古镇旅游开发及其商业化现象初探

Preliminary Study on Tourism Development and Commercialization in Ancient Towns

近20年来古镇旅游逐渐受到游客的欢迎,随着古镇旅游热的迅速升温,所呈现出的一些问题也逐渐受到学者的关注,特别是商业化问题成为争论的焦点,多数学者认为古镇旅游的开发使古镇受到“商业化”或“过度商业化”的影响,而关于两者却没有明确的界定。本文尝试对“商业化”、“过度商业化”进行区分,指出商业化是古镇社会-文化资本向经济资本转移的过程,其本身是旅游开发必然产生的现象;通过探讨旅游“商业化”与古镇发展的关系进而说明“适度的商业化”将有助于实现古镇旅游的可持续发展,并在此基础上提出有利于商业化适度发展的措施。

In the past 20 years, travel in ancient towns have been warmly welcomed by tourists. However, with the rapid development of tourism in those ancient towns, many problems also came along, especially the problem of commercialization that has become a controversial topic. Most scholars think that commercialization or over commercialization is the by-product of tourism development of ancient towns. However, there is no clear definition between these two. This paper tries to distinguish ＂ commercialization＂ from ＂overcommerciallzation＂ and points out that commercialization is the process of transformation from social-culture capitals to economic capitals, which is inevitable in the process of tourism development. In discussing the relation between ＂commercialization＂ of tourism and the development of ancient towns, we have arrived at a eoneulsion that a moderate commercialized environment will further enhance and help to realize the sustainable development of these ancient towns. Finally, the paper also proposes several measures that are conductive to the moderate development of commercialization.