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“文旅+研學(xué)”模式應(yīng)運(yùn)而生，成為連接旅游產(chǎn)業(yè)與教育需求的重要橋梁。研學(xué)旅行不僅符合國(guó)家素質(zhì)教育政策導(dǎo)向，更回應(yīng)了家庭消費(fèi)升級(jí)中對(duì)“有意義旅行”的迫切需求。據(jù)統(tǒng)計(jì)，中國(guó)研學(xué)旅行市場(chǎng)規(guī)模已超千億元，年均增長(zhǎng)率保持在15%以上，展現(xiàn)出強(qiáng)勁的發(fā)展勢(shì)頭。文旅項(xiàng)目與研學(xué)融合，本質(zhì)上是通過教育價(jià)值注入，延長(zhǎng)游客停留時(shí)間、提升消費(fèi)頻次、增強(qiáng)項(xiàng)目黏性的戰(zhàn)略選擇。不同文旅項(xiàng)目類型如何抓住這一機(jī)遇，設(shè)計(jì)符合自身特色的研學(xué)產(chǎn)品，實(shí)現(xiàn)教育價(jià)值與經(jīng)濟(jì)效益的雙贏，是當(dāng)前行業(yè)面臨的核心課題。

一、不同類型文旅項(xiàng)目的“研學(xué)+”實(shí)踐路徑1）自然生態(tài)型景區(qū)：打造沉浸式自然科學(xué)課堂，對(duì)于以山川湖海、森林公園、地質(zhì)公園為代表的自然生態(tài)景區(qū)，研學(xué)開發(fā)應(yīng)聚焦于生態(tài)教育、地質(zhì)科普和戶外探索。這類項(xiàng)目的核心優(yōu)勢(shì)在于真實(shí)、豐富的自然資源。

產(chǎn)品設(shè)計(jì)思路：主題化課程體系：開發(fā)“森林生態(tài)考察”“地質(zhì)演變探索”“星空觀測(cè)營(yíng)”等系列主題課程，將自然現(xiàn)象轉(zhuǎn)化為可體驗(yàn)的教學(xué)內(nèi)容季節(jié)差異化設(shè)計(jì)：根據(jù)四季變化設(shè)計(jì)不同研學(xué)產(chǎn)品，如春季植物辨識(shí)、夏季昆蟲觀察、秋季果實(shí)采集、冬季動(dòng)物蹤跡追蹤專業(yè)導(dǎo)師配置：與高校生物、地理專業(yè)合作，培養(yǎng)兼具專業(yè)知識(shí)與講解能力的研學(xué)導(dǎo)師。

案例參考：張家界國(guó)家森林公園推出“地質(zhì)奇觀研學(xué)營(yíng)”，通過實(shí)地考察砂巖峰林地貌，結(jié)合VR技術(shù)還原三億八千萬(wàn)年前的地質(zhì)變遷，成功吸引大量中小學(xué)團(tuán)隊(duì)，復(fù)購(gòu)率達(dá)40%。

盈利與引流策略：開發(fā)自然標(biāo)本制作、生態(tài)瓶DIY等二次消費(fèi)項(xiàng)目，與教育機(jī)構(gòu)合作推出寒暑假長(zhǎng)期營(yíng)，提高非旺季客流量建立“小小護(hù)林員”認(rèn)證體系，激勵(lì)家庭重復(fù)參與。

2）文化遺產(chǎn)型項(xiàng)目：構(gòu)建活態(tài)歷史博物館，古城古鎮(zhèn)、歷史遺址、博物館等文化遺產(chǎn)類項(xiàng)目，具有天然的文化教育屬性。其研學(xué)開發(fā)關(guān)鍵在于如何將靜態(tài)展示轉(zhuǎn)化為動(dòng)態(tài)體驗(yàn)。

