文体旅融合视域下“营地+”经济可持续发展策略分析与研究--以浙江为例  

Analysis and Research on the Sustainable Development Strategy of“Camp+”Economy from the Perspective of Cultural,Sports and Tourism Integration--Taking Zhejiang as an Example

作　　者：楼高羽 LOU Gao-yu(Zhejiang Business College,Hangzhou 310053,Zhejiang)

机构地区：[1]浙江商业职业技术学院,浙江杭州310053

出　　处：《江苏商论》2025年第4期60-64,共5页Jiangsu Commercial Forum

基　　金：2023—2024年度浙江省文化和旅游厅科研与创作项目:文体旅融合发展背景下“营地+”经济可持续发展策略研究成果(2023KYY045)。

摘　　要：《“十四五”旅游业发展规划》提出要丰富旅游休闲产品供给,有序引导露营旅游休闲发展的相关要求。近年来,中国营地规模、露营产品呈指数上涨。然而作为被疫情催热的产业,营地经济存在同质现象严重、缺乏与当地产业融合等痛点,如何形成“营地+产业”融合发展的大旅游格局,成为营地经济可持续发展的主命题。而部分地区景点已探索将文化、旅游、体育三大市场进行有机叠加,对当地经济释放活力,加强产业集聚发展小有成效。本文针对浙江省内营地建设现状,并结合相关数据,凝练出六力模型,构建“3+6+N”营地+经济可持续发展体系。以品牌为点、产业成链、融合画面三维联动,通过造景、IP找魂、引流、蓄能、聚财、渗透六力构体,融入“营地+”建设的N次魔方思路对文体旅融合视域下“营地+”经济的可持续发展提供有力策略,打造露营赋能产业振兴的方法论。The“14th Five Year Plan for the Development of Tourism Industry”proposes to enrich the supply of tourism and leisure products and orderly guide the development of camping tourism and leisure.In recent years,the scale of camping sites and camping products in China have shown an exponential increase.However,as an industry driven by the epidemic,the campsite economy has serious pain points such as homogeneity and lack of integration with local industries.How to form a large-scale tourism pattern of“campsite+industry”integrated development has become the main topic for the sustainable development of campsite economy.Some scenic spots in certain regions have explored the organic combination of the three major markets of culture,tourism,and sports,which can release vitality to the local economy and strengthen industrial agglomeration development with little effect.This article focuses on the current situation of camp construction in Zhejiang Province,and combines relevant data to condense a six force model and construct a“3+6+N”camp+economic sustainable development system.Taking brand as the point,industry as the chain,and integrating three-dimensional linkage,we integrate the six forces of landscape creation,IP soul searching,drainage,energy storage,wealth accumulation,and penetration into the“campsite+”construction.We provide powerful strategies for the sustainable development of the“campsite+”economy from the perspective of cultural,sports,and tourism integration,and create a methodology for empowering the revitalization of the camping industry.

关 键 词：文体旅融合 “营地+”经济 可持续发展 

分 类 号：F59[经济管理—旅游管理]