未来景区提升 | 情绪即消费力,从 “消费物理空间” 转向 “投资精神满足”:从门票经济到情感价值革命

当甘孜州 “终身畅游卡” 5 天售出 67.42 万张、销售额突破 2 亿元，当景德镇陶溪川让千年陶瓷成为当代人安放情绪的载体，一场颠覆传统的产业革命正在文旅领域悄然发生。游客的旅行决策逻辑正在经历前所未有的根本性转变：从 “被动观赏风景” 转向 “主动寻求情绪共鸣”，从 “打卡式拍照” 转向 “沉浸式体验”，从 “消费物理空间” 转向 “投资精神满足”。本文通过解析两个标志性案例，揭示情绪经济如何重构景区价值评估体系，以及文旅从业者如何在这场变革中抢占先机。

When the "Lifetime Enjoyment Card" of Ganzi Prefecture sold 674,200 cards within 5 days and its sales exceeded 200 million yuan, when the Taixi River District of Jingdezhen turned a thousand-year-old ceramic industry into a contemporary person's emotional carrier, a revolutionary industrial revolution that overturns traditional norms is quietly taking place in the field of culture and tourism. The travel decision-making logic of tourists is undergoing an unprecedented fundamental transformation: from "passively viewing the scenery" to "actively seeking emotional resonance", from "taking photos in a fixed style" to "immersive experience", and from "consuming the physical space" to "investing in spiritual satisfaction". This article, by analyzing two landmark cases, reveals how the emotional economy reconstructs the value assessment system of scenic spots and how cultural and tourism practitioners seize the initiative in this transformation.

政策语境：情绪价值的国家战略定位

POLICY CONTEXT: NATIONAL STRATEGIC POSITIONING OF EMOTIONAL VALUE

顶层设计的方向指引:2025 年 1 月发布的《中国文化产业和旅游业年度研究报告（2025）》明确将 “情绪价值” 定位为文旅消费的核心驱动力，并将情感体验纳入文旅高质量发展评价指标体系[京报网]。同年，九三学社江苏省委员会在省政协会议上提交《关于推动文旅融合从 “情绪价值” 到 “产业价值” 的提案》，标志着 “情绪经济” 已从单纯的市场现象，正式上升为国家层面的政策引导方向。

市场数据的趋势印证：税收大数据显示，2025 年文旅消费成为市场增长亮点：文艺创作与表演销售收入同比增长 17.3%，旅行社及相关服务增长 11.2%，而名胜风景区、休闲观光活动的销售收入分别增长 26.1% 和 14.6%。这组数据背后，是情绪体验类产品对传统观光产品的替代效应 —— 游客愿意为 “心灵触动” 支付更高溢价。

消费心理的深层变迁：央广网 2026 年 2 月的专题报道指出：“当代消费者购买的已不只是物品的基础功能，为‘情绪价值’买单正成为更重要的消费决策依据”。这种消费心理的变迁，倒逼景区从 “景观管理者” 转变为 “情绪设计师”，重新思考旅游产品的价值内核。

The direction guidance of the top-level design: The "Annual Report on China's Cultural Industry and Tourism (2025)" released in January 2025 clearly positioned "emotional value" as the core driving force of cultural and tourism consumption, and incorporated emotional experiences into the evaluation index system for high-quality development of cultural and tourism [Jingbao Network]. In the same year, the Jiangsu Committee of the Jiusan Society submitted the "Proposal on Promoting Cultural Tourism Integration from 'Emotional Value' to 'Industrial Value'" at the provincial CPPCC meeting, marking that "emotional economy" has officially risen from a simple market phenomenon to a policy guidance direction at the national level.

The trend of market data confirmation: Taxation big data shows that in 2025, cultural and tourism consumption became a highlight of market growth: revenue from artistic creation and performance increased by 17.3%, travel agencies and related services increased by 11.2%, while revenue from scenic spots and leisure and sightseeing activities increased by 26.1% and 14.6% respectively. Behind these data lies the substitution effect of emotional experience products for traditional tourism products - tourists are willing to pay a higher premium for "emotional stimulation".

