2800多座古城镇同质化严重 More than 2800 old town serious homogenization

　　主持人：近十几年来，我国古城镇旅游开发可谓进入了快车道。有专家测算，平均每两天就有一个古城镇“诞生”或被发现，各位对此怎么看？

The host:Nearly ten years,Ancient town tourism development in our country has entered the fast lane.The expert estimates,Average every two days there is an ancient town"Was born"Or was found,How do you see this?

　　林鹏：我掌握的数据是，目前我国共有2800多座已开发或正在开发的古城镇，数量肯定是全球第一。但真正能被人们(不包括专门从业者)记住的有几个？不超过8个。对此我们正在做进一步的研究。

Lin:I master data is,At present our country more than 2800 seat has developed or is developing the ancient town,Number must be the world's first.But the real can be people(Not including special practitioners)Remember a few?No more than eight.So we are making further research.

　　向仲勇：有那么多古城镇被开发出来，首先应该说是一件好事，表明各地政府和居民都认识到了古城保护的重要性和必要性，以及巨大的经济附加值。其次，一哄而上的结果可能是因为，很多当地的主政官员并不十分清楚应该如何开发，什么才是良性开发。急于求成，好心反而办了坏事。

XiangZhongYong:There are so many ancient towns were developed,First of all it should be said that a good thing,Show that local governments and people recognize the importance and necessity of old city protection,And great economic value added.secondly,YiHongErShang results may be because,Many local officials to manage the is not very clear should be how to develop,What is a benign development.Eager to hope for success,Kind instead do bad things.

　　孔旭红：文化是旅游开发的灵魂，这一点已经成为旅游者、旅游开发者的普遍共识。培育一个优秀的文化旅游品牌有利于整合当地的旅游资源，促进当地的旅游开发，带动经济发展，也有利于当地文化遗产的保护与传承。但是，由于种种原因，很多古城镇旅游开发虽高举文化旅游的旗帜，却偏离了文化的本质，只停留在文化的表层现象，造成了千城一面，最终造成旅游者的审美疲劳，丧失文化特色和竞争力。

KongXuGong:Culture is the soul of tourism development,It has become a tourist/Tourism developers the common understanding.Cultivate a good cultural tourism brand is helpful to combine the local tourism resources,To promote the local tourism development,Promoting economic development,Also to help local cultural heritage protection and inheritance.but,For a variety of reasons,A lot of ancient town tourism development is lifted up the banner of cultural tourism,But deviated from the essence of culture,Only stay in the surface layer of culture phenomenon,Caused the thousand city side,Finally the aesthetic fatigue caused by tourists,The loss of cultural characteristics and competitiveness.

　　主持人：孔教授提到了古城镇数量众多，易形成千城一面的问题，也谈到了该趋势的危害，那么这种同质化究竟是如何形成的？

The host:Hole professor noted the ancient town numerous,The problem YiXing thousands loan-back period,Also talked about the dangers of this trend,Then the homogenization how form?

　　孔旭红：原因有两个方面。首先是古城镇旅游资源同质化。由于我国建筑形式大多是土木结构，加上朝代更迭的原因，我们已经没有上千年历史的古城镇了，又因为修缮方法大致相同，导致历史留存建筑风貌的同质化。

KongXuGong:The reason has two aspects.The first is the ancient town tourism resources homogenization.Because our country architectural form are mostly civil structure,And the cause of the dynasties,We have no thousands of years history of the ancient town,And because the repair methods roughly the same,Lead to history retained building style and features of the homogenization.

　　其次是开发模式、经营策略同质化。目前我国古城镇旅游者多以观光客为主，观光旅游者的行为模式导致了对文化内涵体验的表层化，由此导致开发经营者自觉或不自觉地迎合了这种需求。经营者们忙着给自己的古城镇争名分、争牌子以扩大知名度和影响力，然后让这些客人走一条或几条老街，吃点特色餐饮，看几场表演，逛逛充斥着具有鲜明文化符号的旅游商店。古城镇旅游往往成了逛街购物、喝茶吃饭、参观表演的统一模式。

Second is to develop mode/Business strategy homogenization.At present our country ancient town in tourists mainly tourists,Sightseeing tourists behavior mode led to cultural connotation experience surface change,Which leads to development operator consciously or unconsciously cater to the demand.Operators are busy to give their ancient town for adoption/To expand for brand reputation and influence,Then let the guests left one or a few old street,Eat special food,Watch a few performances,Around filled with distinct cultural symbol tourist shop.Ancient town tourism often become shopping shopping/Eat tea/Visit the unity of the performance mode.

　　向仲勇：我同意孔教授的看法。现在去一些古城镇，你总是能找到似曾相识的感觉，仔细想想，这个商品、那个牌子在其他古城镇刚刚看到过，确实让人很扫兴。就像一部拙劣的电视剧，故事情节和桥段已经跳不出你有限的想象，那么下次你就不会再看了。

XiangZhongYong:I agree with hole the professor's view.Now go to some ancient town,You can always find the feeling of deja vu,Think carefully,The goods/The brand in other ancient town had just seen,Really let a person was very disappointing.Like a bad TV,Story and bridge can't jump out of your limited imagination,So the next time you won't see.

