Government Marketing Research In The Construction Of Guilin International Tourist Destination

In 2012, Guilin greeted the historical development opportunity, and the State Council published the "Outline on the Development of Guilin International Tourist Resorts" and planned the brilliant blueprint for the future tourism development of Guilin and promoted the construction of Guilin International Tourist Resorts from the state level. Currently, Guilin Municipal Committee and Government, in accordance with the requirements of accelerating the construction of the Lingui New District, emphasis in the protection of Lijiang River, improvement of the old urban area, construction of the beautiful, rich and harmonious Guilin with integration of economy, ecology and culture, is making all efforts to construct Guilin into the beautiful home which is suitable for residence, business and tourism with beautiful scenery, beautiful urban environment, beautiful people's life and harmonious society. To achieve the grand vision drawn in the Development Outline, it requires Guilin people and gentries who support the tourism development of Guilin to constantly promote the construction of Guilin International Tourist Resorts, and do well in tourism marketing in the new situation and new challenges, maintain and promote the leading status of Guilin in the national and global tourism industry.In recent years, Guilin has attached emphasis in governmental marketing, strengthened the propaganda of International Tourist Resorts, advertised in the domestic and foreign famous media, promoted Guilin in flight courses, Internet and important events, implemented the inbound tourism and top tourism award policies, guided the enterprises to expand the tourism market. The main measures include:1. The government does well in marketing of eight products, promotes the tourism brand with high competitive force; 2. The government does well in county tourism marketing and expands the big Guilin tourism circle market; 3. Strengthening the domestic tourism marketing, establishing and developing the strategic position of Guilin in the domestic tourism industry; 4. Strengthening the international tourism marketing, the inbound guests of Guilin ranked first in the municipalities of China; 5. Developing the new pattern of tourism theme marketing, constructing the new pattern of multiple tourism market. With obvious achievements, these measures still faces the issues which are urgent to be solved:1. He scientific and standard governmental marketing system has not been set up yet; 2. The concept of emphasizing in landscape instead of historical culture and governmental marketing; 3. The tourism resources are not effectively integrated, the government hasn't formulated the overall marketing strategy facing both the domestic and the foreign market; 4. The tourism marketing hasn't exerted the effect of traditional media and modern media, and the governmental tourism marketing E-commerce is the weakness.For the above issues, this thesis has presented the following suggestions:(1) The government guides to break three barriers and reconstruct the tourism marketing system; (2) Carrying forward the Guilin history and culture, reconstructing the tourism marketing concept; (3) Integrating the county resources into the urban resources, reconstructing the tourism marketing route; (4) Integrating the domestic cooperation with the international cooperation, reconstructing the tourism marketing plates; (5) Integrating the traditional media into the modern media, and reconstructing the global marketing measures.