基于遗产保护与旅游发展综合评价的古镇型旅游目的地差异化发展路径研究——以江苏省为例

doi:10.11821/dlyj201507016

摘要/Abstract

摘要：

在界定了古镇型旅游目的地的概念和内涵的基础上,从地理学区域研究传统,描述了江苏省古镇的区域特征及其格局,以及时间变化上的发展阶段和历程。将旅游发展作为古镇遗产保护和利用的首要方式和最优路径,作为研究出发点。针对中国历史文化名镇（村）和全国特色景观旅游名镇（村）评价指标体系的相对不足,构建了遗产保护与旅游发展综合评价指标体系。在此基础上回答了江苏省共有多少古镇,哪些古镇适宜进行遗产保护和旅游发展。结合分级、分类评价结果,综合均衡分析的理论模型构建,明确了江苏省古镇的差异化发展路径选择及其区域旅游格局重构。

关键词: 古镇, 区域, 遗产保护, 旅游发展, 突出的普遍价值, 江苏省

Abstract:

Tourism development is often the primary and optimal way for historic towns' heritage conservation and socio-economic revitalization. After defining the concept of historic town destination, this paper describes the evolving stages of historic towns in Jiangsu, from geographical tradition of regional studies, and answers the practical question of how many historic towns there are in Jiangsu province (116). The main findings include: It is not necessarily linked between a historic town's outstanding universal value (OUV) and its physical, economic and social revitalizations. To boost a historic town’s revitalization, it needs to consider the historic town's OUV and its use way (such as tourism), and it also needs to consider whether or not the traditional hub function linking a city and its surrounding rural areas still exists. And it needs to evaluate the historic town's regional economic and social backgrounds, whether or not there are adjacent superior resources or promising external opportunities. The innovative development of Zhouzhuang and Tongli, i.e., which put heritage protection and tourism development together, have appeared many negative effects when Zhouzhuang and Tongli subsequently enter the stages of stagnation and post-stagnation. According to Butler's TALC theory, when the various negative regional impacts exceed the positive regional impacts, a destination will inevitably lose its attractiveness. There are drawbacks for present evaluation systems to guide the historic towns' heritage conservation and tourism development. The evaluation system of China's historic towns mostly evaluates the heritage value and ignores the value's uses. And the evaluation system of China's characteristic landscape and tourist towns, have not considered the comprehensive influencing factors of the tourism industry. So this paper proposes an integrated evaluation system including a lot of indexes helpfully to measure a historic town's heritage value, tourism development and its innovations. It helps to answer whether or not a historic town has the suitability and uses its heritage value to boost tourism development. After grading, this paper differentiates the 116 historic towns in Jiangsu into three development choices, i.e., brand ones, updated ones and potential ones. The evaluation system also helps to guide heritage conservation. Some need entire conservation, and some need partial conservation while the others need dotted ways. This paper also suggests an equilibrium analysis model, and three recommendations are proposed, including the conservation priority strategy, the marketing priority strategy and the balanced strategy. The study finds that it needs to consider the two concepts of region and scale together in the geographical tradition of regional studies. The regional disparities on meso-scale (Jiangsu) can be homogenous on large-scale (the national scale). Considering the regional disparities on meso-scale, also it is ncessary to consider the small-scale (prefecture-level cities in Jiangsu) and the further nested historic town scale based on the results of the evaluation system in a practical way.

Key words: historic towns, region, heritage conservation, tourism development, outstanding universal value, Jiangsu

钟士恩, 章锦河, 孙晋坤. 基于遗产保护与旅游发展综合评价的古镇型旅游目的地差异化发展路径研究——以江苏省为例[J]. 地理研究, 2015, 34(7): 1380-1393.

Shi'en ZHONG, Jinhe ZHANG, Jinkun SUN. The diversified development of historic towns based on the integrated evaluation system of heritage conservation and tourism development in Jiangsu[J]. GEOGRAPHICAL RESEARCH, 2015, 34(7): 1380-1393.

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旅游消极影响	周庄（n=576）					同里（n=420）
旅游消极影响	均值		标准差	赞成者占比（%）	反对者占比（%）	均值	标准差	赞成者占比（%）	反对者占比（%）
1.游客太多,很拥挤	2.03	0.822	71.9	3.1		2.05	0.798	71.9	2.8
2.和其他古镇差不多	2.80	0.903	31.6	33.5		2.68	0.899	42.9	18.6
3.商业化太严重	2.21	0.920	61.6	7.1		2.41	0.892	53.8	10.0
4.传统味道不浓	2.87	0.961	34.9	28.8		2.94	0.941	33.1	30.0
5.产品单一	2.67	0.926	42.7	18.2		2.76	0.931	41.3	23.1
6.物价太高	2.53	0.860	43.9	8.4		2.60	0.858	40.0	11.2
7.配套设施缺乏	2.82	0.873	32.8	20.5		2.83	0.877	33.1	21.7
8.门票太贵	2.31	0.934	55.6	7.5		2.47	0.928	47.1	9.2

分类	指标	指标说明
遗产价值 0.55	建筑景观0.249	时代和地域特征明显,典型建筑保存完好,聚落形态完整
	水域景观0.071	水质好;游憩价值突出;与建筑景观相互辉映
	乡土景观0.115	乡土气息浓厚,具有迥异于现代城市的乡村风味
	文化再现0.115	传统文化得到传承,地域文化浓厚
旅游产业 0.29	规划评价0.028	科学的旅游规划作为指导,并坚定的实施
	交通格局0.025	内外部交通有效衔接
	差异发展0.029	具有鲜明、独特的旅游吸引物和核心旅游产品
	市场腹地0.039	距长三角优质客源市场（上海、南京、杭州）3小时车程内
	产品重组0.020	有效衔接和创造市场需求
	旅游规模0.023	接待游客量适宜,旅游收入高
	接待质量0.035	接待设施质量高,服务优质
	游客满意度0.031	游客满意度高,旅游体验深刻
	社区满意度0.029	当地居民有效参与,旅游发展惠民致富
	经营管理0.032	市场化运作,管理团队稳定
旅游创新 0.16	资源创新0.024	对旅游资源的创意挖掘,新建创意的设备和设施
	技术创新0.016	现代技术如能源、环境、设施、信息等运用更为高效
	模式创新0.031	旅游生产要素有效集聚,产业运行充满活力
	产业创新0.015	旅游与其他产业融合发展,新型业态不断涌现
	环保创新0.019	发展被严格控制在环境容量之内,环境得到有效保护
	企业创新0.019	旅游企业的产品、技术、文化和经营不断创新
	管理创新0.037	管理政策和措施现代化、市场化,利益相关者和谐