The Research On Government Behavior In Tourism Destination Marketing

The feeling and experience of tourists in tourism destination are complicated. Tourists'impression on tourism destination is based on whole feelings, so it is necessary and feasible to do the research on tourism destination. As an important unit in tourism research, tourism destination is a foundation for tourists to evaluate their touring activities from whole tourism experience in order to make another travelling decision or recommend the destination to other people. Tourism destination marketing is essential to the development of tourism destination. Excellent tourism destination marketing not only attracts lots of visitors from all around the world, but also benefits sustainable development of tourism destination and enhances long-term competition power.With the development of ecnomic, the improvement of society and the increasing of leisure time, tourism develops quickly and has become an important part of our lives. Tourism has many-faceted influence on tourism destination.In order to make the tourism play an positive role and prevent negative effect, government plays an important role in tourism development.Many scholars have already researched on government behaviors from different aspects. This thesis is based on tourism destination research on government behavior with theory analysis and case study and expects to analyse the reasonable positioning of government and contents from stakeholders of tourism destination, not only from the relationship between government and the market.The comprehensiveness and diversity of tourism destination marketing product resolve on the process of the tourism destination marketing relating to several stakeholders, such as tourism enterprises, government, tourism industry associations, host population, tourists and the media. How to balance the benefit between different stakeholders of destination is a key to get good result of tourism destination marketing. Tourism enterprises go after money and pay little attention to long-time benefit of tourism destination; tourism industry associations possess few resources, so they play limited role in tourism destination; host population, tourists and the media can't control tourism destination marketing macroscopically. As a representitive of public benefit, the government possesses macro-controlling resources and advantages.The government has compelling obligation so that the goals of tourism destination marketing can come true.The stakeholders have different functions in different stages of tourism destination development. With the development of marketing mechanism in tourism destination, government is gradually changing into stragetic role and government behavior focuses on macro-fields, not micro-fields increasingly. The government should improve efficiency, emphasize services and coordinate the relations among stakeholders of tourism destination marketing. Under the government behavior principles, there are three aspects on government behavior in tourism destination marketing: to form long-term image about tourism destination so as to establish core of tourism destination marketing; to construct information flatform in tourism destination in order to ensure information channel free; to plan and organize events or big activities so as to improve the power of influence of tourism destination.