An Analysis On The Government's Role In The Development Of Educational Excursions Industry Based On The Example Of"the District Of Educational Excursions"

Educational Excursions is an emerging travel form focusing on students from primary to middle schools,it has huge market potential to develop.But the researches for this industry is at the prelimanary phase.The author hopes to enhancing researches on educational excursions industry from the aspect of public management and providing some valuable suggestions for the Government which plays a powerfully effective role in the development of educational excursions industry and promoting the economic development of regional tourism.This paper uses literature analysis method,in-depth interview method and questionnaire survey method.Taking“the Building Capital of Educational Excursions”in Jimei District,Xiamen as an example,discussing how does the government play an effective role in the development of educational excursions.The article initially analyzes the nature of educational excursions industry as quasi-public goods and the market failures,proving the necessity of the government-led strategies and analysis on the government's role and the role definition mode according to various development stages in the development of educational excursions industry on the basis of tourism public management combined with the theory of public goods,then take“the District of Educational Excursions”in Jimei District,Xiamen as an example,the author conducted in-depth interviews with directors of the related offices,primary and middle schools and educational excursions bases.Via questionnaire from stakcholders perspective,namely the insiders and participants of educational excursions industry,the author made the"Importance&Satisfaction”assessment on the functions of the Jimei Government based on IPA(Importance Performance Analysis),analyzing the deficiency about the functions of the Government on this issue and promote improvement strategies.The reseach found out that the nature of educational excursions industry as quasi-public goods and the market failures,Government-led mode will become an important strategy to promote the development of it.With the developing of the industry,the role of the goverment will be change,the author putting forward a way for the improvement strategies to Jimei District from four aspects,namely strengthening brand building,optimizing resources and support,promoting public marketing and expliciting market supervision.