以下文章来源于惊蛰研究所 ，作者惊蛰研究所消费组 惊蛰研究所 . 探索发现新经济。 来源丨 惊蛰研究所（ID：jingzheyanjiusuo） 作者丨娅沁 图源丨摄图网 如今提起古镇，大众的评判标准似乎已高度统一：商业化严不严重。 商业化，俨然成了古镇的"原罪"。越是声名在外的古镇，越是饱受商业化诟病；越是冷门的古镇，反而因其未开发的 状态，对游客更有吸引力。 于是，古镇旅游的风向悄然转变。人们开始有意识地绕开"名镇"，转而去找寻那些仍住着原住民、游客稀疏、生活未 被过度打搅的清净之地，以体验到真正的、纯粹的古镇风貌。 当以小吃、纪念品、服饰和客栈为核心的传统商业模式，不断让一座座古镇渐失个性、趋于雷同的今天，围绕古镇的 讨论，或许早已不再是"要不要商业化"，而是，古镇需要怎样的商业化？在旧模式已然饱和的当下，古镇商业化的新 空间，究竟在哪里？ "逃"不出的古镇 中国现代意义上的古镇旅游，可追溯至20世纪80年代的周庄。当时发展旅游的初衷，是为了筹集资金以保护古镇风 貌。据学术研究资料，80年代的周庄除了零星的绘画爱好者和写生学生外，几乎不见游客踪影。直到1989年，周庄正 式对外开放，当年游客5.5万人次 ...

元旦期间，浙江桐乡濮院时尚古镇以一场盛大的长街宴喜迎新年。延绵近百米的长桌沿街铺开，当地特 色的湖羊暖锅、酥羊大面热气蒸腾，香气弥漫。游客们不仅品尝着以古法烹制的冬日暖食，更沉浸于投 壶、鱼灯巡游等丰富的宋韵市井生活体验中，手持特制"交子"与身着宋装的人物互动，仿佛穿越千年。 沈清辉 摄 间，浙江桐乡濮院时尚古镇以一场盛大的长街宴喜迎新年。沈清辉 摄 元旦期 间，浙江桐乡濮院时尚古镇以一场盛大的长街宴喜迎新年。沈清辉 摄 元旦期 元旦期间，浙江桐乡濮院时尚古镇以一场盛大的长 街宴喜迎新年。沈清辉 摄 间，浙江桐乡濮院时尚古镇以一场盛大的长街宴喜迎新年。沈清辉 摄 元旦期 元旦期 间，浙江桐乡濮院时尚古镇以一场盛大的长街宴喜迎新年。沈清辉 摄 间，浙江桐乡濮院时尚古镇以一场盛大的长街宴喜迎新年。沈清辉 摄 元旦期 间，浙江桐乡濮院时尚古镇以一场盛大的长街宴喜迎新年。沈清辉 摄 元旦期 ...

Group 1 - The core idea of the articles highlights the efforts of Shunxi Ancient Town in Pingyang County, Zhejiang, to attract tourists during the winter season by creating new consumption scenarios and enhancing visitor experiences [1][4][6] Group 2 - Shunxi Ancient Town boasts a high forest coverage rate of 82.5%, contributing to its fresh air and appealing natural environment, which enhances the overall visitor experience [4] - Tourists are engaged in local cultural activities, such as making traditional snacks like Huangniangao, transforming their experience from mere observation to active participation [4] - The town has received nearly 800,000 visitors this year, indicating a significant increase in tourism and local product sales, which are essential for the town's long-term development and economic sustainability [6]

