Study On The Incentive Regulation Under The Market-Based Supply Of Tourism Public Services In Rural Community

Demand for tourism public services in rural community is objective. Rural tourism activity will not be able to undertake if there is no tourism public services.Tourism public services in rural community is also an important driving force for rural tourism development. There is a clear positive correlation between the level of construction and the level of tourism development. Efficient provision of tourism public services in rural community can save the tourists travel cost, greatly facilitate travel behavior, increase the passenger flow, improve service level and image of rural tourism communities. And so, to provide comprehensive, convenient and multivariate tourism public services in rural community is of great significance.In this paper, drawing lessons from the western public service marketization practice and relevant research results such as Public Goods Theory and Public Management Theory, the necessity of marketization of tourism public services in rural community is put forward based on the contradiction between supply and demand of tourism public service in rural community, government supply inefficient and village tourism characteristics. On the power of supply, rural travel industry chain enterprises have consideration on soft power, economic benefits and itself is also a beneficiary of tourism public services in rural community. Due to the provision and production of separable and selectable government cooperation, the market supply also have feasible. This is the theoretical analysis section.In empirical study, the investigation select rural tourism industry chain enterprises in Zhejiang Province as the research object, in order to understand the enterprise supply will, influencing factors and the difference of different link enterprises. Through descriptive statistical analysis, the mean comparison and factor analysis of survey data, it is concluded that enterprise overall supply will is high, but the content of the supply is not balanced; different attributes of tourism public service in rural community apply of different ways of marketization; chain enterprises need different incentives.According to theoretical analysis and empirical research conclusion, this paper design of incentive regulation scheme in view of the characteristics of different attributes of tourism public services in rural community and puts forward suggestions on all levels of government function transformation.