江南古镇旅游资源认知与评价的新思考

New Thoughts about Cognition and Evaluation of Tourism Resources at Ancient Town of South Changjiang River

科学有效地认知与评价旅游资源是确定区域旅游发展品牌、定位和方向的首要工作。通过创新江南古镇旅游资源认知与评价的逻辑与结构,尤其是对旅游资源认知观,旅游资源形成机理的分析,并以西塘作为典型个案,在强调"集合性资源"的价值和意义,理清西塘"资源到品牌到产品"的脉络及其必要性的基础上,建立了以"西塘生活"为核心的西塘旅游资源认知结构。为了更好地发展古镇旅游,给江南古镇旅游提供新的发展思路和发展方向,希望相关结论能为西塘旅游产业发展、产品开发与旅游营销乃至其他古镇旅游地发展提供参考。

In the paper cognizing and evaluating tourism resource scientifically and effectively was the primary task of confirming the brand posi- tioning and the direction about regional tourism development. This paper by innovating ancient town of South Chansjiang River＇s logic and structure of the cognition and evaluation of tourism resources, especially for cognitive view of tourism resources and analysis of the formation mechanism of tourism resources, Xitang, as a typical case, this paper based on emphasizing the value and signification of the collective resource and clarifying the venation of ＂the resources to the brand to the product＂ and its necessity in Xitang established a cognitive structure of Xitang tourism resource which put Xitang life as the core and Xitang life was also the research priorities of this paper. In order to develop the ancient town tourism better, and to bring some oth- er new developing ideas and developing direction for ancient town of South Changjiang River＇ tourism resources. The relevant conclusions of this paper hoped to provide the constructive reference to the progress of Xitang tourism industry and the development of the product, tourism marketing, and any other ancient town of the tourist area which was similar to the ancient town of South Changjiang River in the development road.