Research On Government Function Optimization In The Development Of Cultural Tourism Industry In Jinshan District Under The Background Of Holistic Tourism Destination

With the continuous development of China’s economy and society,people’s living standards and consumption power are improving day by day.Tourism is becoming an indispensable life form for ordinary people,and cultural tourism industry is also gradually becoming an important industry for economic and social development.Holistic tourism destination development has been a national strategy in2017.With the introduction of the guidance on the development of Holistic tourism destination development,it provides opportunities for local governments to promote the development of tourism industry,and also puts forward higher requirements for local governments to play their functions.Jinshan District,one of the suburbs of Shanghai,is located in the southwest of Shanghai,center of the Yangtze River Delta.Jinshan District ranks low in the city’s GDP,but its growth rate in recent years ranks among the top in the suburbs.Local economic pressure continues to increase under the impact of COVID-19 and the global economic downturn.In the 14 th Five-year Development plan of Shanghai,Jinshan District is not included in the construction of "Five new cities".Although Jinshan is originally a chemical industry area in the eyes of Shanghai citizens,and its regional attractiveness has further decreased,it has Shanghai’s largest artificial beach-Jinshan City Beach,Shanghai first country park-Langxia Country Park,Shanghai last fishing village-Jinshanzui Fishing Village,and other characteristics of cultural tourism scenic area.There is a large space and certain foundation to develop holistic tourism destination in Jinshan District.Cultural tourism industry has both economic and social functions.The development of cultural tourism industry in Jinshan District can promote economic development and increase employment.It is an effective means and solid guarantee to meet people’s growing demand for a better life.Holistic tourism destination development in China entered the stage of comprehensive promotion in 2018.Jinshan District also began to take the opportunity of creating a national demonstration area for holistic tourism destination to prepare holistic tourism destination development plan and the 14 th Five-year cultural and tourism plan in order to promote the continuous development of the local cultural tourism industry.In recent years,the construction of Grade A scenic spots in Jinshan District has begun to take shape,but the cultural and tourism resources are scattered,accommodation,transportation and other supporting facilities are not perfect,the sense of experience is not good,the brand popularity is not enough.Therefore the effect of the cultural and tourism industry to promote the local economic and social development is obviously insufficient.The causes of the above problems are complex.The market alone cannot solve these problems,which require the government to play its role.Under the background of holistic tourism destination,it is worth studying how to better exert government functions to promote the development of cultural tourism industry in Jinshan District.Through the collection of literature,this paper sorts out the research results of domestic and foreign scholars on government functions,theory application,countermeasures and suggestions in the development of cultural tourism industry,and defines the function of local government under the background of holistic tourism destination.Then,this paper objectively reflects the status quo of government functions in the development of cultural tourism industry in Jinshan District through the summary of relevant documents and data.Through questionnaire surveys and in-depth interviews,this paper finds that Jinshan District government exists some problems including obvious weaknesses in the industry plan,the supporting public services,administration and brand effect in the process of the development of cultural tourism industry.Combined with the theory of government function and stakeholder theory,the causes of these problems are deeply analyzed,which mainly include five aspects,such as historical legacy problems,performance oriented factors and lack of coordination mechanism,unclear responsibility boundaries,and soft administrative management.In order to make the government function optimization strategy proposed more reasonable,practical and replicable,this paper learns and draws lessons from the experience of government performance in two first holistic tourism destination demonstration zones(Ninghai county of Ningbo city and Jiangning District of Nanjing City).This paper argues that,based on the reality of Jinshan District,in the context of holistic tourism destination development,The government should further optimize its functions from the following five aspects: accelerating the implementation of plan and the formation of public service system,building collaborative supervision mechanism,strengthening policy support and guidance,and digging the connotation of brand culture.It is hoped that the research of this paper can provide some theoretical application and countermeasures for the better and faster development of Jinshan cultural tourism industry,and provide some reference in the function optimization for other local governments with similar situation in the development of cultural tourism industry.