文化景观带再生产:浙江古道休闲文化旅游研究

Nature-Based Tourism and Reproduction of Cultural Landscape Belt——Research on the Ancient Road Recreation in Zhejiang Province

基于浙江省28条古道实地调查的基础上,选择3个典型案例,检讨当下古道旅游的景观再生产与商业开发之间存在的鸿沟。古道景观的再生产不能沿袭传统的旅游目的地再生产的"景点建设",商业化运作亦不能沿袭传统的"门票经济"、住店购物、餐饮服务等模式。与西方崇尚基于个人主义式的自然旅游不同的是,当下始兴的古道休闲旅游要立足于梳理古道所承载的历史价值,以及对古道自然景观进行"文化解释"。古道休闲的商业价值应立足于古道"文化景观带"的建设及其相应的商业"价值链"的培育上,应当从市场培育、市场规划、市场开发、基础设施以及古道文化的再生产等五个方面,对古道休闲进行文化潜能的挖掘。

Based on the field investigation of 28 ancient roads in Zhejiang Province, this paper selects three typical cases to review the gap between the commercial development and the landscape reproduction of ancient road tourism. The landscape reproduction should not follow the traditional "construction of scenic spots" in tourist destination reproduction. Nor should the commercial operation follow the traditional mode of "ticket economy", hotel, shopping and catering service. Unlike the nature-based tourism in the west that advocates individualism, the ancient road recreation tourism in China is currently popular for the combing of the historical value carried by the ancient roads and for the cultural interpretation of the natural landscape along the ancient roads. The commercial value of ancient road recreation should be realized on the basis of the construction of "cultural landscape belt" along the ancient roads and the development of corresponding commercial value chain. The cultural potential of ancient road recreation should be explored from five aspects: market cultivation, market planning, market development, infrastructure construction and reproduction of ancient road culture.