古村镇保护与开发中的“文化嵌入”模式研究

A Study on “Cultural Embedding” Mode of Ancient Towns in Its Protection and Development

在经济诉求主导下,古村镇的发展越来越无法回避功利性选择。安仁古镇通过"嵌入"新的文化主题、建设新的文化载体,"成功"打造了一个在国内外颇具影响的"中国博物馆小镇"。安仁古镇的"文化嵌入"发展模式颇具典型意义,通过采用扎根理论研究方法,对其实施条件、路径选择、文化冲突与融合互动、商业模式设计等进行系统研究,分析新的文化主题嵌入对古村镇品牌构建的影响因素和作用机理,具有非常重要的实践意义和理论意义,能够为其他古村镇保护开发的模式选择提供经验借鉴和理论指导。

Dominated by the economic appeals, it is increasingly difficulty for ancient towns to avoid the utilitarian trend. By embedding the new cultural theme as well as constructing the innovative carriers of culture, the ancient town of Anren successfully builds the brand ＂China Museum Town＂ which is widely well-known in China and abroad. Honestly, Anren＇s ＂Cultural Embedding＂ mode represents a typically exposed significance after series of research in terms of antecedent conditions, path choices, cultural conflict and integration, as well as business model designs based on the Grounded Theory methodology. Meanwhile, this paper analyzes the affecting factors and mechanism of the cultural theme embeddedness on the brand construct of ancient towns in light of these significances practically and theoretically for further empirical references and theoretical suggestions to ancient towns.