空心化导致古城镇韵味缺失 KongXinHua lead to ancient town lack of lasting appeal

　　主持人：除此之外，我国古城镇旅游开发还存在哪些明显的缺失？

The host:In addition,Ancient town tourism development in our country there are still what the lack of obvious?

　　孔旭红：过度商业化。古城镇旅游开发绕不开商业化、市场化的道路，但是部分古城镇出现了大规模重建、大量引进外来经营商的现象，再加上旅游房地产商的顺势推波助澜，大量外地人口的涌入、商铺林立、无特色旅游商品泛滥使得古城镇的原有风貌遭到破坏、原有的古朴风格不复存在，而变成了一个商业综合体，不利于古镇可持续发展。

KongXuGong:Over commercial.Ancient town tourism development is not open around commercialization/Marketization road,But part of the ancient town appeared massive rebuilding/A large number of foreign operators phenomenon,Plus tourism real estate business homeopathy add fuel to the fire,A large number of foreign population influx/Shops with/No special tourism commodity flood makes the original style and features of ancient town damaged/The original of primitive simplicity style ceased to exist,And turned into a commercial complex,Against the ancient town sustainable development.

　　在古城镇开发的进程中，其原有居民同外界有了越来越多的接触。古城镇中富有特色的民俗传统、民俗活动要么被肤浅的包装加以推广，要么随着古城镇的商业化而消逝湮没。原真性缺失导致古城镇的自然环境和人文氛围开始被同化，失去了竞争力。

In ancient town in the process of development,Its original residents with the outside world have more and more contact.Ancient town rich characteristics of folk traditional/Folk activities, or by superficial packing is extended,Either with ancient town commercial and dies annihilation.The original true lack of ancient town of natural environment and humanistic atmosphere began to be assimilation,Lost competitiveness.

　　空心化导致古城镇韵味缺失。古城镇资源保存完好的地方大多属于经济不发达地区，这些地方政府无力承担旅游开发所需要的全部资金，因此一般选择旅游开发商来共同完成开发。然而开发商的根本目的是为了追求经济利润的最大化，当拆迁、补偿以及后续管理、文物保护等复杂问题，使得很多古城镇的政府部门采取把原居民迁出，认为保住了建筑就是保住了古城镇的全部时，古城镇的空心化就出现了。并且，迁出居民也很少能够参与到开发与管理中来，不能享受古城镇开发带来的利益，很多居民对旅游开发怀有反感和厌恶情绪，丧失了主动保护与服务旅游的积极性，这对古城镇的潜在伤害非常大。

KongXinHua lead to ancient town lack of lasting appeal.Ancient town resources well-preserved place mostly belongs to the economically underdeveloped areas,These local governments cannot afford tourism development need all the money,So generally choose tourism developers come together to achieve development.But developers is the essential purpose of in order to pursue the economic profit maximization,When the/Compensation and the follow-up management/Cultural relics protection complex problems,Makes a lot of ancient town government departments to take the original residents emigration,Think that keep the building is to keep the ancient town in all,The ancient town KongXinHua arise.and,Check out of people are seldom participate in the development and management to,Cannot enjoy the benefits of ancient town development,Many residents on tourism development with dislike and aversion,Lost active protection and service the enthusiasm of tourism,The ancient town of potential damage is very large.

既要保护，又要可持续发展 Should not only protect,And to sustainable development

　　主持人：面对这些问题，各位认为应该从哪些方面入手解决？

The host:In the face of these problems,You think it should be from what respect proceed with solve?

　　林鹏：作为旅游开发者，我们认为，这其实是一个古城保护和“文态经营”的问题。

Lin:As the tourism developers,We think,It is an old city protection and"Wen state management"problems.

　　一个城市的文态，是生态、业态、形态之外最具文化内涵的城市软实力。城市文态，既不是简单的文保概念，也不是古城区、街区的风貌改造、更新，它是一个立足于现代，传承过去，面向未来的全新城市文化体系。

A city of the state,Is ecological/formats/Outside form the most cultural connotation city soft power.City wen state,Is neither simple WenBao concept,Also is not ancient city/The block style transformation/update,It is a based on modern,Inheriting the past,The future of the new city culture system.

　　因此，古城保护既着眼于古城既有形态、生态的保护，也着眼于古城业态的恢复、规划和经营，但最终要落实在古城文态的总体战略上。古城文态，既是保护性的，更是可持续发展性的。

therefore,Old city protection not only focus on both the form ancient city/Ecological protection,Also focus on the recovery of ancient city formats/Planning and management,But in the end to implement in the ancient city of the state's overall strategy.City wen state,Is protective,Is the sustainable development.

　　古城文态经营，是一个以文化作为核心竞争力的文化品牌经营的核心所在。一个城市的文态经营不仅涉及整体城市品牌经营，还涉及与城市有关的一系列品牌体系的经营。

Ancient city, state management,Is a culture as the core competitiveness of the cultural brand management the core.A city of the state management is not only related to the whole city brand management,Also involves a series of related with city brand system management.

