Government Behavior On The Development Of Rural Ecotourism In Wenzhou

Rural ecotourism, focusing on positive influence of ecological civilization concept on nature protection, humanity environment and community interests, is a combination and promoting on rural tourism and ecological tourism. Rural ecotourism in Wenzhou is still under development and not mature, such as insufficient infrastructure, underfunded investment etc., those issues require Wenzhou government to solve with a leading limited government role.This article elaborates research background from the policy orientation, market requirement, netizen focusing and reform demands, introducing theoretical significance and practical value, explicating research content, key points and difficulties, developing comprehensive tools of documentary references, expert interview, questionnaire survey, field investigation and comparative analysis to research the Wenzhou government behavior in the development of rural ecotourism. By analyzing rural ecotourism and government behavior from both domestic and overseas aspects, this article reveals the trends and findings very few scholars in China has researches on the government behavior on rural eco-tourism development. As the referable material is rare, it is a difficult to analyze government behavior in development of ecological tourism in Yongjia, Wenzhou and Basin of Nanxi River.On the basis of detailed explanation of concepts of rural ecotourism and government behavior, using Sustainable Development Theory, Ecology Theory, New Public Management Theory, New Public Service Theory, Public Goods Theory, Stakeholders Theory and other related theory, this article dialectically analyzes the interactivity of rural ecotourism and government behavior. The article concludes that government can solve the contradiction of rural ecological tourism and rural ecotourism development which will also enhance the comprehensive strength of government in return.Based on the social and era background of comprehensively deepening reforms, This article introduces the positioning of governments on the reform of economic system, government administration, cultural system and social system, elaborates the positive influence from government in leading Wenzhou tourism development, ecological civilization construction and construction of beautiful countryside in Wenzhou.This article comprehensively analyzes the government behavior in rural ecotourism development in a typical rapid developing situation with many varieties in Wenzhou, and find that current government play a very positive role to provide healthy economic environment, stable social environment, thorough system guarantee etc., however some shortcomings still observed in terms of macro economic regulation, market order maintenance, public services providing, ecological environment protection and social culture. All those shortcomings require government to transfom functions to handle relation between market and society more properly, and let market plays a decisive role in the allocation of resources. The government need to focus on the domains that both market mechanism and social organization can not do, such as macroscopic coordination control, market order maintenance, provision of public goods and ecological environment protection to play a leading role as a limited government.Through the questionnaire survey, field investigation, expert interview and documentary references methods, this article analyzes the verified effective performance empirically of local government on rural eco-tourism developments in the Yongjia county in the Basin of Nanxi River, summarize local government’s measurements of strengthening macro control, market order, public service, ecological environment and cultural protection. Meantime, This article points out the shortcomings of finance means, guild establishment, standardization etc..By comparing the government behavior of Yongjia and Wenzhou government, the article suggests that Wenzhou government needs to refer Yongjia government, and puts forward optimized measurements for Wenzhou rural ecotourism development. Wenzhou government should provide effective measures on macro economic regulation, market order maintenance, public services, ecological environment and social culture protection to improve the quality of rural ecological tourism facilities which will help form the distinctive rural eco-tourism "Wenzhou mode" and then improve Wenzhou competitiveness in the Yangtze river delta and Ocean-West economic circle, promote Wenzhou rural ecotourism development in a healthy and sustainable way.In the end, this article puts forward the research prospects for further study on government behavior and derived problems in development of rural ecotourism in Wenzhou, such as the fanners’ interests’protection, industry association role, power rent-seeking corruption in government behavior.Since no academic studies on the government behavior in the development of rural ecotourism were found, this article has certain initiatives. Comparing with the domestic scholars’ studies on government behavior in the field of tourism and other domains, this paper has the following innovations:This paper comprehensively analyzes the correlation between rural ecotourism and government behavior with sustainable development, ecology, public management and other related theory. This paper analyzes Wenzhou and Yongjia government’s behavior on rural ecotourism by using multiple tools of documentary references, expert interview, questionnaire survey, field investigation and comparative analysis. Meantime, based on the era background of comprehensively deepening reforms, This paper suggests the correct positioning of Wenzhou governments, rationalizes the relationship within government, market and society, elaborates how the Wenzhou government play a limited role to promote the sustainable development of the rural ecological tourism.