民俗是在广大群众的日常生活中世代传承的文化事象,这些文化事象在传承中不断发生变迁是民俗本身的固有特征。旅游开发虽然广泛而深入地影响了古镇的民俗传承,但却不是其民俗变迁的唯一原因。旅游开发引发古镇民俗变迁的主要介质为旅游规划和旅游经营。 Folk custom is a cultural phenomenon inherited from the daily life of the broad masses of the people. It is an inherent characteristic of the folk custom itself that these cultural phenomena are constantly changing in their inheritance. Although tourism development has extensively and deeply influenced the ancient town’s folk heritage, it is not the only reason for the change of its folk custom. The main media for the development of folk custom triggered by tourism development are tourism planning and tourism management.