　　古城文态经营通过统领生态、形态、业态经营，通过产品品牌、系列品牌等策略，经营一系列支撑古城文态经营的品牌体系。与此同时，在利用文化品牌进行相关资源、资本经营时，以文态经营作为其总体发展战略的重要标准，使文化品牌经营始终围绕文态经营，不断循环性提升文化品牌的价值。

Ancient city, state management through the over ecological/form/Format operation,Through the product brand/Series brand strategy, etc,Operating a series of support city wen state business brand system.meanwhile,In the use of cultural brand for the related resources/Capital operation,With the liberal state management as its overall development strategy important standard,Make the culture brand management from beginning to end around the state management,Continuously cyclical ascension culture brand value.

　　向仲勇：我认为最核心的就是保护和利用好每个古城镇独特的文化资源。当年张贤亮在宁夏的不毛之地“售卖荒凉”，他成功了，成就了著名的镇北堡影视基地。我们这些古城镇能否从中获得启发？别总是想着先修复再展览，应该有留出一片历史真实痕迹的眼光和智慧，哪怕破败，你能将破败的历史沿革说清楚，引起游览者的内心共鸣，也就离成功很近了。

XiangZhongYong:I think the most core is to protect and make good use of the ancient town each unique cultural resources.When zhang xian2 liang4 in ningxia of barren land"Selling waste",He succeeded,The achievement of the famous ZhenBeiBao film base.We these ancient town can get inspiration?Don't always think about to repair to the exhibition,There should be a set aside a piece of history real trace vision and wisdom,Even if broken,Could you clear dilapidated history,Cause visitors inner resonance,Also success is very near.

　　孔旭红：有特色才会有品牌，坚持文化的原生态与文化的内发性机制才会有特色。

KongXuGong:Distinctive just can have brand,Adhere to the original ecological culture with the culture of the inner hair sex mechanism will have characteristics.

　　一个古城镇，要找到自己的特色就要找到自己的灵魂。只有简单的文化符号的叠加是不会有特色的，围绕着它的主题形成吸引力、产生差异化，才能从它生长的地方寻求文化的根源，循着这个根源促进文化资源发生内发式的发展与增长。每个城市都有自己的核心文化，每个城市都有自己的城市精神，就像休闲安逸是成都的城市精神，小资情调是丽江的城市精神一样。

An ancient town,To find their own characteristics to find his own soul.Only simple culture symbol of the stack is not distinctive,Around the theme of its formation of attraction/Produce differentiation,To the place where it grows from seeking the root of culture,Trace the roots to promote cultural resources in the development of happened hairdo and growth.Every city has its own core culture,Every city has its own city spirit,Like leisure comfort is chengdu city spirit,Small endowment emotional appeal is lijiang city spirit.

　　古城镇给旅游者的想象与预期既是地理意义上的异地空间，又是时间意义上的时光交错，是一种兼具时间性和空间性的文化空间。在这样一个空间里上演着最真实的生活，生活是古城镇文化的根本属性。这个文化空间里不仅要有古城镇独有的空间布局、建筑风貌、街巷肌理，还要有社区居民的独特完整的生活模式、亲切的人际交往方式以及密切的社区结构，还有社区居民精神世界的体现，包括各种手工艺与民间技艺、民间文艺，这些共同构成了弥漫在古城镇空气中的独有的人文气质与地域精神，给旅游者带来充分的文化感悟与享受。

Ancient town to tourists imagination and expectations is geographical sense of different space,Is the time in the sense of time staggered,Is a kind of both timeliness and spatiality cultural space.In such a space is the most real life,Life is the ancient town culture's basic attribute.The culture in the space not only must have the ancient town unique space layout/Architectural style/Street texture,Community residents have unique complete life mode/Kind interpersonal mode and close community structure,Community residents and the embodiment of the spirit world,Including all kinds of craft and the folk skill/Folk literature and art,These constitute the diffuse in ancient town in the air the unique humanistic temperament and regional spirit,To bring tourists fully cultural comprehension and enjoy.

　　美国学者马康纳指出，旅游是一种现代朝圣，游客旅游的主要目的是为了去发现当代社会中的一些深层次的东西，去探索一些古老的、大众化的人类主题，如什么是“真实”的东西，那些看似“肤浅的、一般的”的游客，实际上是一些具有思想的游客。我想，尊重他们的需求，是每个古城镇旅游开发需要认真和长期面对的课题。

American scholars MaKangNa pointed out,Tourism is a kind of modern pilgrimage,Tourists travel main purpose was to find some of the contemporary society deep things,To explore some old/The popularization of the human subject,Such as what is"real"things,Those seemingly"superficial/The general"tourists,Is actually some have thought of tourists.I want to,Respect for their needs,Is every ancient town tourism development need to have a serious and long-term in the face of the subject.

　　北京大学管理学院教授 孔旭红

Beijing university school of management KongXuGong professor

　　古城文化研究者 向仲勇

The old city culture XiangZhongYong researchers

　　中国古城与文化研究院院长 林鹏

China's ancient city and cultural research institute President Lin