Study On Government Behavior Of Tourism Marketing In Quanzhou

With the development of Chinese tourism and the strategies of government-led tourism in the period of transition,various tourism marketing activities of different scales and forms are being carried out in all parts of our country.The tourism marketing work of many local governments has been fruitful.However,at present,the tourism marketing activities in our country are still in the primary stage,the governmentundefineds tourism marketing behavior has not been fully played,and there are still some problems in the tourism marketing practice.At the same time,the corresponding theoretical research lags behind and lacks systematic research on the theoretical basis,development status and operation mode of the current government behavior in tourism marketing.This paper first defines the related concepts,starting from four levels: the theory of public management,the theory of enterprise marketing,the theory of government marketing and the theory of tourism marketing.It is pointed out that in recent years,Quanzhou Municipal Government has made some positive explorations in tourism marketing and achieved certain results,but there are still some problems in the development of tourism marketing,coordination and management as well as supervision and control behavior.The causes of the problems are the unclear positioning of government functions,the defects of the management mechanism of government tourism marketing,the lack of government restraint mechanism and the limited management level of the government itself.This paper analyzes the experiences and practices of government tourism marketing in Jiundefinedan,Guilin and Hangzhou,and draws lessons from them: the success of government tourism marketing should increase the investment of financial funds,at the same time,Strengthen the joint promotion of various departments and local enterprises.We should innovate the marketing means,formulate the marketing incentive policy,introduce the competition mechanism,at the same time,we should strengthen the information supply and management in the process of tourism marketing,subdivide the tourist market on the basis of the scientific analysis of the tourism market,and strengthen the inter-regional cooperation.Finally,based on the analysis of the problems and causes,the paper puts forward the corresponding countermeasures and suggestions of the Quanzhou Municipal Governmentundefineds tourism marketing.The study of the government behavior in the tourism marketing of Quanzhou is helpful to deal with the relationship between the government and the market in the tourism development,and can further clarify the responsibility and role of the government in the tourism marketing.It is also to explore the development of the tourism industry by the Quanzhou government.The effective way of shaping the city tourism image,expanding the tourism market and promoting Quanzhouundefineds economic and social development in an all-round way...