A Study On The Role Of Government On The Tourism Development Of Nanyue Hengshan:from The Perspective Of Public Administration

As one of the fastest growing industries around the world, tourism is a comprehensive industry. It has been referred to as the "sunrise industry" or "smokeless industry". Nanyue district, the smallest administrative region in Hunan Province, was established based on tourism industry, which is a pillar industry of the region. Under the perspective of public administration, this study investigates the role played by the government of Nanyue district in promoting the tourism development in Nanyue. Since the establishment of Nanyue district over 30 years, the tourism industry has gone through rapid development under the promotion of local government. As a national 5A class tourist scenic spot, Nanyue has rich tourism resources, excellent geographical conditions, a stable source markets and unique brand advantage, and total tourism economy sustained steady growth and a good basis for supporting conditions, creating a favorable base and conditions to a sustainable tourism economy growth. However, it has been recogmzed that the tourism economy development of Nanyue is facing severe situation in which the tourism development is at a critical period of transformation and upgrading. In the process of promoting the tourism development, there are still problems in the government's practice, such as inactive tourism market, under-utilized tourism resources, tourism market disorder, poor public infrastructure and over-protected tourism resources. This study analyzes the reasons of above shortcomings and discusses ways for the government playing a leading. It is suggested that the government should (1) innovate the management mode, (2) follow the strategic thinking planning guide, (3) improve and perfect the service system of public administration, (4) further increase the investment in tourism development and (5) implement the strategy of sustainable development.In this way, the government can play a better role in leading the tourism development and transform and upgrade the tourism development. Under the overall strategy of implementing the global travel and speeding up the construction of strong province in tourism, this study suggests that (1) Hengyang city administration seize the rare strategic opportunity of tourism transformation and upgrading, (2) vigorously promote Nanyue tourism brand, (3) accelerate the construction of tourism economic circle, (4) actively develop rural tourism, and (5) enhance the quality of tourism services to make Hengyang an international tourist destination. Nanyue district government should seize the opportunity, innovate the management, and improve service to create an environment which truly makes Hengshan an international destination for quality tourism.