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當“人山人?！辈辉偈蔷皡^(qū)成功的標志，當游客用腳步投票選擇那些真正值得停留的目的地，中國景區(qū)運營正站在一個歷史性的轉(zhuǎn)折點上。據(jù)統(tǒng)計，2023年國內(nèi)旅游市場中，散客化比例已超過85%，游客平均決策時間縮短至3.2天，而體驗滿意度對復游率的影響權重高達72%。這些數(shù)據(jù)揭示了一個深刻變革：景區(qū)運營的核心已從“資源掌控”轉(zhuǎn)向“體驗設計”，從“流量管理”轉(zhuǎn)向“關系培育”。

一、困境與洞察：傳統(tǒng)運營模式的三重脫節(jié)。當前景區(qū)運營普遍面臨三重脫節(jié)：一是產(chǎn)品供給與市場需求脫節(jié)，許多景區(qū)仍停留在“觀光拍照”的初級階段，而新一代游客追求的是文化沉浸、情感共鳴和自我實現(xiàn)；二是管理方式與游客行為脫節(jié)，僵化的開放時間、單向的解說系統(tǒng)已無法滿足游客個性化、互動化的探索需求；三是價值創(chuàng)造與價值獲取脫節(jié)，景區(qū)往往陷入“高投入低回報”的怪圈，無法將優(yōu)質(zhì)的自然資源或文化資源轉(zhuǎn)化為可持續(xù)的經(jīng)濟收益。破局的關鍵在于重新定義景區(qū)運營的本質(zhì)——它不再是簡單的設施維護與游客管理，而是完整的“體驗生態(tài)系統(tǒng)”的構建與運營。這個系統(tǒng)以游客的完整體驗旅程為主線，涵蓋到訪前、訪問中、訪問后全周期，將景區(qū)從“地理空間”升維為“情感空間”和“記憶工坊”。

When "sea of people" is no longer a sign of success for scenic spots, and when tourists vote with their feet to choose those destinations truly worth staying at, the operation of scenic spots in China is standing at a historic turning point. According to statistics, in the domestic tourism market of 2023, the proportion of individual tourists has exceeded 85%, the average decision-making time of tourists has shortened to 3.2 days, and the influence weight of experience satisfaction on the repeat visit rate is as high as 72%. These data reveal a profound transformation: the core of scenic area operation has shifted from "resource control" to "experience design", and from "traffic management" to "relationship cultivation". In this new era of cultural tourism dominated by the experience economy, how scenic spots can achieve sustainable development through refined operation has become a core issue concerning their survival and prosperity.

I. Predicaments and Insights: The Triple Disconnection of Traditional Operating Models. At present, the operation of scenic spots generally faces three disconnections: First, there is a disconnection between product supply and market demand. Many scenic spots are still at the primary stage of "sightseeing and taking photos", while the new generation of tourists pursue cultural immersion, emotional resonance and self-actualization. Second, the management approach is disconnected from tourists' behaviors. The rigid opening hours and one-way interpretation system can no longer meet tourists' personalized and interactive exploration needs. Thirdly, there is a disconnection between value creation and value acquisition. Scenic spots often fall into a vicious circle of "high investment and low return", and are unable to transform high-quality natural or cultural resources into sustainable economic benefits. The key to breaking the deadlock lies in redefining the essence of scenic area operation - it is no longer merely about facility maintenance and visitor management, but rather the construction and operation of a complete "experience ecosystem". This system takes the complete experience journey of tourists as the main line, covering the entire cycle before, during and after the visit, elevating the scenic area from a "geographical space" to an "emotional space" and a "memory workshop".

二、運營升維：從“管理場所”到“策展體驗”。成功的景區(qū)運營始于對“體驗動線”的精心設計。日本阿寒湖溫泉區(qū)的運營典范值得借鑒：游客從到達那一刻起，便進入一個完整的敘事中——當?shù)匕⒁僚逦幕刎灤┯跇俗R系統(tǒng)、建筑風格、活動設計中；游客可參與的手工藝體驗、自然觀測活動被巧妙嵌入游覽路線；就連住宿設施的窗戶朝向、浴池材質(zhì)都經(jīng)過精心設計，確保與自然景觀的最大化互動。這種“策展思維”要求運營者像博物館策展人一樣思考：如何通過空間序列、互動節(jié)點、信息層次的設計，引導游客完成一次有深度的探索旅程。

