CAJ | 학술논문

古村镇旅游作为遗产旅游和乡村旅游的典型代表．一直被视为推动文化遗产保护和农村社区发展的有效手段。然而，古村镇旅游发展涉及较多的利益主体，他们的利益诉求不尽相同，甚至有所冲突，给古村镇遗产保护与旅游开发带来了众多挑战，其中，门票收费模式直接影响到各个相关主体的利益，成为争议的焦点。因此，文章通过对江浙沪皖四地古村镇案例分析，总结了全封闭式、半封闭式、半开放式、全开放式4种古村镇现行收费模式及其潜在的7个影响因素，并基于古村镇各个利益主体的行为反应，分析了各个因素对古村镇收费模式影响的程度，提出封闭式收费模式更多地取决于资源的品级和居民的合作程度，而开放式收费模式更多地取决于区住的好坏、客源市场的特点、未来的产品取向和商业价值，从而为古村镇如何根据主客观情况选择合理的门票收费模式提供借鉴。
고촌진여유작위유산여유화향촌여유적전형대표．일직피시위추동문화유산보호화농촌사구발전적유효수단。연이，고촌진여유발전섭급교다적이익주체，타문적이익소구불진상동，심지유소충돌，급고촌진유산보호여여유개발대래료음다도전，기중，문표수비모식직접영향도각개상관주체적이익，성위쟁의적초점。인차，문장통과대강절호환사지고촌진안례분석，총결료전봉폐식、반봉폐식、반개방식、전개방식4충고촌진현행수비모식급기잠재적7개영향인소，병기우고촌진각개이익주체적행위반응，분석료각개인소대고촌진수비모식영향적정도，제출봉폐식수비모식경다지취결우자원적품급화거민적합작정도，이개방식수비모식경다지취결우구주적호배、객원시장적특점、미래적산품취향화상업개치，종이위고촌진여하근거주객관정황선택합리적문표수비모식제공차감。
Tourism in ancient villages and towns is the typical representation of heritage tourism in rural China. It has always been regarded as an effective way to promote cultural heritage protection and rural community development. However, this type of tourism involves many stakeholders with different interests and demands, which sometimes results in conflicts. In the process of protecting against heritage and tourism exploitation, tourism in ancient villages and towns can face numerous challenges. Among these is the ticket charge mode, which directly relates to the interests of each stakeholder, and this problem of competing demands therefore becomes the focus of disputes. Through field research and inductive analysis of the ancient villages and towns in Jiangsu, Zhejiang, Shanghai and Anhui provinces, we summarize that they usually adopt four kinds of ticket charge mode： the fully enclosed charge mode with a single-ticket ticket system for whole scenic spots; the half-closed charge mode with binding ticket system for some consumption items; the half-opened charge mode with limited ticket system for some self-operated scenic spots; and the fully opened charge mode with a free ticket system for the whole scenic spots. By comparing the similarities and differences of typical ancient villages and towns that have adopted differing charge modes, we conclude that resource grade, locational condition, tourism market factors （e. g. , size, range） , product orientation, business value, participation of residents and profit model are the potential influencing factors for these modes. Resource grade and regional condition are two objective factors. The remaining five factors are subjective and are connected with the interests of the four main stakeholders： the tourists visiting the ancient villages and towns; external merchants; community residents; and companies that are responsible for tourism management. From the four related stakeholders＇ behavioral responses to different ticket charge modes, we can see that the enclosed charges will affect tourists entering the ancient villages and towns, thus impeding foreign merchants＇ participation and strengthening each local company＇ s dependence on tickets. Open charges will be more convenient in allowing visitors to enter the ancient towns and villages, and will attract foreign merchants to join in and thus increase the cooperation of residents . The various stakeholders therefore have an influence on ticket charge mode, and the final choice about the mode is the result of balancing their competing rights and interests. In general, a closed or high charge mode for entering the ancient villages and towns depends on the quality of resources and the cooperation of the residents. However, an open or low-cost ticket charge mode depends on local conditions, the characteristics of the tourist market, the product＇ s future orientation and commercial value. This study therefore provides evidence that ancient villages and towns select what they consider to be a ＇reasonable＇ ticket charge mode according to both objective and subjective factors.