| AbstractTourism is now in vogue as one of the main higher-level spirit enjoyments. People pay close attention to the tourism. In 1998 Chinese Central Government chose tourism as the new economic increasing point for the national economy. Many local governments also chose the tourist trade as the main industry in the position of local industries, and give concrete policies and methods to support the development of the tourist industry. Actually China adopted a strategy of "Government Orientation" policy in the tourist trade. This function will be strengthened if the local government get involved in this trade. The main function of the local governments will be very important on the containment of the negative effects of the tourism development, keeping the function of the tourism resources, the economic efficiency consistent with the whole society's efficiency. In the local tourism marketing, the local governments will have important role in supporting and increasing the efficiency of the business departments. Under the operating system of market economy, how to carry the function of the local governments and how to manage the enterprise and the market, are critical issues which should be studied. This thesis is on the behavior and functions of the local governments as the main topic using the marketing theories.The first part is about the issues of the tourism development and current positions in China. Tourism is a comprehensive activity including six parts of the tourist as "food, lodging, traveling, tour, entertainment and shopping". Comprehensiveness is the most important characteristics of tourism. Tourist industry consists by several interrelated and independent industrial factors. They are combined as a longer industrial chain. It makes the tourists industry have an outstanding interrelated and leading function in the national economic systems. After the reform and opening to the outside world in China the tourist industry was considered as from the supplementary form of the diplomatic activity to the important sector of the third industry. Tourism has made great achievements: the position of the industry is increased, the tourism volume is larger, the soft and hard environment is better, the market system is developed, the tourist products are abundant. Though it still has the problems as the ratio of the contribution to the national economy is low, the tourism resources are deteriorated, the orientation of product development is not clear, the duplication of the tourist products, the vague impression of the tourism destination, low management quality etc. It seems that the leading function of the local government is not good, or some of the local governments lack of ideas of marketing, they do not operate under the principles of market economic law and abuse of the power and hinder the development of the tourism industry.The second part of this thesis analyses the functions of the government in the tourism development. The leading function of the government depends on the characteristics of the tourism itself. The author evidences its point of view with the actual activities from other countries. It states the roles of the government as following: regulating the market, directing the investment, planning the development of tourism resources, managing the development environment and designing the comprehensive destination marketing etc. It points out that the government should strengthen the macro-economic regulation instead of intervention of the management and operation of the tourism industry in order to remedy the market defect. As a tourism enterprise it can not shoulder the responsibility to market for the local tourism. The local government has the responsibility to shoulder it since the government is the whole and comprehensive leader in the local economic and social development. It is also only the local government that can take the whole marketing policy as a whole towards the tourism destination. The local governments have to balance the interests of all parties and take t...
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