The Research Of Government Behavior In The Building Of City Tourism Brand

At the wave of economic globalization, when we look at today's enterprises,the country and the city, It is not difficult to find that an area own more well-known brands, the market for the greater economic strength is also more stronger. To develop the regional economy, and enhance the competitiveness of city, It is necessary to better fit the shape the city's own brand ,If tne city have a personal brand, it means that will set up for the urban development of the accelerator. Our country is now set off an upsurge of city brand, whether it is such a big city like in Beijing, Shanghai or Weihai, Dalian such a small or medium-sized city that would like to see the city through a successful branding in an increasingly fierce competition in the tourist town to occupy a favorable position. However, the current brand of urban research is still in its immature stage, There is no systematic theoretical framework for understanding the city branding blurred, in shaping the course of city tourism brand positioning exist divorced from reality and blindly ahead, lack of brand personality, lack of overall tourist town planning, planning the implementation of difficult and tourism brand maintenance, management and other issues not in place.City tourism brand is unique, comprehensive, culture, merchantability, the life-cycle characteristics of uncertainty.only know of these features that will be "common" to the concept of "personality" concept of "intuitive perception" .To the concept of "cultural spirit," the idea to town, "common" as the foundation, excavation of the city, "cultural identity", highlight the town "personalized service" around the city to form the core values of brand image and awareness of tourism elements to meet the tourists deep-seated psychological needs, focused on shaping the city's tourism brand. In our country as the main business city - city government has played an irreplaceable role in tourism from the city's development trend of competition - competitive brands as a starting point, the city government in shaping the city's tourism brand in the process of financing, tourism infrastructure construction, to create a good tourism environment, excellent tourism professionals to introduce and nurture play a key role. Shape the city's tourism brand is a complex, systematic, continuous process, on the one hand, the government can guide the city tourist town right brand positioning, enhance the city to expand the effectiveness of the tourism brand, and maintain the brand in the process of shaping the efficiency, in order to provide branding good legal protection, on the other hand, city governments to play an active role at the same time, there were also some errors and problems, such as goal orientation appeared vague and capricious, the identical position between the city; at ambitious tourism development planning simply pay attention to brand awareness, neglect of city marketing, property rights do not clear the "tragedy of the commons" from occurring; tourism brands in the follow-up maintenance and management, crisis management awareness is not strong, weak protection of tourism resources, in addition to tourism laws and regulations imperfect, individual irregularities of other enterprises and individuals, the harm caused to the public and so on. These negative effects of the competitiveness of the city, hampering the development of the city.The functions of government from its special status, the administration is bound to have its goals, such as to ensure the basic stability of society, the stability of the pattern of executive power and effectiveness, maintaining a good image, such as those in power, and its aim to enable administration of city tourism brand aim to maximize the benefits of the society is relatively weak factors cause Tourism Administration of the allocation of resources is invalid. City government functions of China's tourism lags behind changes in the development process, can not meet the requirements of the market economy, institutional reforms related to tourism management and set up management system slow function of lack of unity, with the authority of the macro-control department. For these reasons the government's actions led to a tourism brand in the city have a negative role in shaping.City government to create a distinct personality city tourism brand advantage in the competition must be in-depth analysis on the basis of the above reasons, to take effective measures to avoid the city's tourism branding "misunderstanding" and avoid the negative role of the government's actions have , it is necessary to shape the city tourism brand positioning in science, to disseminate widely, in the development of tourism planning, provision of resources to support and improve the laws and regulations, effective business management efforts.In short, the shape of the city tourism brand is a complex systems engineering, requirements of city government at city tourism branding process, seek truth from facts, according to local conditions, the government's actions in the analysis of the basic reasons for the negative effects on developing ideas and seeking to deal with the law, so that the Government acts to minimize the negative effects is the only pragmatic way to shape the city's tourism brand to promote a positive role in enhancing the competitiveness of town.