宗教型遗产地旅游商业化的演化过程及机制——以嵩山少林寺为例

doi:10.11821/dlyj201509015

摘要/Abstract

摘要：

遗产地旅游开发中的商业化现象越来越普遍,成为遗产保护与旅游实践中亟待解决的关键问题。尤其是具有特殊文化意义的宗教型遗产地,其旅游开发的商业化既影响了遗产资源的保护与可持续发展,也对游客的旅游体验产生了消极影响。在对相关研究进行总结回顾的基础上,选取嵩山少林寺为典型案例,从商业化阶段、产业链形态、旅游景观变迁、旅游世俗化影响等方面,对商业化的演化过程进行刻画与解读;通过利益相关者的视角,对商业化的形成机制进行分析和总结。提出的旅游商业化演化过程和形成机制的研究视角,对客观认知中国宗教型遗产地的商业化开发状态,指导宗教型遗产地的可持续发展,具有重要的现实作用。

关键词: 宗教型遗产地, 旅游商业化, 演化过程, 形成机制, 嵩山少林寺

Abstract:

Commercialization has become a common phenomenon in the tourism development process of world heritage sites, which remains to be solved in heritage protection and tourism development in practice; especially for the religious cultural heritage sites with special cultural significance, the development of tourism commercialization not only affects the protection of heritage resources and sustainable development, but also brings negative impacts to tourists’ experience. In the theoretical research, the tourism commercialization of ancient towns and ancient villages have been paid special attention while other categories of destinations such as religious cultural heritage sites have aroused little concern. In the research content, the analysis of evolution process of tourism commercialization also lacks a comprehensive and systematic perspective. Based on the review of relevant researches of tourism commercialization, taking Shaolin Temple Scenic Area as a study case, this paper firstly analyzed the evolution of tourism commercialization of the religious heritage site from four perspectives: commercialization stages, cultivation and expansion of industrial chains, tourism landscape transformation and impacts brought by religion secularization, and then examined the mechanism of tourism commercialization of Shaolin Temple Scenic Area from the perspective of stakeholders. The main conclusions of the paper include: (1) The tourism commercialization of Shaolin Temple could be divided into six stages, that is, pre-commercialization stage, preparation commercialization stage, primary commercialization stage, grown-up commercialization stage, development commercialization stage and mature commercialization stage. Seen from the perspective of tourism creative destruction model of Mitchell, the commercialization of Shaolin Temple has been in the post-destruction stage. (2) Seen from the perspective of industry economics, the process of tourism commercialization is the cultivation of industrial chains, which help further the extent of commercialization with the expansion of different industries. (3) Seen from the perspective of semiotics, the process of tourism commercialization is the landscape transformation from original landscape signals to tourism landscape signals. (4) Seen from the perspective of religion secularization, the tourism commercialization is part of the process of religion secularization in religious heritage sites, in which the religious function fades out and the religion constantly adapts to the secular society. (5) The formation of tourism commercialization of Shaolin Temple is affected and restricted by many stakeholders, including the government of Dengfeng City and Songshan Management Committee.

Key words: religious heritage site, tourism commercialization, evolution, mechanism, Shaolin Temple of Song Mountain

刘爱利, 涂琼华, 刘敏, 刘福承. 宗教型遗产地旅游商业化的演化过程及机制——以嵩山少林寺为例[J]. 地理研究, 2015, 34(9): 1781-1794.

Aili LIU, Qionghua TU, Min LIU, Fucheng LIU. Evolution characteristics and mechanism of tourism commercialization development in a religious heritage site: A case study of Shaolin Temple Scenic Area[J]. GEOGRAPHICAL RESEARCH, 2015, 34(9): 1781-1794.

图/表 7

图1

图2

表1

少林寺商业化发展阶段与特征"

