Research On Government Behavior In The Construction Of Smart Tourism In Yangzhou City

Yangzhou is rich in tourism resources,and which is National excellent tourist city.With the development of economic society,information technology and so on,tourists’ demand for tourism is changing.Traditional tourism development has new bottlenecks.The smart tourism projects alleviate these problems effectively and solve these problems in partly.2012,Yangzhou was identified as the National Tourism pilot cities by the National Tourism Administration,launched the smart tourism projects officially.In this dissertation,the governmental behavior in Yangzhou smart tourism development is the study object.The dissertation bases on New Public Service Theory,System Management Theory,Consumer Behavior Theory,and adopts Literature Research Method,Comparative Analysis Method,Questionnaire Survey Method and so on.The present situation of the development of the smart tourism in Yangzhou is the foundation.The dissertation study achievements from service object and construction subject.The study finds that the smart tourism in Yangzhou has some problems.The effect of government promotion is poor,and the awareness rate and utilization of smart tourism concept are low.The government focuses on hardware and software investment,lacks wisdom marketing concept.The overall level of information application is relatively low.Government support tends to some scenic spots,and the overall development of smart tourism is not balanced.The government is the main,and the participation degree of other related subjects are low.Government departments work individually,and smart tourism integrative development level is low.The reasons for these problems mainly in the following areas.Firstly,concepts are hysteretic,and ideological understandings are not enough.Secondly,lack of publicity,marketing concept is not strong.Thirdly,talented persons are short,and informatization is constrained.Fourthly,technology is weak,and the overall level of development is low.Fifthly,lack of funds,enthusiasm is difficult to mobilize.Sixthly,mechanismis is poor,and resource sharing is weak.The dissertation put forward countermeasures and suggestions,on the basis of government led,market-oriented operation,multi-party participation.Innovate propaganda and Increase promotion efforts to promote integrated marketing.Focus on technology development and strengthen application to improve the smart tourism application system.Promote the introduction and cultivation of compound technical talents to provide personnel protection.Increase funding and policy support to enhance the ability to promote.Improve the smart tourism service management system to achieve resource sharing.Promote "Tourism+",and combine smart tourism with smart city construction.