產(chǎn)品設(shè)計(jì)思路：角色代入式體驗(yàn)：設(shè)計(jì)“一日古人生活”“考古發(fā)掘模擬”“傳統(tǒng)工匠體驗(yàn)”等沉浸式活動(dòng)文化解碼課程：將文物、建筑背后的歷史故事、工藝技術(shù)、審美觀念系統(tǒng)化呈現(xiàn)非遺傳承實(shí)踐：引入當(dāng)?shù)胤俏镔|(zhì)文化遺產(chǎn)，讓學(xué)生親手參與制作過程。

案例參考：西安兵馬俑景區(qū)推出“秦風(fēng)研學(xué)計(jì)劃”，學(xué)生可參與陶俑修復(fù)體驗(yàn)、秦簡(jiǎn)書寫、古代軍事陣法演練等活動(dòng)，成功將平均參觀時(shí)間從2小時(shí)延長(zhǎng)至6小時(shí)，人均消費(fèi)提升150%。

盈利與引流策略：開發(fā)文創(chuàng)材料包，將體驗(yàn)項(xiàng)目延伸至家庭場(chǎng)景；與歷史教科書內(nèi)容聯(lián)動(dòng)，成為學(xué)校歷史教學(xué)的校外課堂；推出“文化護(hù)照”打卡系統(tǒng)，鼓勵(lì)多次到訪不同文化點(diǎn)。

3）主題公園與樂園：寓教于樂的創(chuàng)新實(shí)踐，主題公園的優(yōu)勢(shì)在于成熟的運(yùn)營(yíng)體系、高度的體驗(yàn)性和娛樂性。研學(xué)開發(fā)需要在保持趣味性的同時(shí)，巧妙融入科學(xué)、藝術(shù)等教育元素。

產(chǎn)品設(shè)計(jì)思路：幕后揭秘課程：展示游樂設(shè)施背后的物理原理、動(dòng)畫制作的技術(shù)流程、特效實(shí)現(xiàn)的科學(xué)原理創(chuàng)意工作坊：設(shè)立動(dòng)畫制作、角色設(shè)計(jì)、場(chǎng)景搭建等藝術(shù)創(chuàng)作空間環(huán)保主題路線：結(jié)合園區(qū)設(shè)計(jì)，講解雨水收集系統(tǒng)、太陽(yáng)能應(yīng)用、垃圾處理等環(huán)保實(shí)踐。

案例參考：上海迪士尼樂園推出“迪士尼想象工程研學(xué)營(yíng)”，讓學(xué)生了解游樂項(xiàng)目從概念設(shè)計(jì)到技術(shù)實(shí)現(xiàn)的全過程，成為長(zhǎng)三角地區(qū)最受歡迎的高端研學(xué)產(chǎn)品之一。

盈利與引流策略：開發(fā)“樂園+研學(xué)”套餐，提高客單價(jià)；針對(duì)不同年齡段設(shè)計(jì)差異化產(chǎn)品，覆蓋更廣客群；與學(xué)?？萍脊?jié)、藝術(shù)節(jié)合作，提供定制化活動(dòng)方案。

4）鄉(xiāng)村文旅項(xiàng)目：田園成為自然教室，鄉(xiāng)村旅游的興起為研學(xué)提供了廣闊空間。鄉(xiāng)村的生態(tài)環(huán)境、農(nóng)耕文化、民俗傳統(tǒng)都是城市孩子稀缺的教育資源。

產(chǎn)品設(shè)計(jì)思路：農(nóng)耕體驗(yàn)系列：設(shè)計(jì)從播種到收獲的全周期農(nóng)耕體驗(yàn)，結(jié)合現(xiàn)代農(nóng)業(yè)科技展示鄉(xiāng)土文化傳承：學(xué)習(xí)傳統(tǒng)手工藝、地方戲曲、民間故事等非物質(zhì)文化遺產(chǎn)生態(tài)循環(huán)實(shí)踐：參與生態(tài)農(nóng)場(chǎng)建設(shè)，了解循環(huán)農(nóng)業(yè)、有機(jī)種植等可持續(xù)生活方式。

