新华财经上海7月6日电（谈瑞）耗资24亿元建成、4年巨亏超10亿元，湖南张家界大庸古城濒临破产一事，近期引发社会广泛关注。近年来，全国不少地方 都曾斥巨资建设古城古镇，规模动辄数十亿元，但其中不少项目或陷于多年延工，或低效运营乃至荒废转手。当"古城古镇热"的潮水渐次退去，谁能站稳滩 头，又有谁在"裸游"？以下三个样本，或许能帮助我们看清古镇文旅投资如何防止"审古疲劳"，实现"破局向新"。 风起潮涌：梦从周庄起 自上世纪80年代以来，古城镇旅游业发展已走过了逾四十载岁月。要问古城古镇如何退潮，必先看其因何潮涌。 1984年的一个早春，在美国求学漂泊了四年之久的画家陈逸飞，在江苏昆山一个名叫周庄的古镇里，乘着吱呀作响的小船，一头撞进了他"梦中的故乡"。古 镇东北边，清凌凌的银子浜和南北市河交汇成十字，河上石桥联袂而筑，桥面一横一竖、桥洞一方一圆，模样像是古时候的一把铜钥匙，因而当地人唤之 为"钥匙桥"，也叫"双桥"。 小桥流水人家，是再典型不过的江南意象。浸于乡愁日久的陈逸飞乘兴起笔，杂糅其熟悉的油画和传统的中国水墨画手法，将姑苏的小桥流水、江南的婉约 风光细致描绘出来。这幅画后被命名为《故乡的回忆》。 画面中的 ...

Core Insights - The article discusses the challenges faced by ancient towns in China, highlighting the contrast between the successful model of Wuzhen and the struggles of many other towns that have attempted to replicate its success [2][7][12]. Group 1: Overview of Ancient Towns - There are over 2,800 ancient towns in China, with 312 recognized as national historical and cultural towns, primarily located in Jiangsu and Sichuan [2]. - The success of Wuzhen has inspired many local governments to invest heavily in developing or replicating ancient towns, leading to significant financial commitments [7]. Group 2: Wuzhen's Success Factors - Wuzhen's development began in 1999, focusing on unified planning and construction, which was innovative at the time [3]. - The team behind Wuzhen emphasized restoring historical aesthetics and implementing underground infrastructure to maintain the town's traditional appearance [3]. - Operational management was crucial, with over 90% of businesses being self-operated, ensuring service consistency and quality [4]. Group 3: Challenges Faced by Other Ancient Towns - Many towns, despite heavy investments, have failed due to poor planning and operational execution, leading to significant financial losses [7][8]. - A common issue is the homogenization of offerings, where similar shops and products dilute the unique appeal of each town [8][9]. - The lack of local cultural integration and the tendency to replicate successful models without adaptation have contributed to the sameness of many ancient towns [9][12]. Group 4: Recommendations for Improvement - Experts suggest focusing on cultural excavation, product innovation, and management optimization to combat homogenization [12][13]. - Establishing unique cultural identities for each town and enhancing visitor experiences through diverse offerings are essential [13][14]. - Retaining local residents and their traditional businesses can help maintain the authentic atmosphere of ancient towns [9][14].

以下文章来源于网易数读 ，作者网易数读 网易数读 . 网易旗下栏目，用数据说话。 消费趋势变化。 作者 | 贺一 人造古城镇 开始批量倒闭 在全国各地旅游，你总能看到一些一模一样的古镇。走在里面，吃的是鱿鱼麻花臭豆 腐，玩的是银饰古装文创品，吹的都是想你的风，查重率高达 9 9%，本地人常常戏 嘲："只有外地人才去。" 但现在有的古镇，连外地人都不去了。 来源 | 南风窗 （ID：shangyejingxiang） 张家界，中国旅游地"顶流"、韩国人"尽孝"标尺、电影《阿凡达》取景地，如今居然到 了破产重整边缘。 就在 2024 年 1 2 月 1 6 日，坐拥张家界景区的张家界旅游集团股份有限公司（下称张旅 集团）发布公司预重整的进展公告。这家公司四年来亏损七个亿，2 0 2 4 年上半年就亏了 6 116 万元，其中，旗下的大庸古城亏了 6438 万元 。 这个耗资 2 4 亿元打造、被寄予厚望的古城，如今陷入巨额亏损的泥潭，几乎沦为一座 鬼城。 大庸古城的命运，也正是全国无数人造古城镇的写照。 号称张家界单体投资最大的城市旅游文化项目——大庸古城便是如此。 这个项目地处张 家界市中心，从 2 0 1 6 ...