晏如

烏鎮(zhèn)，一個(gè)位于浙江省桐鄉(xiāng)市的江南水鄉(xiāng)小鎮(zhèn)，近年來成為旅游熱門景點(diǎn)。論開發(fā)時(shí)間，烏鎮(zhèn)晚于同類型的西塘、周莊等古鎮(zhèn)，那么究竟是什么讓它一躍成為人們心儀的旅游打卡地呢？答案應(yīng)該在于其創(chuàng)新的發(fā)展模式，這種模式能夠給游客帶來沉浸式的體驗(yàn)感。

Wuzhen， a water town situated in Tongxiang City， ZhejiangProvince， has emerged as a popular tourist destination in recentyears， despite being a late mover in the tourist industry comparedto other similar ancient towns like Xitang and Zhouzhuang. Whatexactly has contributed to its popularity？ The answer lies in itsinnovative development model that offers tourists an immersiveexperience.

烏鎮(zhèn)分為東、南、西、北柵（zhà），“柵”是烏鎮(zhèn)方言，意為“大街”。烏鎮(zhèn)的景區(qū)建造是從東柵景區(qū)開始的，由烏鎮(zhèn)本地人陳向宏擔(dān)任總設(shè)計(jì)師。他遵循“以舊修舊、修舊如故”的原則，對東柵景區(qū)的自然環(huán)境和歷史遺跡等文化環(huán)境進(jìn)行整體規(guī)劃，盡可能保留古鎮(zhèn)原來的風(fēng)貌。修繕后的東柵景區(qū)一經(jīng)開放，就受到廣大游客的喜愛，成為“一日觀光型”古鎮(zhèn)的模范樣本。

Wuzhen is divided into four sections： East Zha， South Zha，West Zha， and North Zha （with “zha” meaning “avenue” in localWuzhen dialect）. Chen Xianghong， a native resident， served asthe chief designer for the towns rennovation and development，beginning with the transformation of East Zha. Mr. Chen deviseda comprehensive blueprint for the restoration and enhancementof both natural and cultural environments， including historicalsites， abiding by the principles of “using used materials inrenovations and preserving the original charm of the ancienttown.” The revitalized East Zha rapidly gained popularity uponopening to the public， establishing itself as a model ancient townideal for a one-day trip.

在改造西柵景區(qū)時(shí)，陳向宏另辟新徑，希望不僅能把游客吸引過來，還能將游客“留下來”。于是，西柵景區(qū)的改造遵循“觀光＋體驗(yàn)”的思路，打造出集傳統(tǒng)作坊、民宿酒店、商務(wù)會(huì)館、休閑娛樂為一體的復(fù)合型景區(qū)，實(shí)現(xiàn)了“多元業(yè)態(tài)經(jīng)營”。在改造的過程中，政府讓居民先整體搬遷，待建筑和街道修繕整治完畢后，再返遷回來。部分居民應(yīng)聘成為景區(qū)員工，在這里生活，也在這里工作。

Chen adopted an innovative approach to the developmentof West Zha， aiming for tourists to not only visit but also staylonger. Embracing the concept of “sightseeing + experience，”he and his team transformed West Zha into a tourist complexfeaturing a variety of business models. Here， visitors can immersethemselves in traditional workshops， stay in upscale hotels orguesthouses， work in business conference facilities， and engage inleisure entertainment activities. Local residents were temporarilyrelocated during the development and resettled in West Zha?once the renovation of the streets and buildings wascompleted. Some have been employed to work withinthe tourist area， both living and working there now.

西柵景區(qū)雖然沒有類似東柵景區(qū)的茅盾、木心等名人的故居，卻有木心美術(shù)館、烏鎮(zhèn)大劇院等藝術(shù)場館。在水鄉(xiāng)柔情中，這兩座具有現(xiàn)代風(fēng)格的建筑融入了古典的詩意氛圍里。戲劇、美術(shù)等藝術(shù)成為西柵景區(qū)的文化內(nèi)核，在這里，一切不僅可觀，還可玩、可觸、可互動(dòng)。在舉辦烏鎮(zhèn)戲劇節(jié)時(shí)，來自世界各地的知名演員們甚至還會(huì)走出劇院，在烏鎮(zhèn)蜿蜒的小巷里與游客們親密互動(dòng)。

While East Zha boasts residences of famousliterary figures such as Mao Dun and Mu Xin， WestZha is home to art venues such as the Muxin ArtMuseum and the Wuzhen Grand Theater — twomodern-style buildings that seamlessly blend intothe classical， poetic ambiance of the water town.Drama and arts form the cultural core of West Zha.Here， visitors are encouraged to observe， explore， andengage with the cultural items on offer. During theWuzhen Theater Festival， renowned performers fromaround the world will even step out of the theater andinto the winding alleys to interact with tourists.

