高速公路服务区作为交通基础设施的重要节点，兼具展示地方文化和服务旅客需求的双重功能，亟需破解文化叙事碎片化、数字化体验深度不足、商业转化模式单一这三大痛点。现有研究多聚焦单体设计或单一符号，对多民族文化在线性交通空间的连续叙事与体验转化路径探索不足。本文提出了利用V字迭代模型、螺旋模型、底层逻辑四步模型等3种模型，结合典型场景，探讨民族文化融入高速公路服务区所面临的挑战及整合路径。研究表明：①V字迭代模型适用于连续叙事规划，螺旋模型多用于沉浸体验迭代，底层逻辑四步模型适用于文化流量转商业“留量”，3种模型各具特点与适用场景；②在面对交旅融合等国家战略带来的机遇时，须具备前瞻意识，妥善应对跨境话语权博弈、周期性投入—产出失衡、多元主体与文化认知冲突等潜在风险；③提出的多民族文化融入云南高速公路服务区文旅功能升级实施路径，可为民族地区高速公路服务区文旅功能升级提供借鉴和参考。

As important nodes in transportation infrastructure, expressway service areas serve the dual functions of showcasing local culture and catering to travelers′ needs. However, they urgently need to address three major pain points: the fragmentation of cultural narratives, insufficient depth of digital experiences, and a single commercial conversion model. Existing research tends to focus on individual designs or single symbols, lacking exploration of continuous narratives and experience conversion paths for multi-ethnic cultures in linear transportation spaces. This paper proposes using three reference models, which are the V-shaped iterative model, the spiral model, and the four-step underlying logic model, and combining them with typical scenarios to explore the challenges and paths for integration of ethnic culture into expressway service areas. The study shows that: ①The V-shaped iterative model is suitable for continuous narrative planning, the spiral model is often used for immersive experience iteration, and the four-step underlying logic model is suitable for converting cultural flow into commercial "retention", with each model having unique characteristics and applicable scenarios. ②When facing the opportunities brought by national strategies such as the integration of transportation and tourism, forward-looking awareness is required to properly address potential risks such as cross-border discourse power struggles, cyclical input-output imbalances, and conflicts of diverse stakeholders and cultural perceptions. ③The proposed implementation paths of integrating multi-ethnic culture into the cultural and tourism function upgrading of expressway service areas in Yunnan can provide reference and inspiration for the cultural and tourism function upgrading of expressway service areas in ethnic regions.