Research Of The Government Function In The Development Of Rural Tourism

In recent years, people attach more and more importance to rural tourism for its’ infections in enriching people and poverty alleviation. The Central First Document in 2013, 2015 and 2016 all refer to the development of rural tourism. Various regions have risen the construction boom of rural tourism projects in succession, with a number of rural tourism highlights springing up. But the development of rural tourism in China is unbalanced, and the development levels vary greatly. In Jiangsu province, a leading tourism province which is developed much early, there are differences between the north and the south. The economy of Southern Jiangsu is advanced, and the tourism development of ancient towns and villages there start early with mature market. The government management there emphasizes on supervision and regulation. While, the rural tourism development of Central and Northern Jiangsu start late. Some achievements have been made in the process of the combination of the rural tourism with the new rural construction, but the market fails to play the key role of the resource allocation, and the government still plays the main role of promoting.At present, the research of rural tourism development in China is focused on introducing experience of development results of mature regions, but pays less attention to the development and management of rural tourism in latecomer regions. This research takes a rural tourism key village, Gangang village in Dongtai, a county-level city of Northern Jiangsu, as an example, with the theory of government function, management function, good governance and stakeholder. It depicts the development situation and course of the rural tourism in Gangang and indicates that the unique tourism product--the China- Dongtai Village History Museum is the key to the rural tourism development of Gangang, which has made some achievements under the government promotion. The village environment has become more and more beautiful. It also drives the development of industry and agriculture. The living standard of villagers has been improved, and the management capacity of the village-level organizations has been improved. While, the villagers’ participation rate in rural tourism is not so high, though they accept it widely. From the prospective of planning, organizing, leading and controlling, the study combs the government functions in development of rural tourism in Gangang and analyzes the government offside and lack of some functions in performing their duties.According to the analysis of development experience and existing problems in Gangang village, the study suggests that the government should perfect the planning function and formulate the development planning scientifically in promoting rural tourism development, and keep rurality and reflect the harmony of tradition and modern, city and country in the project design. It should improve the function of organization, perfect the management system, carry out field research and implement various encouragement policies, mine the rural connotation and provide tourism products. It should also innovate the tourism destination publicity, provide a platform for scenic spot publicity, and train the personnel and establish tourism information platform. Besides, efforts should be made to improve the leadership functions, guide and inspire rural residents, operation households, government and government workers and guide the community, industry associations and tourism enterprises to participate in the rural tourism development. Finally, it should improve the controlling function, attach importance to entire supervision before, during and after the event, monitor the enterprises operating according to law and maintain the market order.