The deep transformation of consumer psychology: A special report by China National Radio on February 2026 pointed out: "Contemporary consumers are no longer purchasing only the basic functions of items; paying for 'emotional value' has become an even more important basis for consumption decisions." This transformation in consumer psychology has forced scenic spots to shift from "landscape managers" to "emotional designers", and to rethink the core value of tourism products.

情绪图谱&未来趋势：从情绪经济的实施与路径到情绪消费商业模式

EMOTIONAL LANDSCAPE & FUTURE TRENDS: FROM THE IMPLEMENTATION AND PATHWAYS OF EMOTION ECONOMY TO BUSINESS MODELS FOR EMOTIONAL CONSUMPTION

情绪图谱的精准绘制：情绪需求的深度识别

解压型需求：针对职场压力、学业焦虑，提供逃离式体验（如甘孜的自然冥想、景德镇的摔瓷减压）；治愈型需求：针对情感创伤、人生低谷，提供修复式体验（如景德镇的金缮课程、定制情感器物）；连接型需求：针对社交孤独、身份认同，提供归属感体验（如甘孜的终身卡身份、社群连接）；成长型需求：针对自我实现、技能提升，提供成就感体验（如非遗技艺学习、创作成果展示）。

情绪产品的分层开发：轻体验产品：15-30 分钟的情绪触发点（如观景台冥想、快速拉坯体验）；中体验产品：1-3 小时的情绪沉浸（如主题工坊、情感工作坊）；深体验产品：半天以上的情绪转化（如疗愈课程、定制创作服务）。

空间情绪的专业营造：感官情绪的精准设计

视觉感知：运用色彩心理学，甘孜以圣洁白为主色调，景德镇以青花蓝为核心视觉元素；听觉体验：营造环境音效，甘孜的经幡风声、景德镇的陶轮转动声，增强场景代入感；嗅觉营造：打造场景气味，甘孜的藏香、景德镇的陶土气息，唤起情感记忆；触觉互动：设计材质体验，唐卡的丝绸触感、陶瓷的温润质感，增强身体感知。

叙事情绪的构建与传递：个人叙事：让游客成为故事主角（如甘孜的 “一生之约”、景德镇的 “情感器物”）；集体叙事：创造共同记忆（如节庆活动、社群仪式）；文化叙事：连接深层文化基因（如藏传佛教的圣洁文化、景德镇的工匠精神）。

Accurate mapping of emotional spectra: In-depth identification of emotional needs

Relieving-type needs: Provide escape experiences (such as natural meditation in Ganzi, porcelain-breaking stress relief in Jingdezhen) for workplace stress and academic anxiety; Healing-type needs: Offer restoration experiences (such as the gold-bonding course in Jingdezhen, custom emotional objects) for emotional trauma and life lows; Connecting-type needs: Provide a sense of belonging experience (such as lifetime card identity in Ganzi, community connection) for social isolation and identity issues; Growth-type needs: Offer a sense of achievement experience (such as learning intangible cultural heritage skills, showcasing creative works) for self-actualization and skill improvement.

Layered development of emotional products: Light experience products: 15-30 minute emotional triggers (such as meditation at the viewing platform, quick throwing pottery experience); Medium experience products: 1-3 hour emotional immersion (such as themed workshops, emotional workshops); Deep experience products: Half a day or more emotional transformation (such as healing courses, customized creative services).Professional creation of spatial emotions: Precise design of sensory emotions

