“原真——商业”二元协适下的村落型遗产旅游开发——基于绍兴市2012—2018年5批传统村落分析

Development of Village Heritage Tourism under the Dual Coordination of “Authenticity-Commerce”——Analysis of Traditional Villages in Shaoxing City from 2012—2018

村落型遗产原真性关注原住民的活态传承与整体环境的系统联动。在旅游开发中,原真性保护与商业化建设缺一不可,如何达到两者相协适是关键所在。基于原真性、流动性与文化商品化理论,构建传统村落"原真—商业"二元协适模型与评价体系。通过实地调查与文本分析,以绍兴市2012—2018年5批国家传统村落为例,采用定量和定性相结合的方法对其进行综合评价。结果显示:绍兴市传统村落可分为原真性倾向、原真—商业协适、商业化倾向3种类型。针对原真—商业不同协适度的村落,应采取梯度式旅游开发策略,以达到乡村旅游整体可持续发展。

Traditional villages were dissimilar from general heritages.For the protection of traditional villages,aborigines should be primary concern and pay attention to surrounding environment,not just look at the building itself.Aborigines being in possession of common blood and surname allowed the village culture to be passed on alive.The buildings,roads,rivers and farmlands in the villages form an integral system with interactivity.Tourism was an important way of heritage development.On the one hand,the purpose in the process of tourism was to experience the authenticity of attractions.On the other hand,modern infrastructure provided good conditions for tourism development,such as transportation,accommodation and catering.However,it often caused the commercialization of culture in the process of tourism development.So,authenticity protection and commercial construction were both obbligato in tourism development,how to reach the blend was the key.Based on authenticity,mobility and commercialization theory,this paper constructed binary coordination model and evaluation system of"authenticity-commerce".Through field survey and text analysis,it took the 1 st to 5 th batch of national traditional villages in Shaoxing City as an example and used quantitative and qualitative methods comprehensively evaluating.The results showed that the traditional villages in Shaoxing could be divided into three types:Authenticity tendency,authenticity-commercial compatibility and commercialization tendency.Village should adopted the gradient tourism development tactics,in order to achieve the overall sustainable development of rural tourism.