數(shù)據(jù)驅(qū)動：從“經(jīng)驗決策”到“精準觸達”。數(shù)字化不是簡單的線上售票，而是運營模式的根本重構。張家界景區(qū)通過構建“智慧大腦”系統(tǒng)，實現(xiàn)了運營的質(zhì)的飛躍：實時客流分析使景區(qū)能動態(tài)調(diào)整游覽路線，避免擁堵；游客行為數(shù)據(jù)幫助優(yōu)化服務設施布局，使垃圾桶、休息點、衛(wèi)生間的位置設置更加科學；基于游客畫像的個性化推薦系統(tǒng)，使二次消費轉(zhuǎn)化率提升40%。更重要的是，數(shù)字平臺使景區(qū)能夠與游客建立訪問后的持續(xù)連接——通過會員系統(tǒng)、內(nèi)容社區(qū)、線上活動，將“一次性游客”轉(zhuǎn)化為“終身粉絲”，實現(xiàn)從“流量”到“留量”的轉(zhuǎn)變。

社區(qū)共生：從“景區(qū)孤島”到“活力生態(tài)”。可持續(xù)發(fā)展的景區(qū)一定是與當?shù)厣鐓^(qū)共生的景區(qū)。云南松贊文旅集團的實踐提供了寶貴啟示：其打造的“松贊環(huán)線”系列酒店，每一家都深度融入當?shù)卮迩f，80%員工來自本地，食材采購自周邊農(nóng)戶，旅游活動設計充分尊重并展示當?shù)匚幕?。這種模式產(chǎn)生了多重效益：游客獲得真實的文化體驗，居民獲得穩(wěn)定就業(yè)與收入，傳統(tǒng)文化得到活態(tài)傳承，景區(qū)則建立了難以復制的競爭力。景區(qū)運營者需要重新定位自身角色——不是資源的獨占者，而是社區(qū)活力的催化劑、地方價值的放大器。

內(nèi)容活化：從“靜態(tài)展示”到“動態(tài)敘事”。文化類景區(qū)的運營關鍵在于將靜態(tài)遺產(chǎn)轉(zhuǎn)化為動態(tài)體驗。西安碑林博物館的轉(zhuǎn)型令人耳目一新：通過開發(fā)“石刻藝術工作坊”，游客可以在專家指導下體驗拓片制作；推出“夜游碑林”項目，利用光影技術讓石碑上的文字“活”起來，配以專業(yè)朗誦者演繹碑文故事；與教育機構合作開發(fā)系列研學課程，將碑林轉(zhuǎn)化為生動的歷史課堂。這些運營創(chuàng)新使參觀時長從平均1.5小時延長至3.5小時，文創(chuàng)收入增長300%。文化遺產(chǎn)的當代生命力，正取決于運營者將其轉(zhuǎn)化為可參與、可感知、可帶走體驗的能力。

生態(tài)融合：從“消耗資源”到“增值環(huán)境”。自然景區(qū)的可持續(xù)發(fā)展必須建立在生態(tài)保護與價值創(chuàng)造的良性循環(huán)上。三江源國家公園的“特許經(jīng)營”模式提供了新思路：通過對生態(tài)體驗活動的嚴格標準和限量管理，既保護了脆弱的高原生態(tài)系統(tǒng)，又創(chuàng)造了高價值的生態(tài)旅游產(chǎn)品；當?shù)啬撩窠?jīng)過培訓成為生態(tài)向?qū)?，從傳統(tǒng)的畜牧業(yè)轉(zhuǎn)向更可持續(xù)的旅游業(yè)；游客支付的費用中有固定比例直接投入生態(tài)保護基金。這種“保護性開發(fā)”模式證明，最嚴格的生態(tài)約束反而能催生最具差異化的體驗產(chǎn)品，實現(xiàn)生態(tài)價值與經(jīng)濟價值的正向循環(huán)。

Ii. Operational Dimension Upgrade: From "Managing Venues" to "Curating Experiences". Successful operation of scenic spots begins with the meticulous design of the "experience route". The operational model of the Akan Lake Hot Spring Area in Japan is worth learning from: from the moment tourists arrive, they enter a complete narrative - local Ainu cultural elements run through the signage system, architectural style, and event design. Handicraft experiences and nature observation activities that tourists can participate in are ingeniously integrated into the tour route. Even the orientation of the accommodation facilities' Windows and the materials of the bathhouses have been meticulously designed to ensure maximum interaction with the natural landscape. This "curatorial thinking" requires operators to think like museum curators: how to guide visitors to complete a profound exploration journey through the design of spatial sequence, interactive nodes and information hierarchy.

