The Characteristics of Commercialization Trends and Sustainable Development of Ancient Towns in South China—A Case Study of Three Towns in the North of Zhejiang Province

With 20 years development of tourism,the commercialization trends of water-towns in the southern Yangtze River area are more and more serious.Rapid commercialization have caused great influences on water-towns,which can be seen from all kinds of the same shops and goods along the streets,which induce the authenticity and specialty and form the same landscape,and have been changing living styles and being important basement of living,disturb directly and disorder the total human ecosystem.In order to conserve the authenticity of water-towns,the study suggests that local government should fade out the commercial benefits and control the development of commerce, diversify the ways and styles of community participation,allocate the mechanism of benefits distribution and promote the traditional handicrafts to balance the tourism experiences and heritage conservation.