中文摘要：

江南水乡古镇旅游业发展20多年以来，商业化现象日益严重，古镇沿街充斥着服务旅游者的各色同质化的商铺和商品，不仅冲淡古镇原真景观特征，形成古镇因利趋同格局，而且改变了居民生活方式并成为重要的生活基础，直接干扰居民日常生活。破坏古镇整体人文生态系统的和谐，破坏古镇原有自然风貌和景观环境。立足于古镇原真性保护，在商业化快速发展的过程中政府应淡出商业利益，严格控制商业发展；拓展和营造多样化社区参与旅游的方式和途径，调整利益分配体制，建立行业利益平衡机制；鼓励和发展传统手工艺，形成旅游体验与民间非物质文化遗产保护双赢格局。

英文摘要：

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.