案例參考：浙江莫干山某民宿集群聯(lián)合推出“山野學(xué)堂”，整合周邊竹林、茶園、溪流資源，開發(fā)自然觀察、戶外生存、生態(tài)藝術(shù)等課程，年均接待研學(xué)團(tuán)隊(duì)超500批次。

盈利與引流策略：開發(fā)農(nóng)產(chǎn)品深加工體驗(yàn)，延伸消費(fèi)鏈條；設(shè)計(jì)周末家庭研學(xué)套餐，平衡工作日?qǐng)F(tuán)隊(duì)與周末散客；與城市學(xué)校建立長(zhǎng)期合作，成為固定實(shí)踐基地。

5）城市文旅綜合體：都市文化資源的教育轉(zhuǎn)化，城市中的科技館、美術(shù)館、商業(yè)文化街區(qū)等，具有交通便利、設(shè)施完善、資源集中的優(yōu)勢(shì)。

產(chǎn)品設(shè)計(jì)思路：城市探索課程：通過城市徒步、建筑觀察、社區(qū)訪談等方式認(rèn)識(shí)城市脈絡(luò)藝術(shù)鑒賞實(shí)踐：在美術(shù)館、劇院開展藝術(shù)工作坊，學(xué)習(xí)欣賞與創(chuàng)作科技創(chuàng)新體驗(yàn)：利用科技館、創(chuàng)新工場(chǎng)等資源，開展編程、機(jī)器人、3D打印等STEM教育。

案例參考：成都遠(yuǎn)洋太古里聯(lián)合周邊文化場(chǎng)所推出“都市文化研學(xué)線”，將商業(yè)空間、歷史建筑、當(dāng)代藝術(shù)展覽串聯(lián)，探索城市更新的文化邏輯，成為城市研學(xué)的創(chuàng)新模式。

盈利與引流策略：開發(fā)短時(shí)高頻的課后研學(xué)產(chǎn)品，滿足城市家庭日常需求；與企業(yè)CSR項(xiàng)目合作，開發(fā)員工親子研學(xué)活動(dòng)；打造“城市研學(xué)通行證”，整合多個(gè)場(chǎng)所資源。

The "culture and tourism + study Tours" model has emerged as an important bridge connecting the tourism industry and educational demands. Study Tours not only conform to the national policy orientation of quality-oriented education, but also respond to the urgent demand for "meaningful travel" in the process of family consumption upgrade. According to statistics, the market size of study Tours in China has exceeded 100 billion yuan, with an average annual growth rate of over 15%, demonstrating a strong development momentum. The integration of cultural tourism projects and study Tours is essentially a strategic choice to extend tourists' stay time, increase consumption frequency and enhance project stickiness by injecting educational value. How different types of cultural and tourism projects can seize this opportunity, design study Tours that suit their own characteristics, and achieve a win-win situation of educational value and economic benefits is the core issue currently faced by the industry.

I. Practical Paths of "Study Tour +" for Different Types of Cultural and Tourism Projects

1) Natural ecological scenic spots: Create immersive natural science classrooms. For natural ecological scenic spots represented by mountains, rivers, lakes, seas, forest parks, and geological parks, the development of study Tours should focus on ecological education, geological science popularization, and outdoor exploration. The core advantage of this type of project lies in its genuine and abundant natural resources. Product design concept: Thematic curriculum system: Develop a series of thematic courses such as "Forest Ecological Investigation", "Geological Evolution Exploration", and "Starry Sky Observation Camp", transforming natural phenomena into experiential teaching content. Seasonal differentiated design: Design different study tour products based on the changes of the four seasons, such as plant identification in spring, insect observation in summer, fruit collection in autumn, and animal tracking in winter. Professional mentor configuration: Cooperate with the biology and geography departments of universities to cultivate study tour mentors who possess both professional knowledge and the ability to explain.

