Research On Government Function In Public Brand Building Of Tourism Destination Take "Xiushan Lishui" As An Example

With the Chinese socioeconomic development and the improvement of people’s standard of living,people’s basic living demand have been supplied,the consumption choices has been more and more,resulting in more demands on tourism consumption,the economic contribution of the cultural and tourism industries has been increasing all over the country,and has even developed into a major pillar of the tertiary industry in some areas,therefore,how to speed up the development of culture and tourism industry,and how to raise the income of culture tourism industry has become a new issue that governments all over the world are facing.From the point of view of government functions,creating a public brand of tourism destination,it is of great significance to the development of local economy.Based on the theories of public goods 、 new public service and mass Communication,this paper discusses the attributes of item attributes of public brands in tourist destinations,and clarifies the orientation of government functions in the process of creating,taking the brand of “Lishui in Xiushan Tujiazu-Miaozu Autonomous County”as an example,this paper analyzes the government functions of Lishui government in the process of shaping,finds out the problems and finds the deficiencies,and studies the problems by means of case analysis and consulting literature,finally,the paper puts forward the optimized path of the government function to mold the public brand of the tourist destination.The main conclusion is that in the regional public brand building,the government plays a leading role to provide practical strategic suggestions and reference ideas for brand building and destination image promotion.