体验旅游视角下古镇旅游业态优化研究——以浦江江南第一家为例  

Study on the Optimization of Tourism Development of Ancient Towns from the Perspective of Experience Economy——A Case Study of the First Family of Southern China in Pujiang

作　　者：黄潇逸 孙婧雯 骆腾飞 HUANG Xiaoyi;SUN Jingwen;LUO Tengfei(Zhejiang Normal University,Jinhua 321004,China)

机构地区：[1]浙江师范大学

出　　处：《金华职业技术学院学报》2019年第5期49-53,共5页Journal of Jinhua Polytechnic

基　　金：浙江省“新苗人才计划”项目(2018R404063)

摘　　要：在体验经济时代下,旅游者对于旅游六要素的需求愈发多样化,参与体验的心理也愈发强烈,古镇“走马观花” 式的观光游已无法满足旅游者与旅游产品产生交互的需求,古镇旅游业态亟需优化和提升。根据体验旅游类型理论提 出体验旅游由浅入深的四个等级类型,以浦江江南第一家为例,依据其创建省级旅游风情小镇的评分标准,认为浦江江 南第一家旅游业态开发上有价值的古建筑没有得到有效利用、非物质文化遗产没有展示与体验等。依据体验旅游等级 类型理论以及体验式旅游产品设计理念,浦江江南第一家应进行旅游业态优化,如牌坊群东侧的商业街应植入旅游购物 业态、义门路步行街可打造成非物质文化遗产的展示与体验区、白麟溪步行街适宜打造具有浓厚历史文化氛围的旅游体 验场所等。In the era of experiential economy, tourists’demand for six elements of tourism is becoming more diversified, and their desire to participate in the experience is becoming more and more intense. The“examine things hurriedly”type of tourism in ancient towns can no longer meet the interactive needs of tourists and tourism products. The tourism state of ancient towns needs to be optimized and improved urgently. Based on the theory of experiential tourism type, this paper points out four levels of experiential tourism in a gradual way. Taking the first family in Pujiang as an example, based on the evaluation criteria of establishing provincial tourism style towns, the author believes that the first valuable ancient buildings in the development of tourism in Pujiang have not been effectively utilized, and intangible cultural heritage has not been displayed and experienced. The theory of tourism grade type and the concept of experiential tourism product design should optimize the tourism pattern of the first family in Pujiang. For example, the commercial street on the east side of the archway group should be added by the tourist shopping pattern, the Yimen Road, a pedestrian street, should be built into the exhibition and experience area of intangible cultural heritage, and the Bailinxi pedestrian street is suitable to become the tourist experience place with a strong historical and cultural atmosphere.

关 键 词：体验经济 体验旅游类型 旅游风情小镇 业态优化 

分 类 号：F592.7[经济管理—旅游管理]