Case reference: Zhangjiajie National Forest Park launched a "Geological Wonder Study Camp". By conducting on-site investigations of sandstone peak forest landforms and combining VR technology to recreate geological changes 380 million years ago, it successfully attracted a large number of primary and secondary school teams, with a repurchase rate of 40%. Profit and traffic diversion strategies: Develop secondary consumption projects such as natural specimen making and DIY ecological bottles, cooperate with educational institutions to launch long-term camps during winter and summer vacations to increase the number of visitors during off-peak seasons, establish a "Little Forest Ranger" certification system to encourage families to participate repeatedly.

2) Cultural heritage projects: Build living historical museums. Ancient cities and towns, historical sites, museums and other cultural heritage projects have natural cultural and educational attributes. The key to its research and study development lies in how to transform static display into dynamic experience. Product design concept: Role-playing experience: Design immersive activities such as "A Day in Ancient Life", "Archaeological Excavation Simulation", and "Traditional Craftsman Experience". Cultural Decoding course: Systematically present the historical stories, craftsmanship techniques, and aesthetic concepts behind cultural relics and buildings. Intangible Cultural Heritage Inheritance practice: Introduce local intangible cultural heritage and let students participate in the production process by themselves. Case reference: The Terracotta Army Scenic Area in Xi 'an has launched the "Qin Style Research and Study Program", where students can participate in activities such as terracotta Army restoration experiences, Qin bamboo slips writing, and ancient military formation drills. This has successfully extended the average visiting time from 2 hours to 6 hours and increased per capita consumption by 150%. Profit and traffic diversion strategies: Develop cultural and creative material packages and extend experience projects to home scenarios; It is linked with the content of history textbooks and becomes an off-campus classroom for school history teaching. Introduce a "Cultural Passport" check-in system to encourage multiple visits to different cultural sites.

3) Theme Parks and Amusement Parks: An innovative practice of combining education with entertainment. The advantages of theme parks lie in their mature operation systems, high levels of experience and entertainment. Research and study development should maintain its interest while ingeniously integrating educational elements such as science and art. Product design concept: Behind-the-scenes Unveiling Course: Demonstrate the physical principles behind amusement facilities, the technical process of animation production, and the scientific principles of special effects realization. Creative Workshop: Set up artistic creation Spaces such as animation production, character design, and scene construction. Environmental Protection Theme route: Combine park design to explain environmental protection practices such as rainwater collection systems, solar energy applications, and garbage disposal. Case reference: Shanghai Disneyland has launched the "Disney Imagination Engineering Study Camp", allowing students to understand the entire process from concept design to technical implementation of the rides. It has become one of the most popular high-end study products in the Yangtze River Delta region. Profit and traffic diversion strategies: Develop "park + study tour" packages to increase the average transaction value; Design differentiated products for different age groups to cover a broader customer base; Cooperate with the school's science and technology festival and art festival to provide customized activity plans.

二、“研學(xué)+”業(yè)態(tài)的盈利模式創(chuàng)新，多元收入結(jié)構(gòu)設(shè)計(jì)，成功的研學(xué)項(xiàng)目需要突破單一門票經(jīng)濟(jì)，構(gòu)建多元化收入體系：

課程服務(wù)收入：根據(jù)不同課程內(nèi)容、師資配置、材料成本差異化定價(jià)；衍生品銷售：開發(fā)與研學(xué)主題相關(guān)的教具、圖書、文創(chuàng)產(chǎn)品；認(rèn)證與測(cè)評(píng)：提供學(xué)習(xí)成果認(rèn)證、能力測(cè)評(píng)報(bào)告等增值服務(wù)；師資培訓(xùn)：為學(xué)校教師提供研學(xué)指導(dǎo)培訓(xùn)，成為行業(yè)服務(wù)提供商；場(chǎng)地租賃：為學(xué)校、機(jī)構(gòu)開展研學(xué)活動(dòng)提供場(chǎng)地和專業(yè)支持。

