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四川汶川：在水磨古镇，志愿服务融入日常

文旅中国
2026-03-23 08:27

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水磨镇志愿服务工作人员免费为游客派发车厘子。 汶川县水磨镇人民政府供图

春风拂面，四川汶川水磨古镇游人如织。这座曾在地震中涅槃重生的国家5A级旅游景区，如今正以一抹抹暖心的“志愿红”，为春日旅游增添温暖。

“看到哪里有需要，我就主动上前搭把手。”39岁的胡健琳是水磨镇土生土长的居民，经历过“5·12”汶川特大地震的她，始终铭记着灾后八方支援的温暖。2017年加入志愿者队伍后，她便成了景区里的“暖心使者”，节假日的游客引导、日常的便民服务，总能看到她忙碌的身影。

水磨镇在今年春节迎来超5万人次游客，近日，春季旅游小高峰又接踵而至。胡健琳和上千名志愿者始终坚守一线，用细致服务提升游客体验。

“全镇注册志愿者已突破6000人。”水磨镇党委副书记、宣传委员罗超介绍，依托“微网实格”治理体系，小镇已构建起“平时服务有温度、急时应急有速度”的志愿服务新格局。这份温暖，在关键时刻更显力量。2025年国庆，一名外省老人在景区突发不适摔倒，胡健琳第一时间上前搀扶安抚、联系家属，大学生志愿者迅速疏导人群，小学生志愿者主动递上热水，各年龄段志愿者分工默契、合力相助，让老人得到了及时救治。

展开剩余 51 %

在水磨古镇，志愿服务早已融入日常，成为全民参与的自觉行动。每逢旅游高峰期，街头商户主动让出车位，村民自发疏导交通，景区内外洋溢着互助温情。每逢当地特产上市的季节，志愿者还会给游客免费派发车厘子等水果，让八方来客感受古镇的热情。

齐心搞旅游、真心待游客，当地让游客满意而归的同时，也让群众收获发展红利。“逢节假日经常忙得连店门都顾不上关，收入比平时高了不少。”村民万小琴的话，道出了文旅发展为当地百姓带来的看得见、摸得着的实惠。

志愿服务的深度赋能，更让水磨镇的文旅发展焕发新活力。在阿坝师范学院与水磨镇的校地共建中，“艺术村长”成为乡村文旅融合的亮眼名片。阿坝师范学院经济与管理学院教授张林是2023年镇上聘任的首批“艺术村长”，他带领学生扎根乡村，创办盘龙溪村艺术乡创节、打造“清凉一夏”主客共享文娱晚会，邀旅居客人与当地村民同台演出，让烟火温情在山水间流淌。

在“艺术村长”和志愿者的带动下，村民创作筛子画、参与生态时装走秀，成为乡村文旅的主角；闲置空间变身网红打卡点，吸引游客争相打卡；掐丝珐琅、羌绣等非遗技艺成为村民增收的新途径。“校地双向奔赴的志愿服务实现了双赢。”张林说，高校学生提升了实践能力，水磨镇则实现了人居环境提质、文旅品牌打响，让乡村旅游的“流量”向“留量”转变。

2026年3月23日《中国文化报》

第4版刊发特别报道

《四川汶川：在水磨古镇，志愿服务融入日常》

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