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Tourist Perception and Development Strategies on Culture and Commerce in a Historic Area: A Case Study of Dayan Ancient Town in Lijiang
张文正 胡一可‖Zhang Wenzheng, Hu Yike
历史街区的旅游开发给遗产保护带来巨大压力，国内诸多街区面临商业化侵蚀、文化特色流失等问题。大研古镇作为丽江古城（Old Town of Lijiang）世界文化遗产的重要构成部分，却因商业化面临层层压力。本研究基于游客感知视角，针对大研古镇的文化与商业发展现状，运用层次分析法构建感知评价体系，对游客文化感知与商业感知做出评价并进行可视化分析，发现游客对古镇文化感知程度不够突出，而商业感知程度强烈；同时，文章还探讨了文化景点与商业业态的分布对感知结果的关联性，发现文化景点对文化感知结果影响较低等问题；本文针对古镇发展和保护提出优化建议，包括细化保护发展层次、以文促商、增加文化景点组团规模等。
The development of tourism in historic areas imposes immense pressure on heritage conservation, leading to issues such as commercial encroachment and the loss of cultural uniqueness in many domestic areas. Dayan Ancient Town, as an integral part of the Old Town of Lijiang, a World Cultural Heritage Site, faces increasing challenges due to commercialization. This paper explores the cultural and commercial development of Dayan Ancient Town from the perspective of tourist perception. Using the Analytic Hierarchy Process (AHP), this study develops an evaluation system and visualization to analyze both cultural and commercial perceptions of tourists. The findings reveal that tourists’ cultural perception of the town is limited, while their commercial perception is prominent. Furthermore, the study examines the distribution of cultural attractions and commercial establishments, revealing that the current cultural attractions can’t contribute to high and continuous cultural perception results. The study finally proposes recommendations for enhancing tourist perception of the ancient town, such as establishing multi-level protection and development strategies, infusing cultural attributes into business, and expanding cultural attraction clusters.
历史街区；大研古镇；游客感知；遗产保护；商业化
historic area; Dayan Ancient Town; tourist perception; heritage conservation; commercialization
Figure 3 Selection of data collection point
图3 数据采集点选取
Figure 4 Spatial analysis of tourists’ cultural perception
图4 游客文化感知空间分析
Figure 5 Spatial analysis of tourists’ commercial perception
图5 游客商业感知空间分析
Figure 6 Perception map
图6 感知地图
Figure 10 Multi-level protection and development strategies in the ancient town
图10 古镇保护与发展的多层次优化
张文正，天津大学建筑学院博士研究生。研究方向：城市文化与遗产保护。
胡一可（通讯作者），天津大学建筑学院教授，博导。研究方向：城乡公共空间研究。
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