成本控制與效率提升：課程模塊化設(shè)計(jì)：將研學(xué)內(nèi)容模塊化，便于根據(jù)不同需求快速組合，降低開發(fā)成本；導(dǎo)師資源共享：建立區(qū)域研學(xué)導(dǎo)師庫(kù)，實(shí)現(xiàn)優(yōu)質(zhì)師資高效配置；數(shù)字化工具應(yīng)用：開發(fā)研學(xué)管理平臺(tái)，實(shí)現(xiàn)課程預(yù)訂、物料管理、效果評(píng)估的數(shù)字化；淡旺季平衡：設(shè)計(jì)季節(jié)適應(yīng)性課程和室內(nèi)外結(jié)合方案，緩解季節(jié)性波動(dòng)。引流策略：從教育入口到文旅消費(fèi)，教育渠道深耕；與教育部門合作：爭(zhēng)取將項(xiàng)目納入當(dāng)?shù)刂行W(xué)社會(huì)實(shí)踐基地目錄；課程體系銜接：將研學(xué)內(nèi)容與學(xué)校課程標(biāo)準(zhǔn)對(duì)接，增強(qiáng)教育相關(guān)性；教師社群建設(shè)：通過教師體驗(yàn)活動(dòng)、教研合作建立信任關(guān)系。家庭市場(chǎng)拓展：親子產(chǎn)品設(shè)計(jì)：開發(fā)適合家庭周末參與的短時(shí)研學(xué)產(chǎn)品；社交媒體傳播：鼓勵(lì)家長(zhǎng)分享孩子的研學(xué)成果，形成口碑傳播；會(huì)員體系建立：推出研學(xué)會(huì)員卡，提供課程折扣、專屬活動(dòng)等權(quán)益。跨界資源整合：教育機(jī)構(gòu)合作：與培訓(xùn)機(jī)構(gòu)、幼兒園、高校等建立合作關(guān)系；企業(yè)市場(chǎng)開發(fā)：針對(duì)企業(yè)團(tuán)隊(duì)建設(shè)、家庭日需求開發(fā)定制產(chǎn)品；線上流量轉(zhuǎn)化：通過知識(shí)付費(fèi)、在線課程等形式吸引用戶，轉(zhuǎn)化為線下體驗(yàn)。

Second, the profit model innovation of the "Study Tour +" business format and the design of a diversified income structure. Successful study tour projects need to break through the single ticket economy and build a diversified income system:

Course service revenue: Differentiated pricing based on different course contents, faculty allocation, and material costs. Derivative product sales: Develop teaching AIDS, books, and cultural and creative products related to study tour themes; Certification and Assessment: Provide value-added services such as learning outcome certification and ability assessment reports; Teacher training: Provide research and study guidance training for school teachers and become an industry service provider; Venue rental: Provide venues and professional support for schools and institutions to carry out study Tours. Cost control and efficiency improvement: Modular course design: Modularize the study and research content to facilitate rapid combination based on different needs and reduce development costs. Mentor resource sharing: Establish a regional research and study mentor database to achieve efficient allocation of high-quality teaching staff. Digital tool application: Develop a study tour management platform to achieve digitalization of course booking, material management, and effect evaluation. Balance between peak and off-peak seasons: Design seasonal adaptive courses and indoor and outdoor combined programs to alleviate seasonal fluctuations.

Traffic diversion strategy: From educational entry points to cultural and tourism consumption, deeply cultivate educational channels; Cooperate with the education department: Strive to have the project included in the local directory of social practice bases for primary and secondary schools; Curriculum system connection: Align the research and study content with the school's curriculum standards to enhance educational relevance. Teacher community building: Establish trust relationships through teacher experience activities and teaching and research cooperation. Family market expansion: Parent-child product design: Develop short-term study Tours suitable for family participation on weekends; Social media dissemination: Encourage parents to share their children's study tour achievements to form word-of-mouth promotion. Membership system establishment: Launch study tour membership cards, offering benefits such as course discounts and exclusive activities. Cross-border resource integration: Cooperation with educational institutions: Establishing cooperative relationships with training institutions, kindergartens, universities, etc. Enterprise market development: Develop customized products for enterprise team building and family daily needs. Online traffic conversion: Attract users through forms such as knowledge payment and online courses, and convert them into offline experiences.

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