乌镇模式的迪士尼化特征与形成机制

乌镇模式作为中国古镇旅游开发的成功典范,其主题化发展的内涵值得挖掘和借鉴。本文借助迪士尼化理论框架,采用文献分析法解析乌镇模式与迪士尼化的内在联系,并通过地方视角揭示其背后的形成机制。结果发现：乌镇模式在主题化、混合消费、商品化、表演性劳动等方面具有明显的迪士尼化特征;产权统一是乌镇模式迪士尼化发展的重要前提与支撑;在遵循主题公园区位选址与市场运作逻辑的同时,在地文化与区域自然景观的有机结合,以及古镇形象与古镇主题的辩证统一关系是乌镇模式形成的关键。最后,本文指出了国内古镇社区普遍存在复杂的产权问题,影响乌镇模式大规模的推广。

THE DISNEYIZATION CHARACTERISTICS AND FORMING MECHANISM OF WUZHEN MODE

At present, Chinese society is in an important period of transition from industrialization to post-industrialization, from a production society to a consumption society and an information society. This period in terms of space is one of the important embodiment of urban production space gradually shift to consumption space, era characteristics under the background of consumption culture created a new space, the Disneyization phenomenon is prominent, and has set up in urban planning, urban construction, urban landscape, commercial space, and other fields has been widely discussed. The concept of Disneyization originates from the Disney theme park, which is the process of transforming and influencing things according to the characteristics of the Disney theme park. From the perspective of theme parks and with the help of the theoretical framework of Disneyization, this study makes a case study of Wuzhen mode, a successful example of cultural tourism towns in China. We identify the "Wuzhen mode" in theming, hybrid consumption, merchandising and performative labor of the Disneyization character, essentially reveals the "Wuzhen mode" and the inner link of Disneyization, "Wuzhen mode" at the same time also shows the characteristics of modernity and marketoriented mechanism to further enrich the theory of framework. In addition, the formation mechanism of "Wuzhen mode" is extracted from the local perspective. Finally, it points out the particularity of property right unification of "Wuzhen mode", and points out the limitations of large-scale promotion of "Wuzhen mode" from the perspective of the development of Chinese cultural tourism towns.