基于游客地方感的水乡古镇开发模式——兼论乌镇模式的可复制性

Development Model of Ancient Water Towns from the Perspective of Tourists’ Sense of Place: the Replicability of Wuzhen Model

在系统总结乌镇模式的基础上,从游客体验的视角,采用旅游者地方感测量量表,对乌镇东栅和西栅景区进行比较研究,探讨乌镇模式的市场接受程度和可复制性。研究发现:乌镇的旅游开发活化模式总体上得到了市场认可,但文化遗产的活化有待提高,社区空心化和遗产化石化在乌镇还不同程度地存在,游客的乡愁体验和文化感知不强;乌镇模式中,旅游开发活化和风貌保护存在矛盾,旅游功能的完善是以牺牲古镇风貌和游客的地方感为代价的;旅游开发中'真'和'美'的价值取向存在内部张力,精心修复和改造的建筑和风景更符合游客的审美;乌镇模式是对古镇旅游开发过程中诸多问题的一个'一揽子解决方案',具有较强的推广价值,但这种模式具有很强的文化根植性,异地复制需要考虑其约束条件。

Based on systematically summarizing the Wuzhen model,from the perspective of the tourist experience,this paper constructs a measurement scale to compare tourists’sense of place between East Gate area and West Gate area,and discuss the market acceptance and reputability of Wuzhen model.We found:(1)Tourists received a higher sense of place of Wuzhen,which indicates that the Wuzhen’s tourism development and activation model is recognized by the tourists.However,the deep culture mining and display are relatively weak,and the activation of cultural heritage needs to be improved.Community hollowing and heritage fossilization in Wuzhen also exist in different degrees,and visitors’nostalgia experience and cultural awareness is not strong.(2)There is a contradiction between the tourism development activation and townscape protection and the improvement of the tourism function is at the expense of the decay of ancient townscape and visitors nostalgia.(3)There is internal tension between the value orientation of the'true'and the'beautiful'in the tourism development.As a result,elaborate restoration and reconstruction of architecture caters to the tourists’aesthetic taste.(4)As a package solution to resolve various problems in development of ancient town,Wuzhen model is of great application value to popularize.However,with strong cultural embeddedness,the success of Wuzhen model still largely depends on the local context and tourism resources endowment.Consequently,to duplicate Wuzhen model to other place,the constraint conditions should be considered.