情绪价值的商业变现模型

直接变现路径：情绪体验产品收费（如甘孜终身卡、景德镇工坊课程）；情绪定制服务溢价（如个性化产品、专属疗愈服务）；情绪社群会员费（如专属权益、优先参与资格）。

间接变现路径：情绪驱动的二次消费（如餐饮、住宿、购物的联动）；情绪数据的商业价值（如用户画像分析、偏好预测）；情绪 IP 的授权合作（如内容输出、品牌联名）。

长期价值沉淀：情感忠诚度提升（如复游率、推荐率的增长）；品牌资产积累（如情感连接、文化认同的深化）；社会影响力扩展（如情绪健康促进、文化传承创新）。

The commercial monetization model of emotional value

Direct monetization paths: charging for emotional experience products (such as the Jigaden Lifelong Card, Jingdezhen Workshop Courses); premium pricing for emotional customization services (such as personalized products, exclusive healing services); membership fees for emotional communities (such as exclusive benefits, priority participation qualifications).

Indirect monetization paths: secondary consumption driven by emotions (such as linkage with dining, accommodation, shopping); commercial value of emotional data (such as user profiling analysis, preference prediction); licensing cooperation for emotional IPs (such as content output, brand collaboration).

Long-term value accumulation: enhancement of emotional loyalty (such as increase in revisit rate, recommendation rate); accumulation of brand assets (such as emotional connection, deepening of cultural identification); expansion of social influence (such as promotion of emotional health, innovation of cultural inheritance).

趋势研判与挑战应对：三大发展趋势

情绪产品的标准化复制：从 “艺术创作” 走向 “可复制产品”，如景德镇正在开发的 “情绪陶瓷标准化课程体系”，将非遗技艺与心理学理论结合，形成可复制的情绪体验产品。

情绪数据的智能化应用：通过可穿戴设备、面部识别等技术采集游客情绪数据，实现 “情绪 - 产品” 的精准匹配。甘孜州已启动 “情绪地图” 项目，实时监测景区各点位游客情绪波动，优化服务供给。

情绪疗愈的专业化发展：引入心理学、艺术治疗等专业力量，提升情绪产品的科学性和有效性。景德镇与专业心理学机构合作开发的 “陶瓷艺术治疗” 课程，已获得专业认证，成为文旅与医疗跨界融合的典范。

Trend Analysis and Challenge Response: Three Major Development Trends

Standardized Replication of Emotional Products: Moving from "Artistic Creation" to "Replicable Products", such as the "Emotional Ceramic Standardized Curriculum System" being developed by Jingdezhen, which combines intangible cultural heritage skills with psychological theories to create replicable emotional experience products.

Intelligent Application of Emotional Data: Collecting tourists' emotional data through wearable devices, facial recognition and other technologies to achieve precise matching of "Emotion - Product". Ganzi Prefecture has launched the "Emotional Map" project, which monitors the emotional fluctuations of tourists at various points in the scenic area in real time and optimizes service supply.

Professional Development of Emotional Healing: Introducing professional forces such as psychology and art therapy to enhance the scientificity and effectiveness of emotional products. The "Ceramic Art Therapy" course developed by Jingdezhen in collaboration with a professional psychology institution has obtained professional certification and has become a model of cross-border integration of tourism and healthcare.

案例分析：两种模式的实践与启示

CASE ANALYSIS: PRACTICE AND INSIGHTS OF TWO MODELS

案例一：甘孜州 “终身畅游卡” 的情绪绑定战略

项目概况：四川甘孜藏族自治州全域 14 家 4A 级及以上景区，核心产品有全国首创景区终身门票，分为 318 元 / 张（本地居民）和 398 元 / 张（外地游客）两档，推出时间在2026 年 1 月 28 日正式上线。上线 5 天售出 67.42 万张，总认购额突破 2 亿元；按 100 万张售罄测算，将主动让渡 7.73 亿元潜在门票收入。

情绪价值设计的底层逻辑

构建确定性安全感：“一次购票，终身免费” 的承诺，彻底消除了游客对未来门票涨价、重复消费的不确定性焦虑。在充满变数的时代，这种 “终身保障” 的确定性本身就是极高的情绪价值，让游客产生 “永久拥有” 的心理归属感。