古鎮(zhèn)由景區(qū)實(shí)施整體改造、統(tǒng)一管理，因此，貼心的服務(wù)體現(xiàn)在每一個(gè)細(xì)枝末節(jié)處。在這里，所有商鋪都由景區(qū)進(jìn)行招商和運(yùn)營，每隔幾步就有一個(gè)直飲水機(jī)，每一個(gè)公共衛(wèi)生間都配有“第三衛(wèi)生間”和母嬰室，整個(gè)景區(qū)實(shí)現(xiàn)了Wi-Fi全覆蓋。在提供現(xiàn)代化便利的同時(shí)，專家們也極力還原水鄉(xiāng)真實(shí)的生態(tài)面貌。在烏鎮(zhèn)，除了“修舊如故”的房屋，還有這樣一群人，他們或是賣菜的小商販，或是坐在自家門口與人“侃大山”的叔叔伯伯，又或是經(jīng)營飯店的小老板……這樣的古鎮(zhèn)充滿了濃郁的生活氣息，方便游人體驗(yàn)老時(shí)光的生活。

Renovation and management of the Wuzhentourist site are devised comprehensively andconsistently， all aimed at providing visitors with themost comfortable experience possible. Every aspectof the ancient town reflects its thoughtful design： allshops are carefully selected and operated under theauthority of the tourist site management， drinkingfountains are placed at reasonable intervals， andbaby care rooms and family restrooms are availablewithin each public restroom. Furthermore， Wi-Ficoverage spans the entire scenic area. In additionto its modern conveniences， the town shines with anostalgic， traditional charm. Thanks to the diligentefforts of the renovation designers， Wuzhen not onlypreserves its ancient-style buildings but also maintainsthe authentic lifestyle of its residents. Visitors willencounter vegetable vendors along the streets， friendlylocals engaging in conversations with passersby fromtheir doorsteps， and welcoming diner owners. Overall，the revitalized town provides tourists with a wonderfulopportunity to immerse themselves in the vibrantambiance of old-time life.

張伯伯是烏鎮(zhèn)的居民，從前一直以捕魚為生，烏鎮(zhèn)景區(qū)開放后，熟悉水性的他應(yīng)聘當(dāng)上了搖船工，日復(fù)一日在河道中迎送一批批游客。每次劃船路過岸邊老胡的字畫攤，張伯伯總要揮手打招呼。老胡和張伯伯是多年的老友，他寫得一手好書法，如今就在自家老宅門口支了一張桌子，為游客在空白扇面上題字、畫畫。老胡字畫攤的后面開著一家民宿，店員小麗和英俊是剛來烏鎮(zhèn)不久的“浙漂”，他們被分配到這里經(jīng)營民宿。

After the opening of the scenic area， UncleZhang， a former fisherman， was employed as aboatman， ferrying tourists along the river everyday. Each time he rows past Uncle Hus calligraphyand painting stall on the riverbank， he would waveand greet his long-time friend. Uncle Hu， famousfor his calligraphy， set up a table in front of his oldhouse， where he writes and paints on folding fans fortourists. Behind Uncle Hus stall stands a guesthouseoperated by Xiaoli and Yingjun， both newcomersto Wuzhen who were tasked with managing theaccommodations.

還原烏鎮(zhèn)的老建筑，讓游客在與烏鎮(zhèn)人的互動(dòng)中感受真實(shí)的生活百態(tài)；以茅盾、木心等當(dāng)?shù)刂膶W(xué)家和藝術(shù)家的生平為脈絡(luò)，打造獨(dú)屬于當(dāng)?shù)氐奈幕疘P ；通過烏鎮(zhèn)戲劇節(jié)等文藝活動(dòng)，帶領(lǐng)游客從劇院來到小巷，高雅藝術(shù)也能走進(jìn)人們的日常。

By restoring the historic buildings of Wuzhenand fostering interpersonal connections， touristsare offered a complete immersion into local life. Theintroduction and promotion of esteemed local writersand artists like Mao Dun and Mu Xin establish adistinctive cultural identity of Wuzhen. Additionally，cultural events such as the Wuzhen Theater Festivalbring high art directly into peoples everyday lives.

烏鎮(zhèn)創(chuàng)新了文旅模式，游客可以與街上的“商販”互動(dòng)，可以與戲劇中的演員互動(dòng)，甚至可以換上漢服或旗袍，加入這場沉浸式的“角色扮演”。烏鎮(zhèn)不再是一座普普通通的水鄉(xiāng)古鎮(zhèn)，而是變成了一座文化古鎮(zhèn)，隨處都有新奇體驗(yàn)。游客可以走一走茅盾筆下的“子夜路”，到“林家鋪?zhàn)印惫涔?，感受木心《從前慢》中“賣豆?jié){的小店冒著熱氣”。

With its innovative mode of cultural tourism，Wuzhen enables the tourists to interact withvendors along the streets as well as art performers;visitors can also change into Hanfu or Qipao for arole-playing experience. Once a humble water town，Wuzhen has transformed itself into an ancient townwith a unique culture， providing visitors with fresh，entertaining experiences at every corner. Here，visitors can stroll down the “Ziye Road” and explorethe “Lin Family Shop，” both featured in Mao Dunsnovels. They can also feel firsthand the “steamy airfrom the soy-milk stand” that Mu Xin describedin his poem “Congqian Man” （“It Was Slow in thePast”）.

烏鎮(zhèn)，為中國人打造出一個(gè)夢境中的江南水鄉(xiāng)，在江浙滬快節(jié)奏的都市叢林中為人們保留了一片愜意的世外桃源。

Wuzhen， a picturesque and tranquil water townin southern China， will always be an ideal havenwhere people can escape the hustle and bustle of fastpacedurban life in the Yangtze River Delta.