利益相关者对旅游古镇商业化的感知评价和影响研究

doi:10.3969/j.issn.1004-9479.2025.11.20240240

摘要/Abstract

摘要：

旅游古镇作为一种特殊的旅游地空间形式，其旅游开发推动了空间商品化、空间置换和空间再生产的实践过程。伴随着全球化和本土化浪潮对旅游古镇的双向塑造与影响，商业化成为当下中国旅游古镇普遍面临的发展困境。文章采用访谈和参与式观察等研究方法，构建基于原真性和旅游凝视的分析框架，从不同利益主体的感知评价视角对丽江古城的商业化问题进行了研究，旨在回应舆论和游客较为关注的“什么原因催生了丽江古城的商业化？”这一问题。研究发现：①游客对丽江古城商业化感知评价，源于旅游者对其所向往的虚无“中心”的追求；②丽江古城的商业化是各利益主体多元凝视和互动博弈的结果；③丽江古城商业化现象的背后是本土性与现代性在古镇场域空间的叠加与重构。总之，旅游古镇场域作为推动欠发达地区旅游发展的重要实践空间，被赋予了空间生产和利润再造载体的角色，由此带来的主客文化碰撞交融、生计方式选择和商品业态调整，以及管理模式的实践创新，裹挟着各利益主体的多元凝视与投射。古镇空间生产演变与结构的复杂性导致的商业化问题迫切需要有关部门加强治理与调适。

关键词: 利益相关者, 旅游古镇, 感知评价, 商业化, 旅游凝视

Abstract:

Tourist ancient town is a special form of spatial existence in tourism destination. Tourism development promotes the practice process of space commercialization, space replacement and space reproduction of ancient town. With the two-way shaping and influence of globalization and localization on tourist ancient towns, commercialization has become the development diemma faced by all ancient tourist towns in China. This paper constructs an analytical framework based on authenticity and tourism gaze by using the research methods of interview and participatory observation. It studies the commercialization of the Lijiang Ancient Town from the perspective of perception and evaluation of different stakeholders. Then the theory responds to the hot topic of "what causes the commercialization of Lijiang ancient town?" which is more concerned by public opinion and tourists. The research shows that: ① The tourists' perception and evaluation of the commercialization of the old town of Lijiang reflects the tourists' pursuit of the nihilistic "center"; ② The commercialization of Lijiang ancient town is the result of multi gaze and interactive game among stakeholders;③The essence of the commercialization of Lijiang ancient town is the superposition and reconstruction of localization and modernity in the field space of the ancient town. In a word, the tourism development of the tourist field in ancient towns is an important practice space to promote the tourism development of underdeveloped areas, it is given the carrier of space production and profit reconstruction.It has brought the collision and integration of host and guest cultures, the choice of livelihood methods, the adjustment of commodity formats, and the practical innovation of management mode, are accompanied by the multiple gaze and projection of various stakeholders. The commercialization perception problems caused by the evolution of spatial production and the complexity of structure in the ancient town urgently need to be strengthened and adjusted.

Key words: stakeholders, tourist ancient town, perception and evaluation, commercialization, tourist gaze

普荣, 白海霞, 段芳芳, 吴晓莉. 利益相关者对旅游古镇商业化的感知评价和影响研究[J]. 世界地理研究, 2025, 34(11): 154-168.

Rong PU, Haixia BAI, Fangfang DUAN, Xiaoli WU. Research on stakeholders' perception and evaluation on the commercialization of tourist ancient towns and its impact:A case study of Lijiang Ancient Town[J]. World Regional Studies, 2025, 34(11): 154-168.