强化身份认同归属感：通过 “圣洁甘孜・一生有约” 的品牌叙事，将终身卡定位为 “情感契约” 而非单纯的商业交易。购买者不仅获得景区准入权，更获得 “甘孜荣誉居民” 的身份认同。据甘孜州文旅局测算，这种情感绑定效应将使游客复游率提升至普通游客的 3 倍以上。

创造社交货币价值：终身卡持有者在社交媒体分享时，身份从 “打卡游客” 转变为 “终身伙伴”。这种身份标签创造了新的社交货币，使甘孜旅游从 “目的地” 升级为 “生活方式”，形成自发传播的口碑效应。

提供超预期情绪回报：318 元的价格锚定在 “一顿大餐” 的心理价位，却能提供 “一生自由” 的情绪回报。这种超预期价值感，激发了消费者 “不买就亏” 的决策冲动，成为推动销售爆发的核心动力。

商业模式的颠覆性重构：从 “门票收入” 到 “情绪投资” 的价值转换

短期战略让利：主动让渡 7.73 亿元门票收入，换取用户基数的爆发式增长；

中期消费拉动：预计带动餐饮、住宿、交通、购物等二次消费达 30 亿元；

长期资产沉淀：建立 200 万 + 终身用户的情感数据库，为后续精准营销和产品开发提供核心依据；

数据佐证：甘孜州文旅局测算，终身卡持有者年均消费额将达到普通游客的 2.3 倍，停留时间延长 1.8 天，综合消费贡献提升 4.6 倍。

Case 1: The Emotional Binding Strategy of the "Lifelong Enjoyment Pass" in Ganzi Prefecture

 The core products include the first-of-its-kind lifelong admission tickets, which are priced at 318 yuan per ticket (for local residents) and 398 yuan per ticket (for out-of-town tourists). The launch date is January 28, 2026. Within 5 days of its launch, 674,200 tickets were sold, with a total subscription amount exceeding 200 million yuan; based on the assumption of selling 1 million tickets, it will voluntarily give up 773 million yuan of potential ticket revenue.

The underlying logic of emotional value design

Establishing a sense of certainty: The promise of "one-time purchase, lifelong free access" completely eliminates tourists' anxiety about future ticket price increases and repeated consumption. In an era full of uncertainties, this "lifelong guarantee" certainty itself is an extremely high emotional value, giving tourists a sense of "permanent ownership".

Strengthening identity and belonging: Through the brand narrative of "Holy Ganzi - A Lifelong Promise", the lifelong pass is positioned as an "emotional contract" rather than a simple commercial transaction. Purchasers not only gain access to the scenic spots but also obtain the identity of "Honorary Residents of Ganzi". According to the calculation of the Ganzi Prefecture Tourism Bureau, this emotional binding effect will increase the repeat visit rate of tourists by more than three times compared to ordinary tourists.

Creating social currency value: When lifelong pass holders share on social media, their identity changes from "tourist who checked in" to "lifelong partner". This identity label creates a new social currency, upgrading Ganzi tourism from a "destination" to a "lifestyle", forming a spontaneous word-of-mouth effect.

Providing unexpected emotional returns: The price of 318 yuan is anchored at the psychological price of "a big meal", but it can provide an "eternal freedom" emotional return. This unexpected value sense has stimulated consumers' "not buy, lose" decision-making impulse, becoming the core driving force for sales explosion.

Reconfiguration of the business model: From "ticket revenue" to "emotional investment" value conversion

Short-term strategic concessions: Voluntarily give up 773 million yuan in ticket revenue to achieve explosive growth in user base;

Medium-term consumption stimulation: It is expected to drive secondary consumption such as dining, accommodation, transportation, and shopping to reach 3 billion yuan;

Long-term asset accumulation: Establish an emotional database of 2 million + lifelong users, providing core basis for subsequent precise marketing and product development;

Data support: The Ganzi Prefecture Tourism Bureau calculates that the average annual consumption of lifelong pass holders will reach 2.3 times that of ordinary tourists, with a stay time extension of 1.8 days, and the comprehensive consumption contribution will increase by 4.6 times.

