地方政府在区域旅游营销中的作用及行为研究_6_10.pdfVIP

Abstract Tourism is now in vogue as one of the main higher- level spirit enjoyments. People pay close attention to the tourism. In 1998 Chinese Central Government chose tourism as the new economic increasing point for the national economy. Many local governments also chose the tourist trade as the main industry in the position of local industries, and give concrete policies and methods to support the development of the tourist industry. Actually China adopted a strategy of “Government Orientation” policy in the tourist trade. This function will be strengthened if the local government get involved in this trade. The main function of the local governments will be very important on the containment of the negative effects of the tourism development, keeping the function of the tourism resources, the economic efficiency consis tent with the whole society’s efficiency. In the local tourism marketing, the local governments will have important role in supporting and increasing the efficiency of the business departments. Under the operating system of market economy, how to carry the function of the local governments and how to manage the enterprise and the market, are critical issues which should be studied. This thesis is on the behavior and functions of the local governments as the main topic using the marketing theories. The first part is about the issues of the tourism development and current positions in China. Tourism is a comprehensive activity including six parts of the tourist as “food, lodging, traveling, tour, entertainment and shopping”. Comprehensiveness is the most important characteristics of tourism. Tourist industry consists by several interrelated