Data-driven: From "Experience-based Decision-making" to "Precise Reach". Digitalization is not merely about online ticket sales; it is a fundamental reconstruction of the operational model. Zhangjiajie Scenic Area has achieved a qualitative leap in operation by building a "smart brain" system: real-time passenger flow analysis enables the scenic area to dynamically adjust the tour routes and avoid congestion; Tourist behavior data helps optimize the layout of service facilities, making the locations of trash cans, rest areas and restrooms more scientific. The personalized recommendation system based on tourist profiles has increased the conversion rate of secondary consumption by 40%. More importantly, digital platforms enable scenic spots to establish continuous connections with tourists after their visits - through membership systems, content communities, and online activities, converting "one-time visitors" into "lifelong fans", achieving a transformation from "traffic" to "retention".

Community Symbiosis: From "Isolated Scenic Islands" to "Vibrant Ecology". A sustainable scenic area must be one that coexists with the local community. The practice of Yunnan Songtsam Culture and Tourism Group has provided valuable inspiration: the "Songtsam Loop" series of hotels it has created are deeply integrated into the local villages. 80% of the staff come from the local area, and the ingredients are purchased from nearby farmers. The design of tourism activities fully respects and showcases the local culture. This model has brought about multiple benefits: tourists can enjoy genuine cultural experiences, residents can obtain stable employment and income, traditional culture can be passed down in a dynamic way, and scenic spots have established an irreplaceable competitive edge. Scenic area operators need to reposition their roles - not as monopolists of resources, but as catalysts for community vitality and amplifiers of local value.

Content Activation: From "Static display" to "Dynamic Narrative". The key to the operation of cultural scenic spots lies in transforming static heritage into dynamic experiences. The transformation of Xi 'an Stele Forest Museum is refreshing: by developing "Stone Carving Art Workshops", visitors can experience rubbing making under the guidance of experts. Launch the "Night Tour of the Stele Forest" project, using light and shadow technology to bring the inscriptions on the stone steles to life, and have professional reciters interpret the stories behind the steles. Collaborate with educational institutions to develop a series of study Tours, transforming the Stele forest into a vivid history classroom. These operational innovations have extended the average visiting hours from 1.5 to 3.5 hours, and the cultural and creative revenue has increased by 300%. The contemporary vitality of cultural heritage precisely depends on the ability of operators to transform it into an engaging, perceivable and portable experience.

三、可持續(xù)運營的四大支柱體系，構建面向未來的景區(qū)運營體系，需要四大支柱的協(xié)同支撐：

一是彈性管理框架，建立能夠快速響應市場變化、游客需求、環(huán)境條件的柔性運營機制，如動態(tài)票價系統(tǒng)、可調(diào)整的開放策略、模塊化的活動組合。二是人才賦能體系，將一線員工作為體驗的關鍵傳遞者，通過系統(tǒng)培訓使他們從“服務提供者”轉(zhuǎn)變?yōu)椤拔幕忈屨摺焙汀绑w驗 facilitator”。三是伙伴關系網(wǎng)絡，與旅行社、OTA平臺、文化機構、教育組織等建立深度合作，將景區(qū)嵌入更廣泛的價值網(wǎng)絡，拓展客源渠道與體驗邊界。四是長效評價機制，超越簡單的游客數(shù)量和收入指標，建立涵蓋體驗質(zhì)量、生態(tài)影響、社區(qū)受益、文化傳承等多維度的可持續(xù)發(fā)展評估體系。

從法國霞慕尼勃朗峰地區(qū)百年不衰的登山旅游運營，到中國烏鎮(zhèn)從觀光小鎮(zhèn)到文化度假目的地的華麗轉(zhuǎn)身，無不證明：景區(qū)可持續(xù)發(fā)展的核心秘密，并不在于擁有多么獨特的資源，而在于如何通過精細化、人性化、創(chuàng)新化的運營，讓這些資源在每個游客的體驗中煥發(fā)新生。

Iii. The Four Pillar Systems for Sustainable Operation: To build a future-oriented scenic area operation system, the coordinated support of the four pillars is needed:

The first is an elastic management framework, establishing a flexible operation mechanism that can quickly respond to market changes, tourist demands, and environmental conditions, such as dynamic fare systems, adjustable opening strategies, and modular activity combinations. The second is the talent empowerment system, which regards front-line employees as the key transmitters of experience. Through systematic training, they are transformed from "service providers" to "cultural interpreters" and "experience facilitators". The third is the partnership network, which involves establishing in-depth cooperation with travel agencies, OTA platforms, cultural institutions, educational organizations, etc., embedding scenic spots into a broader value network, and expanding the channels for attracting tourists and the boundaries of their experiences. Fourth, a long-term evaluation mechanism should be established, transcending simple indicators such as the number of tourists and revenue. A sustainable development assessment system covering multiple dimensions including experience quality, ecological impact, community benefits, and cultural inheritance should be set up.

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