江南水乡古镇旅游开发战略初探——浙江乌镇实证分析

PRELIMINARY STUDY ON TOURISM DEVELOPMENT STRATEGY IN ANCffiNT WATER TOWNS——A CASE STUDY OF WUZHEN, ZHEJIANG PROVINCE

我国长江以南地区分布着为数众多的水乡古镇,它们多以水建镇,以水成市,创造了人类与自然和谐相处的居住环境,具有较高社会学、经济学、历史学、古建筑学等方面研究价值。20世纪80年代以来,水乡古镇旅游日益受到人们青睐,并已成为华东地区旅游的特色品牌之一。然而,随着旅游的发展,一些问题也逐渐暴露出来。浙江乌镇历史悠久,人文荟萃,为浙江省历史文化名镇。其优美的人居环境、深厚的文化底蕴,体现了较高的资源品味;优越的地理区位、精品战略和高投入高产出战略的实施,使得乌镇旅游开发在较短时间内取得了巨大的成功,经济、社会效益显著,知名度迅速扩大,乌镇也因此成为旅游界一匹异军突起的“黑马”,其发展倍受国内外游客及历史文化界人士的瞩目。同时由于开发历史较短,乌镇旅游开发还存在着旅游产品单一、缺乏亮点和特色、社区参与不够、旅游设施难以满足旅游快速发展的需要等现实问题。鉴于此,对江南水乡古镇旅游开发战略进行了初步探讨。

On the southern bank of the Yangtze River are located quite a lot of ancient water towns, and their harmonious naturai and human environment is considered with high value in terms of sociology, economy, history and ancient architecture. Since 1980s, ancient water towns have attracted more and more tourists. And tour to ancient water towns has now become one of the most characteristic branding in the whole eastern China. Howev-er, problems also arise with the development of tourism. With an air of great antiquity and a unique cultural at-mosphere, Wuzhen Town in Zhejiang Province was listed as one of the famous provincial historical cultural towns as early as 1991. The harmonious residential environment and the profound cultural heritage contribute to its special feature and highly praised taste. Though Wuzhen Town was open to the public only from 1st Jan. 2001, Phase I Project for Wuzhen Tourism Development succeeded greatly both in terms of economic and social effects. Its name extends to the public rapidly both at home and abroad. As a newly rising 'dark horse', its shining his-tory of tourism development has soon drawn the attention of both tourists and schollars. Anyway, due to the rela-tively short history of tourism development in Wuzhen Town, the lack of unique features of tourism products, the lack of community participation and tourist service facilities are a few dilemma with which Wuzhen is facing. In this respect, the authors seek to make a preliminary exploration into tourism development strategy in ancient wa-ter towns on the southern bank of the Yangtze River.