历史城镇旅游商业化的创造性破坏模型——以乌镇为例
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摘要
在中国历史城镇旅游开发过程中,出现部分历史城镇在资本、创新和政府三方力量的协作下,发生急剧的创造性破坏式发展,Mitchell提出的旅游创造性破坏模型在解释这些历史城镇旅游地发展演化过程上存在局限性。文章基于乌镇案例,通过对网络媒体资料进行内容分析,构建历史城镇旅游商业化的创造性破坏模型,以作为Mitchell模型的修正与补充。模型明确界定了历史城镇旅游创造性破坏的主体和支持主体,重新界定了历史城镇旅游的创造性破坏驱动力,提出了历史城镇旅游创造性破坏的主要方式,并指出正是其中任一方式的创新,影响旅游地的发展进阶,甚至促使其实现跳跃式发展。乌镇模式的示范效应影响着中国历史城镇旅游的创造性破坏发展,可能成为中国历史城镇旅游未来发展的一种趋势。
Historic towns are important to China. s cultural heritage. They are enjoyed by Chinese people and an increase in popularity in recent years has attracted public funds and private capital into the tourism industry. This has resulted in tourism commodification and has caused a series of problems within the towns, such as a reduction in cultural authenticity and identity. Mitchell(1998, 2009) has developed a creative destruction model to predict the developmental path of destination commodification. The model is divided into a six-stage process: pre-commodification; early commodification; advanced commodification; early destruction; advanced destruction; and post-destruction. This paper applies the creative destruction model to Wuzhen, a historic town in Zhejiang, China, which has developed into a world-famous tourist destination. It aims to examine whether the model is suitable to describe the commodification characteristics and developmental revolution of Wuzhen using secondary data collected from network media. The paper reveals that Wuzhen has evolved from the precommodification stage to post-destruction stage, but has bypassed the second stage of early commodification. The stages of early destruction and advanced destruction were rather short and difficult to distinguish. The paper explains that Wuzhen has experienced a rapid creative destruction process under the coordinated powers of government, innovation(or entrepreneurship), capital and even some cultural conservationists. The creative destruction model proposed by Mitchell does not provide an adequate explanation for why and how the destination has developed so significantly. It also neglects the finding that the phenomenon of creative destruction occurs within both historic and industrial destinations within the heritage tourism industry. Therefore, this paper proposes a modified model of tourism creative destruction to be applied to historic towns, particularly those imitating or following the"Wuzhen Model"in China. The modified model separates the entities and supporting entities of creative destruction. It suggests that the innovative elites or entrepreneurs and their teams are the protagonists of creative destruction, that they play a major role in the creative destruction of a destination, and that they are facilitated by supporting entities like government, capital and cultural conservationists. The model redefines the driving forces of creative destruction in historic towns,including the need for heritage protection and development, the pursuit of profit by innovators,entrepreneurs and capital, tourism market demand and competition for tourists. Particularly, the model puts forward the main processes of creative destruction, including heritage protection and development,destination operation and management, and destination product innovation. It reveals that any innovation of these three aspects may have a prominent effect on the development of a historic town,and even promote a leap forward in the development of a destination, such as in the case of Wuzhen.Finally, the paper indicates that the creative destruction of Wuzhen is based on the development of other historic towns, and conversely, its development is promoting the creative destruction process of other historic towns and thus the tourism industry. This should encourage interest in the creative destruction model and tourism in historic towns.
Historic towns are important to China. s cultural heritage. They are enjoyed by Chinese people and an increase in popularity in recent years has attracted public funds and private capital into the tourism industry. This has resulted in tourism commodification and has caused a series of problems within the towns, such as a reduction in cultural authenticity and identity. Mitchell(1998, 2009) has developed a creative destruction model to predict the developmental path of destination commodification. The model is divided into a six-stage process: pre-commodification; early commodification; advanced commodification; early destruction; advanced destruction; and post-destruction. This paper applies the creative destruction model to Wuzhen, a historic town in Zhejiang, China, which has developed into a world-famous tourist destination. It aims to examine whether the model is suitable to describe the commodification characteristics and developmental revolution of Wuzhen using secondary data collected from network media. The paper reveals that Wuzhen has evolved from the precommodification stage to post-destruction stage, but has bypassed the second stage of early commodification. The stages of early destruction and advanced destruction were rather short and difficult to distinguish. The paper explains that Wuzhen has experienced a rapid creative destruction process under the coordinated powers of government, innovation(or entrepreneurship), capital and even some cultural conservationists. The creative destruction model proposed by Mitchell does not provide an adequate explanation for why and how the destination has developed so significantly. It also neglects the finding that the phenomenon of creative destruction occurs within both historic and industrial destinations within the heritage tourism industry. Therefore, this paper proposes a modified model of tourism creative destruction to be applied to historic towns, particularly those imitating or following the"Wuzhen Model"in China. The modified model separates the entities and supporting entities of creative destruction. It suggests that the innovative elites or entrepreneurs and their teams are the protagonists of creative destruction, that they play a major role in the creative destruction of a destination, and that they are facilitated by supporting entities like government, capital and cultural conservationists. The model redefines the driving forces of creative destruction in historic towns,including the need for heritage protection and development, the pursuit of profit by innovators,entrepreneurs and capital, tourism market demand and competition for tourists. Particularly, the model puts forward the main processes of creative destruction, including heritage protection and development,destination operation and management, and destination product innovation. It reveals that any innovation of these three aspects may have a prominent effect on the development of a historic town,and even promote a leap forward in the development of a destination, such as in the case of Wuzhen.Finally, the paper indicates that the creative destruction of Wuzhen is based on the development of other historic towns, and conversely, its development is promoting the creative destruction process of other historic towns and thus the tourism industry. This should encourage interest in the creative destruction model and tourism in historic towns.
