Framework Design Of Chinese Scenic Byway Institution

Scenic byway is a kind of scenic routes containing multiple values of landscape, nature, recreation, culture, history and archaeology on the roadsides or in the field of vision. As publicgood, it converts the function of a road from the sole traffic function to a combination of traffic, ecology, recreation and conservation. Scenic byway was arisen in the recent twenty years inwestern countries. It is a system aiming to conserve and construct ecology, resource, andqualities of roads, extending and developing their tradition of attaching great important onenvironment conservation and heritage management. The appearance of Scenic byway reflectsthe combination of engineering with ecology, culture and recreation, and develops theconservation culture to some extent.ion, andeconomy promoting, and also that scenic byway has a great value and developing potential.The successful experience of American National Scenic Byway system is taking the scenic byway as a public good, applying advanced public management concepts on legislation, management, investment, marketing and assessment,to take active measures to build up scenic byway system, guiding and promoting the scenic byway’s rapid, healthy and sustainable development. Chinese scenic byway career has just started, and in the embarrassment situation of practice first, lacking of scientific and systematic theoretical guidance, it’s of very urgent requirements for guiding theory. Therefore, we should learn advanced experience from the United States for our own use.Based on this, the paper will firstly collate and analyze the the results of scenic byway legislation, management, investment and financing (Fund), marketing (marketing tool kit, brand strategy, marketing planning, image design), evaluation and other aspects which have been carried out in american scenic byway, each respects from the purpose, status and comments. Institutional framework is summarized refining; then, from the same aspects, combined with China’s national conditions, author try to exploringly build China’s scenic byway institutional framework. All these work and research is the first time in China, to fill the domestic blank of this field of research, and has important theoretical and practical significance.