To Study The Role Of The County-level Government In The Development Of Rural Tourism

National Tourism Bureau has designated2006as "Chinese rural tourism" theme, marked the institutional arrangements of rural tourism has become a government-led.As an important part of the tourism industry, rural tourism plays an increasingly important role in our rural economic development and new socialist countryside construction. However, our country rural tourism is still in the stage of transition from start-up stage to expansion stage. It inevitably appear a series of problems, such as the lack of correct understanding on rural tourism, lack of overall planning, lack of market analysis, a simple tourism product, immature physical infrastructure, nonstandard management, fund insufficiency input, lack of policies and regulations, and so on. All in all, the root of these problems is shortcomings of government role.In all levels of administrative divisions, county stands in the middle. It is like a hub connects the cities and rural areas. Based on the retrieval and reading literature, field survey, visit, and collect a large amount of dates and real materials, this paper analyze the role definition of government in the development of rural tourism and discuss how to improve the role of government, fully and effectively play it in the development of rural tourism by analyzing Miluo rural tourism. Miluo is an ancient city with a history of more than2000years. As the birthplace of dragon culture and dragon boat culture, it has excellent natural and human environment. Miluo’s historical and cultural heritage, unique folk custom and convenient traffic conditions gives the edge to Miluo’s exceptional advantage in its rural tourism development. However, it still appears lots of problems in the development for lacking necessary guidance, plan and related management regulation. Taken Miluo city as the example, this paper analysis the government should become the leader in rural tourism and play an important role in the area of macro-control and the provision of public services. On the one hand, the county-level government as the controller of county rural tourism development should formulate local regulations and policies, compile development programs, establish coordination mechanism to achieve a balanced development of the county rural tourism system; on the other hand, the county-level government as the service providers of county rural tourism development should take effective measures to solve the problem of rural tourism market failures, and to provide financial, personnel and security for rural tourism. Only clear the function, define the behavior, and set the role, the county-level government promotes the sustainable development of rural tourism.