THE ANALYSIS ON CULTURAL CHARACTERISTICS OF THE OLD TOWN OF LIJIANG IN THE TIDE OF COMMERCIALIZATION

The 30 years development of Lijiang tourism presents two clues,including the commercialization of representation and intrinsic cultural consciousness. Based on the interview sample,the primary reason of attracting tourists is considered to be the specific local w isdom in Lijiang. Which makes it present the cultural intention of global leisure ancient capital. Tw o academic issues are discussed in the end:( 1) The heritage protection of the old tow n of Lijiang City should consist of both material cultural heritage and intangible cultural heritage.( 2) As a key tow n on the ancient horse and tea road,the old tow n of Lijiang City should not abandon the caravan Na-xi culture and four-in-one( human-w ater-city-environment) culture of the doctrine of the mean,and other characteristics in its future development. The depth of the high quality tourism and cultural heritage is in line w ith the tide of w orld heritage tourism and sustainable.