(a) the commercialization of the development of the problem
1. spatial form of continuation
Ancient villages and ancient towns in the development of commercial tourism, we must respect the history of the spatial form of the cultural atmosphere, to avoid the destruction of the mechanism of the ancient town. Such as the Taihu Lake Basin water more ancient towns, for example, most of the water and the rise of the traditional strip commercial street or cross water street is the main form of historical neighborhoods. Therefore, although the modern transportation system mainly based on roads and bridges has been established, and the transportation system based on small river boats has gradually faded out of the historical stage, the commercial development of the ancient villages and towns still needs to continue the coordination of the ancient architectural forms of the ancient villages and towns. Commercial streets to maintain the strip or cross-shaped, to eliminate the development of inconsistent commercial forms.
2. Scale control
For ancient villages and towns with tourism nature, the control of commercial scale is very important, more than the limit, will not only lead to business failure of commercial projects, but also the loss of cultural connotations of ancient villages and towns. Ancient villages and ancient towns of their own resident population is small, weak consumption ability, the target group of the newly developed project is basically aimed at tourists, and tourists in the most point to stay in the time and the scope of the activities of the limited, resulting in the limited consumption ability. Therefore, the commercial area planning, according to the nature of the tourist attractions resources, scientific approval of the proportion of commercialization, adhere to the principle of less but fine, control the number and location. At the same time, the commercialization behavior must not be noisy, cultural resources scenic spots, ecological tourism scenic spots, red tourism scenic spots and scenic core range to minimize the existence of commercial activities, and scenic spots within the design and decoration style of the store must be in line with the style of the scenic spots, conducive to the dissemination of local culture.
3. Resettlement of indigenous residents
Residents are important carriers of history and culture, but in the commercial development of scenic spots, operators and residents must encounter a variety of issues such as interests, property rights, and so on, the resettlement of indigenous residents of the ancient villages and towns has become a direct impact on the scenic area of the sustainable development of the key issues. Residents are completely free to operate often disorderly competition, not conducive to management, but the company unified management and easy to lose the traditional characteristics of ancient villages and towns. Wuzhen to take the "cage for birds" resettlement method, has a certain reference significance. Although in the unified standardized management guide, whether it will gradually lose the folk tradition of this point there is still some debate, but the unified buyout of the formation of the clear cut property rights, indeed help its competitiveness, and residents have a certain degree of autonomy, but also to a certain extent to retain the traditional characteristics.
(2) Ancient villages and towns business model Exploration
The use of natural resources to carry out simple transformation, while charging the cost of visiting resources, this simple ticket economy model is the current mainstream mode of the domestic sightseeing-type attractions. However, a single ticket economy is not in line with the principle of capital recovery for the company's operation, and it is even more difficult to realize profitability in the case of general quality of resources, thus giving rise to the emergence of various new business models.
1. Comprehensive income business model
Comprehensive income business model, get rid of a single ticket economy, emphasizing the catering, shopping and accommodation and other forms of income, the formation of an effective cycle of capital, part of the scenic area proposed to eat, live, travel, travel, shopping, entertainment and other "one-stop" development, is a manifestation of this comprehensive income business model. Revenue business model embodiment. Such as Wuzhen revenue model, ticket revenue only accounted for the total revenue of three of the hotel revenue accounted for three of the ー, there are other business content to form the remaining part of the tourism revenue, is a typical comprehensive income business model.
2. Industrial linkage business model
The use of tourism platform resources to develop related industries, so as to obtain more income, such as tourism real estate, tourism agriculture, as well as tourism creative industries. The combination of tourism and real estate interaction makes the tourism real estate has a set of scarcity of resources, diversity of sources of customers and convenient location and transportation of the three major advantages of the unique characteristics of its unique selling point. At present, the domestic tourism real estate development is mainly based on accommodation and second home leisure vacation type, mostly built in large and medium-sized cities in the suburbs or directly away from the city scenic area.
3. Resource Integration Business Model
This model is controlled by the government or a single investor in the resources, infrastructure, and then various projects to attract investment, and joint many small investors to participate in the operation. Such as the ancient town of Phoenix, Hunan, the local government will have jurisdiction over the development of tourist attractions, the implementation of the transfer of the right to operate the way to attract investors to participate in tourism development. By the investors according to their own advantages, combined with the market needs of external financing, continue the ancient town tourism development process, the government only in the industry on the macro level of investors to manage.
4. Mixed business model
The mixed business model refers to the mode of multiple investments, multiple modes of operation, and multiple types of themed operations, with multiple modes of operation from the initial fund-raising to the exit. For example, in the case of the development of the Pingyao Ancient City, the government was short of funds and was unable to afford the maintenance of the large number of streets, alleys, and dwellings in the city, as well as the huge funds required for the development of the tourism industry, so it adopted two methods, namely, transfer of the right to operate and auction of the property rights. Instead, the government adopted two methods - transfer of operating rights and auction of property rights - to allow social capital to participate in the development of the tourism industry. The Pingyao government conducted public auctions of the property rights of more than 20 ancient buildings and the operating rights of more than 100 ancient buildings in the ancient city, introduced social capital for commercial operations in the ancient city, and built six tourism industry streets featuring shopping, catering, lodging and entertainment, absorbing more than 40,000 tourism-related employees, thus bringing into play the driving effect of the tourism economy in the region.