Government Behaviors In City Tourism Marketing

City has become the core carrier of tourism development. The tourism of a region or a nation more and more operates around the city. It's great significance to promote tourism development and improve the city competitiveness that implementing city tourism marketing,and shaping the city's tourism image.This paper stands in public administration point, and studies the government action in city tourism marketing.On the basis of public goods theory, stakeholder theory,the paper analyzes the corpus of city tourism marketing, points out the main responsibilities of government. As an example for Ji'an city tourism marketing practices, by the research of initiatives and conduct implemented by Ji'an government, the paper pointes out some questions and shortage in Ji'an city tourism marketing,such as inadequate funding for tourism marketing, tourism image positioning is not clear, lack of systematic and strategic in tourism marketing, lack of innovation and creativity at tourism marketing means, government's organization and guidance is not enough to the tourism businesses and local residents and so on. To enhance Ji'an city tourism marketing strategy, the paper propose establish investment protection system and reward system of city tourism marketing, improve the way of government marketing, strengthen government and professional company cooperation, strengthen internal marketing,and establish the government-enterprise joint model mechanism and performance evaluation mechanism in city tourism marketing.