案例二：景德镇陶溪川的 “陶瓷情绪疗法”

项目概况：江西景德镇核心区，依托千年瓷都文化底蕴，由老瓷厂改造而成的文创街区，定位 “年轻创客造梦空间”。其核心产品有陶瓷情绪体验工坊、非遗疗愈课程、情绪器物定制服务。2025 年成为景德镇必到打卡地，年轻游客占比达 68%，情绪体验类消费占总营收的 42%。

情绪体验产品的矩阵设计

陶瓷疗愈工坊：情绪释放：“摔瓷减压” 体验区，游客可在专业指导下摔碎瑕疵瓷器，将内心压力转化为物理释放；情绪修复：“金缮修复” 课程，教授用金粉修补破碎瓷器，寓意 “破碎后的重生”，帮助参与者疗愈情感创伤；情绪表达：“情绪釉彩” 创作，游客可根据心情选择不同釉料，烧制专属情绪瓷器。

非遗情绪课程：拉坯冥想：在陶轮旋转中体验 “心手合一” 的专注状态，达到冥想放松效果；青花叙事：用青花颜料绘制个人情感故事，烧制成 “情绪档案”，成为独特的情感记忆载体；窑变惊喜：体验开窑瞬间的未知惊喜，培养对不确定性的接纳能力，提升心理韧性；

情绪器物定制：分手纪念杯：为分手情侣定制 “一半留白，一半青花” 对杯，将情感故事凝固在陶瓷上；新生贺礼盘：为新生命诞生定制 “生命之树” 图案纪念盘，承载家庭情感记忆；职场解压壶：为职场人士定制 “压力释放” 功能茶具，将情绪调节融入日常使用场景。

情绪价值的商业转化机制

从 “工艺品” 到 “情绪载体” 的价值跃升：传统陶瓷产品售价多在 100-500 元，而情绪陶瓷产品均价达 800-2000 元，溢价率高达 300%-500%。一件 “分手纪念杯” 售价 1280 元仍供不应求，因为消费者购买的不仅是器物，更是 “情感仪式” 的载体。

从 “观光” 到 “疗愈” 的体验升级：陶溪川运营数据显示，参与情绪体验的游客停留时间达 4.2 小时，是非体验游客的 2.1 倍；二次消费额达人均 380 元，是门票收入的 6.3 倍。情绪体验成为延长游客停留时间、拉动二次消费的核心引擎。

从 “打卡” 到 “社群” 的关系深化:通过 “情绪陶瓷” 主题社群运营，陶溪川建立了 20 万 + 会员的情感社区，年复购率达 47%，社群内产品销售额占总销售额的 38%。社群成为用户沉淀、情感连接和口碑传播的核心阵地。

Case 2: "Ceramic Emotional Therapy" in Taixi River District, Jingdezhen

Project Overview: Located in the core area of Jingdezhen, Jiangxi Province, this cultural and creative district was transformed from an old porcelain factory, with a focus on "a space for young creators to dream". Its core products include ceramic emotional experience workshops, traditional craftsmanship healing courses, and emotional object customization services. By 2025, it will become a must-visit destination in Jingdezhen, with young tourists accounting for 68% and emotional experience-related consumption accounting for 42% of the total revenue.

Matrix Design of Emotional Experience Products

Ceramic Healing Workshop: Emotional Release: The "Break Ceramic to Relieve Stress" experience area allows visitors to break damaged porcelain under professional guidance, converting inner stress into physical release; Emotional Restoration: The "Gold Repairing" course teaches using gold powder to repair broken porcelain, symbolizing "rebirth after fragmentation", helping participants heal emotional trauma; Emotional Expression: The "Emotional Glaze" creation allows visitors to choose different glazes based on their mood and create exclusive emotional ceramics.

