An Analysis Of Governments’ Functions And Strategies In Tourism Marketing With Hebei As A Case Study

China’s tourism industry is developing during a time of socio-economic transition. Various types of marketing activities are taking place in nearly all parts of China, some of which have already produced considerable positive results. In this phase, governments still play a dominant role. However, China’s tourism marketing is still at primary stage with governments’ role to be more fully played and some problems to be solved. In particular, theoretical research about governments’ function in tourism marketing lags far behind.To further develop China’s tourism industry, governments at all levels need to cooperate with enterprises to carry out various kinds of marketing campaign with the aim to promote tourist destinations and contribute to local economy. Against this backdrop and on the basis of combination of theoretical research and practical experience, this thesis summarizes relevant theories of governments’ tourism marketing employing knowledge of public management, tourism marketing and government marketing, and analyzes the practice, problems and strategies of Hebei Province in terms of government tourism marketing.