图/表 4

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访谈对象类别		游客（A）	原住民(B)	旅游经营者(C)
性别占比/%	男性	35.0	35.0	66.0
性别占比/%	女性	65.0	65.0	34.0
年龄占比/%	<25岁	50.0	17.0	34.0
	25~39	30.0	23.5	41.0
	40~55	20.0	41.0	17.0
	>55	0.0	18.5	8.0
学历占比/%	初中及以下	5.0	35.0	17.0
	高中/中专	20.0	41.0	33.0
	大学及以上	75.0	24.0	50.0
户籍占比/%	本地	0	100%	37.0
户籍占比/%	外地	100.0	0	63.0

访谈对象类别		游客（A）	原住民(B)	旅游经营者(C)
性别占比/%	男性	35.0	35.0	66.0
性别占比/%	女性	65.0	65.0	34.0
年龄占比/%	<25岁	50.0	17.0	34.0
	25~39	30.0	23.5	41.0
	40~55	20.0	41.0	17.0
	>55	0.0	18.5	8.0
学历占比/%	初中及以下	5.0	35.0	17.0
	高中/中专	20.0	41.0	33.0
	大学及以上	75.0	24.0	50.0
户籍占比/%	本地	0	100%	37.0
户籍占比/%	外地	100.0	0	63.0

品类	品类细分	数量/个	占比/ %	主要代表店铺或产品
经营本土化商品商铺	民族文化传承体验馆	12	1.6	纳西古乐、和志刚书斋、雪山书院
	民族工艺品	21	2.9	东巴纸、东巴面偶、东巴雕刻
	民族服饰及皮具	49	6.8	纳西服饰、摩梭服饰、披肩、围巾
	民族餐饮（饮食）	37	5.2	丽江粑粑、野生菌、牦牛肉、腊排骨
	本地银器	12	1.6	百岁坊银器、寸氏银器
	特色礼品	29	4.1	丽江果脯、蜜饯、鲜花饼、螺旋藻
	民居客栈	58	8	以丽江纳西民居建筑和风格为主的客栈
经营非本土化商品商铺	手鼓类	23	3.1	非洲鼓
	酒吧类	37	5.1	一米阳光、千里走单骑、樱花屋
	茶叶咖啡类	44	6	普洱茶、云南小粒咖啡
	非本土化餐饮	51	7	星巴克、川菜馆、过桥米线
	外来服饰等	42	5.4	老北京布鞋、汉服店等
	珠宝玉石	36	4.9	翡翠、黄龙玉、琥珀
	非本土化礼品	58	8	云南十九怪、三七、天麻、虫草等
	外来工艺品	62	8.5	主要来自义乌等地的手串、木雕、字画等
	饮品类	29	4.1	奶茶店、甜品店
	其他	123	17.3	电子产品、化妆品、日用百货、水果店、美容美发等

品类	品类细分	数量/个	占比/ %	主要代表店铺或产品
经营本土化商品商铺	民族文化传承体验馆	12	1.6	纳西古乐、和志刚书斋、雪山书院
	民族工艺品	21	2.9	东巴纸、东巴面偶、东巴雕刻
	民族服饰及皮具	49	6.8	纳西服饰、摩梭服饰、披肩、围巾
	民族餐饮（饮食）	37	5.2	丽江粑粑、野生菌、牦牛肉、腊排骨
	本地银器	12	1.6	百岁坊银器、寸氏银器
	特色礼品	29	4.1	丽江果脯、蜜饯、鲜花饼、螺旋藻
	民居客栈	58	8	以丽江纳西民居建筑和风格为主的客栈
经营非本土化商品商铺	手鼓类	23	3.1	非洲鼓
	酒吧类	37	5.1	一米阳光、千里走单骑、樱花屋
	茶叶咖啡类	44	6	普洱茶、云南小粒咖啡
	非本土化餐饮	51	7	星巴克、川菜馆、过桥米线
	外来服饰等	42	5.4	老北京布鞋、汉服店等
	珠宝玉石	36	4.9	翡翠、黄龙玉、琥珀
	非本土化礼品	58	8	云南十九怪、三七、天麻、虫草等
	外来工艺品	62	8.5	主要来自义乌等地的手串、木雕、字画等
	饮品类	29	4.1	奶茶店、甜品店
	其他	123	17.3	电子产品、化妆品、日用百货、水果店、美容美发等