阶段	时间	特征	划分依据	商业化标志性事件
① 前商业化阶段	1987 以前	少林寺维持香火经济政府主导旅游初步发展	文物部管理↓ 自主管理	电影《少林寺》热映。少林寺由文物部门移交僧人管理。成立嵩山景区管委会,管理嵩山国家公园和少林寺武术馆。
② 商业化预备阶段	1987 ↓ 1999	少林寺以武术产业开始商业发展,为公司化做足准备,发展迅速	↓ 释永信接管少林寺	释永信上任。武僧团成立,舞台包装少林功夫,对外公演。武僧院招收武术弟子。美国纽约建立第一家分寺。创办中国嵩山少林寺武僧团培训基地
③ 商业化初级阶段	1999 ↓ 2005	少林寺开始公司化; 品牌化经营; 国际化推广; 政府部门权责不清; 景区管理混乱	↓ 公司化经营	成立实业发展有限公司,经营素饼和禅茶。成立无形资产管理有限公司,管理商标品牌。官方网站正式开通。创办德国分寺,并成立德国少林寺股份有限公司。成立少林书局。“少林功夫”申遗失败。藏经阁举办中国互联网新闻宣传高峰论坛。登封市政府成立少林风景区管理局,收走嵩山景区管理委员会的门票出售权
④ 商业化成长阶段	2005 ↓ 2007	少林寺全面推进企业化; 娱乐化推广; 商业行为泛滥; 政府整合旅游资源; 管理体制依旧混乱	↓ 政府主导旅游企业化	政府将三皇寨景区合并入少林景区,少林风景区管理局与少林景区管理处并入少林旅游发展有限公司,景区门票价格由40元上调至100元。独家授权网络游戏《少林传奇》。文化传播（登封）有限公司成立,与深圳广电集团合作为电影《新少林寺》海选主演。少林药局恢复建制,成立少林药局有限公司。省、市政府协调后,将少林景区管理处门票出售权归还给嵩山风景名胜区管委会。申请注册“少林药局”商标用于方便面、咖啡、盒饭、茶等商品,被驳回。释永信为10个联通号码开光,联通公司拍卖所得款项赠予少林寺慈幼院,但少林寺不愿公开账目。成立食品发展有限公司
⑤ 商业化发展阶段	2007 ↓ 2009	全面步入集团化; 政府下辖嵩山旅游集团成立,推行市场化运作; 少林寺下辖少林武术集团成立,进行兼并整合,开始特许连锁	↓ 政府主导旅游集团化	登封市组建嵩山少林旅游集团,统一经营运作、策划包装、开发推介,自主经营,市场化运作。山地实景演出剧目《禅宗少林·音乐大典》正式运营。《嵩山风景名胜区机构编制方案》明确嵩山风景名胜区管委会负责管理少林景区管理局。嵩山少林寺武僧团培训基地教育集团成立,下辖武僧团培训基地、少林禅拳文化表演团、香港和平电影公司演员培训基地等8个武校。少林欢喜地有限公司开设总店,负责少林寺特许商品全球连锁经营。官方网站公开大量武功秘笈及少林药方。接管清丰县普照寺为豫北地区下院。食品公司获特许经营资质,由贴牌生产扩展到特许连锁。成立禅医医药有限公司,隶属于少林药局
⑥ 商业化成熟阶段	2009 至今	完全产业化; 少林寺以委托经营方式并购下院,连锁扩张,网络推广;政府接受外资成立合资企业,共营景区	↓ 外资注入	登封市政府与香港中旅合资成立港中旅（登封）嵩山少林文化旅游公司,合资公司拥有40 年经营权,统一管理和运营基础设施建设和文化旅游产业项目。成立少林香堂。接管昆明市官渡4寺为下院,为期20年。开通“少林寺官方网站”新浪微博。少林欢喜地淘宝网店开业

表1

图3

表2

表3

基于宗教世俗化视角的少林寺商业化对阵观点"

	支持观点	反对观点
自我发展	寺院要想在现实社会中获得长足发展,就不能不突破传统观念的束缚,不可能不讲经济、远离金钱^[36]	佛教中存在着许多经营的禁区,这是佛教生存和发展的必要保证。如果禁区被打开,佛教的神圣性、庄严性就不复存在,佛教存在的基石也就动摇了^[37]
功能性	商业化不等同于世俗化,普渡众生的“佛法”不会被商业化^[38]	寺院的经济独立很可能使僧团失去教化社会的功能,从而丧失其不可替代的功用,成为一个世俗的团体^[39]
社会发展	少林寺的旅游发展带动了周围村庄以及登封市的经济发展,成为登封市三大支柱产业之一^[40]	变味的文化产业泛滥炒作会造成恶劣社会效应,影响旅游业发展^[41]
品牌与宣传效应	虽有商业化的一面,但其扩大了中国传统武术在社会上的影响力,增强了少林全球化品牌营销力^[42]	少林寺内涵“禅、武、医”的核心竞争力几乎不能糅合或并存,缺少市场调研的少林寺外在形象过于模糊^[43]。少林武术文化在对外传播中存在“功夫”宣传误区,仅用散打表现武术“功夫”^[44]
社会适应性	佛教经济需要而且应该做出现代适应性的调整^[45],这与佛教逐步实现中国化的传统相一致,也是对人间佛教理论的积极实践^[46]	释永信把现代化误解为商业化,其追求现代化的每项措施,都是在斫丧寺院、佛教的真精神^[47]。少林寺的发展思路市场化、经济化,发展手段世俗化、娱乐化,僧人行为经济化,不利于少林寺的长期发展^[48]
文化传承与保护	少林文化有关注世俗社会的传统,甚至有以武力积极参与改变社会事物的传统。产业开发进一步反哺文化,经济实力实现少林文化品牌保值。由于旅游的发展,许多宗教和古建筑得以被拯救^[49]	少林寺对佛教“禅宗”精神的振兴和推广,没有起到应有的作用。少林寺商业行为淡化了宗教的神秘性和神圣性,最终影响其宗教性^[50]。违背宗教基本要义的过度商业化,突破了商业伦理的底线,损害了民众对少林寺的文化认同和传统价值观的呵护,导致文化符号被商业所腐蚀^[51]

表3

图4

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景观类别	自在景观符号	旅游景观符号
景区整体景观	深山藏古寺,碧溪锁少林; 曲径通幽处,禅房花木深	宽阔的马路、大型停车场、城市化的广场、欧式的廊柱、雷同的商业街
僧人景观	礼佛修行、烧香拜佛、习武强身	智能手机、上网冲浪、学习英语、计算机培训、出国留学
建筑及设施景观	传统寺庙建筑体系	建筑崭新局促;新建食品公司、演出基地、旅游企业、少林书局、医药企业、学校、娱乐场所等设施
声音景观	寺庙的钟声、木鱼声、诵经声、习武声、自然风雨及虫鸣鸟叫声,环境清幽	导游的讲解声、游客的嘈杂声、商贩的叫卖声、汽车的喇叭声、实景演出声音等,环境喧嚣嘈杂
新兴景观		武术表演;《禅宗少林》音乐大典
游客感知景观与外界景观认知	禅宗祖庭、佛门净土;少林武术之源	武术基地;“企业化”的少林寺;中国十五大宰人景点