从深山味道到全网爆红 ——宣恩烤活鱼美食街流量密码解析
<p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">“老板，来条3斤的烤鱼，再加盘秘制毛豆。”华灯初上，宣恩县城烤活鱼美食街的烤鱼店里，已飘起人间烟火，铁板滋滋作响，焦脆的鱼皮、嫩滑的鱼肉，游客们举杯畅饮，一场舌尖上的狂欢正酣……</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">作为仙山贡水旅游区的核心区域，宣恩烤活鱼美食街将自然景观与城市生活相融合，通过景街联动、“食”力出圈、“夜”态焕新，打造出独具特色的美食IP。去年，街区带动旅游收入突破38.85亿元，并在今年3月斩获全省“十大必打卡荆楚美食街”殊荣，成功探索出一条以美食为媒介、以文旅为引擎的高质量发展之路。</p><p></p><figure class="image" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-wrap-mode: wrap; background-color: rgb(255, 255, 255); text-align: center;"><figcaption contenteditable="false" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; font-size: 14px;">宣恩烤鱼。 （资料图）</span></figcaption></figure><p></p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);"> </p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);"><strong style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(224, 62, 45);">“景”街一体，开启游玩新体验</span></strong></p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">“人在街中走，如在画中游。”这是游客许蕤漫步烤活鱼美食街时的真切感受。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">这条特色街区巧妙依托贡水河生态廊道，将自然山水与商业业态有机融合，打造出“一步一景、移步易趣”的沉浸式体验空间。夜幕时分，36条竹筏串联成蜿蜒的龙船在河面巡游，游客乘舟品茗贡茶、观赏非遗打铁花，仿佛穿越时空。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">“‘龙游贡水’在抖音平台已收获5523条评价，保持4.8分的高口碑，市场反响热烈……”宣恩仙山贡水旅游有限公司负责人张开鹏表示。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">“这里不仅是美食街区，更是一座鲜活的文化展馆，随手一拍都是大片。”许蕤赞叹。街区以土家吊脚楼建筑为底色，融合非遗歌舞与现代灯光秀，让传统与现代交相辉映。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">值得一提的是，通过智能管理平台的升级改造，街区已实现导航导览、线上预约、投诉处理等全流程智慧服务。据统计，智慧化升级后，游客平均停留时长从原先的2小时提升至4.5小时。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);"><strong style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(224, 62, 45);">“食”力出圈，激发经贸新活力</span></strong></p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">从地方风味到全产业链发展，宣恩烤活鱼的“出圈”之路，正是该县以美食经济撬动县域经济发展的缩影。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">“节假日单店日销量能突破数百条，我们在传统酸辣味基础上创新研发的菠萝味烤鱼，深受年轻消费者喜爱。”强哥烤活鱼店负责人陈国强介绍。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">为确保品质，当地还成立了烤活鱼协会，制定“鲜活现杀、先烤后煎”工艺标准，并推出酸辣、藤椒、黑鸭等20余种口味。强哥烤活鱼、宣恩夜宴等“头部品牌”通过中央厨房统一配送，从而实现品质精准把控。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">以烤活鱼为核心的消费链条在不断延伸。除传统堂食外，游客也可选择在土家吊脚楼内设置长桌宴，“乘竹筏吃烤鱼”等特色项目，让美食体验与水岸景观相得益彰。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">围绕烤活鱼，宣恩县还集聚养殖、加工、物流等产业，计划建成武陵山片区最大活鱼交易市场，下游则延伸至包装设计、电商直播等领域。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">数据显示，2024年，烤活鱼美食街烤鱼店年消费活鱼116万条，拉动上下游产业产值突破15亿元。</p><p></p><figure class="image" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-wrap-mode: wrap; background-color: rgb(255, 255, 255); text-align: center;"><figcaption contenteditable="false" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; font-size: 14px;">宣恩烤活鱼美食街。 （资料图）</span></figcaption></figure><p></p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);"> </p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);"><strong style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word;"><span style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(224, 62, 45);">“夜”态焕新，构筑消费新地标</span></strong></p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">当暮色笼罩贡水河时，烤活鱼美食街便绽放出最动人的烟火气。这条以“日游+夜娱”全时段运营破题的老街，不仅成功将“过境游”转化为“过夜游”，更跃升为夜经济的新地标。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">总投资2.3亿元的亮化工程，使光影科技重构街区夜间景观，音乐喷泉随《龙船调》旋律起舞，500架无人机组成土家图腾点亮夜空。这一光影盛宴催生了夜间旅拍、沉浸式剧本杀等新业态，让老街焕发出活力。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">街区创新推出“一元摊位”政策，将沿河步道划分为200余个微型集市，售卖手作玩具、非遗文创、山货特产等。居民谢学芳利用“一元摊位”售卖手工娃娃，月均增收3000余元。“在家门口就能摆摊做生意，真方便。”她笑着说。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">通过政府搭台、群众唱戏，街区年均举办篝火晚会、河灯节等民俗活动120余场，为当地居民带来多元增收渠道。烤鱼店服务员罗成英通过景区活动实现增收。“我在餐饮店帮忙，老公在开观光车，儿子经营特色民宿，今年全家收入预计突破20万元。”她说。</p><p style="margin-top: 0px; margin-bottom: 0.8em; padding: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word; color: rgb(52, 52, 52); font-family: SimSun; font-size: 18px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255);">从“深闺山水”到“网红顶流”，宣恩烤活鱼美食街的蜕变，诠释了“生态为基、文化为魂、民生为本”的发展智慧。正如游客钟明学在留言簿写下的感言：“在这里，望得见山水，留得住乡愁，更触摸得到真实可感的幸福生活。”</p><p><br/></p><section style="overflow-wrap: break-word; max-width: 100%; color: rgb(67, 74, 84); font-family: -apple-system-font, Helvetica, PingFang SC, Hiragino Sans GB, Arial, Microsoft YaHei; font-size: 14px; text-wrap-mode: wrap; background-color: rgb(255, 255, 255); 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