Shaanxi Tourism Image To Promote The Government's Behavior Choice

Government’s behavior on tourist image promotion is a research title of great significance in theory. In practice, as an area needing exploring and developing, it has huge influence on the development of tourist industry.The essay, based on government’s behavior of developed tourist region at home and abroad and the function of the domestic government tourist image promotion, analyzes the government’s behavior of tourist image promotion and confirms government’s main duty and function on tourist image with government promotion theory and government’s behavior theory.The essay proposes that government’s behavior on tourist image promotion should include those of tourism associations and enterprises. It is proposed that government’s behavior should adapt to demanding and changing of the market to realize ever-lasting development of tourist industry.The essay, based on government promotion idea, by studying shaanxi government’s behavior, analyzing the problems faced by Shaanxi government’s tourist image promotion and using market statistics and research data, thinks that Shaanxi government have many advantages on tourist image promotion tasks. However, there are some problems such as comparatively simple means of promotion, single government function, less participation of enterprises, lacking professional promotion means and so on.According to the present problems, the essay proposes that the recent goal is to enlarge tourism promotion channel, to strengthen the function of government and tourism association and the future goal is to construct team of professional tourist workers. Consequently, Shaanxi’s tourist image will be improved effectively and its competitive power should be enhanced.Finally, based on the research of government’s behavior on shaanxi tourist image promotion, the essay discusses the characteristics and applicability of government’s behavior on tourist image promotion proposed by this essay.