【作者】 徐静；

【导师】 苏勤；

【作者基本信息】 安徽师范大学 ， 旅游管理， 2013， 硕士

【摘要】 如今“返璞归真、回归自然”已成为城市居民的普遍追求，江南水乡古镇以其“小桥流水人家”的风貌和悠久的历史文化底蕴吸引了众多的旅游者。周庄古镇自20世纪80年代末以来其旅游业蓬勃发展，已成长为城市居民外出休闲观光的重要目的地。在周庄旅游业迅速发展的同时，商业化氛围浓厚的问题也表现得十分突出，影响了周庄古镇旅游的可持续发展。当前，国内外对古镇旅游商业化的研究多集中在古镇旅游商业化的概念、特征等的综合分析上，而对古镇旅游商业化的针对性研究，特别是对古镇旅游商业布局、规模的研究还有待深入的挖掘。因此，本文以旅游商业化现象比较典型的周庄古镇为案例地，在对国内外有关古镇旅游商业化和旅游心理容量的相关文献进行系统梳理和借鉴的基础上，采用现场调查与问卷调查相结合的方法，系统探讨了周庄古镇旅游商业的类型、布局与规模三个基本问题。本文首先基于现场调查法，对周庄古镇旅游核心区及其外围区域、游客集散中心及沿途主要街道旅游商业的类型和数量进行研究，研究表明2012年10月周庄古镇旅游核心区已严重旅游商业化，并且其中旅游购物设施占绝对优势；2000-2012年周庄古镇旅游商业的绝对数量和相对数量一直保持在较高的水平；古镇旅游核心区、旅游核心区外围区域、游客集散中心及沿途旅游商业的差异主要表现在，在面向旅游者的门面中，越接近旅游核心区，旅游商业的类型越丰富，餐饮和住宿的比例越低而购物的比例越高；核心区内最主要的购物商品是旅游工艺品，而核心区外最主要的购物商品则是旅游食品。其次本文详细调查分析了周庄古镇旅游商业分布的现状，总结出其布局的总体特征是“由核心区向外围扩散”，研究出其旅游商业空间布局的形成是地理位置和自然环境、交通运输条件及变化、历史商业街区和商贸传统、商业类型自身、土地价值及旅游者等因素共同作用的结果。第三，分别从目的地角度和游客感知角度对周庄古镇旅游商业规模进行探索性研究，合理确定了周庄古镇旅游商业设施配置的比例，大致估算出未来一段时间内周庄的住宿设施、餐饮设施与旅游区商业设施的面积，确立了游客心理商业容量与游客商铺拥挤规范。最后进行了总结归纳，对周庄古镇旅游商业的可持续发展提出了对策与建议，并对未来的研究方向进行了展望。更多还原

【Abstract】 Nowadays“,back to nature”has become a common pursuit of urban residents andthe historic water towns in the south of Yangtze River have attracted a lot of touristsby virtue of natural scenery and long history. The tourism industry in Zhouzhuang hasdeveloped quickly since the late1980s and Zhouzhuang has become an importanttourism destination for leisure and sightseeing.With the rapid development oftourism,tourism business in Zhou zhuang has been spreading quickly too.Theproblem of commercialization is very serious and it even endanger the sustainabledevelopment of tourism industry in Zhouzhuang.At present,the domestic and foreignscholars are more concentrated in the researches on concepts,characteristics oftourism commercialization in ancient town.The targeted studies on tourismcommercialization in ancient town,especially the researches on the layout and scaleof tourism business in ancient town need to be developed.Therefore,the paper takesZhouzhuang ancient town as the example, because of its typical commercialphenomenon.On the basis of summaring literatures about tourism commercializationof ancient towns and tourism psychological carrying capacity at home and abroad, thethesis conducted systematic research on the tourism business type,layout and scale ofZhouzhuang relying on the on-site investigation and questionnaire.Firstly,the thesis conducted the research on the the type and number of tourismbusiness in Zhouzhuang core district,its peripheral area and tourist hub on the basisof on-site investigation.The study indicated that the tourism commercialization incore area of Zhou zhuang was very serious in october2012.And the shoppingfacilities were dominent in the core area.From2000to2012,the absolute and relativenumber of tourism business in the core area of Zhou zhuang have maintained at ahigh level.The differences of tourism business type were mainly reflected in thefollowing aspects.For all the shops orianted to tourists,the closer to touristattractions,the richer the types of tourism business would be.The closer to the touristattractions,the proportion of catering and accommodation was lower and the proportion of shopping was higher.In the core area of Zhouzhuang,the tourism artsand crafts was the main shopping goods.And outside the core area,the travel food wasthe main goods for shopping.Secondly,the thesis investigated status quo of thetourism business layout of Zhouzhuang,summarized that the characteristic of thetourism business layout of Zhouzhuang was “spreading from the core area to theperipheral area”and studied the formation of tourism business layout were thecombined results of geographical location and nature environment,transport andchanges,historic and commercial district and trade tradition,commercial types,landvalue and tourists.Thirdly,the thesis conducted the exploratory research on the scaleof Zhou zhuang tourism business from the point of destination and tourists view.Thethesis made reasonable assurance as to the proportion of the tourism commercialfacilities of Zhouzhuang,estimated the area of accommodation and catering facilitiesin the next period of time and commercial facilites in the tourism core district ofZhouzhuang and identified the tourist psychological commercial capacity and thenorms about tourist crowded perception of business.Finally,the paper summarized themain results of this study, put forward the countermeasures and suggestions for thesustainable development of Zhouzhuang tourism business and pointed out theprospects of future study.更多还原