Study Of Government’s Function In The Development Of Rural Tourism

With the economic and social development of China, rural tourism as an important part of tourism plays a more important role especially in promoting rural development and increasing farmers’ income. However, it should be clear that the development of rural tourism not only needs rich natural resources and effective market-based mechanisms, but also needs training, guidance and support from local government. Therefore, the topic that how the government plays the role in promoting rural tourism development is worthy of further study.According to the "proposed the question, analysis question, solve the problem" theory and the combination of qualitative and quantitative methods, take Pingyang County of Zhejiang Province as the research object to analyze the rural tourism development in accordance with the theory of market and government failure, service-type government, sustainable tourism development. Firstly, from the field survey and questionnaire, we analyze the present situation of rural tourism development in Pingyang on the tourism development level, consumption structure, infrastructure and natural resources etc. Based on that, we analyze the important role the government plays in the development of Pingyang’s rural tourism in planning guidance, policy, laws and regulations, development environment, and point out the problems exist in government service, investment and business pattern. In the meantime, search out the reasons based on the industry, management system, planning guidance and coordination aspects.Finally, on the basis of domestic and foreign advanced practice, we proposed to strengthen the role of government as the main measure to promote the rural tourism development in Pingyang County. It means that the government should make improvements in the transformation of government functions, institutional innovation, planning, investment, duplicity, development pattern and so on.