Chongqing Wulong District Government Behavior Research In The Development Of Rural Tourism

On August 4,2015,the General Office of the State Council issued the “Some Opinions on Further Promoting Tourism Investment and Consumption”,where the strategic deployment of “implementing the rural tourism promotion plan,expanding tourism consumption space” was proposed.On July 7,2016,the General Office of the People's Government of Chongqing Municipality issued the “Opinions on Accelerating the Development of Rural Tourism”,where the development goal of “by 2020,to create 10 national leisure agriculture and rural tourism demonstration counties,build 10 large rural tourism industry clusters,and complete 100 special tourism towns to receive 170 million trips annually,and realize the total income of more than 80 billion yuan for rural tourism,and create employment of 1 million farmers.Thus it can be seen that both the central government or the local governments attach great importance to the development of rural tourism,because rural tourism is not only an important growth point for the tourism industry to stimulate economic development,but also a people's livelihood benefiting people and enriching people.Wulong District of Chongqing is the only district with three gilded signboards,namely,the “World Natural Heritage”,“National 5A-class Tourist Attractions” and “National Tourism Resort” in China.In recent years,the Wulong District government also vigorously cultivate and support the development of rural tourism.In 2014,Wulong District was named “National Leisure Agricultural and Rural Tourism Demonstration Zone”,and the tourist amount received by the rural tourism of Wulong District was up to 6.2 million trips in 2016 with the income exceeding 1 billion yuan.However,both the positive and negative side of the government behavior can be seen in the Wulong District government's vigorous promotion of rural tourism development.Whether the rural tourism in Wulong District can be healthy and sustainably developed largely depends on whether the government behavior can be effectively played.Therefore,it is of great theoretical and practical significance to conduct in-depth study on the government behavior in the rural tourism development of Wulong District.In this paper,starting with the definition of rural tourism,local government behavior and other related core concepts,and using the sustainable development theory,public product theory and governmental function theory for reference,the government behavior in the rural tourism development of Wulong District is oriented by the document analysis method,the government behavior in the rural tourism development of Wulong District is analyzed with the survey research method to point out the positive behavior performance,inappropriate behavior performance,the influence and the reason for inappropriate behavior.Finally,the combination of comparative analysis method,the theoretical analysis and practice is used to put forward the countermeasures and suggestions on the optimization of government behavior in the rural tourism development of Wulong District by drawing lessons from successful experience of government behavior in the rural tourism development of Wulong District.The content of this article is divided into six parts.Chapter One: Introduction.It mainly introduces the research background and the significance of the research,reviews the current research situations at home and abroad,makes clear the research ideas and methods,and puts forward the innovation of the research.Chapter Two: Conceptual Definition and Theoretical Basis.It mainly defines the concept and extension of rural tourism and local government behavior,introduces the sustainable development theory,public product theory and governmental function theory,and explains the economic behavior,legal behavior and administrative behavior of the government in the development of rural tourism,laying theoretical foundation to this paper.Chapter Three: Orientation of Government Behavior.It first briefly introduces the overall situation of the rural tourism development of Wulong District,and then sort out and sum up the behavior pattern of the government in various stages with the review of the process of rural tourism development of Wulong District as the carrier,and then on this basis,orient the role of government in the rural tourism development of Wulong District,drawing a conclusion that the government should act as the strategic decision maker,supervision manager,service provider and interest coordinate.Chapter 4: Analysis of Government Behavior.Through the summarization of situation of three rural tourism demonstration sites,it draws out the positive performance and misconduct and the affect brought of the government behavior in the rural tourism development of Wulong District to analyze the reasons of misconduct.Chapter Five: Policy AdviceThe novelty of this study includes two aspects.The first is the innovation of research object,reflected in the study on the Wulong District government.The second is the innovation of research perspective,embodied in the study with rural tourism development of Wulong District as the carrier of research object.The combination of both to study on the government behavior of rural tourism development of Wulong District has certain typical demonstration significance.There are also some shortcomings in the study in this paper.First,the countermeasures and suggestions on the government behavior in the rural tourism development of Wulong District in Chongqing is still not systematic;second,there is not enough data collection in the aspect of government behavior in the rural tourism development of Wulong District in Chongqing.