引文
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(1)数据来源:中青旅控股股份有限公司2007年第一次临时股东大会公布控股“乌镇旅游”的决议公告。
(1)数据来源:中青旅控股股份有限公司2012年年度报告。
(2)数据来源:中青旅控股股份有限公司2012年年度报告。
(3)数据来源:中青旅控股股份有限公司2013年至2017年的年度报告。
[2]MITCHELL C J A.Entrepreneurialism,commodification and creative destruction:A model of post-modern community development[J].Journal of Rural Studies,1998,14(3):273-286.
[3]MITCHELL C J A,WAAL S B D.Revisiting the model of creative destruction:St.Jacobs,Ontario,a decade later[J].Journal of Rural Studies,2009,25(1):156-167.
[4]JIANG Liao,SU Qin.Creative destruction and transformation of place:Based identity in ancient town of Zhouzhuang[J].Acta Geographica Sinica,2013,68(8):1131-1142.[姜辽,苏勤.周庄古镇创造性破坏与地方身份转化[J].地理学报,2013,68(8):1131-1142.]
[5]HUANG Y B H H,WALL G,MITCHELL C J A.Creative destruction:Zhujiajiao,China[J].Annals of Tourism Research,2007,34(4):1033-1055.
[6]FAN C,WALL G,MITCHELL C J A.Creative destruction and the water town of Luzhi,China[J].Tourism Management,2008,29(4):648-660.
[7]LIN Minhui,BAO Jigang.Tourism commodification in China’s historic towns and villages:Re-examining the creative destruction model[J].Tourism Tribune,2015,30(4):12-22.[林敏慧,保继刚.中国历史村镇的旅游商业化--创造性破坏模型的应用检验[J].旅游学刊,2015,30(4):12-22.]
[8]ZHANG Jing.Creative destruction and commercialization of traditional villages:Likeng,Wangkou,and Jiangwan in Wuyuan,China[J].South Architecture,2017,(1):55-62.[张菁.创造性破坏视角下的传统村落空间商业化变迁研究--江西婺源李坑村、汪口村、江湾村对比分析[J].南方建筑,2017,(1):55-62.]
[9]SCHUMPETER J.Theorie der wirtschaftlichen entwichlung,leipzig,dunker und humbolt[M]//OPIE R.The Theory of Economic Development:An Inquiry into Profits,Capital,Credit,Interest,and the Business Cycle.Cambridge,MA:Harvard University Press,1934.
[10]SCHUMPETER J.Capitalism Socialism and Democracy[M].New York:Harper and Row,1942.
[11]ZHONG Chunping.Study on Creative Destruction and its Dynamic Effects[M].Beijing:Peking University Press,2016:4-12.[钟春平.创造性破坏及其动态效应研究[M].北京:北京大学出版社,2016:4-12.]
[12]XIAO Youxing.The review of the model of tourism creative destruction[J].Human Geography,2010,25(6):14-18.[肖佑兴.旅游创造性破坏模型述评[J].人文地理,2010,25(6):14-18.]
[13]ZHANG Chaozhi,MA Ling,WANG Xiaoxiao,et al.Semiotic authenticity and commercialization heritage tourism destinations:Based on a case study of Wuzhen and Zhouzhuang[J].Tourism Science,2008,22(5):59-66.[张朝枝,马凌,王晓晓,等.符号化的“原真”与遗产地商业化--基于乌镇、周庄的案例研究[J].旅游科学,2008,22(5):59-66.]
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(1)数据来源:中青旅控股股份有限公司2007年第一次临时股东大会公布控股“乌镇旅游”的决议公告。
(1)数据来源:中青旅控股股份有限公司2012年年度报告。
(2)数据来源:中青旅控股股份有限公司2012年年度报告。
(3)数据来源:中青旅控股股份有限公司2013年至2017年的年度报告。