Research On Government Governance Innovation In Rural Tourism Development

With rapid development of socialist market economy in our country, rural tourism has been booming adapting to current requirements of tourism market. Our country has been great agriculture power since ancient times, problems of agriculture, farmers and rural area are important ones which connect to national interest and people’s livelihood in our country. Various aspects such as geographical characteristics, culture and custom as well as economic development which are different between each other in rural areas have constructed development peculiarity in rural areas, which will undoubtedly bring about a certain difficulties to package development in rural areas of our country. As a new pattern industry which has combined traditional industry with service sector, rural tourism plays an important role of solving problems of agriculture, farmer and rural area and breaking puzzles of city-countryside dualization structure, at the time, it has huge significance on optimizing rural industrial structure, increasing nonfarm income, improving farmers’ living standard as well as protecting ecological environment and traditional culture in rural areas. Therefore, study on government management in the development of rural tourism is a great and real problem, which has deep theoretical significance and practical significance.Due to problems of phrases and level on economic development in our country, at the beginning of rural tourism development, government-dominant model has been adopted all the time in our country, although rapid development of rural tourism has been promoted at short notice, practices has proved that there are many problems caused by development patterns of rural tourism simply dominated by governments, and it is extremely urgent to reform. Rural tourism in Chang’an district has been gradually developed since 1980s along with the start of domestic economy, governments plays main function in the development of rural tourism in Chang’an district, however, with rapid development of rural tourism in Chang’an district, development pattern of rural tourism dominated by governments has gradually generated various disadvantages, and innovating and optimizing patterns dominated by governments as well as new mode of the combination of government, society, market and practitioners are imperative to be carried on. Due to low starting point and short development time which exist in rural tourism itself, its business model and operation standard can not be unified, most practitioners who operate rural tourism are local peasants, there are common problems such as flat educational level as well as lack of environmental awareness and sustainable development awareness, which will bring about a certain difficulties to long-term and stable development of rural tourism. Therefore, if we want to drive rural tourism in Chang’an district to continuously and well develop, innovation work of government management should be carried on, driven by government management, and farmers, communities, enterprises and so on will actively participate in the development of rural tourism in Chang’an district, which will realize rapid development of rural tourism in Chang’an district.This article has applied governance theory, New Public Management Theory, sustainable development and so on to discuss government management situation in the development of rural tourism, which can be divided into 5 major parts. The 1st part is introduction, which has stated background and significance of the subject in this article, and explained overseas and domestic research status, research method, innovation as well shortcomings. In the second part, it has introduced related concept and theoretical foundation, relevant concepts in this article has been defined and stated, which has explained basis and basic rules for writing this article. In the 3rd section, it has applied SWTO analytical method to generally introduce advantages, disadvantages, menace and opportunity for rural tourism development in Chang’an district, at the same time, current governance status by Chang’an district government in the development of rural tourism has been analyzed. In the 4th section, through field visit and questionnaire method, governance status of government in the development of rural tourism of Chang’an district has been empirically analyzed, analysis obtained is that there exist problems and reasons for government management in the development of rural tourism in Chang’an district. In the 5th section, aiming at existing problems of governance management in the development of rural tourism in Chang’an district, specific countermeasure and suggestion will be put forward.