| This paper uses the basic principle and method of management science，administrationscience，tourism science，combined with the development status of the characteristics of themarket economy and the tourism industry of Yangjiang City，from the tourism developmentrequirements，external intervention，the sustainable development of tourism and learning fromthe four aspects of international experience，emphasizes the necessity in the development oftourism industry the government leading. On this basis， the specific analysis of thegovernment of Yangjiang city tourism brand construction and development of leading policyperformance and shortcomings，as well as the important role played by tourism policy inmacro-control and micro management. Then， under the condition of socialist marketeconomy， perfect countermeasures in two aspects the leading direction and leadershipbehavior of the government in the development of culture tourism in Yangjiang city.This paper is divided into five parts, the first part is an introduction, mainly introducesthe background, significance and the research and related research, on this basis that themethods used in this paper, finally expounds related concepts. The second part mainlyintroduces the role of government in the current situation of Yangjiang tourism culture brandconstruction, from the introduction of Yangjiang city tourism culture brand constructionstarting from the carrier construction; tamping the foundation of tourism development,vigorously promotion; to create tourist brands, to strengthen trade management; three aspectsto regulate the order of the tourism market of Yangjiang City Hall in tourism culture brandbuilding has the effect of play. Next, from a policy oriented role play is not in place;institutional norms play not effective; the lack of government investment in the tourismculture brand propaganda; tourism public product rationing, tourism development of newproduct development is slow; Yangjiang City Hall culture brand awareness weak, relying onculture is not enough Five aspects of the shortcomings of Yangjiang City Hall exist inpromoting cultural tourism brand construction in. The third part is based on the two parts toanalyze government restriction factors on promoting Yangjiang tourism culture brandconstruction, respectively from two aspects of internal and external analysis. The internalfactors are the leading role of the government is not fully played, consciousness is weak; thegovernment’s macroeconomic management measures are inadequate; the government did notkeep pace with the times. The external factors are the traffic is not very convenient;differences of tourism season obvious quality of tourism personnel is not high. The fourth part is to the Yangjiang city tourism brand building and cultural reference through to the domesticand foreign developed city government to promote the tourism culture brand buildingexperience description. The fifth part is mainly introduced the realistic path optimization ofgovernment play a role in cultural tourism brand construction in Yangjiang,. From theimprovement of public policy supply system, provides the system safeguard for the brandconstruction; increase investment in tourism infrastructure, provide basic hardware for brandbuilding; strengthen the tourism market management, provide the order guarantee for brandbuilding; to expand the tourism resources of publicity, provide communication service for thebrand construction; promote the building of brand evaluation system, providing guide servicefor the brand construction; open up new tourist routes, the development of more to representYangjiang’s tourism products such as six aspects put forward to promote Yangjiang tourismculture brand construction countermeasure and the suggestion, in order to better to studygovernment optimization in Yangjiang city tourism culture brand construction effect. |
