| As a contemporary practice for local governments to promote the integration of culture and tourism and improve the image of cities,the value of local festivals in shaping the cultural brand of cities has been increasingly valued by the academic community and the government.However,how to position the role of the government in the festival not only requires academic circles to actively explore in theory,but also requires the government to respond to the realistic demands in practice,which is the due meaning of the sustainable development of local festival.The scientific positioning of the role of the government in the festival can not only gather the cultural identity of local people,promote the creative transformation and development of the festival cultural resources,but also bring considerable economic and social benefits to the local area,thus enhancing cultural confidence in the development of the festival.This study points out that the key to the sustainable development of local festivals is public participation,and the key to enhancing public participation is whether the government can establish the service concept based on the public standard and social standard,and implement the implementation of the festival to the people.In the context of the modernization of national governance,only the government takes charge of the governance of festivals,without the participation of social and cultural organizations and the public,the phenomenon of festivals’ empty shell will continue to exist.To this end,we should improve the mechanism of social empowerment and the mechanism of public expression and response,so as to save the people.This requires the government to constantly improve the tourism festival policy from the macro point of view,build high-quality festival service platform,and supervise and manage the cultural service quality standard and service level provided by cultural and tourism enterprises.At present,there are some phenomena such as government dislocation and absence in local festivals in China,which are mainly reflected in the following aspects: on the one hand,the concept of government power standard is consistent in the festival,the voices of social organizations and the public are drowned out,the service management is not in place,and the cultivation and support of cultural organizations is not in place;On the other hand,after the government purchases public cultural services,it becomes hands-off.It is this logic of responsibility removal that leads to the loss of publicity of cultural services.In addition,the rights and responsibilities between the government and other economizing subjects are not clear,which leads to the phenomenon of offside functions of the government.The reasons are mainly caused by the lack of administrative idea of government service,the dimension of implementation and the administration,the limitation of government and the imperfect system of saving affairs.This study of culture tourism festival as the study case,through the methods of literature analysis,field investigation,the government of culture tourism festival festival landscape system of latent class analysis,can be divided into the official landscape tour,consumer,benefiting the people and culture,and according to the principle of culture tourism festival activities and interviews,The role of government is summarized as "the builder of event platform: purchasing event services through contract links","the administrator of public affairs: coordinating event planning through system links",and "the gainer of public value: integrating the demands of subjects through interest links".But on the whole,the role of the government in the Han Culture and tourism festival still exists the problem of cognitive deviation and implementation confusion.The lack of the local government’s service administrative concept and the administrative demonstration phenomenon caused by the role of the executor are obvious in the Han Culture and tourism festival,which leads to the top-down of the event policy,the relationship between the government and the public leading and aphasia,and the imperfect social empowerment system.Based on this,this study introduces the service-oriented government theory,discusses the applicability and effectiveness of the service-oriented government theory to improve the role of the government in the Han Culture and tourism festival,and puts forward the path to optimize the role of the government in the local festival.Service-oriented government is a government with public service as its purpose under the guidance of citizen-centered and society-centered concepts,under the operating framework of social democracy and in accordance with the public will.The service-oriented government pursues the maximization of public interests,which is reflected in the governance of local festivals.In other words,the government guides cultural and tourism enterprises,social organizations and the public to participate in the governance of festivals,and promotes public interests in the joint construction and governance of festivals.Service-oriented government emphasizes delegation and decentralization,but this does not mean that the government should actively guide,attach importance to the dominant position of social organizations and the public,and play a key role in saving organization,supervision and coordinating the interests of all parties.In view of their compatibility in goal,idea and realization path,service-oriented government theory is a strategic choice to optimize the role of government.Therefore,to improve the role of the government,we should transform from the power dimension to the right dimension.By promoting the transformation of functions,we should shape the administrative value of the unity of service and responsibility,and play the role of the server well.To promote the coordinated operation between government and social organizations by breaking through the constraints of centralization and empowerment;Through the establishment of expression-response governance mode: to construct the effective interaction between the government and the public operation mode,play a good role of guidance. |