Traditional Craftsmanship Emotional Courses: Coil Pot Meditation: Experience the "harmony between mind and hand" in the rotation of the pottery wheel to achieve a state of meditation and relaxation; Blue Porcelain Narration: Use blue porcelain paint to draw personal emotional stories and burn them into "emotional archives", becoming a unique carrier of emotional memories; Pottery Transformation Surprise: Experience the unknown surprises at the moment of opening the kiln, cultivating the ability to accept uncertainty and enhancing psychological resilience;

Emotional Object Customization: Remembrance Cup： Customize "Half Blank Space， Half Blue Porcelain" cups for separated couples， freezing the emotional story on the ceramic； Newborn Gift Plate： Customize "Tree of Life" pattern commemorative plates for the birth of a new life， carrying family emotional memories； Workplace Stress Relief Pot： Customize "Pressure Release" functional tea sets for workplace professionals， integrating emotional regulation into daily usage scenarios.

Commercial Transformation Mechanism of Emotional Value

From "Craftsmanship" to "Emotional Carrier"： The price of traditional ceramic products ranges from 100 to 500 yuan， while the average price of emotional ceramic products reaches 800 to 2000 yuan， with a premium rate of 300% to 500%. A "Breakup Remembrance Cup" priced at 1280 yuan remains in high demand， as consumers purchase not only the object but also the carrier of the "emotional ritual".

From "Tourism" to "Healing"： The operation data of Taixi River District shows that tourists participating in emotional experiences stay for 4.2 hours， which is 2.1 times that of non-experience tourists； The secondary consumption amount reaches 380 yuan per person， 6.3 times the ticket revenue. Emotional experiences have become the core engine for extending the stay time of tourists and driving secondary consumption.

From "Tourist Visit" to "Community"： Through the operation of the "Emotional Ceramic" theme community， Taixi River District has established an emotional community of over 200，000 members， with a repeat purchase rate of 47%， and the sales of products within the community account for 38% of the total sales. The community has become the core position for user retention， emotional connection， and word-of-mouth promotion.

结论：未来景区，情绪即消费力

CONCLUSION: IN FUTURE TOURIST DESTINATIONS, EMOTION IS THE NEW PURCHASING POWER.

未来景区的核心竞争力，将不再取决于自然资源的稀缺性，而是取决于对游客情绪价值的精准洞察与专业创造能力。甘孜州用 “终身契约” 重新定义了游客关系，从 “一次性交易” 转向 “终身情感连接”；景德镇用 “陶瓷疗愈” 重新定义了文化体验，从 “观赏学习” 转向 “情感疗愈”。二者的共同启示是：当景区能够精准识别、专业设计、有效交付情绪价值时，情绪即成为最直接的消费力。

这场范式革命要求景区管理者完成三大角色转变：从 “景观管理者” 变为 “情绪设计师”，从 “门票销售者” 变为 “情感连接者”，从 “旅游目的地” 变为 “精神栖息地”。在情绪经济时代，最成功的景区不是拥有最美风景的，而是最能触动心灵的。

The core competitiveness of future scenic areas will no longer depend on the scarcity of natural resources, but on the precise insight into the emotional value of tourists and the professional ability to create it. Ganzi Prefecture has redefined the relationship with tourists with the concept of "lifetime contract", shifting from "one-time transaction" to "lifelong emotional connection"; Jingdezhen has redefined cultural experiences with the concept of "ceramic healing", moving from "viewing and learning" to "emotional healing". The common lesson from both is that when scenic areas can accurately identify, professionally design, and effectively deliver emotional value, emotions will become the most direct driving force for consumption.

This paradigm shift requires scenic area managers to complete three major role transitions: from "landscape managers" to "emotional designers", from "ticket sellers" to "emotional connectors", and from "tourist destinations" to "spiritual habitats". In the era of emotional economy, the most successful scenic areas are not those with the most beautiful scenery, but those that can touch the hearts the most.

撰文 | 曦贝

审核 | Ada

排版 | Vi Vi

页图来源 | 互联网

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