、专属活动、积分奖励等方式培养忠实客群。例如，设立“山地探索家”俱乐部，为会员提供定制路线、专业向导、装备租赁等专属服务，增强用户粘性和复游率。

多元盈利模式设计：除门票、住宿、餐饮等基础收入外，拓展更多盈利渠道：活动经济：举办越野赛、自行车赛等体育赛事，音乐节、艺术展等文化活动；教育经济：开发自然学校、研学营地、户外技能培训课程；衍生品经济：开发具有山地特色的文创产品、农产品、户外装备；服务输出：将成熟的运营管理模式向其他山地景区输出，获取咨询管理收入。

II. Innovative Operations: Achieving Continuous Traffic Attraction and Diversified ProfitsContent-driven marketing strategy: In the era of information overload, high-quality content has become the core for attracting traffic. A content production system consisting of "professional content team + user-generated content + cross-border content cooperation" should be established: collaborate with outdoor sports KOLs, nature photographers, and travel writers to produce high-quality text, image, and video content; hold photography competitions and travelogue collection activities to motivate users to create and share; cooperate with film and TV shows to enhance the exposure of the destination through scene integration. Four-season all-time operation model: break the limitation of "relying on nature", achieve balanced operation throughout the year through product innovation: develop mountain flower festivals, tea-picking experiences, and nature writing activities in spring; launch summer vacation packages, starry sky camping, and outdoor music festivals; create red leaf viewing, harvest experience, and mountain marathon activities in autumn; develop winter skiing, hot spring, and New Year customs culture products, and develop indoor experience projects such as mountain museum, handicraft workshop, and health care center to cope with bad weather. Community-based user operation: establish mountain enthusiasts communities, cultivate loyal customers through membership systems, exclusive activities, and point rewards. For example, establish the "Mountain Explorer" club, providing customized routes, professional guides, equipment rental, and other exclusive services for members, enhancing user stickiness and repeat visit rate. Diversified profit model design: in addition to basic income from tickets, accommodation, and catering, expand more profit channels: event economy: hold sports events such as cross-country races and bicycle races, cultural activities such as music festivals and art exhibitions; education economy: develop nature schools, study camps, and outdoor training courses; derivative product economy: develop cultural products, agricultural products, and outdoor equipment with mountain characteristics; service output: transfer mature operation management models to other mountainous scenic spots to obtain consulting and management income.

三、品牌塑造：从目的地到生活方式倡导者

品牌故事与价值主张：成功的山地度假品牌往往超越地理概念，成为某种生活方式的象征。规划者需要挖掘独特的故事线索——可能是守护自然的承诺、户外探险的精神，或是山地文化的传承。将这些价值主张融入品牌视觉系统、服务标准和传播内容，形成一致性的品牌体验。

体验场景的品牌化：将品牌理念转化为可感知的体验场景：设计具有品牌辨识度的打卡点、观景平台、休憩设施；培训员工具备自然讲解、户外技能等专业能力，成为品牌代言人；标准化服务质量的同时，保留在地特色和人情温度。

跨界联动与品牌延伸：与高端户外品牌、健康管理机构、文化机构等开展跨界合作，通过联名产品、合作活动提升品牌调性。在条件成熟时，可将品牌延伸至城市体验店、户外装备、健康食品等领域，构建品牌生态圈。

可持续品牌承诺：将生态保护行动转化为品牌资产，定期发布可持续发展报告，展示在碳减排、社区共建、生物多样性保护等方面的成果。邀请游客参与植树、清洁山林等环保活动，将品牌与责任深度绑定。

随着“健康中国”战略深入实施和消费者对高品质生活需求的增长，山地度假正迎来黄金发展期。未来，科技赋能将进一步提升山地旅游体验，VR预体验、智能穿戴设备、生态监测互动等技术应用将更加广泛。同时，个性化定制、小团深度体验、多代同游产品将成为市场新宠。在乡村振兴大背景下，山地度假区应积极探索“景区带村”模式，通过民宿标准输出、农产品采购、就业带动等方式，促进当地社区可持续发展，实现经济、社会、生态效益的统一。

III. Brand Building: From Destination to Lifestyle AdvocateBrand Story and Value Proposition: Successful mountain resort brands often transcend geographical boundaries and become symbols of a certain lifestyle. Planners need to uncover unique storylines - perhaps the commitment to protecting nature, the spirit of outdoor exploration, or the传承 of mountain culture. Integrate these value propositions into the brand visual system, service standards, and communication content to create a consistent brand experience.

Brandization of Experience Scenarios： Transform brand concepts into perceptible experience scenarios： design signature check-in points， viewing platforms, and rest facilities; train staff to possess professional capabilities such as natural interpretation and outdoor skills， and become brand advocates； standardize service quality while maintaining local characteristics and humanistic warmth. Cross-border collaboration and brand extension： collaborate with high-end outdoor brands， health management institutions， cultural institutions， etc.， to enhance brand positioning through joint products and cooperative activities. When conditions are ripe， the brand can be extended to urban experience stores， outdoor equipment， health food， etc.， to build a brand ecosystem. Sustainable Brand Commitment： Transform ecological protection actions into brand assets， regularly release sustainable development reports， and showcase achievements in carbon reduction， community building， and biodiversity protection. Invite tourists to participate in environmental protection activities such as tree planting and cleaning of mountain forests， deeply linking the brand with responsibility.

With the in-depth implementation of the "Healthy China" strategy and the growth of consumers' demand for high-quality life， mountain resort tourism is entering a golden development period. In the future， technology empowerment will further enhance the mountain tourism experience. VR pre-experience， smart wearable devices， ecological monitoring interaction and other technological applications will be more widespread. At the same time， personalized customization， small group in-depth experiences， and multi-generation group tours will become market favorites. Against the backdrop of rural revitalization， mountain resort areas should explore the "scenic area leads villages" model， through standard output of民宿 standards， agricultural product procurement， employment promotion， etc.， to promote the sustainable development of local communities and achieve unity of economic， social， and ecological benefits.