商业化背景下古村落旅游景观生产 ——以安徽宏村为例

以安徽省古村落宏村为例，采用参与式观察和半结构访谈的方法对其旅游景观的生产方式与机制进行研究。结果发现，随着商业化发展，宏村旅游景观生产由原来单一的文物古建保护向更趋复杂化转变，针对3种不同类型的旅游景观采取相应的生产方式。宏村旅游景观生产背后是多种力量参与的生产机制：政府与开发商强强联合，是旅游景观生产的主导力量；当地居民依然扎根宏村，是旅游景观生产的核心灵魂；景区商家热衷于打造“店铺景观”，是旅游景观生产的积极分子；外来游客提出的改进建议则是宏村旅游景观生产的重要参考。4种力量集团本着对各自利益的谋求，彼此间相互合作，影响宏村旅游景观生产的最终结果。最后提出，古村落旅游景观生产需要还原原住居民生活化场景，借旅游商业化发展之势，建立均衡、可持续的景观生产机制与合理的利益分配体系或许是古村落旅游景观生产的正解。

Ancient Village Tourism Landscape Production under the Background of Commercialization: A Case Study of the Hongcun Village in Anhui

Under the background of tourism commercialization, the tourism landscape production of ancient villages has been different. This paper aims to explore how the tourism landscapes produced in ancient village are today and to find a proper way of producing tourism landscapes. Taking Hongcun, an ancient village in Anhui, as an example, this paper researches the mode of production and mechanism of tourism landscape by participant observation and semi structured interview. The result shows that with the development of commercialization, Hongcun tourism landscape production mode changed from the original simple protection for cultural relics and ancient building to more complex. The corresponding production methods for three different types of tourism landscape are as follows: for the static tourism landscapes which are always gazed by tourists, people of Hongcun enhance the integrity of landscape by adding details while protecting the authenticity of heritage normally; for dynamic and participant tourism landscapes, they create diversified events and activities to enrich landscape types and strengthen external marketing in the form of uniting government and enterprise; for those tourism landscapes which are used to create atmosphere, they inherit the local ancient customs and retain the lifestyle of residents to provide fertile soil for the authenticity and vitality of the local culture. There is a production mechanism that many kinds of forces involved in behind Hongcun tourism landscape production: the government and the developer form a union in which politics and capital play their roles respectively and cooperatively, they are the leading forces of tourism landscape production; the local residents are the core soul of tourism landscape production with living in Hongcun as before and continuing the ancient way of life and traditional culture; Scenic spot merchants enjoy producing small-scale and personalized “shop landscape” to attract tourists, and they are the active member of tourism landscape production; The suggestions for improvement from external tourists are important references for the production of Hongcun tourism landscape. The above four power groups interact with each other, influencing the final outcome of Hongcun tourism landscape production in the process of pursuing their own interest. Finally, the paper points out that the tourism landscape production of the ancient villages needs to restore the living scene of the original inhabitants. It may be a positive solution to the tourism landscape production of ancient villages by establishing a balanced, sustainable landscape production mechanism and a reasonable benefit distribution system in the trend of the commercialization of tourism. This paper contributes to a more profound understanding of the meaning and mechanism of tourism landscape production and richer literature on landscape production by exploring Hongcun which is a typical ancient village tourism destination. Moreover, this research may be an available advice for managers of scenic spot and policy makers of ancient villages to answer the question that how to create new landscape or improve the quality of original landscape.