古镇旅游产品创意转型新模式的探讨——以《四季周庄》为例

Discussion on the New Pattern of the Ancient Town Tourism Product Creative Transformation——A Case Study of “Zhouzhuang in All Seasons”

《四季周庄》是中国第一部呈现江南原生态文化的水乡实景演出,是古镇旅游产品创意转型的新兴模式。其创意要点主要为突出周庄的水、突出原生态、凸现地域文化和民俗风情、以沈万三贯穿全场演出、展现周庄国际性。通过对《四季周庄》的实地考察及问卷调研访谈表明,游客对其表演内容满意度较高,《四季周庄》已成为周庄旅游新的经济增长点、有助于提升周庄的形象和竞争力、促进周庄旅游业转型升级,但同时也存在游客知晓度不高、管理不到位、平日上座率不高、演员与表演文化脱节等问题《。四季周庄》是否真正能成为古镇旅游产品创意转型的成功模式而为其他类古镇旅游产品提供借鉴,都有待于时间和市场的检验。

＂Zhouzhuang in All Seasons＂,creative transformation of tourism products in ancient town,is the first show about the original culture scene in the south of the Yangtze River. To highlight the water, original ecology, regional culture and folk custom in Zhouzhuang, it shows its internationalism with Shen Wanshan throughout the show. Field visit, the questionnaire survey and interviews show that visitors are satisfied with the performance. ＂Zhouzhuang in All Seasons＂ has become a new economic growth point, it helps to improve the image of Zhouzhuang and its competitiveness, and promote transformation and upgrading of tourism in Zhouzhuang, but it is not popularity in tourists; management is not in place, daily attendance is not high and other issues. Whether ＂Zhouzhuang in All Seasons＂ can be the successful pattern in creative transformation of tourism products and provide reference for other tourism products in ancient town, it has to be examined by the time and market.