Soft Power Of Local Government And Tourism Development

In recent years, local governments have fierce competition by the way of developing the tourism culture, which have been one of the important contents of local government research. The paper takes a case of Zhuji city, in Zhejiang, uses the soft power of local government competition theory to illustrate the role of local governments in tourism development. It mainly shows that local government takes the tourism as the economic growth target, then takes some measures to obtain it, for instance, creating tourism brand, innovating tourism management system, making the plan of tourism development, protecting the intangible cultural heritage, innovating tourism marketing strategy, giving tourism fund and preferential policy. However, in the process of local government competition, it commonly exists many problems, for example, homogenization, tourism management system is not suitable, lack of originality, emerging tourism policy support insufficient, lack of tourism talents and so on. Therefore, in the process of culture soft power competition, local governments should dig their own historical and cultural characteristics deeply, straighten out tourism management system, increase the strength of new tourism product policy support, introduce and cultivate the high quality tourism management talents and so on.