Core Insights - The cultural tourism industry in Yancheng, Jiangsu, has gained recognition as a "hidden gem" with unique offerings that emphasize emotional value and storytelling, attracting a diverse range of visitors [1][2][25] - Yancheng's approach contrasts with overly commercialized projects by focusing on local history, red culture, and intangible heritage, creating immersive experiences for tourists [1][12][25] Group 1: Cultural and Historical Significance - Yancheng has a rich revolutionary history, exemplified by the New Fourth Army Memorial Hall, which serves as a center for red culture education and attracts families for patriotic education [3][4][11] - The city has successfully integrated historical narratives into modern experiences, such as the "N Coffee" that connects coffee pricing to historical events, enhancing visitor engagement [9][11] Group 2: Innovative Cultural Experiences - The New Fourth Army Memorial Hall has introduced interactive spaces and creative products, such as plush toys based on historical artifacts, to appeal to younger generations [6][7][9] - The Xixi Tianxian Yuan scenic area has differentiated itself in the competitive ancient town market by telling compelling local stories and offering immersive performances, leading to significant visitor growth [12][14][16] Group 3: Economic Impact and Cultural Consumption - The rise of cultural tourism in Yancheng has led to increased visitor numbers, with the Xixi Tianxian Yuan attracting over 3 million visitors last year, showcasing the economic potential of cultural heritage [12][16] - The Bamboo Forest Restaurant has become a nostalgic venue for older generations while attracting younger visitors, illustrating the successful blending of cultural heritage with modern dining experiences [19][24] Group 4: Future Directions - Yancheng's cultural tourism initiatives reflect a broader trend of utilizing cultural assets to drive economic growth, emphasizing the importance of storytelling in enhancing a city's appeal [25][26] - The city is actively developing various cultural projects that connect traditional heritage with contemporary experiences, fostering a sense of identity and community among visitors [18][26]

Core Insights - The article highlights the emerging trends in cultural tourism in ancient towns during the National Day and Mid-Autumn Festival, emphasizing the shift from mere sightseeing to immersive experiences [1][2][4]. Group 1: Trends in Cultural Tourism - The "Guofeng Guochao" theme has become central to cultural tourism in the Yangtze River Delta, with activities like wearing traditional costumes and interactive experiences gaining popularity [2][3]. - Tourists are increasingly seeking to become part of the stories of ancient towns, leading to the introduction of various services such as makeup, photography, and themed markets to enhance the immersive experience [3][4]. - The rise of night tourism has been notable, with a nearly 10% increase in night visitor numbers compared to the previous year, showcasing the integration of beautiful scenery and local cuisine [3][4]. Group 2: Addressing Homogeneity - The "thousand towns look alike" issue persists, with many ancient towns sharing similar cultural and architectural features, leading to visitor fatigue [5][7]. - Towns like Wuzhen have successfully differentiated themselves by creating unique travel products and experiences, such as light shows and literary-themed activities, attracting significant visitor numbers [5][7]. - The focus is shifting from ticket sales to creating engaging cultural experiences, with operators encouraged to think like curators of living cultural museums [7][8]. Group 3: Collaborative Development - The integration of transportation networks, such as high-speed rail, is facilitating the growth of a collaborative tourism economy among ancient towns, moving away from a ticket-based model [9][12]. - The article suggests that ancient towns should form a "super Jiangnan ancient town cluster" that offers a rich and complementary experience rather than competing individually [9][12]. - Utilizing big data for shared insights on visitor preferences and behaviors can enhance marketing strategies and improve visitor management across towns [12].

Core Viewpoint - The development of ancient towns in China has faced significant challenges, with many projects, including the Duyong Ancient Town, experiencing substantial financial losses and operational difficulties, leading to a growing number of "empty towns" across the country [1][2][7]. Group 1: Financial Performance and Challenges - Duyong Ancient Town, built with an investment of 2.4 billion yuan, has accumulated losses exceeding 1 billion yuan by the end of 2024, with a single-year loss of 596 million yuan in 2024 [2][5]. - The project was initially expected to generate annual revenues of 500 million yuan and a net profit of 200 million yuan, but it has failed to meet these expectations [5]. - Nearly half of the 2,800 ancient towns in China are projected to become "empty towns" by 2025, indicating a systemic issue within the sector [1][7]. Group 2: Market Saturation and Similarity - There are over 27,000 tourism-related enterprises in the ancient town sector, with nearly 40% facing poor operational conditions, including liquidation or suspension [7]. - The proliferation of similar architectural styles and commercial offerings across ancient towns has led to visitor dissatisfaction, with many tourists noting the lack of uniqueness [9][10]. - A survey indicated that 95.31% of respondents had participated in ancient town tourism in the past two years, yet many expressed frustration over the homogeneity of these destinations [19][21]. Group 3: Cultural and Operational Insights - Successful ancient towns, such as Wuzhen and Xitang, have maintained their cultural integrity and adapted to modern tourist preferences, contrasting with poorly managed projects that lack historical context [15][21]. - The failure of Duyong Ancient Town serves as a warning for the industry, emphasizing the importance of genuine cultural engagement and effective operational management rather than mere replication of successful models [15][21]. - Tourists are increasingly seeking immersive experiences rather than superficial visits, indicating a shift in preferences that ancient towns must adapt to in order to thrive [17][21].