Cangnan County Tourism Industry Development In The Study Of Government Functions

Ever since the reform and opening up, China has seen a rural tourism booming. Although the starting point is relatively late, compared to that of developed countries in the west, the rapid development of rural tourism, especially in Guiyang, Beijing and other places, has turned into a unique and nation-wide influential model. Thanks to the flourish of the rural tourism, many rural areas are enjoying significant improvements in social aspects, economies and tourism industry, and thus has been contributing to the overall development of rural society. Nonetheless, the development of rural tourism can not be separated from rich tourism resources and effective marketing policies. More importantly, it can not be separated from the cultivation, guidance and support of local government. Therefore, it is of great significance to study how to effectively play the role of local government in the development of rural tourism.This paper studies the case of Cangnan County in Zhejiang Province, by using both quantitative and qualitative research methods to analyze problems related to government functions, such as supplementing public products, market failure, government self-positioning, etc.. Firstly, based on questionnaire survey and field investigation, the paper analyzes the status quo of rural tourism, consumption structure, tourist information, resource endowment and so on in Cangnan county. On this basis, the main functions of the government in the development of rural tourism in Cangnan County are established, also some deficiencies on public products supply, investment and management methods are pointed out, these aspects are then further analyzed in term of the absence and dislocation of government management functions. By drawing the example of Guiyang government, which employs to the functions of the government in rural tourism development, and combining the realities of Cangnan county, the main measures to strengthen the government function to promote the development of rural tourism in Cangnan County are proposed. The paper concludes that the government should improve and deepen its transformation of government functions, as well as to innovate management systems, improve the tourism planning and tourism infrastructure, and take the road of sustainable development.